Privacy Policy

Effective Date: November 27, 2025 (Last Updated: November 27, 2025)

At Neve Jewels Ltd., (trading as Diamonds Factory, "we," "us," or "our"), we are committed to ensuring that your privacy is protected. Should we ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy statement and applicable UK GDPR laws.

This policy is designed with an aim to inform you about the information that Diamonds Factory collects, the reasons why such data is collected and how this data is used to safeguard your rights when you use our website (diamondsfactory.co.uk) the "Website"), to place orders, or interact with our services. It supplements our Terms & Conditions and complies with the UK GDPR, Data Protection Act 2018, and other applicable UK laws.

Note: In the entire policy, "We, Us, Our" refers to "Diamonds Factory” wherein "You, Yours" refers to Customers and Readers.

By using the Website or providing data, you consent to our processing as described. If you do not agree, please do not use our services.

Our privacy policy will be updated occasionally and the same would be reflected with "Updated" next to "Privacy Policy" wherever needed with a date of last update. We persuade you to periodically review this page to be informed of how we are protecting your information.

Your continued use after updates means your acceptance.

Definitions

"Company" means Neve Jewels Limited, a company registered in the United Kingdom (Company Number 06453610), trading as Diamonds Factory, with head office at 7 Hatton Garden, London EC1N8AD, United Kingdom and VAT registration number 925080536."

"Group Companies" means Neve Jewels Ltd, its fellow subsidiaries and any other related entities as defined in Companies Act, 2006.

"Website" means diamondsfactory.co.uk and its associated pages and content.

"Website Content" means any information, text, images, photos, design, files, software, music, sound, and video available on the Website.

1. Who We Are (Data Controller):

Neve Jewels Limited, a company registered in the United Kingdom (Company Number 06453610), trading as Diamonds Factory, with head office at 7 Hatton Garden, London EC1N8AD, United Kingdom. We are the controller of your data.

We have appointed a Data Protection Officer (DPO) to oversee compliance with this policy, UK GDPR, and the Data Protection Act 2018. In case of queries, you can contact our DPO at data.controller@nevejewels.com .

2. What we collect (COLLECTION OF PERSONAL DATA):

Personal information is required only at the point of purchasing an item, when ordering a ring sizer or when you sign up for the newsletter. Personal Information includes, but is not limited to:

First Name, Last Name, Home, Billing or Physical address; E-mail Address; Phone Number or other Contact Information.

We may also collect the following information:

  • Demographic information such as postcode, preference and interests.
  • IP Addresses
  • Other information relevant to customer preferences, surveys and/or offers.

We do not collect sensitive personal data (e.g., health, ethnicity) unless directly relevant and with your explicit consent under GDPR Article 9 and Data Protection Act 2018 Schedule 1 conditions.

We minimize collection to what's necessary as defined under GDPR Art. 5. We state that we do to collect children's data (under 16) without parental consent (Art. 8) and the Age Appropriate Design Code issued by the Information Commissioner Office (ICO).

3. Why we collect this information:

We are 100% committed to protecting your privacy and security and we totally appreciate and respect how important privacy is. We will strive to ensure that your data is not used for any other than aforementioned by us or by the third parties engaged by us.

This personal data will only be used for the specific purpose it was collected for.

We require this information after you’ve shared your legitimate consent as per provision Article 6 (1) (a) of the UK GDPR to understand your needs and provide you with a better service, and for the following reasons:

  • To process the order and deliver products in a timely manner.
  • To send confirmation and updates on your order.
  • Internal record keeping.(e.g. order history; retained for up to 6 years as required by UK tax laws or until no longer needed)
  • We may use the information to improve our products and services.We may periodically send promotional emails about new products, special offers or other information, which we think you may find interesting using the email address, which you have provided.
    Note: At any point in time, if you do not wish to receive further communications from Us, you may select to opt-out of receiving such information or email us on service@diamondsfactory.co.uk. Opt-outs are processed within 1 month, with unsubscribe mechanisms in every message as per Privacy and Electronic Communications Regulations (PECR) 2003, Regulation 22. We also maintain consent records for our processing and in compliance with the UK GDPR.
  • When you visit our Website, Diamonds Factory collects your IP address to, among other things, help diagnose problems with its server, administer and tune the operation of its Website, analyse trends, track traffic patterns, gather demographic information for aggregate use, and track the date and duration of each session within our Website. Your IP address may also be used in combination with your personal information for credit fraud protection and risk reduction. (retained only as long as necessary for these purposes, typically up to 2 years; disclose any profiling and right to object under Article 21).
  • Before using or disclosing information, we ensure its accuracy. We limit retention to what's needed and conduct Data Protection Impact Assessments (DPIA) for high-risk activities (Article 35). You can withdraw consent for non-essential uses without affecting essential services.
  • We comply with UK Consumer Protection laws to ensure fair marketing.

4. Security:

We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.

In the event of a personal data breach posing high risk to rights, we will notify the Information Commissioner’s Office (ICO) within 72 hours and affected individuals where required, as per Articles 33-34. We maintain records and have an incident response plan overseen by our DPO as mandated by UK GDPR Article 33(5) and Data protection Act 2018.

5. Compliance With Law And Fraud Protection:

We may collect and disclose any information, including personal information, we deem necessary, in our sole discretion, to comply with any applicable law, regulation, legal process or governmental request. We may collect and possibly share personally identifiable information and any other information available to us in order to investigate, prevent or take action regarding illegal activities, suspected fraud, situations involving potential threats to the physical safety of any personal or as otherwise required by law. We may also exchange information, including personally identifiable information, with other companies and organizations for credit fraud protection and risk reduction.

All disclosures are limited to what is necessary, with appropriate safeguards.

6. Information Shared With Third Parties:

Third parties may use your personal information. For instance, when we ship the product out to you, we need to share your Full Name, Shipping Address with our delivery agent. Examples of other third parties that we may share your personal information will include: webhosting companies, fulfilment companies (e.g., companies that fulfil product orders), our group companies, its fellow subsidiaries (within UK, EU/EEA and non-adequate third countries, with appropriate safeguards) jewellers, assemblers, data analysis firms, affiliates, third party consulting or marketing firms and e-mail service providers.

Additionally, if you use a credit card or other financing alternative to place an order with Diamonds Factory, to confirm and process your order, we will share your personal information with such financing company.

These third parties only receive personal information if such information is needed to perform their function(s), and they are not authorized to use any personal information for any other purpose(s) other than the purpose(s) set forth by Diamonds Factory.

We only provide third parties with the minimum amount of personal information necessary to complete the requested service, product and or transactions. All disclosures are limited to what is necessary, with appropriate safeguards.

We conduct vendor due diligence and audits. Non-essential sharing requires your explicit consent.

7. Your Rights:

Under UK GDPR (Arts. 15-22), you can:

Right of Access (Article 15)- You can request confirmation on how your data is being processed, get access to the data, and also request details like purposes, recipients, retention periods, and automated decisions. We will provide a copy (e.g., in electronic format when requested).

Right of Rectification (Article 16)- You can request correction of inaccurate or incomplete data without undue delay. We will notify recipients (e.g., third parties) of changes.

Right to Erasure ("Right to be Forgotten") (Article 17)- You can request deletion of data if it's no longer needed, or you withdraw your consent, or if we are unlawfully processing your personal data, or If you have any other objection. We will notify recipients (e.g., third parties) of changes.

Right to Restriction of Processing (Article 18)- You can request temporary "freezing" of processing of your data (e.g., marking data as restricted) while accuracy is verified or your complaint is resolved. Your data can only be stored or used for legal claims.

Notification Obligation Regarding Rectification or Erasure (Article 19)- We will communicate rectifications, erasures, or restrictions to recipients (e.g., third parties) unless impossible or disproportionate.

Right to Data Portability (Article 20)- You can receive their data in a structured, machine-readable format (e.g., CSV/JSON) and transfer it to another controller. Such transfers apply only to automated processing based on consent or contract.

Right to Object (Article 21)- You can object to processing based on legitimate interests, public tasks, or direct marketing at any time. We will stop these marketing or promotional campaigns, unless compelling reasons override (e.g., legal claims).

Right Not to be Subject to Automated Individual Decision-Making (Article 22)- You can object to decisions based solely on automated processing (e.g., AI scoring) with legal effects (e.g., credit denial). We must allow human intervention if objected.

You can send a request via email at data.controller@nevejewels.com. We will verify the identity;

You can also send an appeal to ICO in case of no response from us for a month.

8. Email This Product To A Friend:

When you e-mail a product to a friend, you and your friend's names and e-mail addresses are requested. This ensures that your friend will know that you have requested that Diamonds Factory send them an email. You and your friend's e-mail addresses will only be used for this purpose unless permission is otherwise granted.

9. Privacy Policy Mobile Messaging service:

  • We value your privacy and the information you consent to share in relation to our SMS marketing service. We use this information to send you text notifications (for your order, including abandoned checkout reminders), text marketing offers, and transactional texts, including requests for reviews from us. Opt-in data and consent for text messaging will not be shared with any third parties except with messaging partners hired by us or the subsidiary companies, for the purpose of enabling and operating our text messaging program.
  • Opt-in data and consent for text messaging will not be shared with any third-parties except with messaging partners, for the purpose of enabling and operating our text messaging program.
  • Our website uses cookies to keep track of items you put into your shopping cart, including when you have abandoned your checkout. This information is used to determine when to send cart reminder messages via SMS.
  • Explicit consent is required under Section 5(1)(a) and Section 6 of the Digital Personal Data Protection Act, 2023, with unsubscribe in every message (valid 1 month). Opt-out by replying "STOP". We maintain consent records.

10. Business Transfer:

Your personally identifiable information may be disclosed as part of any merger, sale of company assets or acquisition, as well as in the event of an insolvency, bankruptcy or receivership, in which personally identifiable information would be transferred as one of the business assets of the Company. In such cases, we ensure continued protection or notify you of material changes for new consent, per UK GDPR Article 5(1)(a) and Section 46.

11. International Transfers:

Information collected on this Website may be stored and processed in the United Kingdom or any other country in which Diamonds Factory or its affiliates, its fellow subsidiaries or agents maintain facilities and by using this Website, you consent to any such transfer of information outside of your country.

We ensure comparable protection via contracts or other mechanisms under UK GDPR Article 46 and the Data Protection Act 2018, and inform you of risks. Your consent is obtained (e.g., via checkbox), with details of destinations and safeguards (e.g., model clauses for non-adequate countries like the UK).

12. Cookies & Tracking:

We use cookies for functionality (essential), analytics (Google Analytics—consent via banner), and marketing (retargeting). Manage via browser or our tools. See Cookie Policy which is part of our Privacy Policy.

13. How we use cookies:

A cookie is a small file, which asks permission to be placed on your computer's hard drive. Once you agree, the file is added and the cookie helps analyse web traffic or lets you know when you visit a particular site. Cookies allow web applications to respond to you as an individual. The web application can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

We use traffic log cookies to identify which pages are being used. This helps us analyse data about webpage traffic and improve our website in order to tailor it to customer needs. We only use this information for statistical analysis purposes and then the data is removed from the system.

Overall, cookies help us provide you with a better website by enabling us to monitor which pages you find useful and which you do not. A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us.

You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.

14. Links to other websites:

Our website may contain links to other websites of interest. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information, which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question. Links comply with UK Consumer Protection from Unfair Trading Regulations 2008 and Consumer Rights 2015.

15. Controlling your personal information:

You may choose to restrict the collection or use of your personal information in the following ways:

  • Whenever you are asked to fill in a form on the website, look for the box that you can click to indicate that you do not want the information to be used by anybody for direct marketing purposes.
  • If you have previously agreed to us using your personal information for direct marketing purposes, you may change your mind at any time by writing to or emailing us at service@diamondsfactory.co.uk.

16. Complaints:

We are always at your service, for any issue or complaint your may have with our website and our privacy policy. You may contact our DPO for issues. In case of non-addressal of your issues, you may escalate the matter to ICO (ico.org.uk, 0303 123 1113).

We will not sell, distribute or lease your personal information to third parties unless we have your permission or are required by law to do so. We may use your personal information to send you promotional information about third parties, which we think you may find interesting if you tell us that you wish this to happen.

You may request details of personal information, which we hold about you under the Data Protection Act 1998. A small fee will be payable. If you would like a copy of the information held on you please write to Diamonds Factory (UK) 7 Hatton Garden, London EC1N 8AD.

If you believe that any information we are holding on you is incorrect or incomplete, please write to or email us as soon as possible at the above address. We will promptly correct any information found to be incorrect.

We Appreciate Your Valuable Feedback

If you have questions about this privacy policy, please contact the Diamonds Factory customer service department at service@diamondsfactory.co.uk. You may also send us your comments about the Diamonds Factory Web Site or the shopping experience in general, as we always appreciate feedback.

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