Service
We use your information in a number of different ways - what we do depends on the information. The tables below set this out in detail, showing what we do, and why we do it.
| How we use your name & contact details | Why? |
| Deliver your purchases to you | We've got to do this to perform our contract with you (it's a bit hard to send your order if we don't use your name and contact details!) |
| Send you service messages by e-mail such as order updates | We've got to do this to perform our contract with you (so you can tell when your order is coming) |
| Sending you information by email or post, about our new products and services | To keep you up to date. We only send this with your permission |
| Fraud prevention and detection | To prevent and detect fraud against either you or Apex Jewellers Ltd t/a Diamond Heaven - unfortunate, but absolutely essential |
| Showing you Apex Jewellers Ltd t/a Diamond Heaven adverts as your browse the web | So, you can see our latest products and deals |
| Finding out what you, and other customers, like | To ensure we are giving you what you want, and to stay ahead of the competition |
| How we use your date of birth | Why? |
| Fraud prevention and detection | To prevent and detect fraud against either you or Apex Jewellers Ltd t/a Diamond Heaven- unfortunate, but absolutely essential |
| How we use your gender information | Why? |
| To direct you to the right part of our website | To get you to the products that you want faster |
This means your card's security/CVV code, don't worry, we don't keep them.
| How we use your payment information | Why? |
| Take payment, and give refunds | We've got to do this to perform our contract with you - we're not giving all our stuff away! |
| Fraud prevention and detection | To prevent and detect fraud against either you or Apex Jewellers Ltd t/a Diamond Heaven - unfortunate, but absolutely essential |
What you've said to us - for example, over the phone, on instant chat, or on social media.
| How we use your contact history | Why? |
| Provide customer service and support | We've got to do this to perform our contract with you, after all, you expect the best service from us |
| Train our staff | So that, when you contact us, you get the best possible customer service |
What you've bought and what you've stored in your basket for another time
| How we use your purchase history and saved items | Why? |
| Sell you things | We've got to do this to perform our contract with you - if you can't put stuff into a basket, you can't buy it! |
| Provide customer service and support, and handle returns | We've got to do this to perform our contract with you |
| Finding out what you, and other customers, like | To ensure we are giving you what you want, and to stay ahead of the competition |
Information you give us when you browse our site or use our app, including your IP address and device type and, if you choose to share it with us, your location data, as well as how you use our website and app.
| How we use information about your phone or laptop, and how you use our website | Why? |
| Improve our website and set default options for you (such as language and currency) | To give you the best possible shopping experience |
| Protect our website | To prevent and detect fraud against either you or Apex Jewellers Ltd t/a Diamond Heaven - unfortunate, but absolutely essential - and to meet our legal obligations about looking after your data |
What we do if you link your Twitter or Facebook accounts to us
| How we use information from accounts you link to us | Why? |
| To enable you to log into our website simply and easily without having to create a specific account | To make it easier for you to use diamond-heaven.co.uk and purchase those items you want! |
| To provide product recommendations | So, you can quickly spot things which take your fancy |
| How we use your responses to surveys, competitions and promotions | Why? |
| Run the survey, competition or promotion | We've got to do this to perform our contract with you - if we can't use your entry, you can't possibly win! |
You don't have to give us any of this personal information but if you don't, you may not be able to buy from the site, and you are unlikely to receive our optimal overall customer experience. But that is your choice - and we respect that.
We also anonymise and aggregate personal information (so that it does not identify you) and use it for purposes including testing our IT systems, research, data analysis, improving our site and developing new products and services. We also share this information with third parties.
We do not, and will not, sell any of your personal data to any third party - including your name, address, email address or credit card information. We want to earn and maintain your trust, and we believe this is absolutely essential in order do that. However, we share your data with the following categories of companies as an essential part of being able to provide our services to you, as set out in this statement:
- Companies in the Apex Jewellers Ltd group, as sometimes different bits of our group are responsible for different activities (especially licensed ones)
- Companies that do things to get your purchases to you, such as payment service providers, warehouses, order packers, and delivery companies
- Professional service providers, such as marketing agencies, advertising partners and website hosts, who help us run our business
- Credit reference agencies, law enforcement and fraud prevention agencies, so we can help tackle fraud
- Companies approved by you, such as social media sites (if you choose to link your accounts to us), Marketplace sellers where you place an order, and PayPal where you choose to use their payment service
We may provide third parties with aggregated but anonymised information and analytics about our customers and, before we do so, we will make sure that it does not identify you
If you have said we can, we'll send you marketing messages by email, text, to keep you aware of what we're up to and to help you see and find our products.
How to stop marketing messages from Apex Jewellers Ltd t/a Diamond Heaven
You can stop receiving marketing messages from us at any time.
You can do this:
- Through your account settings
- By clicking on the 'unsubscribe' link in any email
- By contacting our data team on [email protected].
We also engage in online advertising, also to keep you aware of what we're up to and to help you see and find our products.
Like many companies, we target Diamond Heaven banners and ads to you when you are on other websites and apps. We do this using a variety of digital marketing networks and ad exchanges, and we use a range of advertising technologies like web beacons, pixels, ad tags, cookies, and mobile identifiers, as well as specific services offered by some sites and social networks, such as Facebook's Custom Audience service.
The banners and ads you see will be based on information we hold about you, or your previous use of Diamond Heaven (for example, your Diamond Heaven search history, and the content you read on Diamond Heaven) or on Diamond Heaven banners or ads you have previously clicked on.
We'll hold on to your information for as long as you have your account, or as long as is needed to be able to provide the services to you, or (in the case of any contact you may have with our Customer Service team) for as long as is necessary to provide support-related reporting and trend analysis only.
If reasonably necessary or required to meet legal or regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our terms and conditions, we may also keep hold of some of your information as required, even after you have closed your account or it is no longer needed to provide the services to you.
You have a lot of rights relating to your personal information:
- The right to be informed about how your personal information is being used (like this notice!)
- The right to access the personal information we hold about you
- The right to request the correction of inaccurate personal information we hold about you
- The right to request that we delete your data, or stop processing it or collecting it, in some circumstances
- The right to stop direct marketing messages, which you can do by emailing [email protected], and to withdraw consent for other consent-based processing at any time
- The right to request that we transfer or port elements of your data either to you or another service provider
- The right to complain to your data protection regulator - in the UK, the Information Commissioner's Office
If you want to exercise your rights, have a complaint, or just have questions, please contact us.
We may change this page from time to time, to reflect how we are processing your data.
If we make significant changes, we will make that clear on the Diamond Heaven website, or by some other means of contact such as email, so that you are able to review the changes before you continue to use Diamond Heaven.
We use cookies on our website. For more information on cookies, please see our cookie notice.
We always want to hear from our customers (especially if you feel we've let you down or could do better).
If you:
- Have any questions or feedback about this notice
- Would like us to stop using your information
- Want to exercise any of your rights as set out above, or have a complaint
Please don't hesitate to contact our Customer Service team, who will be happy to answer any questions you may have.
You can contact our privacy team by dropping us a line at [email protected] or else through Customer Service via the Diamond Heaven website. Or if you'd like to, you can write to us at:
Apex Jewellery Ltd t/a Diamond Heaven
115 Vyse Street
Hockley
Birmingham
West Midlands
B18 6LP
