Privacy policy

Last updated: October 2026

This policy explains what personal information A Jewellers collects when you visit ajewellers.com, contact us or buy from us, how we use it, who we share it with and the rights you have. It should be read together with our Cookie Policy.

1. Who we are

ajewellers.com is operated by AAJ Traders Ltd, trading as A Jewellers, a company registered in England and Wales (company number 09980921, VAT number 262694480).

AAJ Traders Ltd is the controller of your personal data. To ask a question or exercise any of your rights, contact us using the details above.

You can complain to the Information Commissioner's Office (ICO), the UK data protection regulator, at any time (ico.org.uk). We would appreciate the chance to put things right first, so please contact us before you do.

2. The information we collect

  • Identity and contact details: your name, email address, phone number, billing and delivery addresses.
  • Order details: what you bought, when, the price paid, delivery and returns information.
  • Payment details: payments are processed by our payment providers. We do not see or store your full card number.
  • Enquiries and requests: the product you asked about, your message, and any details or photos you send when you ask us to buy, part-exchange, repair or design a piece.
  • Appointments: the date, time and reason for a store appointment you book.
  • Account details: your login email and order history if you create an account.
  • Conversations: messages you send us by email, WhatsApp, live chat, our help centre or by phone.
  • Marketing preferences: whether you have subscribed to or unsubscribed from our emails.
  • Technical and usage information: your IP address, device and browser type, approximate location, the pages and products you view, what you search for and how you move around the site. Where you have agreed to analytics cookies this includes recordings of your visit (see section 5).

We do not collect special category data (such as health, ethnicity or religious beliefs) or information about criminal convictions. Our website is not intended for children and we do not knowingly collect their data.

3. How we collect it

  • Directly from you, when you place an order, create an account, send an enquiry, book an appointment, subscribe to our emails or contact us.
  • Automatically, through cookies and similar technologies when you use the site. See our Cookie Policy.
  • From others, such as our payment providers (confirmation that a payment succeeded), delivery companies (delivery updates) and analytics and advertising providers (information about how visitors use the site).

4. How we use your information and our legal basis

What we do Information used Legal basis
Take and deliver your order, take payment, handle returns and refunds Identity, contact, order, payment Performance of our contract with you
Reply to enquiries, quote requests, sell and part-exchange requests, and manage appointments Identity, contact, enquiry, appointment, conversations Steps taken at your request before entering a contract; our legitimate interest in responding to you
Manage your account and provide customer service Identity, contact, account, order, conversations Performance of our contract; our legitimate interest in supporting our customers
Send you marketing emails Identity, contact, marketing preferences Your consent, or our legitimate interest where you are an existing customer and have not opted out
Understand how the site is used and improve it, using analytics and session recordings Technical and usage Your consent, given through our cookie banner
Measure and show advertising on other platforms Technical and usage Your consent, given through our cookie banner
Keep the site secure, prevent fraud and spam Technical, identity, contact, order Our legitimate interest in protecting our business and customers
Keep tax and accounting records and meet our other legal duties Identity, contact, order Legal obligation

Where we rely on consent you can withdraw it at any time. Where we rely on legitimate interests you can object (see section 10).

5. Cookies, analytics and session recordings

We use cookies and similar technologies. Essential cookies make the site work. Analytics and marketing cookies are only used if you accept them in our cookie banner. Our Cookie Policy lists what we use and how to change your choice.

If you accept analytics cookies, we use Microsoft Clarity to record how visitors use the site, including mouse movements, clicks, scrolling and the pages viewed. We use these recordings to find and fix problems and to improve the site. What you type into form fields is masked. Microsoft's use of this data is described in the Microsoft Privacy Statement.

6. Marketing

We send marketing emails if you have subscribed, or if you have bought from us or asked us about a product and have not opted out. Every email has an unsubscribe link, and you can also ask us to stop at any time by emailing info@ajewellers.com.

We do not sell your personal data, and we do not share it with other companies for their own marketing.

7. Who we share your information with

We share personal data with the companies that help us run our business. They may only use it to provide their service to us.

Provider What they do for us
Shopify Runs our online store, checkout, customer accounts and email marketing
Payment providers Process card and other payments
Delivery companies Deliver your order
Google Website analytics (Google Analytics), product listings (Merchant Center), fonts, maps and the Google reviews shown on our site
Microsoft Website analytics and session recordings (Clarity)
Meta Advertising measurement (Meta pixel), Instagram and Facebook shopping, and WhatsApp messaging
Pinterest Advertising measurement (Pinterest tag)
Gorgias Customer support, live chat and our help centre
Dondy Provides the WhatsApp chat button on our site
Reputon Displays our Google reviews
Calendly Appointment booking
Vercel Hosts our ring design tool
hCaptcha Protects our forms from spam
Our customer management system providers Store customer, order and enquiry records so our team can look after you

We may also share information with our professional advisers (such as accountants, lawyers and insurers), with HM Revenue & Customs, regulators, the police or other authorities where the law requires it, and with a buyer if we sell or transfer all or part of our business.

8. Transfers outside the UK

Some of our providers are based outside the UK, mainly in the United States and the European Economic Area. When your data is transferred outside the UK we make sure it is protected, either because the destination country has been recognised by the UK as providing adequate protection, or by using contract terms approved for use in the UK. Contact us if you would like more detail.

9. How long we keep your information

  • Orders and transactions: six years after the end of the tax year of your purchase, as the law requires.
  • Enquiries and requests that do not lead to an order: two years.
  • Analytics data and session recordings: up to 13 months.
  • Marketing: until you unsubscribe. We then keep a record of your email address only so that we do not contact you again.
  • Account details: until you ask us to close your account.

We may keep information for longer if there is a complaint or legal claim.

10. Your rights

You have the right to:

  • ask for a copy of the personal data we hold about you;
  • ask us to correct anything that is inaccurate;
  • ask us to delete your data where there is no good reason for us to keep it;
  • object to our use of your data where we rely on legitimate interests, and object to direct marketing at any time;
  • ask us to restrict how we use your data;
  • ask us to transfer your data to you or to another organisation;
  • withdraw consent at any time where we rely on it.

To use any of these rights, email info@ajewellers.com. There is normally no fee. We may need to confirm your identity first, and we aim to respond within one month.

11. Security

We use appropriate technical and organisational measures to protect your personal data, and we limit access to those who need it to do their job. If a data breach is likely to put you at risk we will tell you and the ICO where the law requires us to.

12. Links to other websites

Our site links to other websites and social media platforms. We are not responsible for how they use your data, so please read their privacy policies.

13. Changes to this policy

We review this policy regularly and will post any changes on this page with a new "last updated" date.