Privacy policy
Last updated: 2 October 2026.
This policy explains how Waggle & Ink ("we", "us") uses your personal data when you visit waggleandink.co.uk or buy from us, and your rights under UK data protection law (UK GDPR and the Data Protection Act 2018).
Who we are
Waggle & Ink is a trading name of AXIONOVA VENTURES LTD, a private limited company registered in England and Wales (company number 16566521). Registered office: 20 Wenlock Road, London, England, N1 7GU. Trading and correspondence address: 61 Bridge Street, Kington, HR5 3DJ, United Kingdom. AXIONOVA VENTURES LTD is the data controller. Email: hello@waggleandink.co.uk.
Data protection fee
Based on the Information Commissioner's Office (ICO) guidance, the personal data we process for this shop (keeping customer accounts and records of sales and deliveries, and marketing our own products) falls within the exemptions from the ICO data protection fee, so we do not currently appear on the ICO's register of fee payers. Being exempt from the fee does not change our duties under UK data protection law or any of your rights.
What we collect
- Order information: your name, email address, delivery and billing address, phone number (if you give it), what you bought, the dog name(s), breed and coat colour you give us for personalisation, and messages you send us.
- Payment information: handled by Shopify Payments (or PayPal if you use it). We do not see or store your full card number.
- Technical information: IP address, device and browser type, pages visited and cookies - see Cookies below.
- Marketing preferences: whether you have signed up for our emails.
Why we use it, and our lawful basis
| Purpose | Lawful basis |
|---|---|
| Taking and delivering your order, customer service, returns | Performance of a contract |
| Keeping accounts and tax records (we keep these for 6 years) | Legal obligation |
| Preventing fraud and keeping the site secure | Legitimate interests |
| Understanding how the site is used (only analytics cookies you accept) | Consent |
| Sending marketing emails (only if you opt in; unsubscribe at any time) | Consent |
Who we share it with
We only share what each provider needs:
- Shopify (Shopify International Ltd and its affiliates) - hosts our shop, takes payments and stores order data.
- Printful (production and delivery - receives your name, delivery address, phone number if given, order contents and personalisation text).
- Delivery carriers (e.g. Royal Mail, Evri, DPD) - name, address and sometimes email/phone for tracking.
- Google and Pinterest - only if you accept marketing cookies, to measure our free product listings and adverts.
- Our accountant / HMRC where needed for tax.
- Anyone we're legally required to share it with.
We never sell your personal data.
International transfers
Some providers (for example Shopify and Printful) process data outside the UK, including in Canada, the USA and the EU. Where this happens, transfers are protected by UK adequacy regulations or by the UK International Data Transfer Agreement / Addendum to the EU Standard Contractual Clauses.
How long we keep it
Order and accounting records: 6 years after the end of the tax year they relate to. Customer-service emails: 2 years. Marketing list: until you unsubscribe. Personalisation details are kept with the order record.
Cookies
We use cookies that are strictly necessary for the shop to work (basket, checkout, security). With your consent we also use analytics and marketing cookies. You can change your choice at any time using the cookie settings link in the footer.
Your rights
You can ask to access, correct, delete or restrict use of your data, object to our use of it, ask for a copy to move elsewhere, and withdraw consent at any time. Email hello@waggleandink.co.uk; we will reply within one month. If you're unhappy, please tell us first - you can also complain to the Information Commissioner's Office (ico.org.uk, 0303 123 1113).
Children
Our shop is not aimed at children under 13 and we don't knowingly collect their data.
Changes
We will post any changes on this page with a new date.