Terms of Use

1. Who We Are
  • Data Controller: This website is operated by MERLINJOSEPH LTD, who acts as the data controller responsible for your personal data.
  • Company Number: 16668090
  • Registered Office: 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ, UK
  • Director: Merlin Joseph
  • Contact Email: contact@baby-yourway.com
  • Scope: This privacy policy applies exclusively to visitors and customers residing within the United Kingdom.
2. Personal Data We Collect
We collect and process the following personal information:
  • Contact Information: Full name, billing address, UK delivery address, email address, and phone number.
  • Account Details: Username and secure login credentials.
  • Payment Information: Essential details required for processing transactions or instalments.
  • Order History: Records of products bought and transactional details.
  • Technical Data: Cookies, IP addresses, and usage data for site performance and analytics.
We collect this data when you place an order, create an account, subscribe to our newsletter, or browse our site.
3. How We Use Your Data
Your personal data is used to:
  • Process, finalise, and dispatch your orders.
  • Provide UK-based customer service and technical support.
  • Deliver a personalised browsing experience.
  • Prevent fraudulent transactions and maintain checkout security.
  • Send promotional emails and updates (strictly where you have provided explicit consent).
  • Comply with UK legal obligations, safety regulations, or potential product recalls.
Legal Bases for Processing Under UK GDPR:
  • Contractual Necessity: Required to fulfil your purchases and deliveries.
  • Legitimate Interests: Required for fraud prevention, business analytics, and core customer care.
  • Consent: Required for email marketing and non-essential cookies.
  • Legal Obligation: Required to comply with UK statutory laws and tax regulations.
4. Payment & Instalments
To offer flexible payment options (such as Klarna or Clearpay), we share necessary transaction and contact details with those specific third-party providers. This allows them to assess your eligibility and process your monthly instalments. All payments are processed securely via Shopify’s checkout system in Great British Pounds (GBP). We do not store your full card details on our servers.
5. Sharing Your Data
We never sell your personal data. To run our store, we share data with trusted service providers:
  • Payment processors and banking institutions.
  • UK delivery couriers and fulfilment partners.
  • Customer support software and review platforms.
  • Advertising partners (strictly subject to your cookie or marketing consent).
Data Transfers:
Where service providers process data outside the UK, we ensure appropriate legal safeguards are in place (such as UK International Data Transfer Agreements) to protect your information.
6. Data Retention
  • Account & Order Info: Kept for 5 years to meet UK financial and tax accounting requirements.
  • Marketing Contacts: Kept for 3 years from your last active interaction before deletion.
  • Payment Data: Handled temporarily during checkout; valid card verification window plus 1 day.
  • Cookies: Retained according to individual browser expiration timelines.
7. Your Statutory Rights
Under the UK General Data Protection Regulation (UK GDPR), you hold the following rights:
  • Access & Rectification: The right to request copies of your data or correct errors.
  • Erasure: The right to request data deletion (except where legally restricted).
  • Restriction: The right to limit how we process your personal information.
  • Object to Processing: The right to immediately stop marketing communications.
  • Data Portability: The right to request a transfer of your data to another service.
  • Withdraw Consent: The right to cancel your marketing consent at any time.
To exercise these rights, email contact@baby-yourway.com. If you feel your data has been mishandled, you have the right to lodge a complaint with the UK Information Commissioner’s Office (ICO).
8. Cookies
Cookies are tiny files saved on your device to enhance site navigation.
  • Essential Cookies: Compulsory for checkout functionality and basic store security.
  • Analytics Cookies: Used to analyse traffic and monitor store performance.
  • Marketing Cookies: Used to display relevant updates and product recommendations.
You can block or remove cookies via your browser settings (Chrome, Safari, Firefox, or Edge). Disabling essential cookies will stop the checkout from functioning.
9. Security Measures
We use robust technical and organisational security controls, including:
  • Full SSL encryption across the entire store platform.
  • Strict PCI DSS-compliant checkout environments.
  • Restricted access protocols limiting data access to authorised personnel only.
10. Automated Decisions
Certain processes, such as third-party instalment eligibility checks, utilise automated decision-making. You have the statutory right to request a manual human review of an automated decision if it impacts you.
11. Policy Updates
We update this policy periodically to reflect regulatory shifts or structural changes. Amendments take effect immediately upon being posted to this page.