Last updated: August 4, 2026

This privacy policy explains how Lily Wellington collects, uses, stores and shares personal information when you visit the store, make a purchase, contact us or otherwise use our services.

1. Who is responsible for your information?

The agency responsible for your personal information is:

Registered company: USEEMALL LTD
Trading as: Lily Wellington
Registered in England and Wales, company number 13324887
Registered office: Flat 4, 4 Conyngham Road, Manchester, M14 5SA, England
Email: support@lily-wellington.com
Website: https://lily-wellington.com

Because we offer goods to customers in New Zealand, we handle personal information in accordance with the Privacy Act 2020 and its information privacy principles. As a company registered in the United Kingdom, we also apply UK data protection law to our processing.

Lily Wellington uses Shopify as the technical platform for the store. We are responsible for the handling described in this policy, except where a supplier acts independently for a particular service.

2. What personal information do we collect?

Depending on how you use the store, we may collect the following information.

Contact and customer information

• name;
• email address;
• delivery address;
• billing address; and
• your communication with customer service.

Order and transaction information

• order number;
• products ordered;
• purchase amount;
• chosen payment and delivery method;
• delivery status;
• returns, refunds and complaints; and
• order history.

Payments are handled by our payment providers. Lily Wellington does not normally receive complete payment card details, but may receive limited payment information such as payment status, a transaction reference and part of the card number.

Technical information and usage data

• IP address;
• browser and device type;
• operating system;
• time of visit;
• pages visited;
• products you view or add to your cart;
• referring website; and
• information collected through cookies and similar technology.

Marketing-related information

Where you have signed up or otherwise consented, we may collect:

• email address and marketing preferences;
• information about the opening and use of marketing messages;
• identifiers from cookies and similar technology; and
• activity used to measure or personalise advertising.

3. Where do we get the information from?

We collect personal information:

• directly from you when you order, contact us or sign up for marketing;
• automatically from your device when you use the website;
• from Shopify and installed applications;
• from payment providers;
• from warehouse, delivery and logistics partners, including NZ Post; and
• from advertising and analytics providers.

We collect personal information directly from you wherever that is reasonably practicable, as the Privacy Act 2020 requires.

4. Why do we collect it and what do we use it for?

We only collect personal information that is necessary for the purposes set out below, and we use it only for those purposes or a directly related purpose.

Processing and delivering orders

To register and process your order, receive and check payment, dispatch the goods, give you information about delivery, and handle returns and refunds.

Accounting and legal obligations

To keep the transaction and accounting records required by tax and other law.

Customer service and complaints

To answer your questions and to handle returns, faults, complaints and disputes, including claims under the Consumer Guarantees Act 1993.

Security and fraud prevention

To detect and prevent fraud, misuse, unauthorised payments and security incidents, using transaction information, IP address, device data and order history.

Our payment providers may apply automated fraud screening which can result in a payment being declined. If your payment is declined for this reason you can contact us and we will look into it with you.

Electronic marketing

To send you marketing by email where you have signed up, or where marketing to existing customers about similar products is permitted. Every marketing message includes an unsubscribe link, as the Unsolicited Electronic Messages Act 2007 requires. You can also unsubscribe by emailing support@lily-wellington.com.

Analytics and personalised advertising

To measure traffic and use of the website, measure the effect of advertising, improve the store and show more relevant advertising. You can change or withdraw your choices at any time through the cookie settings on the website.

5. Cookies

We use cookies and similar technology for necessary functions such as the shopping cart, security and payment.

Analytics, functional and marketing tools are activated in line with the choices you make in the cookie settings, and only after valid consent where consent is required.

For each cookie or technology we use, the following applies and can be provided on request: the name, the provider, the purpose, the duration, and which third parties may access the information.

Withdrawing a consent does not affect the lawfulness of anything done before it was withdrawn.

6. Who do we share the information with?

We only share personal information where it is necessary for one of the purposes above, or where the law requires or permits it.

Recipients may include:

• Shopify, which provides the online store platform;
• our payment providers;
• our warehouse and fulfilment partners;
• the carriers who deliver your order, including NZ Post;
• our customer service and email providers;
• Google, where Google Analytics or Google Ads are used;
• Meta, where the Meta Pixel or other Meta services are used;
• IT, security and hosting providers;
• accountants, auditors and professional advisers; and
• public authorities, where we are legally required to disclose information.

An up-to-date overview of the advertising, analytics and cookie providers in use is maintained in the cookie settings on the website.

We do not sell your personal information.

7. Sending information overseas

Our suppliers, and our own operations, are located outside New Zealand. Your personal information is therefore stored and processed overseas, including in the United Kingdom, the European Union and the United States.

Before disclosing personal information to a party outside New Zealand, we take reasonable steps to ensure that the recipient is required to protect it with safeguards comparable to those in the Privacy Act 2020, as information privacy principle 12 requires. Depending on the recipient this may rest on contractual protections such as standard contractual clauses, on an equivalent privacy regime in the destination country, or on your authorisation.

You can contact us for more information about the recipients, destination countries and safeguards involved.

8. How long do we keep the information?

We do not keep personal information for longer than is required for the purposes for which it may lawfully be used.

As a general rule:

• order and accounting information is kept for as long as required under applicable tax and accounting law;
• information about customer service, returns and complaints is kept while the case is being handled and then for as long as is necessary to document it or to handle a legal claim;
• marketing information is kept until you unsubscribe or withdraw your consent, unless it must be kept for a limited period to record your unsubscribe;
• cookie and analytics information is kept for the periods set out in the cookie settings; and
• information relating to security and fraud prevention is kept for as long as is necessary to investigate the incident, protect the service or handle a legal claim.

When the information is no longer needed, it is deleted or anonymised.

9. Keeping your information safe

We use reasonable technical and organisational safeguards to protect personal information against loss, unauthorised access, use, modification or disclosure, and against other misuse.

These may include encrypted communication, access control, limiting who can access what, and using suppliers with relevant security measures in place.

No method of transmission or storage can be guaranteed to be completely secure. If a privacy breach occurs that is likely to cause serious harm, we will notify the Office of the Privacy Commissioner and the affected individuals, as the Privacy Act 2020 requires.

10. Your rights

Under the Privacy Act 2020 you have the right to:

• ask whether we hold personal information about you and request access to it; and
• request that we correct information that is wrong, and, if we do not correct it, request that a statement of the correction you sought be attached to it.

We also honour the following requests as a matter of policy, and as a matter of right where UK or EU data protection law applies to the processing:

• deletion of your information where we no longer need it;
• restriction of, or objection to, certain processing;
• objection at any time to direct marketing;
• receiving your information in a commonly used, machine-readable format; and
• withdrawing a consent at any time.

We may ask for the information necessary to confirm your identity before acting on a request. Requests go to support@lily-wellington.com. We respond without undue delay and, for access and correction requests, no later than 20 working days after receiving the request.

11. Complaints

If you believe we have handled your personal information incorrectly, please contact us first at support@lily-wellington.com so that we can look into it.

You also have the right to complain to a privacy regulator:

In New Zealand: Office of the Privacy Commissioner, PO Box 10094, Wellington 6143 — https://www.privacy.org.nz/
In the United Kingdom: Information Commissioner's Office — https://ico.org.uk/

12. Children

The store is not directed at children under 16. We do not knowingly collect personal information from children for marketing purposes.

If you believe a child has given us personal information without the necessary authorisation, contact us at support@lily-wellington.com and we will delete it.

13. Changes to this policy

We may update this privacy policy when our services, suppliers or the applicable rules change.

The most recent version is published on this page with an updated date. Where changes are significant, we provide additional information in an appropriate way.

Contact

USEEMALL LTD, trading as Lily Wellington
Registered in England and Wales, company number 13324887
Registered office: Flat 4, 4 Conyngham Road, Manchester, M14 5SA, England
Email: support@lily-wellington.com
Monday to Friday: 09:00 – 17:00 (NZST) · Saturday and Sunday: 10:00 – 17:00 (NZST)

We normally reply within 24 hours on business days.