Privacy Policy
Effective Date: 5th October 2026
1. Introduction
The Waters and the Wild is committed to protecting your privacy and handling your personal information with care, transparency and respect.
This Privacy Policy explains how we collect, use, store and protect your personal information when you visit our website, purchase goods from us, subscribe to our newsletter or otherwise interact with Waters and the Wild.
This policy has been prepared in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, the Privacy and Electronic Communications Regulations 2003 (PECR), and, where applicable, the EU General Data Protection Regulation.
By using our website, you acknowledge that you have read this Privacy Policy.
2. Who We Are
The Waters and the Wild is a trading name of:
The Waters and the Wild Ltd
Company Number: 17316477
Registered Office:
105 High Street
Worcester
Worcestershire
WR1 2HW
United Kingdom
Email:
hello@thewatersandthewild.co.uk
Website:
thewatersandthewild.co.uk
For the purposes of UK data protection legislation, The Waters and the Wild is the Data Controller.
3. Our Approach to Privacy
We believe collecting should be thoughtful, informed and discreet.
We collect only the information necessary to fulfil orders, improve our services and communicate with customers who have chosen to hear from us.
We do not sell personal information.
We do not trade customer lists.
Your relationship with The Waters and the Wild remains your own.
4. Information We Collect
Depending upon how you use our website, we may collect the following categories of information.
Identity Information
Name
Billing address
Delivery address
Email address
Telephone number
Account information
Order Information
Products purchased
Order history
Order value
Returns
Refunds
Delivery instructions
Payment Information
Payments are processed securely through trusted third-party providers.
We never receive or store your full payment card details.
Technical Information
IP address
Browser
Operating system
Device type
Time zone
Cookies
Website usage
Referring website
Analytics information
Marketing Information
Newsletter subscriptions
Marketing preferences
Communication history
Responses to campaigns
Customer Service Information
Emails
Enquiries
Reviews
Messages
Photographs voluntarily supplied
5. How We Collect Information
We collect information when you:
Visit our website
Create an account
Purchase an item
Join our mailing list
Contact us
Leave a review
Complete a form
Enter a competition
Interact with our social media
Accept cookies
Communicate with us by email
6. Lawful Basis for Processing
We process personal information only where we have a lawful basis to do so.
These include:
Performance of a contract
Compliance with legal obligations
Consent
Legitimate interests
Protection against fraud
7. Legitimate Interests
Where we rely upon legitimate interests, we carefully balance our interests against your rights and freedoms.
These interests include:
Operating our business
Improving our website
Responding to customer enquiries
Preventing fraud
Understanding visitor behaviour
Developing our collections and services
Maintaining website security
You have the right to object to processing based upon legitimate interests.
8. How We Use Your Information
Your information may be used to:
Process orders
Arrange delivery
Provide customer support
Issue refunds
Respond to enquiries
Maintain your account
Improve website performance
Detect fraud
Meet legal obligations
Maintain accounting records
Send newsletters where consent has been provided
Notify subscribers about new acquisitions, essays, exhibitions and collection launches.
9. Marketing Communications
Where you have consented, or where otherwise permitted by law, we may occasionally send emails regarding:
New acquisitions
Research essays
Collection launches
Events
News
Subscribers may withdraw consent at any time by selecting the unsubscribe link contained within every marketing email or by contacting us directly.
We never sell or rent our mailing lists.
10. Cookies
Our website uses cookies and similar technologies.
Cookies help us:
Maintain website security
Remember preferences
Improve performance
Understand visitor behaviour
Measure advertising
The categories of cookies we use include:
Strictly Necessary Cookies
Required for core website functions including shopping basket, checkout and account security.
Functional Cookies
Remember user preferences.
Analytics Cookies
Help us understand website usage.
Marketing Cookies
Allow us to measure advertising effectiveness.
Non-essential cookies are only placed after consent has been given.
You may change your cookie preferences at any time through our cookie settings.
Further information is available in our Cookie Policy.
11. Analytics and Advertising
We may use services including:
Shopify Analytics
Google Analytics
Google Search Console
Meta Pixel
Pinterest Tag
These services help us understand website performance and improve customer experience.
Advertising may be delivered through:
Meta
Instagram
Pinterest
Google
These providers may use cookies where consent has been given.
12. Third-Party Service Providers
To operate our business, we work with carefully selected service providers.
Professional advisers including accountants and solicitors
Each provider processes information securely and only for the purposes of providing services to Waters and the Wild.
13. International Transfers
Some of our service providers operate outside the United Kingdom.
Where personal information is transferred internationally, appropriate safeguards are implemented, including:
UK International Data Transfer Agreement (IDTA)
International Data Transfer Addendum
Standard Contractual Clauses
Adequacy Regulations
14. Security
We maintain appropriate technical and organisational measures designed to protect personal information against:
Unauthorised access
Disclosure
Loss
Alteration
Destruction
While no internet transmission can ever be guaranteed to be completely secure, we continually review our procedures and work with trusted technology providers operating recognised security standards.
15. How Long We Keep Your Information
We retain information only for as long as reasonably necessary.
Typical retention periods include:
Order and accounting records — seven years
Customer enquiries — twenty-four months
Marketing subscriptions — until consent is withdrawn
Analytics information — according to the settings of the relevant provider
Information relating to legal claims — up to six years after conclusion
When information is no longer required, it is securely deleted or anonymised.
16. Automated Decision-Making
We do not make decisions based solely upon automated processing that produce legal or similarly significant effects.
17. Your Rights
You have the right to:
Access your personal information
Correct inaccurate information
Request deletion where appropriate
Restrict processing
Object to processing
Withdraw consent
Receive your data in a portable format where applicable
Lodge a complaint with the Information Commissioner's Office (ICO)
Further information about your rights is available from:
Requests concerning your personal information may be sent to:
hello@thewatersandthewild.co.uk
18. Children's Privacy
Our website is intended for adults.
We do not knowingly collect personal information from children under the age of 13.
If we become aware that such information has been collected, we will delete it.
19. Third-Party Websites
Our website may contain links to external websites.
We are not responsible for the privacy practices of third-party websites and encourage visitors to review their individual privacy policies.
20. Social Media
Interactions with Waters and the Wild through Instagram, Facebook, Pinterest, TikTok or other social media platforms remain subject to the privacy policies of those respective platforms.
21. Accessibility
If you require this Privacy Policy in an alternative format, please contact us and we will endeavour to provide a suitable version.
22. Changes to this Policy
We may update this Privacy Policy from time to time to reflect changes in legislation, technology or our business practices.
The latest version will always appear on this page together with the revision date shown above.
23. Contact Us
If you have any questions regarding this Privacy Policy or how we process your personal information, please contact:
The Waters and the Wild
Email:
hello@thewatersandthewild.co.uk
Website:
thewatersandthewild.co.uk
Registered Office:
105 High Street
Worcester
Worcestershire
WR1 2HW
United Kingdom
© 2026 Waters and the Wild. All rights reserved