Privacy policy

Last updated: July 10, 2026

MRV Design Ltd, trading as The Lineage, operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). The Lineage 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, 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.
  • Payment and financial information including payment method, payment status, transaction details, and other information necessary to process payments. Payment card information is processed by Shopify and our payment service providers and is not stored directly by us.
  • Account information including your email address, account preferences, and settings where you choose to create or use a customer account.
  • Transaction information including the items you view, add to your cart, purchase, return, or cancel, and information about your past transactions.
  • Communications with us including the information you provide when contacting us, for example, when sending a customer support inquiry.
  • Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
  • Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services.

Personal Information Sources

We may collect personal information from the following sources:

  • Directly from you, including when you create an account, place an order, communicate with us, or otherwise provide us with your personal information;
  • Automatically through the Services, including from your device when you visit or use our website, and through the use of cookies and similar technologies;
  • From our service providers, including Shopify, payment service providers, shipping and fulfilment providers, and other service providers that collect or process personal information on our behalf or in connection with providing the Services.

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 and operate the Services, including to perform our contract with you, process payments, fulfil and deliver orders, manage purchases, returns and cancellations, create and manage customer accounts, provide order and account notifications, respond to customer enquiries, and improve the functionality and customer experience of the Services.
  • Marketing Communications. Where permitted by applicable law, we may use your personal information to send you marketing and promotional communications by email. You can unsubscribe from marketing emails at any time by using the unsubscribe link included in our emails.
  • Security and Fraud Prevention. We use personal information where necessary to provide a secure payment and shopping experience, protect the Services and our business, and detect, investigate, or take action regarding suspected fraudulent, illegal, unsafe, or malicious activity.
  • Communicating with You. We use your personal information to respond to your enquiries, provide customer support, send service-related communications, and maintain our business relationship with you.
  • Legal and Regulatory Obligations. We may use your personal information where necessary to comply with applicable laws and legal obligations, respond to valid legal requests from courts, law enforcement, government agencies, or other authorities, establish, exercise, or defend legal claims, and enforce our terms and policies.

Lawful Bases for Processing

Where required by applicable data protection laws, including the UK GDPR and the EU GDPR, we process personal information only where we have a valid lawful basis to do so. Depending on the purpose of the processing, we may rely on one or more of the following lawful bases:

  • Performance of a Contract. We process personal information where necessary to enter into or perform a contract with you, including to process payments, fulfil and deliver orders, manage returns and cancellations, provide customer support relating to your purchases, and administer customer accounts.
  • Legal Obligations. We process personal information where necessary to comply with our legal and regulatory obligations, including applicable tax, accounting, consumer protection, and other legal requirements.
  • Legitimate Interests. We process personal information where necessary for our legitimate interests or those of a third party, provided that those interests are not overridden by your rights and interests. These legitimate interests may include operating, protecting, and improving our business and Services, preventing fraud and misuse, maintaining the security of the Services, responding to customer enquiries, and establishing, exercising, or defending legal claims.
  • Consent. Where required by applicable law, we process personal information based on your consent, including for sending certain marketing communications and using non-essential cookies or similar technologies. You may withdraw your consent at any time, without affecting the lawfulness of processing carried out before your consent was withdrawn.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties where necessary to provide the Services, operate our business, comply with legal obligations, or protect our rights. Such circumstances may include:

  • With Shopify and service providers, including payment service providers, shipping and fulfilment providers, IT and cloud service providers, and other vendors that process personal information on our behalf or assist us in operating the Services.
  • When you request or authorise us to disclose information, for example, where disclosure is necessary to deliver your order or provide a service you have requested.
  • In connection with a business transaction, such as a merger, acquisition, restructuring, sale of assets, or insolvency, where personal information may be disclosed as part of that transaction, subject to applicable law.
  • For legal and regulatory purposes, where necessary to comply with applicable laws, court orders, legal processes, or valid requests from law enforcement, government agencies, or other authorities; to enforce our terms and policies; or to protect or defend the Services, our business, our rights, and the rights of others.

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, operate, protect, and improve the Services.

Information you submit through the Services may be transmitted to and processed by Shopify and its service providers, including in countries other than the country in which you reside, where necessary to provide and operate the Services.

Shopify may also process personal information for its own purposes in accordance with its privacy policies and applicable data protection laws. In such circumstances, Shopify is responsible for the processing of personal information for those purposes and for responding to requests to exercise applicable privacy rights.

To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy . Depending on where you live, you may exercise certain rights with respect to your personal information here Shopify Privacy Portal Link.

Third Party Websites and Links

The Services may contain links to websites or other online platforms operated by third parties. If you follow a link to a third-party website or platform that is not controlled by us, we encourage you to review its privacy policy, security practices, and terms and conditions.

We are not responsible for the privacy, security, accuracy, or reliability of third-party websites or platforms. The inclusion of a link to a third-party website or platform does not imply our endorsement of its content, owners, or operators.

Children's Data

The Services are not intended for children, and we do not knowingly collect personal information from children.

If you are a parent or guardian and believe that a child has provided us with personal information, please contact us using the contact details provided below so that we can take appropriate steps to delete the information.

Security and Retention of Your Information

We take reasonable technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration, or disclosure. However, no security measures are completely secure, and we cannot guarantee the absolute security of your personal information.

Please do not send sensitive or confidential information to us through unsecured communication channels.

We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, including to provide the Services, fulfil orders, maintain appropriate business and transaction records, comply with applicable legal, tax, and accounting obligations, resolve disputes, and enforce our agreements and policies.

The retention period may vary depending on the type of personal information, the purpose for which it was collected, and applicable legal requirements.

Your Rights and Choices

Depending on where you live and subject to applicable data protection laws, you may have certain rights in relation to your personal information. These rights may be subject to certain conditions, limitations, or exceptions.

  • Right of Access. You may have the right to request access to the personal information we hold about you and to receive information about how we process it.
  • Right to Rectification. You may have the right to request that inaccurate or incomplete personal information be corrected.
  • Right to Erasure. You may have the right to request the deletion of your personal information in certain circumstances.
  • Right to Restriction of Processing. You may have the right to request that we restrict the processing of your personal information in certain circumstances.
  • Right to Data Portability. Where applicable, you may have the right to receive certain personal information you have provided to us in a structured, commonly used, and machine-readable format and to request that it be transferred to another organisation.
  • Right to Object. You may have the right to object to certain processing of your personal information, including processing based on our legitimate interests and processing for direct marketing purposes.
  • Right to Withdraw Consent. Where we rely on your consent to process personal information, you may withdraw your consent at any time. Withdrawal of consent does not affect the lawfulness of processing carried out before consent was withdrawn.
  • Managing Marketing Communications. You may unsubscribe from marketing emails at any time by using the unsubscribe link included in our emails. If you unsubscribe from marketing communications, we may still send you non-promotional communications where necessary, such as communications relating to your orders, customer account, or requests you have made.

You may exercise your rights by contacting us using the contact details provided below. We may need to request information from you to verify your identity before responding to your request, where permitted or required by applicable law.

We will respond to requests to exercise privacy rights within the time periods required by applicable law.

Where Shopify processes personal information for its own purposes, you may also have rights that can be exercised directly with Shopify. For more information, please visit the Shopify Consumer Privacy Policy or the Shopify Privacy Portal Link.

Complaints

If you have a complaint about how we process your personal information, please contact us using the contact details provided below so that we have an opportunity to address your concerns.

If you are located in the United Kingdom, you also have the right to lodge a complaint with the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection matters.

If you are located in the European Economic Area, you may have the right to lodge a complaint with the data protection supervisory authority in the country where you live, work, or where you believe an infringement of applicable data protection law has occurred. You can find a list of the responsible data protection supervisory authorities here.

International Transfers

We may transfer, store, and process your personal information in countries other than the country in which you live, including where Shopify and our service providers operate.

Where personal information is transferred outside the United Kingdom or the European Economic Area, we will take steps to ensure that appropriate safeguards are in place as required by applicable data protection laws.

These safeguards may include transferring personal information to countries recognised as providing an adequate level of protection, using approved contractual safeguards such as the European Commission’s Standard Contractual Clauses, the UK International Data Transfer Agreement, or the UK Addendum to the European Commission’s Standard Contractual Clauses, as applicable.

You may contact us using the contact details provided below if you would like further information about the safeguards used in connection with international transfers of personal information.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on this website, update the "Last updated" date and provide notice as required by applicable law.

Contact

If you have any questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of your rights regarding your personal information, please contact us at:

hello@thelineagecrafted.com

For the purposes of applicable data protection laws, MRV Design Ltd, trading as The Lineage, is the data controller of your personal information.