Privacy Policy
Last updated: 15 September 2026
Lilac Lines (“we”, “us” or “our”) respects your privacy and is committed to protecting your personal information. This Privacy Policy explains what information we collect, why we collect it, how we use it and the rights you have in relation to your personal information.
Lilac Lines is a sole-trader business based in the United Kingdom and is responsible for the personal information described in this policy.
Information we collect
We may collect personal information when you use our website, purchase a product, contact us, sign up for pattern testing opportunities or choose to receive marketing communications from us.
This information may include:
Your name
Your email address
Billing and order information
Details of products you have purchased
Information you provide when contacting us
Your marketing or pattern-testing preferences
Technical information relating to your use of our website, such as browser, device and website usage information
Payment information is processed through the payment services used by our website. Lilac Lines does not directly receive or store your full payment card details.
How we use your information
We may use your personal information to:
Process and manage your orders
Deliver digital products you have purchased
Provide customer service and respond to enquiries
Manage refunds, disputes or other issues relating to an order
Contact you about pattern-testing opportunities where you have chosen to receive these emails
Send marketing emails where you have chosen to receive them
Understand how our website is used and improve our website, products and services
Maintain appropriate business, accounting and tax records
Protect our website and business from fraud, misuse or security threats
Comply with our legal obligations
Our lawful bases for using your information
Under UK data protection law, we need a lawful basis for using your personal information. Depending on why we are using your information, we may rely on:
Contract — where using your information is necessary to process an order, provide a digital product you have purchased or otherwise fulfil our agreement with you.
Consent — where you have actively chosen to receive marketing communications or pattern-testing emails. You can withdraw your consent at any time.
Legal obligation — where we need to keep or use information to comply with legal, tax, accounting or other regulatory requirements.
Legitimate interests — where it is reasonably necessary for the operation and protection of Lilac Lines, such as responding to enquiries, improving our services, maintaining security and preventing fraud, provided those interests are not overridden by your rights and interests.
Marketing and pattern-testing emails
We will only send you marketing emails where we have an appropriate lawful basis to do so.
Where you sign up specifically to receive information about pattern-testing opportunities, we will use your details for that purpose.
You can unsubscribe from marketing or pattern-testing communications at any time by using an unsubscribe option provided in an email, where available, or by contacting us at hello@lilaclines.co.uk.
Unsubscribing from marketing communications will not prevent us from sending essential communications relating to an order you have placed.
How we share your information
We do not sell your personal information or mailing-list information to third parties for their own marketing purposes.
We may share personal information with trusted service providers where necessary to operate Lilac Lines and provide our services. These may include:
Our website and ecommerce platform
Payment-processing providers
Email and communication service providers
Analytics and website technology providers
Professional advisers, accounting providers or other services used to operate the business
Authorities or other parties where disclosure is required by law
Our website is hosted by Squarespace, which processes certain information in connection with hosting the website, ecommerce, security and website analytics.
We only share information where reasonably necessary for the relevant purpose.
International transfers
Some of the service providers used to operate our website and business may process personal information outside the United Kingdom.
Where personal information is transferred internationally, we take appropriate steps to ensure that it is protected in accordance with applicable data protection law. This may include relying on recognised adequacy regulations or appropriate contractual safeguards.
How long we keep your information
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including where we need to retain information for legal, accounting, tax, refund or dispute purposes.
Order and transaction records may therefore be retained for the period necessary to meet these obligations.
If you have signed up for marketing or pattern-testing communications, we may keep your relevant contact details until you unsubscribe or ask us to delete them. We may retain limited information where necessary to record and respect an unsubscribe or other communication preference.
Enquiries and other correspondence will be kept only for as long as reasonably necessary to deal with the enquiry and any related matters.
Cookies and website analytics
Our website uses cookies and similar technologies, including technologies used to operate and secure the website and understand how visitors use it.
Non-essential cookies are subject to the cookie choices available on our website where applicable.
For more information, please see our Cookie Policy.
Your data protection rights
Depending on the circumstances, UK data protection law gives you rights in relation to your personal information. These may include the right to:
Ask for access to the personal information we hold about you
Ask us to correct inaccurate or incomplete information
Ask us to delete your personal information in certain circumstances
Ask us to restrict how your information is used in certain circumstances
Object to certain uses of your personal information
Ask to receive or transfer certain personal information in a portable format
Withdraw your consent at any time where we rely on consent
These rights do not apply in every circumstance and there may be legal reasons why we need to retain or continue using certain information.
To exercise your rights or ask a question about your personal information, please contact hello@lilaclines.co.uk
How we protect your information
We take reasonable steps to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.
We also use third-party services to operate parts of our website and business, and these providers are responsible for maintaining appropriate security for information processed through their services.
Complaints
If you have a concern about how we use your personal information, please contact us first at hello@lilaclines.co.uk so that we can investigate your concern.
You also have the right to make a complaint to the Information Commissioner's Office (ICO), the UK's data protection regulator.
You can find further information about your data protection rights and how to make a complaint on the ICO website.
Changes to this Privacy Policy
We may update this Privacy Policy from time to time, for example if our services, website features or the way we use personal information change.
The latest version will always be published on this page with the date it was last updated.
Contact us
If you have any questions about this Privacy Policy, how we use your personal information or your data protection rights, please contact:
Lilac Lines
Email: hello@lilaclines.co.uk