Last updated: August 6, 2026

Buying anything online means handing over personal information. This page explains what Emily Dublin does with yours, on what legal footing, and how you take control of it back.

The controller

Responsibility for your data sits with USEEMALL LTD, a company registered in England and Wales under number 13324887, whose registered office is Flat 4, 4 Conyngham Road, Manchester, M14 5SA, England. It trades as Emily Dublin.

The shop is built on Shopify, which processes data on our instructions as our platform provider. Where a supplier makes its own decisions about a service, it acts as controller for that part.

What we hold

From you directly. Name, email address, telephone number if you give one, billing and delivery addresses, what you ordered and when, account details, and whatever you write to support.

Collected as you use the site. IP address, device and browser, operating system, when you visited, which pages and products you looked at, what went into the basket, which site sent you, and identifiers placed by cookies and comparable technology.

Passed to us by others. Payment status, a transaction reference and the last digits of a card from payment providers; delivery progress from carriers; measurement data from advertising and analytics providers where consent permits. A full card number never reaches us.

What it is used for

Taking your order and getting it to you. Taking and checking payment. Keeping you updated in transit. Dealing with returns, faults, complaints and disputes. Spotting and stopping fraud and unauthorised payments. Meeting accounting, tax and other legal duties. Making the shop better. And, with your agreement, marketing and measuring how our advertising performs.

Legal bases under the GDPR

The GDPR governs this processing. Everything required to take and deliver an order rests on performance of a contract. Accounting and tax records rest on legal obligation. Fraud prevention, the security of the service, and keeping a record of enquiries and claims rest on our legitimate interests. Optional cookies, analytics, personalised advertising and marketing email rest on your consent, which you may take back at any moment.

Cookies

The necessary ones run the basket, secure the session and process payment; the shop does not function without them. Analytics, functional and advertising technologies switch on only after valid consent.

Adjust or withdraw consent whenever you want through the cookie settings on this site. Withdrawal does not reach backwards into processing that was already lawful. For any cookie in use we can give you its name, provider, purpose, lifespan and which third parties can read it — ask and we will send the current list.

Who else sees it

Only those who need to, and only with a proper basis: Shopify as platform; our payment providers; warehouse and fulfilment partners; carriers, An Post among them; our email and helpdesk suppliers; Google, where Google Analytics or Google Ads are running; Meta, where the Meta Pixel is running; hosting, IT and security suppliers; accountants, auditors and professional advisers; and public authorities where the law compels disclosure.

Your personal data is not for sale.

Links elsewhere

Where we link to a site we do not run, its privacy practices are its own affair and outside our responsibility.

Children

The shop is not aimed at under-16s and we do not knowingly gather their data for marketing purposes. If you think a child has given us information without proper authorisation, tell us and it will be erased.

Keeping it safe, and for how long

Encrypted connections, access control, least privilege internally, and suppliers who maintain comparable safeguards. No system is perfectly secure and we will not pretend it is.

Order and accounting records stay as long as accounting and tax law demands. Support, return and complaint records stay while a case is live and afterwards for as long as evidencing it may require. Marketing data stays until you unsubscribe or withdraw consent. Cookie and analytics data follows the periods in the cookie settings. What is no longer needed is deleted or anonymised.

What you can ask of us

To be told how your data is processed. To see it and get a copy. To have it corrected where it is wrong or incomplete. To have it erased. To have its processing restricted. To object where we rely on legitimate interests, and to object to direct marketing at any time and for any reason. To receive it in a structured, commonly used, machine-readable form and have it sent to another controller. To withdraw a consent. And not to be subject to a decision made solely by automated means that produces legal or similarly significant effects.

Some of these are limited in particular circumstances, and we may need to confirm your identity first. Requests go to support@emily-dublin.com and are answered without undue delay, within one month at the outside.

This shop serves the European Union, but our approach does not change with geography. California residents hold rights under the CCPA and CPRA to know what is collected and why, to have it deleted or corrected, and to opt out of the sale or sharing of personal information and of targeted advertising. Where a browser sends a Global Privacy Control signal, we read it as an opt-out for that browser and device.

Complaining

Start with us at support@emily-dublin.com. You also have the right to complain to a supervisory authority, particularly in the Member State where you live or work. In Ireland that is the Data Protection Commission, 21 Fitzwilliam Square South, Dublin 2, D02 RD28; in the United Kingdom, the Information Commissioner's Office.

Data leaving the EEA

Some suppliers process data outside the European Economic Area. Where the destination has no adequacy decision from the European Commission, the transfer runs on the Commission's Standard Contractual Clauses or the United Kingdom equivalent, with whatever supplementary measures the situation calls for. Certain recipients in the United States may rely on the EU–US Data Privacy Framework where validly certified. The United Kingdom is itself covered by an adequacy decision. Ask and we will tell you which route a given supplier uses.

Revisions

This policy changes when our services, suppliers or the applicable rules change. The date at the top marks the current text, and significant changes are announced properly.

Contact

Emily Dublin
USEEMALL LTD — Company No. 13324887
Company address: Flat 4, 4 Conyngham Road, Manchester, M14 5SA, England
Returns address: sent to you by email once your return is approved
Email: support@emily-dublin.com
Customer service hours: Monday to Friday 09:00–17:00 (IST) · Saturday and Sunday 10:00–17:00 (IST)
We aim to reply within 24 hours.