Privacy policy

Last updated: 31 August 2026
ICO Registration Number: ZC072987

FIRE FOREVER operates this website and online store, including all related content, features, tools, products and services (collectively, the “Services”).

This Privacy Policy explains how we collect, use, store and disclose your personal information when you use our Services. It also explains your rights under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

By accessing or using our Services, you acknowledge that you have read and understood this Privacy Policy.

1. Data Controller

FIRE FOREVER

99A Colney Hatch Lane
London N10 1LR
United Kingdom

Email: fireforeverstudio@gmail.com

FIRE FOREVER is registered with the Information Commissioner’s Office (ICO) under registration number ZC072987.

For the purposes of applicable UK data protection law, FIRE FOREVER is the data controller responsible for the personal information described in this Privacy Policy.

2. Personal Information We Collect

When you use our Services, we may collect or process different categories of personal information, depending on how you interact with our website and store.

Contact Information

This may include:

Full name
Email address
Telephone number
Billing address
Shipping or delivery address

Payment and Financial Information

When you make a purchase, payment information may be collected and processed by our third-party payment providers.

We do not ordinarily store your complete payment card details on our own systems.

Account Information

If you create an account, we may collect:

Username
Password
Account preferences
Other information associated with your account

Transaction Information

We may collect information relating to your interactions and transactions with our Services, including:

Products viewed
Products added to your shopping cart
Purchases
Returns
Exchanges
Order history

Communications

If you contact us, we may retain information contained in your communications, including messages sent to our customer support team.

Device and Usage Information

When you visit or use our website, certain technical information may be collected automatically, including:

IP address
Browser type
Device information
Operating system
Cookies and similar technologies
Information about how you interact with our website

3. Lawful Basis for Processing

Under the UK GDPR, we process personal information only where we have a lawful basis to do so.

Depending on the circumstances, we may rely on the following lawful bases:

Contract

We process information where it is necessary to enter into or perform a contract with you, including to:

Process and fulfil orders
Process payments
Arrange delivery
Manage returns and exchanges
Provide account-related services

Consent

We may process your personal information based on your consent, including for certain marketing communications such as newsletters and promotional emails.

Where processing is based on consent, you may withdraw your consent at any time.

Legitimate Interests

We may process information where necessary for our legitimate interests, provided that these interests do not override your fundamental rights and freedoms.

This may include:

Preventing fraud
Maintaining website and account security
Protecting our business
Understanding how our Services are used
Improving our website, products and customer experience

Legal Obligations

We may process personal information where necessary to comply with applicable legal or regulatory obligations, including tax, accounting and other requirements under UK law.

4. How We Use Your Personal Information

We may use your personal information for the following purposes:

To provide, operate and maintain our Services
To process and fulfil orders
To process payments
To arrange shipping and delivery
To manage returns and exchanges
To communicate with you about your orders or enquiries
To manage customer accounts
To maintain the security of our website and Services
To detect and prevent fraud or other unlawful activity
To improve our website, products and Services
To send marketing communications where you have provided the necessary consent
To comply with applicable legal and regulatory obligations

5. Sharing Your Personal Information

We may share personal information with trusted third parties where necessary to operate our business, provide our Services, process transactions or comply with legal obligations.

Service Providers

Depending on how you use our Services, these may include:

Shopify — website hosting, online store infrastructure, checkout and related services
Payment providers — including Shopify Payments and PayPal
Shipping and delivery providers — including Royal Mail, Evri and DPD, depending on your order
IT, cloud storage and technology providers
Analytics and website service providers

These third parties may process personal information on our behalf or as otherwise permitted by applicable law.

Advertising and Marketing Partners

Where applicable, we may share certain information with advertising or marketing partners for marketing purposes, subject to applicable law and any consent that may be required.

Legal and Regulatory Requirements

We may disclose personal information where reasonably necessary to:

Comply with applicable laws or regulations
Respond to lawful requests from public authorities
Comply with court orders or legal processes
Detect, investigate or prevent fraud or other unlawful activity
Protect the rights, property or safety of FIRE FOREVER, our customers or others

6. Shopify

Our online store is hosted and powered by Shopify.

Shopify provides the technology and infrastructure that enables us to operate our online store, including certain hosting, checkout, payment, security and related services.

As part of providing these services, Shopify may collect and process personal information relating to your interactions with our store.

Shopify may also process information in accordance with its own privacy practices and applicable legal requirements.

For more information about how Shopify handles personal information, please refer to the Shopify Consumer Privacy Policy.

7. International Data Transfers

Some of the third-party service providers we use may process personal information outside the United Kingdom.

Where personal information is transferred outside the UK, we will take appropriate steps to ensure that the transfer is carried out in accordance with applicable UK data protection law.

Depending on the circumstances, we may rely on:

UK adequacy regulations or adequacy decisions
Appropriate contractual safeguards, including applicable Standard Contractual Clauses or their UK-approved equivalents
Other lawful transfer mechanisms permitted under the UK GDPR

8. Data Security and Retention

We take reasonable technical and organisational measures to protect your personal information against unauthorised access, loss, misuse, alteration or disclosure.

However, no method of transmission or electronic storage is completely secure, and we cannot guarantee absolute security.

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including where necessary to:

Maintain your account
Fulfil and manage orders
Provide customer support
Comply with legal, accounting or tax obligations
Resolve disputes
Enforce our agreements
Prevent fraud or misuse of our Services

When personal information is no longer required, we will take appropriate steps to delete it or otherwise securely dispose of it, subject to applicable legal requirements.

9. Your Data Protection Rights

Under applicable UK data protection law, you may have the following rights in relation to your personal information:

Right of Access

You may request a copy of the personal information we hold about you.

Right to Rectification

You may ask us to correct inaccurate or incomplete personal information.

Right to Erasure

In certain circumstances, you may ask us to delete your personal information.

Right to Data Portability

In certain circumstances, you may request your personal information in a structured, commonly used and machine-readable format.

Right to Object

You may have the right to object to certain types of processing, including processing based on legitimate interests and, in certain circumstances, direct marketing.

Right to Restrict Processing

In certain circumstances, you may ask us to restrict the processing of your personal information.

Right to Withdraw Consent

Where we rely on your consent to process your personal information, you may withdraw that consent at any time.

Withdrawing consent does not affect the lawfulness of processing carried out before your consent was withdrawn.

To exercise any of these rights, please contact us:

Email: fireforeverstudio@gmail.com

We may need to verify your identity before responding to certain requests.

10. Complaints

If you have concerns about how we handle your personal information, we encourage you to contact us first so that we can try to resolve the issue.

You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO), the UK's independent supervisory authority for data protection.

ICO website: ico.org.uk

11. Children's Data

Our Services are not directed specifically at children.

We do not knowingly collect personal information from individuals who are below the applicable age of consent without appropriate parental or guardian involvement where required by law.

If you believe that a child has provided us with personal information without appropriate consent, please contact us so that we can review and, where appropriate, delete the information.