Privacy Policy

This section details the information we may collect about you. We explain why, and how, we use it in later sections.

If you decide to create an account or enquire about one of our products or services, we’ll ask you to provide us with some specific information, for example:

Basic personal details – such as name, title and date of birth;
Personal contact details – such as home address, delivery address, home phone number, mobile phone number, and email address;
Other personal details – such as gender, marital status
Login details – such as username and password;
Payment details – such as your bank account and payment card information.

On occasion, we may ask you to voluntarily provide additional information when you partake in surveys, promotions, events and competitions.

You can manage which cookies are set on your device, but if you disable cookies, some parts of the Fairy Tale Diamond site may not work properly. Some cookies are essential for the operation of our site.

We only process personal information where we have a lawful basis for doing so, such as the following:

User consent – This is where you have given us permission to process personal information for a given purpose. For example, if you complete one of our consultation forms, we would ask for your consent if we wanted to use your personal information for any other purpose. You have the right to withdraw this consent at any time. You can manage your preferences within your account or by contacting us.

Legitimate business purposes – This is where we have a legitimate interest, as a business, to process personal information, so long as this is not overridden by your own rights and interests. We take due care to balance our interests against your right to privacy.

Contractual necessity – This is where we have to process personal information to meet our contractual obligations. For example, if you have purchased our products, we would need to process your delivery address to fulfil your order. 

Legal obligation – This is where we have to process personal information in order to comply with the law. For example, we process and retain customer invoice information to comply with financial regulations.

We collect personal information for the following main reasons:

To provide our service – We require some of your basic personal information so our services work as you would expect, for example, delivering an order you’ve placed to your correct address, notifying you of changes to our products and services and dealing with customer care queries. We record customer calls for monitoring and training purposes.

To improve and maintain the quality of our products and services – In order to provide you with the best possible customer experience and value, we need to make sure that our products and services work as they should. Using personal information helps us understand how our customers experience our site, products and services so we can make improvements. This includes contacting customers with surveys, service emails and one to one ad-hoc communications for Fairy Tale Diamond.

To bill our customers – We, along with our authorised payments processors, securely process your payment information to take payments, give refunds and to detect and prevent fraudulent activity. We will also update your payment information in the event that a payment is unsuccessful. You can manage your payment information at any time by contacting us.

To monitor compliance with our policies and terms  – We monitor for breaches of our terms and conditions and policies. We also monitor activity on our site to detect and prevent invalid or fraudulent traffic.

To communicate new products and offers – We want you to get the most out of our products and services, including showcasing our latest products and newsletters. We will contact you with carefully-curated offers and promotions and exclusive event invitations. You are able to change your preferences at any time by contacting us.

For the purpose of advertising – We rely on advertising revenue in part to support our bespoke fine jewellery. We need to process your information to understand the effectiveness of the advertising we serve to you and others, and to deliver relevant personalised advertising. We use the information you give us, the information we collect about you and the information we infer, to serve you with the most appropriate advertisements. If you do decide to turn off personalised advertisements or advertisements tailored to you, you will still see the same number of advertisements but they may be less relevant to you. You may continue to see advertisements that are targeted to you based on other non-personal information. 

Recruitment – If you apply for a role via our site, we will process your information in order to facilitate the application process.

External audits and quality checks – Using third party organisations such as for ISO or Investors in People accreditation, we periodically undertake the audit of our accounts so that we can maintain our accreditations and demonstrate that we operate at the highest standards.

We disclose personal information to facilitate the running of our business or to provide specific services you have requested. Commonly, we will disclose information to:

Service providers – We engage service providers who help to support our business and improve our products. These service providers include, for example, fulfilment providers for delivery of our products; hosts, organisers and sponsors of our events; organisations that host our site, events or databases; and providers of online surveys. We have contracts in place with suppliers who process data to provide their services and they can only use your personal information under our instruction. For example, if you place an order with us, we will disclose your information (address, contact details) to our distribution partners to facilitate delivery of the product(s).

Advertisers – We, and our advertising partners, use cookies to collect personal information and serve you with advertisements that we believe are relevant to you and your interests. There is more specific information about our advertising partners and data sharing in our Cookie Policy.

Social media providers – Information will be shared with social media platforms where you log in to our site via a social media account, or use components on our sites provided by social media platforms (e.g. the “Facebook Recommend” function). We also share the information of our customers with social media partners for the following reasons:

– For the purposes of targeted advertising on social media platforms, and to create lookalike audiences for these purposes;
– To encourage new and existing customers to get the most out of Fairy Tale Diamond.

Legal processes and successors in title – We, and our suppliers, may also disclose your information to comply with applicable laws, court orders or other valid legal processes, and to enforce or apply our terms of use, any subscription agreement, or any of our other rights. We may transfer or disclose your personal information to any entity which takes over or acquires Fairy Tale Diamond. We also share aggregated, non-identifiable information with third parties. Before sharing this information, we ensure that it cannot identify you as an individual.

We retain the majority of your personal information for as long as your account is active and therefore open; this allows you to easily purchase our products and services.

If you become inactive and are not a customer, we may delete elements of the information associated with your account. We will normally warn you if your access is going to be withdrawn and give you the opportunity to retain your account.

Where we don’t need to keep all of your information in full, we will obfuscate or aggregate it, for example, web activity logs and survey responses. This is to ensure that we do not retain your information for any longer than is necessary.

It is sometimes necessary for us to keep your personal information for longer periods of time, for example:

– If there is a statutory requirement to retain it;
– If we require the information for legal reasons or there is a legitimate business need for us to retain it;
– To ensure we do not contact you if you have asked us not to.

Under data protection laws, you may have rights as an individual in relation to the personal data we hold about you. These rights include:

The right to object to direct marketing – your preferences, including in relation to direct marketing, can be found in your account;
The right to access the personal data that we process about you;
The right to request the deletion of your personal data;
The right to request the rectification of your personal data – you can manage some of this information in your account.
You can exercise these rights through your account or by contacting Customer Care.

You also have the right to lodge a complaint with a supervisory authority. In the UK, this is the Information Commissioner’s Office (ICO) who may be contacted at https://ico.org.uk/concerns

Though Personal information is collected by Fairy Tale Diamond, our site contains links to third party websites which are not subject to this privacy policy. We are not responsible for their content, use of personal information, or security practices.
If you have a query with regards to the processing of your personal information, please contact our Data Protection Officer directly at [email protected]

Registered Name: Diamond Manufacturers Ltd
Registered Office: 60 St. Martin’s Lane London England WC2N 4JS
Registered Number: 06388524

This policy was reviewed on 22nd March 2022 and last updated on 22nd March 2022

Any changes we may make to this privacy policy will be posted on this page. If changes are significant, we may choose to notify you by email or to clearly indicate on our home page that the policy has been updated.