This Privacy Policy was last updated on 25th May 2018.

 All About Cashmere Ltd. and other group companies such as Pure Collection Limited (“we”, “us”, “our”) are committed to protecting the security and privacy of your information. We are a data controller and by shopping with us you are agreeing to our terms and conditions, in particular our use of your information as outlined below.


When you place an order for our products, register for an online account, sign-up for emails, enter our competitions, request a catalogue, contact Customer Services, engage with us on social media, shop in our stores or browse our website, we collect information about you. This includes;


  • Personal information such as your name, title, address, email address and phone number;
  • Purchase history showing what you bought from us, when you bought it, how you paid and what you returned;
  • Contact history showing details of when and why you contacted Customer Services which includes monitoring and recording calls to our Customer Service Team;
  • Tracking information when you browse our website such as your browser type, IP address, the type of operating system you use, the domain name of your Internet Service Provider and pages visited on the site.

 We also receive data from third parties who provide us with names and addresses of people who might be interested in our products and who have indicated that they wouldn’t mind receiving offers from us.

 Where we need to collect personal data by law, or under the terms of a contract we have with you and you fail to provide the data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example to provide you with our goods or services). In this case, we may have to cancel a product or service you have with us but we will notify you if this is the case at the time.



1)     Order Processing.  We need your personal details in order to perform our contract with you, i.e. to deliver your purchases to you and to send you service messages by email, phone or text.


2)      Direct Marketing. We’d like to keep you up-to-date with new products, offers, sale previews and in-store events by post, telephone, email and social media. Using your details for Direct Marketing is considered to be a legitimate business interest under the GDPR. You can ask us to stop sending you direct marketing communications at any time by emailing your full name and address to or by contacting Customer Services toll free on 1-866-864-8199 . You can also opt out of receiving email communications at any time by clicking on the unsubscribe link at the bottom of our emails. Please note that catalogues are printed in advance so it can take up to 6 weeks for mailings to cease. For emails it may take up to five working days.


3)      Automated Decision Making. We do not undertake automated decision making but we do have a legitimate business interest in using profiling to better understand our customers and what products you might be interested in, to tailor our future marketing communications and to help us find potential new customers. All final decisions are made by our team, not by machines. You can opt out of profiling at any time by emailing or by contacting Customer Services toll free on 1-866-864-8199.


4)      Improving Your Online Shopping Experience. When you visit our website we collect information about your browsing activity using Cookies. We have a legitimate business interest in doing this to help us improve your online shopping experience. For more information about cookies and instructions on how to disable them please refer to the Cookie Policy section of this document.

Sharing your personal data

 There are a number of circumstances in which we may share some of your personal data with other companies;

  1. As an essential part of being able to provide our services to you, for example with;
  • Delivery companies so we can get your parcels to you;
  • Professional service providers such as marketing agencies, advertising partners, IT companies, lawyers and accountants who help us run our business;
  • Law enforcement and fraud prevention agencies so we can help tackle fraud;
  • HM Revenue and Customs, regulators and other authorities who require reporting of processing activities in certain circumstances; and
  • Third parties who we may choose to sell, transfer or merge parts of our business or assets. Alternatively we may seek to acquire other businesses or merge with them. If a change happens to our business then we may use your personal data in the same way as set out in this privacy policy.


  1. We occasionally ask outside research companies to contact you on our behalf for your opinions on our products and services.


  1. We may transfer your data to companies within our group and/or affiliated companies.


  1. In the unlikely event that our business assets are sold or purchased by another company, our data records will be sold as part of our business. Similarly, if we acquire or set up additional trading entities, data records held by All About Cashmere Ltd. may be sold, transferred or licensed.

Sharing your personal data with 3rd parties for marketing purposes


In accordance with our legitimate interest, we may share your name, address and purchase history (but never your email address) with carefully selected third parties whose products or services we think you might be interested in, either directly or through a data co-operative. Data Co-operatives are companies whose members contribute information about their customers in exchange for information about other consumers that may be interested in their products.  We work with the following data co-operatives; Experian, IBehaviour (part of Conexance), Epsilon Abacus and Transactis. We are unable to provide an exact list of the participating companies as they change all the time, but they are all in the clothing, collectibles, food & wine, gardening, gadgets & entertainment, health & beauty, household goods, home interiors sectors. We may also share your name and postal address directly with any subsidiaries of our companies associated with All About Cashmere Limited along with other trusted retailers in these sectors and UK charities. If you do not want us to share your details with third parties for marketing purposes, you can opt out at any time by emailing or by contacting Customer Services toll free on 1-864-8199.

Keeping us up-to-date


It is important that you keep us up to date with any changes to your personal data. Please contact Customer Services toll free on 1-866-864-8199.

How we protect your personal data


We know how important data security is to our customers and we will take all appropriate steps to protect it. These steps include;


  • Securing our data to recognised industry standard SQL;
  • Ensuring our employees are aware of their privacy and data security obligations;
  • Complying with the Payment Card Industry (PCI) standards;
  • Regularly monitoring our system for possible vulnerabilities and attacks, and carrying out penetration testing to identify ways to further strengthen security.

How long will we keep your personal data?


We will keep your personal data to fulfil our contractual obligations with you and then a period of time thereafter in order to meet any legal or regulatory obligations (such as warranty cover, tax or audit purposes). In any event we envisage keeping your personal data for a minimum period of six years from the date of your last transaction.


We record telephone calls for training, quality assurance and fraud prevention purposes. We keep call recordings for 4 months.


Where you’ve requested a catalogue or to join our email list we will keep your personal data for three years before deleting it, if we’ve not heard from you further within that period of time.

Transferring your data outside the EU


We may transfer your personal data outside the European Economic Area only when we have a lawful basis to do so, such as providing data to organisations in the US who are members of the EU/US Privacy Shield. We may also rely on the appropriate safeguards in Article 46 or where they do not exist the performance of a contract where the transfer is necessary for those purposes.

We also work with suppliers and partners who may make use of cloud and/or hosted technologies. We undertake data security due diligence on our partners and ensure that that these partners conform to appropriate accreditations.

Cookie Policy


We use cookies to store and track information about your activities on our website.


A cookie is a small amount of data that is stored locally on your computer and contains information about your activities on the internet. Cookies do not contain any personally identifiable information.


Visiting the Pure Collection website with your browser settings accepting cookies and your continued browsing tells us that you want to use our products and services and that you consent to our use of cookies.


If you don’t accept cookies, your experience of our site will be limited. Items in your shopping bag will not be retained should you decide to leave the site and come back at a later time and you won’t be able to order from our site because products will not be stored in your shopping bag.


You can find more information about cookies and instructions on how to manage or disable them at


What do we use Cookies for?

  • To enable you to transact
  • To store and remember what products are in your shopping bag
  • To recognise the device you are using
  • To analyse visitor behaviour so we can improve our website
  • To personalise and improve your shopping experience
  • To deliver targeted product recommendations
  • For re-marketing purposes to determine relevant products to show you when you’re browsing on other selected websites
  • To ensure any messages, such as Survey Invitations, are only shown once per session
  • To remember if you are a UK or USA site customer so we can automatically send you to the most suitable site


We use third party cookies to allow us to track visitor behaviour and offer certain website services such as re-marketing. If you would like to disable third party cookies, you can turn them off by going to the third party’s website and getting them to generate a one-time “no thanks” cookie that will stop any further cookies being written to your machine. Below is a list of the third parties we currently use;


Third Party




Google Analytics / Universal Analytics


Allows us to understand user behaviour across the website.

Google AdWords

Tracking / Marketing

Allows us to track our digital marketing campaigns on Google.

Google Verification


Allows users to login with their Google account and enables Google to remember logins

BluCommerce Tracking

Platform Performance

Enables us to track our web platform performance, sales, experience and customer usage.


Advertising Tool

Allows us to show tailored adverts to you across the Facebook network. Also enables login through Facebook.


Tracking / Marketing

Allows us to deliver targeted product recommendations.



Allows us to show re-targeting adverts to you when you browse the internet.



Allows us to track and analyse user data and segment customers.

Fresh Relevance

Tracking / Marketing  

Allows us to personalise your online shopping experience.


User Experience

Allows us to understand customer experience

Mention Me


Allows us to operate a refer-a-friend programme.



Tracks user movement.



Allows us to understand use of the website.


Email Sign-up

Tracking for email sign-ups across the website

PCA Predict

Address Prediction Tool

Allows us to help you fill in your address at checkout by predicting your address as you type.

Power Reviews

Review Tool

Remembers your login if you have a Power Review account

Survey Pop-up


Allows us to serve questions ad-hoc to users across the website.


Advertising Tool

Allows us to put you marketing material with product that you have shown an interest in or have put into your basket into your parcel


Your Rights



Changes to our Privacy Policy


We reserve the right to update this Privacy Policy at any time, and any changes we make to our Privacy Policy will be posted on this page. Please check periodically for any updates. If we would like to use any of your previously collected personal data for different purposes that those we notified you about at the time of collection, we will provide you with notice and, where required by law, seek your consent, before using your personal data for a new or unrelated purpose. We may process your personal data without your knowledge or consent where required by applicable law or regulation.


Contact Us


If you wish to exercise any of your rights or have a complaint, please email or contact Customer Services toll free on 1-866-864-8199.


If you have a complaint about how we have collected or handled your personal data you also have the right to complain to the Information Commissioner’s Office (ICO) at