Privacy Policy

 Last updated: 28 July 2026.

This Privacy Policy explains how MOVE IN SILENCE LTD, trading as “Walé Adeyemi” (“we”, “us”, “our”), collects, uses, shares and protects your personal information when you visit waleadeyemi.com, purchase our products, create an account, sign up for marketing communications, join a waitlist, pre-order list or back-in-stock notification, or otherwise interact with us.

For the purposes of the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, MOVE IN SILENCE LTD, trading as “Walé Adeyemi”, is the data controller of your personal information.

Company: MOVE IN SILENCE LTD, trading as “Walé Adeyemi”

Company Number: 16330581

Registered Office: 1st Floor Spitalfields House, Stirling Way, Borehamwood, WD6 2FX, United Kingdom

For any privacy-related questions, please contact: info@waleadeyemi.com

1. INFORMATION WE COLLECT

Information you provide directly

We may collect:

  • Name

  • Billing and shipping address

  • Email address and telephone number

  • Account login details

  • Order history and payment confirmation (we never store your full payment card details)

  • Returns and exchanges information

  • Customer support enquiries

  • Product reviews and competition entries

  • Marketing preferences

  • Waitlist registrations, pre-order registrations and back-in-stock notification requests

  • SMS and WhatsApp subscription preferences, where you choose to opt in

Information collected automatically

When you use our website we may automatically collect:

  • IP address, browser type, device and operating system information

  • Referral source, pages viewed and time spent on pages

  • Clicks, interactions and shopping behaviour

  • Session recordings and heatmap information (where consent has been provided)

  • Cookie identifiers and advertising identifiers

This information is collected through cookies and similar technologies described in Section 6.

2. HOW WE USE YOUR INFORMATION

We use personal information only where we have a lawful basis under UK data protection law. The purposes and principal lawful bases we rely on are set out below.

  • Orders, delivery, returns and customer accounts: performance of our contract with you.

  • Customer service and requested product notifications: performance of our contract with you or steps taken at your request before entering into a contract, depending on the service.

  • Accounting, tax, fraud prevention and compliance records: compliance with legal obligations and, where applicable, our legitimate interests in protecting the business and customers.

  • Operating, securing and improving our website and services: our legitimate interests in running, protecting and improving the business, except where consent is required for cookies or similar technologies.

  • Email, SMS, WhatsApp and other direct marketing: By providing your email address, you agree to our Privacy Policy. We obtain consent via our homepage newsletter signup and checkout, and we retain evidence of this consent.

  • Analytics, advertising, remarketing and non-essential cookies: consent obtained through our cookie controls.

  • Personalisation and profiling: consent where required, or our legitimate interests where the activity can lawfully rely on those interests and does not override your rights.

You may unsubscribe from marketing communications at any time by using the unsubscribe link in our emails or by contacting us directly. Transactional communications regarding your orders cannot be opted out of.

3. HOW WE SHARE YOUR INFORMATION

We share your personal data only where necessary to operate our business, fulfil our contractual obligations, comply with legal requirements or protect our legitimate interests. We may share your personal data with the following categories of third-party service providers:

  • Shopify: hosts and operates our online store and provides ecommerce infrastructure.

  • Payment providers, including Shopify Payments, Klarna and PayPal (where available) - to securely process payments.

  • Shipping providers, including Royal Mail, DHL Express Commerce and other couriers - to fulfil and deliver your orders.

  • Klaviyo and Shopify Messaging - enable us to send email, SMS and WhatsApp marketing communications where you have chosen to receive them.

  • Waitlist and notification service providers - manage waitlist, coming-soon, pre-order and back-in-stock notifications you sign up for.

  • Instafeed - displays Instagram content on our storefront and may load embedded third-party content.

  • Meta (including Facebook and Instagram) and Google - provide advertising, conversion tracking and remarketing services, subject to your cookie preferences.

  • Analytics providers, including Google Analytics and Microsoft Clarity - help us understand how visitors use our website and improve its performance and user experience.

We may use operational and back-office service providers to support store automation, accounting, returns and fulfilment. Each provider may process personal information only to the extent required for the relevant service and subject to appropriate contractual and data-protection controls.

We may also share your personal data with professional advisers, regulators, law enforcement agencies and other third parties where required by law, to establish or defend legal claims, to prevent fraud, or in connection with a corporate transaction such as a merger, acquisition or sale of all or part of our business.

We do not sell your personal data to third parties.

4. INTERNATIONAL TRANSFERS

Some of our service providers operate outside the United Kingdom. Where personal information is transferred internationally, we rely on recognised safeguards including:

  • UK adequacy regulations;

  • the UK International Data Transfer Agreement (IDTA);

  • the UK Addendum to the EU Standard Contractual Clauses; or

  • other legally approved transfer mechanisms.

Before relying on an appropriate safeguard, we assess whether the transfer provides protections that are essentially equivalent to those available in the UK and apply additional measures where required.

You may contact info@waleadeyemi.com to request further information about the safeguards used for an international transfer.

5. PAYMENT SECURITY

Payments are processed by third-party payment providers using their security controls. We do not intend to receive or retain your complete payment card number. The precise security and PCI DSS position depends on the payment services and configuration in use.

6. COOKIES AND TRACKING TECHNOLOGIES

We use cookies and similar technologies. Non-essential cookies and tracking tools are only used where you have given consent through our cookie banner. You may withdraw consent at any time through the cookie settings available on our website.

Essential cookies

These enable core website functionality and cannot be disabled, including:

  • Shopping cart and checkout

  • Customer login

  • Security and fraud prevention

Analytics and performance cookies (consent required)

Subject to your consent, we use:

  • Shopify Analytics: standard store analytics.

  • Microsoft Clarity: may collect session recordings, heatmaps, click interactions and related device or usage data to help us understand and improve site usability, subject to your consent and the service's configured privacy controls.

  • Google Analytics (where enabled): helps us understand site traffic and visitor behaviour.

Advertising cookies (consent required)

Subject to your consent, we use:

  • Meta Pixel

  • Google Ads Conversion Tracking and Google Remarketing

These technologies help us measure advertising performance, understand conversions, personalise advertisements, and show relevant adverts across Meta, Google and participating advertising networks.

Marketing and notification technologies (consent required)

Subject to your consent, we use the following tools to communicate with you and to manage waitlists and stock alerts:

  • Klaviyo: personalises email, SMS and WhatsApp communications based on previous purchases, browsing activity, customer preferences and engagement with our communications.

  • Shopify Messaging: supports email and SMS marketing communications.

  • Klarna On-Site Messaging: displays personalised payment option messaging.

  • Waitlist and back-in-stock notification tools: let you register for coming-soon, restock, pre-order and back-in-stock alerts, and send you a notification when you opt in.

Embedded content

Instafeed displays Instagram content on our storefront. Loading this content may set cookies or collect technical data via Instagram/Meta, subject to your cookie preferences.

7. PROFILING AND AUTOMATED DECISION-MAKING

We may use purchase history, browsing activity, preferences and engagement to group audiences, personalise communications, recommend products and measure advertising performance. You may object to profiling based on legitimate interests and may withdraw consent where profiling relies on consent.

8. SECURITY

We use proportionate technical and organisational measures designed to protect personal information against accidental or unlawful loss, alteration, disclosure or access. These measures may include access restrictions, supplier controls, secure transmission, account controls, monitoring and incident-response procedures, as appropriate to the risk.

No internet transmission or storage system is completely secure. If we identify a personal-data breach, we will assess it and notify affected individuals or the Information Commissioner's Office where required by law.

9. HOW LONG WE KEEP YOUR INFORMATION

We retain personal information only for as long as necessary. Typical retention periods include:

  • Order and accounting records: 6 years

  • Customer accounts: while active and afterwards only for a defined period needed for disputes, fraud prevention or legal obligations.

  • Marketing information: until you withdraw consent, object or the information is removed under the approved retention schedule; limited suppression information may be retained to respect your preference.

  • Waitlist and notification data: until you withdraw the request, the notification purpose has been fulfilled, or the approved retention period expires.

  • Customer support records: for the period needed to resolve the enquiry, manage disputes and meet legal obligations under the approved retention schedule.

Information is securely deleted or anonymised when no longer required.

10. YOUR RIGHTS

Under UK data protection law you have the right to:

  • Access your personal information

  • Correct inaccurate information

  • Request deletion in certain circumstances

  • Restrict processing

  • Receive a copy of your data in a portable format

  • Object to processing based on legitimate interests

  • Object to direct marketing

  • Withdraw consent at any time where processing relies on consent

To exercise your rights, please contact info@waleadeyemi.com. We will normally respond within one month.

11. COMPLAINTS

If you have concerns about how we handle your personal information, please contact us first so we have the opportunity to resolve the issue.

You also have the right to complain to the Information Commissioner’s Office (ICO).

Website: https://ico.org.uk        Telephone: 0303 123 1113

12. CHILDREN

Our website is not intended for individuals under the age of 18. We do not knowingly collect personal information from children. If you believe a child has provided personal information, please contact us and we will delete it promptly.

13. CHANGES TO THIS POLICY

We may update this Privacy Policy from time to time to reflect changes in our services, technology, legal obligations or business practices. Any updates will be published on this page with a revised “Last Updated” date. Where required by law, we will notify you of material changes.

14. CONTACT

If you have any questions about this Privacy Policy or how we process your personal information, please contact:

MOVE IN SILENCE LTD, trading as “Walé Adeyemi”

1st Floor Spitalfields House, Stirling Way, Borehamwood, WD6 2FX, United Kingdom

Email: info@waleadeyemi.com