Privacy Policy

This Privacy Policy explains what personal data StoreRelay OS (“the Service”) collects, how it is used, and the rights available to individuals whose data is processed — whether you are a StoreRelay OS customer, a member of a customer’s staff, or an end-customer of a jewellery retailer using the Service.

1. Who We Are & Our Role

Etalery Global UK Ltd (“Etalery”, “we”, “us”, “our”), a company registered in England and Wales, provides StoreRelay OS.

Our role in relation to personal data differs depending on whose data it is:

• Account and staff data (the retail business’s own registration, billing, and staff login details) — Etalery acts as the data controller.
• End-Customer data (the personal data of a retail store’s own customers — names, contact details, enquiries, messages received via a Connected Platform, purchase and repair history) — Etalery generally acts as a data processor, processing that data on behalf of, and under the instructions of, the store, which remains the data controller for its own customers’ information.

Where this policy refers to "we control" or "we determine" the purpose of processing, that refers to our controller role for Account data. For End-Customer data, the relevant store determines the purpose; Etalery processes it only to deliver the Service.

2. Scope of This Policy

This policy applies to personal data processed through the Service, including this website. It does not apply to third-party websites or platforms you may reach via links from the Service, which are governed by their own privacy policies.

3. Data We Collect

4. Data From Meta Platforms (WhatsApp, Instagram, Facebook)

Where a store connects their own WhatsApp Business, Instagram, or Facebook Page account, Etalery receives and processes, on that store’s behalf:

• Contact identifiers: the end-customer’s WhatsApp phone number, or Instagram/Facebook profile identifier;
• Message content: the text of enquiries and the store’s replies;
• Message metadata: timestamps and delivery status;
• Page/account identifiers: the connected WhatsApp Business Account ID, Instagram Business Account ID, or Facebook Page ID needed to route messages correctly.

Purpose of use — strictly limited: this data is used solely to display incoming enquiries inside the connected store’s dashboard, allow the store to respond, and log the resulting customer record. It is not used to build advertising profiles, not sold or rented, and not shared beyond the sub-processors in Section 10 and Meta itself, as required for the messaging service to function.

Retention: retained while the connected store account is active and the data remains needed for the store’s customer relationship, and deleted within 30 days of a deletion request, or account closure, save where longer retention is legally required.

Security: encrypted in transit (TLS) and at rest; access restricted to the connected store’s own staff and the minimum Etalery personnel required to operate the Service.

5. Data From Other Connected Platforms

Beyond Meta, a store may optionally connect other Connected Platforms — including Google (Lead Forms), LinkedIn, TikTok, e-commerce platforms (Shopify, WooCommerce), email marketing platforms (Mailchimp, Klaviyo), calendar and telephony providers, and accounting software (Xero, QuickBooks, Sage). The same principles apply across all of these: data received is used only to route and display the relevant activity inside the connected store’s dashboard, is processed on the store’s behalf and instructions, is not used for advertising, and is not sold. Each platform’s own terms govern how it collects data before passing it to the Service.

6. How We Use Data

• To operate core StoreRelay OS features: routing leads and enquiries, customer records, appointments, repairs, sales logging, and reporting;
• To route enquiries received through Connected Platforms into the correct store dashboard;
• To maintain security, prevent abuse, and diagnose faults;
• To communicate with store accounts about their use of the Service;
• To improve the Service, using aggregated or de-identified data where possible.

We do not use Customer Data or platform-sourced data to serve advertising, and we do not sell personal data.

7. Legal Bases for Processing

Where UK/EU data protection law applies, we (or, for End-Customer data, the relevant store as controller) rely on: performance of a contract; legitimate interests in operating and securing the Service; compliance with a legal obligation; and, where applicable, consent (for example, for optional marketing communications).

8. Cookies & Similar Technologies

The storerelayos.etalery.com website and Service use cookies and similar technologies for:

• Strictly necessary cookies — required for login sessions and core functionality; these cannot be switched off.
• Analytics cookies — help us understand how the Service and website are used, so we can improve them.
• Preference cookies — remember settings such as branch selection or display preferences.

You can control cookies through your browser settings; blocking strictly necessary cookies may affect core functionality. Where required by law, we will present a cookie consent option on first visit to the website.

9. Automated Decisions

The Service may use automated logic to route leads, flag duplicate enquiries, or trigger reminders. These processes support store staff in their own decision-making and do not, by themselves, produce legal or similarly significant effects on an individual without human involvement.

10. Who We Share Data With

We share data only where necessary to provide the Service:

• Infrastructure providers (cloud hosting and storage), processing data solely on our instructions;
• Connected Platforms a store chooses to link (Meta, Google, Twilio, e-commerce, email, accounting providers), to the extent needed to send or receive the relevant communication;
• Professional advisers or authorities, where required by law.

We do not sell personal data to any third party, under any circumstances. A list of current sub-processors is available on request for business customers who require one, and a Data Processing Agreement is available for customers who need one for their own compliance purposes.

11. International Data Transfers

Etalery operates across the UK and India, and the Service may be used by customers based in other countries. Where personal data is transferred outside the UK/EEA, we rely on appropriate safeguards, including the UK International Data Transfer Addendum or EU Standard Contractual Clauses, to ensure an equivalent level of protection.

12. Data Retention

We retain data for as long as the relevant account is active, plus a limited period afterward to meet legal, accounting, or dispute-resolution needs. Meta-sourced and other Connected Platform data follows the shorter retention rule in Sections 4 and 5. Backup copies are cycled out within a reasonable period following deletion from primary systems.

13. Data Security

We apply technical and organisational measures appropriate to the sensitivity of the data we handle, including encryption in transit and at rest, role-based access controls, staff access limited on a need-to-know basis, and monitoring for suspicious activity. No system is completely secure, and we maintain an incident response process to act promptly if an issue is identified.

14. Your Rights

Subject to applicable law, individuals may request access to, correction of, deletion of, or restriction on the processing of their personal data, object to certain processing, request portability, or withdraw consent where processing is consent-based. Requests can be sent to privacy@etalery.com. Where the request concerns End-Customer data of a specific store, we may direct you to that store first, as it controls the underlying customer relationship, but will assist directly where required by law. UK-based individuals may also complain to the Information Commissioner’s Office (ico.org.uk); individuals elsewhere may contact their local supervisory authority.

15. Additional Rights by Region

Etalery serves customers globally. In addition to the rights above:

• California and other US state privacy laws: we do not sell or share personal data for cross-context behavioural advertising, so no opt-out mechanism is required beyond stating that fact. Residents of states with applicable privacy laws may still exercise access, deletion, and correction rights as described in Section 14.
• Other jurisdictions: where local law grants additional rights not otherwise listed here, we will honour them on request to the extent required.

16. Deleting Your Data

Step-by-step instructions for requesting deletion — whether you are a store account, a store’s own end-customer, or someone who connected an account via a Connected Platform — are set out on our dedicated Data Deletion Instructions page.

17. Children’s Data

The Service is a business tool and is not directed at, or knowingly used to collect data from, children.

18. Changes to This Policy

We may update this policy from time to time. Material changes will be notified through the Service or by email to registered account contacts, with reasonable advance notice where practicable. The effective date above reflects the latest revision.

19. Contact Us

Etalery Global UK Ltd
Email: contact@etalery.com

Published by Etalery Global UK Ltd. See also the StoreRelay OS Terms of Service and Data Deletion Instructions.