Privacy policy

Last updated: October 2026

This privacy policy explains how Rufni (a trading name of OMELVA LTD) collects, uses, stores, and protects your personal data when you visit our website or place an order with us.

We are committed to protecting your privacy in accordance with the UK General Data Protection Regulation (UK GDPR) and the Privacy and Electronic Communications Regulations (PECR).

Data Controller

The data controller responsible for your personal data is:

OMELVA LTD, trading as Rufni
Registered office: 2nd Floor College House, 17 King Edwards Road, Ruislip, London, HA4 7AE
Company #17185873
Phone: +44 7441 904486
Email: info@rufni.com

What Data We Collect

We collect and process the following personal data:

Information you provide directly:

  • Name - to process and deliver your orders
  • Email address - to send order confirmations, dispatch notifications, and respond to enquiries
  • Shipping address - to deliver your orders
  • Phone number (if provided) - to contact you about your order if necessary
  • Payment information - processed securely by Shopify Payments; we do not store your full card details

Information collected automatically:

  • Browser type and version
  • Device type
  • IP address
  • Pages visited and time spent on our site
  • Referring website

This information is collected through cookies and similar technologies to help us improve our website and your shopping experience.

How We Use Your Data

We use your personal data for the following purposes:

  • To fulfil your orders - processing, shipping, and delivering your purchases
  • To communicate with you - order confirmations, dispatch notifications, and responding to your questions
  • To process refunds and returns - managing returns in line with our returns policy
  • To improve our website - understanding how visitors use our site so we can make it better
  • To send marketing communications - only if you have opted in to our newsletter; you can unsubscribe at any time
  • To comply with legal obligations - including tax and accounting requirements

Legal Basis for Processing

We process your data under the following lawful bases:

  • Contract - processing necessary to fulfil orders you have placed with us
  • Legitimate interest - improving our website and services, preventing fraud
  • Consent - marketing emails and non-essential cookies (you can withdraw consent at any time)
  • Legal obligation - retaining transaction records for tax and accounting purposes

Cookies

Our website uses cookies to function properly and to improve your experience.

Essential cookies

These are necessary for the website to work. They include cookies that manage your shopping basket and checkout process. These cannot be disabled.

Analytics cookies

We use analytics cookies to understand how visitors interact with our website. This helps us improve our site. These cookies are only placed with your consent.

Marketing cookies

If you subscribe to our newsletter, we may use cookies to help us provide relevant content. These cookies are only placed with your consent.

You can manage your cookie preferences at any time through your browser settings or through our cookie consent tool when you first visit our site.

Data Sharing

We do not sell, rent, or trade your personal data to third parties.

We share your data only with the following service providers, who process it on our behalf and under our instructions:

  • Shopify - our ecommerce platform, which hosts our website and processes transactions
  • UK delivery carriers - our delivery partners, who receive your name and shipping address to deliver your orders
  • Shopify Payments - our payment processor, which handles card transactions securely
  • Google Analytics - website analytics, used only if you accept analytics cookies

All our service providers are required to protect your data and use it only for the purposes we specify.

Data Retention

We retain your personal data for as long as necessary to fulfil the purposes for which it was collected:

  • Order data - retained for 6 years from the date of purchase, as required by UK tax and accounting regulations
  • Email marketing data - retained until you unsubscribe
  • Website analytics data - retained for up to 14 months
  • Customer service correspondence - retained for 2 years from the date of your last contact

Data Security

We take appropriate technical and organisational measures to protect your personal data against unauthorised access, alteration, disclosure, or destruction. Our website uses SSL encryption to protect data transmitted between your browser and our servers.

Your Rights

Under the UK GDPR, you have the following rights:

  • Right of access - you can request a copy of the personal data we hold about you
  • Right to rectification - you can ask us to correct any inaccurate data
  • Right to erasure - you can ask us to delete your personal data, subject to our legal obligations
  • Right to restrict processing - you can ask us to limit how we use your data
  • Right to data portability - you can request your data in a structured, machine-readable format
  • Right to object - you can object to our processing of your data in certain circumstances
  • Right to withdraw consent - where we rely on your consent, you can withdraw it at any time

To exercise any of these rights, please contact us at info@rufni.com. We will respond to your request within one month.

Children's Privacy

Our website is not directed at children under the age of 16. We do not knowingly collect personal data from children. Purchases on our website are intended to be made by adults.

Changes to This Policy

We may update this privacy policy from time to time. Any changes will be posted on this page with an updated revision date. We encourage you to review this policy periodically.

Complaints

If you are not satisfied with how we handle your personal data, you have the right to lodge a complaint with the Information Commissioner's Office (ICO):

Information Commissioner's Office Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF Website: www.ico.org.uk Phone: 0303 123 1113

Contact Us

If you have any questions about this privacy policy or how we handle your data, please contact us:

Phone: +44 7441 904486
Email: info@rufni.com Address: 85 Church Road, Barnes, London, SW13 9HL

OMELVA LTD. Registered in England & Wales. Company #17185873. Registered office: 2nd Floor College House, 17 King Edwards Road, Ruislip, London, HA4 7AE. Trading address: 85 Church Road, Barnes, London, SW13 9HL.