Last updated: 28 August 2026
Earthmede (“we”, “us”, “our”) operates the website earthmede.co.uk (the “Website”) and provides online retail services for home décor, furniture and related products.
We respect your privacy and are committed to protecting your personal information. This Privacy Policy explains how we collect, use, store and protect your personal information when you visit our Website, create an account, place an order, contact us or otherwise interact with us.
1. Who We Are
The data controller responsible for your personal information is:
Legal business name: Wild Thread LTD
Trading name: Earthmede / Earthmede Handmade
Website: earthmede.co.uk
Email: hello@earthmede.com
Registered address: 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ.
If you have any questions about this Privacy Policy or how we handle your personal information, please contact us using the details above.
2. Information We Collect
Depending on how you use our Website, we may collect the following information:
Information you provide to us
When you create an account, place an order, contact us or otherwise interact with our Website, we may collect:
- Your name
- Billing and delivery address
- Email address
- Telephone number
- Account login information
- Order and purchase history
- Product preferences and wishlist information
- Information you provide when contacting customer support
- Reviews, comments, photographs or other content you choose to submit
- Information you provide when participating in promotions, competitions or surveys
Payment information
Payments may be processed by third-party payment providers.
Where payment is processed by a third-party payment provider, we may receive information such as confirmation of payment, transaction reference and limited payment details. We do not generally store complete payment card details on our own systems.
Please refer to the relevant payment provider’s privacy policy for information about how it processes your payment information.
Information collected automatically
When you visit our Website, we may automatically collect certain technical information, including:
- IP address
- Browser type and version
- Device type
- Operating system
- Approximate location
- Pages visited and products viewed
- Referring website
- Website usage information
- Date and time of visits
- Information about how you interact with our Website
Some of this information may be collected through cookies and similar technologies.
3. How We Use Your Information
We may use your personal information for the following purposes:
- To process and fulfil your orders
- To process payments
- To arrange delivery of products
- To provide customer service and respond to enquiries
- To create and manage your customer account
- To manage returns, refunds and exchanges
- To provide information about your orders
- To improve our products, services and Website
- To maintain the security of our Website
- To detect and prevent fraud, misuse and other unlawful activity
- To maintain business and financial records
- To comply with legal and regulatory obligations
- To send marketing communications where we are legally permitted to do so
- To understand how customers use our Website and improve your shopping experience
We will only use your personal information where we have a lawful basis to do so.
4. Lawful Basis for Processing
Depending on the circumstances, we may process your personal information under one or more of the following lawful bases:
Performance of a contract
We may need to process your information to fulfil a contract with you, such as processing and delivering an order that you have placed.
Legal obligation
We may process your information where this is necessary for us to comply with a legal or regulatory obligation.
Legitimate interests
We may process information where it is necessary for our legitimate business interests, provided those interests are not overridden by your rights and interests.
Examples may include improving our Website, preventing fraud, maintaining Website security and managing our business.
Consent
Where required by law, we will ask for your consent before processing your information for particular purposes, such as certain marketing activities or non-essential cookies.
You can withdraw consent at any time. Withdrawing consent does not affect the lawfulness of processing that took place before you withdrew it.
5. Marketing Communications
If you have agreed to receive marketing communications from us, we may send you information about:
- New products
- Home décor collections
- Special offers
- Promotions
- Discounts
- News and updates from Earthmede
You can unsubscribe from marketing emails at any time by clicking the unsubscribe link included in the email or by contacting us.
We will comply with applicable UK rules concerning electronic marketing and consent.
We will not send marketing communications where doing so would breach applicable privacy or electronic communications laws.
6. Cookies and Similar Technologies
Our Website uses cookies and similar technologies to help provide, secure and improve our online shopping service.
Cookies may be used for purposes such as:
- Remembering products in your shopping basket
- Maintaining your session
- Processing orders
- Keeping the Website secure
- Remembering preferences
- Understanding Website usage
- Measuring performance
- Providing relevant advertising or marketing, where applicable
Some cookies are strictly necessary for the Website to function and may be used without consent where permitted by law. Other cookies, including certain analytics, advertising and tracking technologies, may require your consent.
Where consent is required, we will provide appropriate choices through our cookie consent mechanism.
You can change your cookie preferences through our cookie settings or by adjusting your browser settings.
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7. Who We Share Your Information With
We may share personal information with trusted third parties where necessary to operate our business and provide our services.
These may include:
- Payment service providers
- Delivery and courier companies
- Warehousing and fulfilment providers
- Website hosting providers
- E-commerce platform providers
- Website maintenance and technical service providers
- Analytics providers
- Marketing and email service providers
- Fraud prevention and security providers
- Professional advisers, such as accountants, lawyers and insurers
- Government bodies, regulators, law enforcement agencies or courts where legally required
We only share information where there is a legitimate reason to do so and, where applicable, appropriate contractual and security measures are in place.
We do not sell your personal information to third parties.
8. Third-Party Services
Our Website may use third-party services to provide functions such as payments, delivery, analytics, marketing, customer support, reviews and website functionality.
Those third parties may process personal information in accordance with their own privacy policies.
Where applicable, third-party providers may process information outside the United Kingdom. Where this occurs, we will take appropriate steps to ensure that personal information receives an adequate level of protection in accordance with applicable data protection law.
9. International Transfers
Some of our service providers may process personal information outside the United Kingdom.
Where personal information is transferred internationally, we will take appropriate steps to ensure that the transfer is lawful and that suitable safeguards are in place, as required by applicable data protection legislation.
These safeguards may include an adequacy decision, appropriate contractual safeguards or another legally recognised transfer mechanism.
10. How Long We Keep Your Information
We will retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including to fulfil our legal, accounting and reporting obligations.
For example:
- Order and transaction information may be retained for the period required for accounting, tax and legal purposes.
- Customer account information may be retained while your account remains active and for a reasonable period afterwards where necessary.
- Customer service communications may be retained for as long as reasonably necessary to deal with your enquiry and maintain appropriate business records.
- Marketing information may be retained until you unsubscribe or withdraw your consent, subject to any applicable legal requirements.
Retention periods may vary depending on the type of information and the purpose for which it is processed.
11. Keeping Your Information Secure
We take reasonable technical and organisational measures to protect personal information against:
- Unauthorised access
- Loss
- Misuse
- Alteration
- Disclosure
- Destruction
However, no method of transmitting or storing information online can be guaranteed to be completely secure.
You are responsible for keeping any account password confidential and should contact us immediately if you believe your account has been accessed without your permission.
12. Your Data Protection Rights
Depending on the circumstances, you may have rights under UK data protection law, including:
- The right to be informed about how we use your personal information.
- The right of access to the personal information we hold about you.
- The right to rectification of inaccurate or incomplete information.
- The right to erasure of your personal information in certain circumstances.
- The right to restrict processing in certain circumstances.
- The right to object to certain processing, including direct marketing.
- The right to data portability in certain circumstances.
- The right to withdraw consent where we rely on consent to process your information.
These rights are not absolute and certain legal conditions and exemptions may apply.
To exercise a data protection right, please contact us using:
Email: contact@wildthread.co.uk
We may need to verify your identity before processing certain requests.
13. Direct Marketing
You have the right to object to the processing of your personal information for direct marketing purposes.
If you no longer wish to receive marketing communications from us, you can unsubscribe using the link provided in our marketing emails or contact us directly.
14. Children’s Privacy
Our Website is intended for general consumers and is not specifically directed at children.
We do not knowingly collect personal information from children where doing so would be unlawful.
If you believe that a child has provided us with personal information, please contact us so that we can investigate and, where appropriate, delete the information.
15. Third-Party Websites
Our Website may contain links to third-party websites, including payment providers, social media platforms, delivery services or other websites.
We are not responsible for the privacy practices, content or security of third-party websites.
We recommend that you read the privacy policies of any third-party websites you visit.
16. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our business, Website, services, technology or applicable laws.
When we make changes, we will update the “Last updated” date at the top of this policy.
We encourage you to review this Privacy Policy periodically.
17. Complaints
If you have a concern about how we have handled your personal information, please contact us first so that we have an opportunity to address your concern.
You also have the right to complain to the UK’s data protection regulator:
Information Commissioner’s Office (ICO)
Website: ico.org.uk
The ICO provides information about data protection rights and how to make a complaint.
18. Contact Us
If you have any questions about this Privacy Policy, how we use your personal information, or wish to exercise your data protection rights, please contact us:
Earthmede / Earthmede Handmade
Website: earthmede.co.uk
Email: hello@earthmede.com
Address: 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ.
We aim to respond to legitimate privacy enquiries within the time period required by applicable data protection law.