Privacy policy

 

Last updated: 7 October, 2025

PUNIVERSE LTD (company number: 15999087) operates this store and website under the trading name Aetheo, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). Our store is powered by Shopify, which enables us to provide the Services to you.

This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect or Process

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you. We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

  • Contact details including your name, address, billing address, shipping address, phone number, and email address.
  • Financial information including credit card, debit card, and financial account numbers, payment card information, transaction details, and payment confirmation.
  • Account information including your username, password, security questions, preferences and settings.
  • Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
  • Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.
  • Device information including your device, browser, or network connection, IP address, and other unique identifiers.
  • Usage information including how and when you interact with or navigate the Services.

Personal Information Sources

  • Directly from you including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information.
  • Automatically through the Services including from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies.
  • From our service providers including when we engage them to enable certain technology and when they collect or process your personal information on our behalf.
  • From our partners or other third parties.

How We Use Your Personal Information

Depending on how you interact with us or which of the Services you use, we may use personal information for the following purposes:

Provide, Tailor, and Improve the Services. We use your personal information to provide you with the Services, including to perform our contract with you, process your payments, fulfill orders, remember your preferences, send account notifications, and create a customized shopping experience.

Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send marketing communications and to show you online advertisements on this site or others. We may share limited customer and event data (such as contact details and purchase events) with advertising partners, including TikTok, Meta, and Google, to measure performance, deliver relevant ads, and improve our marketing effectiveness. This processing is carried out based on your consent (where required) or our legitimate interest in promoting our business.

Analytics and performance measurement activities may rely on our legitimate interests, while personalised advertising uses your consent obtained through the cookie banner.

Security and Fraud Prevention. We use your personal information to authenticate your account, provide a secure payment and shopping experience, detect and prevent fraud or malicious activity, and secure our services.

Communicating with You. We use your personal information to provide you with customer support, respond to inquiries, and maintain our business relationship with you.

Legal Reasons. We use your personal information to comply with applicable law or respond to lawful requests from authorities, and to enforce our terms or policies.

Lawful Bases for Processing.
Under the UK and EU GDPR, we rely on the following lawful bases:
– Performance of a contract (for order processing, payments, and account management);
– Compliance with legal obligations (for tax and regulatory requirements);
– Legitimate interests (for security, fraud prevention, analytics, and service improvement);
– Consent (for marketing communications, cookies, and targeted advertising activities).

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy. Such circumstances may include:

  • With Shopify, vendors and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfillment and shipping).
  • With business and marketing partners to provide marketing services and deliver relevant advertisements. For example, we use Shopify and third-party advertising platforms — including TikTok, Meta (Facebook and Instagram), and Google — to support personalised advertising based on your interactions on this site and elsewhere.

We may share limited customer identifiers (such as name, email address, phone number, postal code, and location) and event data (such as page views, searches, add-to-cart actions, checkouts, and purchases) with these partners through technologies such as TikTok Pixel and Events API, Meta Pixel, and Google Ads/Analytics tags. This data helps us measure advertising performance, deliver more relevant ads, and improve marketing effectiveness.

  • When you direct, request or consent to disclosure to third parties, such as for shipping or social-media logins.
  • With our affiliates within PUNIVERSE LTD or our corporate group.
  • In connection with a business transaction or to comply with legal obligations, enforce terms, or protect rights.

Cookies and Tracking Technologies

We use cookies and similar technologies to operate and improve our website, measure performance, and deliver relevant advertising.

Essential cookies are always active; non-essential cookies (such as analytics and marketing) operate only with your consent, managed through Shopify’s automated cookie banner visible in your region. You may adjust or withdraw your consent at any time via the banner or your browser settings.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. In some cases, Shopify acts as an independent data controller for its own legitimate purposes (for example, fraud prevention or analytics). To learn more about how Shopify uses your personal information and any rights you may have, visit the Shopify Consumer Privacy Policy or the Shopify Privacy Portal.

Security and Retention of Your Information

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." Any information you send to us may not be secure while in transit. We retain your personal information only for as long as necessary to fulfil the purposes described in this Policy. Transaction and accounting data may be retained for up to seven years to meet legal and tax obligations. Marketing data will be retained until you withdraw consent or opt out of marketing communications.

Your Rights and Choices

You may have the right to access, delete, correct, restrict, or object to the processing of your personal information, and to data portability. You may also withdraw consent where processing is based on consent. To exercise your rights, contact us using the details below or through our Data Protection Officer page: https://aetheo.co.uk/pages/data-deletion-request.

We may need to verify your identity before processing your request. We will respond within the time required by applicable law.

Complaints

If you have concerns about how we process your personal information, please contact us first. You may also lodge a complaint with your local data protection authority. In the UK, this is the Information Commissioner’s Office (ICO).

International Transfers

We may transfer, store and process your personal information outside your country. Where data is transferred outside the UK or EEA, we rely on recognised safeguards such as the European Commission’s Standard Contractual Clauses or UK-approved equivalents, unless the destination country is deemed adequate.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect operational or legal changes. We will update the "Last updated" date and post the revised version on this website.

Contact

PUNIVERSE LTD (trading as Aetheo)
Registered office: 71–75 Shelton Street, Covent Garden, London, ENG, WC2H 9JQ, United Kingdom
Company Number: 15999087
ICO Registration Number: ZB800134
Email: privacy@aetheo.co.uk
Data Protection Officer page: https://aetheo.co.uk/pages/data-deletion-request