Our promise

We will always keep your data safe and secure.  Here is why we need it and how we use it.

The good stuff

    We will only use your data to improve your experience.

    Locked down

      We will protect your data like it is our own.

      Straight talking

        We will always talk your language and have your back - no nonsense, no surprises.

        No spam

          You decide what and how you hear from us.

          Just the essentials

            If we do not need your information we will delete it.


            How we use your information

            We use your information in a number of different ways.   What we do depends on the information. The following tables set this out in, showing you what we do, and why we do it.

            Your name and contact details

            How we use your name and contact details


            Deliver your purchases to you

            To perform our contract with you

            Send you service messages by text, e-mail or through our app, such as order updates

            To perform our contract with you (so you can tell when your order is coming)

            Sending you information by e-mail, SMS, or post, about our new products and services

            To keep you up-to-date. We only send this with your permission

            Fraud prevention and detection

            To prevent and detect fraud against either you or Aurora London - unfortunate, but essential

            Showing you Aurora London adverts as your browse the web

            So you can see our latest products and deals

            Finding out what you, and other customers, like

            To ensure we are giving you what you want, and to stay ahead of the competition


            Your date of birth

            How we use your date of birth


            Fraud prevention and detection

            To prevent and detect fraud against either you or Aurora London – unfortunate, but essential


            Your gender

            How we use your gender information


            To direct you to the right part of our website

            To get you to the products that you want faster


            Your payment details

            This means your card’s security/CVV code, don’t worry, we don’t keep them.

            How we use your payment information


            Take payment, and give refunds

            To perform our contract with you

            Fraud prevention and detection

            To prevent and detect fraud against either you or Aurora London – unfortunate, but essential


            Your contact history with us

            What you’ve said to us — for example, over the telephone, on instant chat, or on social media.

            How we use your contact history


            Provide customer service and support

            To perform our contract with you.  After all, you expect the best service from us

            Train our staff

            So that, when you contact us, you get the best possible customer service


            Purchase history and saved items

            What you’ve bought and what you’ve stored in your basket for another time

            How we use your purchase history and saved items


            Sell you things

            To perform our contract with you — if you can’t put stuff into a basket, you can’t buy it

            Provide customer service and support, and handle returns

            To perform our contract with you

            Finding out what you, and other customers, like

            To ensure we are giving you what you want, and to stay ahead of the competition


            Information about your phone or laptop, and how you use our website and app

            The information you give us when you browse our site or use our app, including your IP address and device type and, if you choose to share it with us, your location data, as well as how you use our website and app.

            How we use information about your phone or laptop, and how you use our website and app


            Improve our website and set default options for you (such as language and currency)

            To give you the best possible shopping experience

            Protect our website

            To prevent and detect fraud against either you or Aurora London - unfortunate, but essential.  Also, to meet our legal obligations about looking after your data


            Information from accounts you link to us

            What we do if you link your Twitter or Facebook accounts to us

            How we use information from accounts you link to us


            To enable you to log into our website simply and easily without having to create a specific account

            To make it easier for you to use aurora-london.com and purchase those items you want

            To provide product recommendations

            So you can quickly spot things which take your fancy


            Your responses to surveys, competitions and promotions

            How we use your responses to surveys, competitions and promotions


            Run the survey, competition or promotion

            To perform our contract with you - if we can’t use your entry, you can’t win

            You don’t have to give us any of this personal information but if you don’t, you may not be able to buy from the site, and you are unlikely to receive our optimal overall customer experience.  But that is your choice - and we respect that.

            We also anonymise and aggregate personal information (so that it does not identify you) and use it for purposes including testing our IT systems, research, data analysis, improving our site and app, and developing new products and services. We also share this information with third parties.

            Sharing your information

            We do not, and will not, sell any of your data to any third party - including your name, address, e-mail address or credit card information. We want to earn and maintain your trust, and we believe this is essential in order to do that.

            However, we share your data with the following categories of companies as an essential part of being able to provide our services to you, as set out in this statement:

            • Companies in the Aurora London group, are sometimes different bits of our group are responsible for different activities (especially licensed ones).
            • Companies that do things to get your purchases to you, such as payment service providers, warehouses, order packers, and delivery companies.
            • Professional service providers, such as marketing agencies, advertising partners and website hosts, who help us run our business.
            • Credit reference agencies, law enforcement and fraud prevention agencies, so we can help tackle fraud.
            • Companies approved by you, such as social media sites (if you choose to link your accounts to us).  Marketplace sellers where you place an order, and Klarna where you choose to use their payment service.

            We may provide third parties with aggregated but anonymised information and analytics about our customers and, before we do so, we will make sure that it does not identify you.

            By using our website, you (the visitor) agree to allow third parties to process your IP address, in order to determine your location for the purpose of currency conversion. You also agree to have that currency stored in a session cookie in your browser (a temporary cookie which gets automatically removed when you close your browser). We do this in order for the selected currency to remain selected and consistent when browsing our website so that the prices can convert to your (the visitor) local currency.

            Marketing messages

            If you have said we can; we’ll send you marketing messages by e-mail and/or text, to keep you aware of what we’re up to and to help you see and find our products.

            How to stop marketing messages from aurora-london.com

            You can stop receiving marketing messages from us at any time.

            You can do this:

            • through your account settings
            • by clicking on the ‘unsubscribe’ link in any e-mail
            • by contacting our Customer Care team.

            Once you do this, we will update your profile to ensure that you don’t receive any more marketing messages.

            Please note that, as Aurora London comprises a complex web of many inter-connecting services, it might take a few days for all our systems to be updated, so you might get messages from us while we process your request.

            Stopping marketing messages will not stop service communications (such as order updates or where you have expressed an interest in an activity at Aurora London, for example, new designers).

            Seeing adverts for aurora-london.com online

            We also engage in online advertising, also to keep you aware of what we’re up to and to help you understand and find our products.

            Like many companies, we target Aurora London banners and ads to you when you are on other websites and apps. We do this using a variety of digital marketing networks and ad exchanges, and we use a range of advertising technologies like web beacons, pixels, ad tags, cookies, and mobile identifiers, as well as specific services offered by some sites and social networks, such as Facebook’s Custom Audience service.

            The banners and ads you see will be based on information we hold about you, or your previous use of Aurora London (for example, your Aurora London search history, and the content you read on Aurora London) or on Aurora London banners or ads you have previously clicked on.

            Keeping your information

            Once you become a customer we will hold on to your data for marketing purposes.  If you no longer want us to, you can contact our Customer Care team and request to remove all the information we have on you.

            If reasonably necessary or required to meet legal or regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our terms and conditions, we may also keep hold of some of your information as required, even after you have closed your account or it is no longer needed to provide the services to you.

            Your rights

            You have a lot of rights relating to your personal information:

            • The right to be informed about how your personal information is being used.
            • The right to access the personal information we hold about you.
            • The right to request the correction of inaccurate personal information we hold about you.
            • The right to request that we delete your data, or stop processing it or collecting it, in some circumstances.
            • The right to stop direct marketing messages and to withdraw consent for other consent-based processing at any time.
            • The right to request that we transfer or port elements of your data either to you or another service provider.
            • The right to complain to your data protection regulator, in the UK, the Information Commissioner’s Office.

            If you want to exercise your rights, have a complaint, or just have questions, please contact us.

            Changes to how we protect your privacy

            We may change this page from time to time, to reflect how we are processing your data.

            If we make significant changes, we will make that clear on the Aurora London website or other Aurora London services, or by some other means of contact such as email, so that you can review the changes before you continue to use Aurora London.


            We use cookies on our website. For more information on cookies, please see our cookie notice.

            Third party companies using website cookies

            Some third party companies may collect personal information when you interact with our digital property, including IP addresses, digital identifiers, information about your web browsing and app usage and how you interact with our properties and ads for a variety of purposes, such as personalization of offers or advertisements, analytics about how you engage with websites or ads and other commercial purposes. For more information about the collection, use and sale of your personal data and your rights, please contact us.

            How to contact us

            We always want to hear from our customers (especially if you feel we’ve let you down or could do better).

            If you:

            • have any questions or feedback about this notice
            • would like us to stop using your information
            • want to exercise any of your rights as set out in this policy, or have a complaint

            do not hesitate to contact our customer care team.  We will be happy to answer any questions you may have. 

            You can contact our privacy team by dropping us a line at customercare@aurora-london.com or else through the contact form via the Aurora London website. Or if you’d like to, you can write to us at:

            Aurora London
            Colt House
            Holmes Chapel Business Park
            Manor Lane
            Holmes Chapel
            CW4 8AF
            United Kingdom

            Protecting your privacy

            At Aurora London, we are 100% committed to protecting the privacy and security of our customers and site visitors. The Aurora London team members are customers themselves, of both Aurora London and other internet sites – so we appreciate and respect how important privacy is.  If you have any questions about how we protect your privacy, drop us a line at customercare@aurora-london.com

            For all our services, the data controller, the company that is responsible for your privacy, is Colt Brands Limited.