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Privacy Policy

Last updated: 7 June 2026

Who we are

Simplyxity Ltd is a company registered in England and Wales (company number 16938823). Our registered office is Office 16349 182-184 High Street North, East Ham, London, England, E6 2JA. We design and sell handmade jewellery and are building an AI-powered virtual try-on experience.

Simplyxity Ltd is the data controller for personal data collected through this page.

For data protection questions, contact: privacy@simplyxity.style

What we collect on this waitlist page

When you join our waitlist, the only data we store about you is your email address and the timestamp of your signup. We don’t ask for your name, postal address, or payment details, and we don’t build a profile about you.

We use double opt-in: when you submit the form we send a confirmation email and only store your address once you click the link in it. If you never confirm, your address is not added to our list.

To keep the site working and to count anonymous visits, our hosting and analytics briefly process technical data — your IP address (used only for rate-limiting, capped at 5 requests per 10 minutes, then cleared from memory; never stored against your email) and your browser type and approximate country (via Umami, see “Cookies & analytics” below).

Why we collect it

We use your email address to:

  • Send you a confirmation email to verify your address, then a welcome email once you confirm
  • Notify you when our virtual try-on tool launches and when we release new handmade pieces
  • Send your launch-week discount code

The legal basis for this processing is your consent, given when you tick the consent checkbox at signup (UK GDPR Article 6(1)(a) and PECR).

Separately, we use anonymous analytics (via Umami) to count visits and understand which pages are most viewed so we can improve the site. The legal basis here is our legitimate interest(UK GDPR Article 6(1)(f)) in running an effective product. No profile is built about you, and you cannot be identified from this data — not by us and not by Umami.

Who has access to your data

We use the following processors to operate this waitlist page. Each processes data on our behalf under a data processing agreement and does not use your data for their own purposes.

  • Resend(Resend Inc., USA) — stores your email in our audience and sends transactional emails (welcome, launch notification).
  • Google Cloud Run (Google LLC; service hosted in London, europe-west2) — runs the signup API. Standard request logs (timestamp, method, path, IP, User-Agent, response code) are retained per Google Cloud Logging’s default window (approximately 30 days). Your email is never logged in plaintext — it is hashed (SHA-256) before any log line.
  • Firebase Hosting (Google LLC) — serves the static site and proxies /api/subscribe requests to Cloud Run. Standard CDN access logs.
  • Umami Cloud(Umami Software, Inc., USA) — aggregate analytics. Collects pageview, browser, OS, screen size, approximate country (derived from IP, raw IP discarded), and referrer. No cookies, no cross-site tracking.
  • Cloudflare (Cloudflare, Inc., USA) — provides DNS for our domain (DNS-only mode; site traffic is not proxied through Cloudflare) and powers the bot-protection check (Cloudflare Turnstile) on the signup form. When you submit the form, Turnstile processes your IP address and interaction signals in your browser to confirm you’re human, and the result is verified server-side with Cloudflare. The legal basis is our legitimate interest (UK GDPR Article 6(1)(f)) in keeping the form secure and spam-free.

Data transferred to the United States (Resend, Umami, and the US parent entities of Google and Cloudflare) is protected under the EU-US Data Privacy Framework, the UK extension to the Framework, and/or standard contractual clauses, depending on the processor.

How long we keep it

We keep your email until you unsubscribe or until our waitlist campaign ends, whichever comes first. After that, we delete it within 30 days unless you’ve separately become a customer.

Analytics data in Umami is retained for 12 months, then deleted. Because the data is aggregate and contains no identifiers, it cannot be linked back to you.

Server access logs(with IP and User-Agent, no email content) are retained for approximately 30 days under Google Cloud’s default Cloud Logging retention.

Your rights

Under UK GDPR, you have the right to:

  • Withdraw consent— every email we send includes an unsubscribe link in the footer, and the email also carries a one-click List-Unsubscribe header (your email client may show a native unsubscribe button next to the sender). You can also email privacy@simplyxity.style at any time. Unsubscribes take effect immediately.
  • Access the personal data we hold about you
  • Correct or delete your data
  • Object to our processing
  • Complainto the UK Information Commissioner’s Office at ico.org.uk

To exercise any of these rights, email privacy@simplyxity.style.

Automated decision-making

We do not use automated decision-making or profiling to send you offers, prioritise your signup, or affect any outcome relating to you.

Cookies & analytics

This waitlist page does not use advertising or cross-site tracking cookies. Our bot-protection check (Cloudflare Turnstile) may set a strictly-necessary security cookie to detect automated abuse — this is essential to operate the signup form and requires no consent. Your theme preference is stored in your browser’s local storage, never sent to us.

For aggregate visitor statistics we use Umami Analytics, a privacy-friendly service. Umami uses no cookies and does not track you across other websites. It records each pageview together with your browser, operating system, screen size, approximate country (derived from your IP address; the raw IP is then discarded), and referrer. We use this only to understand which pages are visited and improve the site. No data is shared with third parties or used for advertising.

When our main website launches, we’ll publish a separate cookie policy covering any non-essential cookies introduced then.

Looking ahead — our virtual try-on

Our virtual try-on tool (launching soon) will involve uploading your photo. When that launches, we’ll publish a separate, more detailed privacy notice covering image processing, our use of the Google Gemini API, and our 24-hour automatic deletion policy.

Photos are not processed on this current waitlist page.

Changes to this policy

If we change this policy, we’ll update the “last updated” date above and email you if the changes are significant.