Pure Cradle is committed to protecting your privacy. This policy explains what personal information we collect, why we collect it, what we do with it and the rights you have over it. We process personal data in line with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
Who we are
Pure Cradle sells baby and mother care products in the United Kingdom. For the information described in this policy we act as the data controller.
Company details to confirm: registered company name, company number, registered office address and ICO registration number.
Our data protection principles
We commit to:
- processing your data fairly, lawfully and transparently;
- collecting only the information we need to sell to you and support you;
- using your data only in the ways described here;
- keeping your information accurate and up to date;
- keeping it only as long as we need to;
- protecting it against unauthorised use, loss or destruction.
Information we collect
- Name — needed to process and deliver your order.
- Delivery and billing address — for delivery, returns and any product safety notice.
- Email address — for order confirmations, delivery updates and, where you have asked for them, our emails.
- Telephone number — so we or the courier can contact you about an order.
- Order history — to handle returns and warranty claims, and to tell you about a product safety recall.
- Payment details — handled by our payment providers. Card numbers are never stored on our systems.
- Account details — if you choose to create an account.
- Messages you send us — so we can answer you.
Our free tools — the age calculator, due date calculator and checklists — run entirely in your browser. Anything you type into them stays on your device and is never sent to us.
Why we process your data
- To fulfil our contract with you — taking payment, delivering your order, handling returns.
- To meet our legal obligations — keeping records for tax, and contacting you about product safety.
- For our legitimate interests — improving the site, preventing fraud and understanding what our customers need.
- With your consent — marketing emails and non-essential cookies.
Who we share it with
- Couriers — to deliver your order.
- Payment providers — to take payment securely.
- Our website and email providers — who host the site and send your order emails.
- Review platforms — only if you agree to be invited to leave a review.
We do not sell your personal data. We may disclose information where the law requires it, or to protect someone’s vital interests.
How we protect your data
We restrict access to personal data to people who need it to do their job, and we require our suppliers to apply appropriate technical and organisational security measures. Everything you enter on this website is encrypted in transit using Transport Layer Security (TLS 1.2 and 1.3).
How long we keep it
We keep order and transaction records for as long as tax and accounting law requires — generally six years from the end of the relevant financial year. Marketing consent is kept until you withdraw it. Account data is kept until you ask us to close your account.
Automated decision making
We do not make decisions about you by automated means that have a significant effect on you.
Your rights
You have the right to:
- be told how your data is used;
- get a copy of the personal data we hold about you;
- have inaccurate data corrected;
- ask us to delete your data;
- ask us to restrict how we process it;
- receive your data in a portable format;
- object to processing based on legitimate interests;
- withdraw consent at any time, without it affecting anything we did before.
To exercise any of these, email us and we will respond within one month.
Cookies
Cookies are small files placed on your device. We use them to keep your basket working, to remember you are signed in, and — with your consent — to understand how the site is used so we can improve it. You can control cookies through your browser settings; blocking essential cookies will stop the basket and checkout working.
Children
Our products are for adults to buy for children. We do not knowingly collect personal data from anyone under 16.
Making a complaint
If you are unhappy with how we have handled your data, email us first and we will try to put it right. You also have the right to complain to the Information Commissioner’s Office, the UK supervisory authority, at ico.org.uk.
Changes to this policy
We may update this policy to reflect changes in the law or how we work. The date at the top of this page shows when it was last revised.