Privacy policy

Last updated: 2 November 2026

Your Privacy Matters to Us

At Mad Lilies, we believe that trust is just as important as beautiful flowers and thoughtful gifts.

Whether you're ordering a bouquet, browsing our latest homeware collection, booking a floristry workshop or joining our Mad Lilies Insider Club, we want you to feel confident that your personal information is being treated with care.

This Privacy Policy explains what information we collect, why we collect it, how we use and protect it, and the choices and rights you have.

We respect your privacy, and we do not sell your personal information.

1. Who We Are

Mad Lilies and Mad Lilies At Home are trading names of HoweNowBrownCow Ltd.

For the purposes of UK data protection legislation, HoweNowBrownCow Ltd is the data controller responsible for the personal information described in this policy.

Mad Lilies
127 High Street
Banstead
Surrey
SM7 2NS

Telephone: 01737 356404
Email: lily@madlilies.co.uk
Website: www.madlilies.co.uk

We process personal information in accordance with applicable UK data protection legislation, including the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations (PECR), as amended.

2. The Information We Collect

We collect personal information when you interact with Mad Lilies, whether that's through our website, in our shop or when contacting our team.

Depending on how you interact with us, this may include:

When you place an order:

Your name, email address and telephone number.
Your billing and delivery addresses.
Your order details, purchase history and delivery preferences.
Recipient names, addresses and contact details where provided.
Gift messages and special delivery instructions.
Payment and transaction information processed securely by our payment providers.

When you subscribe to our emails:

Your name and email address.
Your marketing preferences and subscription status.
Information about how you interact with our emails, where applicable.

When you contact us:

Your contact details.
The contents of your enquiry, message or correspondence.
Information needed to resolve a question, complaint or delivery issue.

When you browse our website:

Your IP address and approximate location derived from it.
Browser type, device information and operating system.
Pages visited, products viewed and website interactions.
Cookie identifiers and information collected through permitted analytics or advertising technologies.

When you book a workshop or enquire about an event:

Your name and contact details.
Booking details and preferences.
Relevant information you choose to provide to help us organise your experience.

We only collect information that is relevant to the services we provide or the purposes explained in this policy.

3. How We Use Your Information

We use your personal information to provide the service you expect from Mad Lilies and to help us improve your experience.

This includes:

Processing payments and fulfilling orders.
Arranging local deliveries, nationwide courier deliveries and collections.
Sending order confirmations, receipts and delivery updates.
Responding to questions, requests and complaints.
Managing refunds, returns and customer service enquiries.
Organising floristry workshops, weddings and events.
Maintaining and improving our website.
Understanding customer shopping preferences and improving our product collections.
Protecting our business and customers against fraud and misuse.
Meeting our legal, tax and accounting obligations.
Sending marketing communications where permitted by law.

4. Our Legal Reasons for Using Your Information

Under UK data protection law, we must have a lawful basis for collecting and using personal information.

Depending on the circumstances, we rely on:

Contractual necessity: To process purchases, deliver products, manage bookings and fulfil our obligations to you.

Legal obligations: To comply with applicable tax, accounting, consumer protection and other legal requirements.

Legitimate interests: To manage and improve our business, respond to enquiries, prevent fraud, understand customer needs and provide effective customer service, where these interests are not overridden by your rights.

Consent: Where you have given permission for particular activities, such as receiving marketing emails or using optional cookies where consent is required.

Where we rely on consent, you may withdraw it at any time.

5. Email Marketing & The Mad Lilies Insider Club

We love sharing what's happening at Mad Lilies — from beautiful new flower collections and seasonal arrivals to workshops, gifting inspiration and exclusive Insider offers.

But we only want to send you these lovely things when we're permitted to do so.

You may receive marketing emails from us if:

You've specifically signed up to receive them, for example through our website or Mad Lilies Insider Club.
You've previously purchased or enquired about similar products or services and we are legally permitted to contact you under the existing-customer marketing rules, having provided the required opportunities to opt out.

We do not treat providing an email address for an order, receipt or delivery as automatic consent to marketing.

Changing your mind? Absolutely fine.

Every marketing email includes an unsubscribe link, and you can also ask to be removed by emailing lily@madlilies.co.uk.

Unsubscribing will stop marketing emails, although we may still need to contact you about existing orders, deliveries or other essential service matters.

We may retain limited information on a suppression list to ensure your marketing preferences are respected.

6. Shopify, Shop App & Our Online Store

Our website is powered by Shopify, which provides the ecommerce technology used to operate our online store.

When you shop with us, certain personal information is processed through Shopify and the payment, delivery and other services integrated with our store.

If you choose to use Shop Pay or the Shop app, Shopify may also process information in accordance with its own privacy terms and the services you choose to use.

Your use of the Shop app does not, by itself, mean you have agreed to receive marketing emails from Mad Lilies.

We aim to ensure that marketing preferences are respected across the systems we use.

You can find more information about Shopify's privacy practices in its own Privacy Policy.

7. Sharing Your Personal Information

We do not sell your personal information.

However, we may need to share certain information with trusted service providers to operate our business and fulfil your orders.

These may include:

Shopify and payment providers: To operate our online store and securely process transactions.

Delivery partners: Including our local delivery service, APC Couriers, Royal Mail and other relevant providers, to arrange and complete deliveries.

Email marketing providers: To manage customer subscriptions and send permitted communications.

Website analytics and advertising providers: To understand website performance and support our marketing activities, subject to applicable consent and privacy requirements.

Professional advisers and service providers: Including accountants, IT support and other organisations that help us operate our business.

Legal and regulatory authorities: Where disclosure is required by law or otherwise legally justified.

We share only the information reasonably necessary for the relevant purpose and seek to ensure appropriate protections are in place.

Some providers may act as independent data controllers and apply their own privacy policies.

8. Cookies & Website Analytics

Like most online shops, our website uses cookies and similar technologies.

These small files and technologies help our website function, remember preferences and, where permitted, understand how visitors use our store.

Cookies may include:

Essential cookies: Necessary for functions such as shopping baskets, checkout, security and account access.

Analytics cookies: Help us understand website traffic and how customers interact with our website.

Marketing cookies: May be used to measure advertising performance or show relevant advertising on other platforms.

Preference cookies: Remember certain settings and choices to improve your browsing experience.

Where required by law, we will ask for your consent before using non-essential cookies or similar technologies.

You can manage your cookie choices through the privacy or cookie controls provided on our website, where available, and through your browser settings.

Disabling certain cookies may affect how some website features work.

9. How We Protect Your Information

We take the security of your personal information seriously.

We use appropriate technical and organisational measures designed to protect information against unauthorised access, loss, misuse or disclosure.

These may include secure ecommerce systems, encrypted connections, access controls, password protection and appropriate physical security measures.

Payment card information is handled through secure payment providers rather than being stored in full by Mad Lilies.

Although no online system can guarantee absolute security, we take reasonable steps to safeguard the information entrusted to us.

If a personal data breach occurs, we will investigate and make any notifications required by applicable law.

10. How Long We Keep Your Information

We keep personal information only for as long as reasonably necessary for the purposes for which it was collected, including satisfying legal, accounting, tax and reporting requirements.

Retention periods depend on the type of information and why it is held.

For example:

Order and transaction records may be retained to meet accounting and tax obligations.
Customer service correspondence may be retained where necessary to resolve enquiries or disputes.
Marketing information may be retained while you remain subscribed, subject to appropriate review.
Certain limited records may be retained after you unsubscribe to ensure we respect your preferences.

When information is no longer required, we will securely delete or anonymise it in accordance with our retention procedures.

11. International Data Transfers

Some of the technology and service providers we use, including ecommerce and online service platforms, may process or store personal information outside the United Kingdom.

Where personal information is transferred internationally, we will ensure that appropriate legal protections are in place as required by UK data protection law.

These may include recognised adequacy arrangements or approved contractual safeguards.

You can contact us for further information about applicable international transfer safeguards.

12. Your Privacy Rights

Under UK data protection law, you have a number of rights relating to your personal information.

Depending on the circumstances, these include:

Access: Request a copy of the personal information we hold about you.
Correction: Ask us to correct inaccurate or incomplete information.
Deletion: Request that we delete personal information where applicable.
Restriction: Ask us to limit how certain information is used.
Objection: Object to processing based on legitimate interests in certain circumstances.
Data portability: Request certain information in a commonly used, machine-readable format.
Withdrawal of consent: Withdraw consent where we rely on it, without affecting processing already carried out lawfully.
Automated decisions: Exercise applicable rights relating to solely automated decisions that have legal or similarly significant effects.

You have the right to object at any time to the use of your personal information for direct marketing.

To exercise any of your rights, please email lily@madlilies.co.uk.

We may need to verify your identity before responding to certain requests.

We will respond within the timescales required by applicable data protection law.

Some requests may be subject to legal exceptions, including where we must retain information for accounting or other statutory purposes.

13. Children's Privacy

Our website and products are primarily intended for adult customers.

We do not knowingly collect personal information directly from children for marketing purposes without an appropriate legal basis and any required parental authorisation.

If you believe a child has provided us with personal information inappropriately, please contact us so we can investigate.

14. Third-Party Websites & Social Media

Our website may contain links to external websites and social media platforms, including Instagram and other third-party services.

These organisations operate their own privacy policies and may collect information independently of Mad Lilies.

We encourage you to review their privacy policies before providing personal information.

We are not responsible for the privacy practices of independent websites outside our control.

15. Complaints & Concerns

If you have a question or concern about how we use your personal information, we'd really appreciate the opportunity to put things right.

Please contact us at lily@madlilies.co.uk, and we'll investigate your concern.

You also have the right to complain to the UK's independent data protection regulator, the Information Commissioner's Office (ICO).

Information Commissioner's Office
Website: www.ico.org.uk

16. Changes To This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our services, technology or legal requirements.

The latest version will always be available on our website, with the date of the most recent update shown at the top.

Where required, we will notify you of significant changes.

17. Contact Us

Questions About Your Privacy? We're Here To Help.

If you'd like to know more about how we handle your personal information, update your preferences or exercise your privacy rights, please get in touch.