Privacy Policy

Effective date: 7 January 2026
Who we are: Sereni Mama (“we”, “us”, “our”)
Where we are based: Bradford, West Yorkshire, United Kingdom
Contact: contact@serenimama.com

This Privacy Policy explains how we collect, use, share, and protect your personal data when you use our website, buy from us, or contact us.

1. Data controller

Sereni Mama is the data controller for personal data collected via this website.

Contact details: contact@serenimama.com
Postal address: Sereni Mama, Bradford, West Yorkshire, United Kingdom

2. The personal data we collect

We may collect and process the following categories of personal data:

A) Information you provide to us

  • Account and profile data (if you create an account): name, email address, password (stored in encrypted/hashed form)
  • Order data: items purchased, order notes, gift messages, delivery preferences
  • Billing and delivery details: name, address, email, phone number
  • Customer support and contact data: the content of messages you send us (e.g., via contact form or email)

B) Information collected automatically

  • Technical data: IP address, device type, browser type, operating system, referral source, and similar log information
  • Cookie and similar technology data: as described in our Cookie Policy (including basket/session cookies, and (if you consent) Google Analytics cookies)

C) Information from third parties

If you pay through a third-party payment provider, we receive confirmation of payment (but we do not receive your full card details). We may also receive delivery updates from couriers once an order is shipped.

3. How we use your personal data

We use personal data to:

  • Process and fulfil orders (including delivery and customer service)
  • Take payment and prevent fraud
  • Communicate with you about your order, questions, or requests
  • Maintain the website (security, troubleshooting, performance)
  • Understand and improve the website using analytics only if you consent (Google Analytics)
  • Send marketing (only where permitted by law and/or where you have opted in)

4. Lawful bases for processing

We only process personal data where we have a lawful basis under the UK GDPR. Common lawful bases relevant to an e-commerce store include:

  • Contract: processing necessary to perform a contract with you (e.g., taking payment, delivering your order)
  • Legal obligation: processing required to meet legal obligations (e.g., tax/accounting records)
  • Legitimate interests: processing necessary for our legitimate interests (e.g., preventing fraud, improving services), balanced against your rights
  • Consent: for non-essential cookies/analytics and (where applicable) marketing

5. Google Analytics

We use Google Analytics 4 to understand how visitors use our website (e.g., pages viewed, time on site, clicks). GA4 uses first-party cookies such as _ga and _ga_<container-id> (only where you consent).

In GA4, IP addresses may be used at collection time to determine approximate location information and are then discarded before data is logged.

Analytics data retention: 18 months.

6. Google Search Console

We will use Google Search Console to monitor search performance and improve technical SEO. Search Console is a site-owner tool and does not typically require collection of personal data from visitors beyond standard web server logs.

7. Marketing communications

  • We may send marketing emails only where you have opted in, or where otherwise permitted by law.
  • You can opt out at any time using the unsubscribe link in marketing emails or by contacting us at contact@serenimama.com.

8. Who we share personal data with

We may share your personal data with trusted third parties where necessary, including:

  • E-commerce platform and hosting providers (to run the site and store orders)
  • Payment providers (to process payments)
  • Delivery and fulfilment partners (to deliver your order)
  • IT/security providers (to protect and maintain our systems)
  • Analytics providers (Google Analytics) only if you consent

We require service providers to protect your data and only use it for agreed purposes.

9. International transfers

Some service providers (including Google) may process data outside the UK. Where this happens, we will use appropriate safeguards (such as approved contractual clauses) and risk assessments as required by applicable data protection law.

10. How long we keep your data

We keep personal data only as long as necessary for the purposes described in this policy.

Typical retention periods:

  • Orders, invoices, and accounting records: usually kept for 6 years to meet legal/accounting requirements (or longer if required).
  • Customer account data: kept until you delete your account or request deletion (subject to legal obligations)
  • Customer support messages: kept as long as needed to resolve the issue and for reasonable follow-up
  • Analytics data: retained for 18 Months

11. Your rights

You have rights over your personal data, including:

  • Right to be informed
  • Right of access
  • Right to rectification
  • Right to erasure
  • Right to restrict processing
  • Right to data portability
  • Right to object
  • Rights related to automated decision-making/profiling

To exercise your rights, contact contact@serenimama.com

12. Complaints

If you are unhappy with how we handle your data, please contact us first so we can try to resolve it. You also have the right to complain to the UK Information Commissioner’s Office (ICO).

13. Security

We use appropriate technical and organisational measures to protect personal data, including access controls and security monitoring. No method of transmission or storage is 100% secure, but we work to protect your data.

14. Children

Our website is not intended for children, and we do not knowingly collect personal data from children.

15. Changes to this Privacy Policy

We may update this policy from time to time. The latest version will always be posted on this page with the effective date.