Privacy policy
Last updated: September 2026
LÖV Flowers respects your privacy and is committed to handling your personal information responsibly and transparently.
This Privacy Policy explains what personal information we collect, why we use it, who we may share it with, how long we keep it and the rights you have under UK data protection law.
1. Who We Are
LÖV Flowers is a trading name of Nowmoment Ltd, a company registered in England and Wales under company number 14766475.
Registered office:
37 The Grove
Uplands
Swansea
SA2 0QR
United Kingdom
Nowmoment Ltd is the data controller responsible for personal information collected through the LÖV Flowers website.
For privacy enquiries, you can contact us at:
Email: contact@lovflowers.co.uk
2. Personal Information We Collect
The information we collect depends on how you use our website and services. It may include:
| Type of information | Examples |
|---|---|
| Identity and contact information | Name, email address, telephone number, billing address and delivery address |
| Order information | Products ordered, order value, delivery instructions, gift messages and order history |
| Recipient information | Recipient name, address, contact details and delivery instructions provided when sending a gift |
| Account and subscription information | Account details, subscription frequency, preferences and upcoming order information |
| Payment information | Payment status and transaction information. Payments are processed by our payment providers and we do not normally receive your full payment card details |
| Communications | Emails, customer-service messages, enquiries, reviews and other communications with us |
| Marketing preferences | Whether you have chosen to receive marketing communications |
| Technical and usage information | IP address, browser and device information, cookie identifiers and information about how you use our website |
If someone orders flowers for you as a gift, we may receive your delivery information from the person placing the order rather than directly from you. We use that information to fulfil and deliver the gift.
3. How and Why We Use Your Information
We only use personal information where we have a lawful reason to do so.
| Purpose | Lawful basis |
|---|---|
| Processing and fulfilling your order | Performance of our contract with you |
| Managing accounts and subscriptions | Performance of our contract with you |
| Providing customer service relating to an order | Contract and, where appropriate, our legitimate interests in providing good customer service |
| Using recipient information to deliver a gift | Our legitimate interests and those of the purchaser in fulfilling the requested gift delivery |
| Processing payments | Performance of our contract with you |
| Keeping tax, accounting and transaction records | Legal obligation |
| Preventing fraud, misuse and security incidents | Our legitimate interests in protecting our customers and business |
| Operating, maintaining and improving our website | Our legitimate interests, except where consent is required for cookies or similar technologies |
| Website analytics using non-essential cookies | Consent where required |
| Sending marketing communications | Consent, or legitimate interests where permitted for existing-customer marketing and applicable electronic-marketing rules are satisfied |
| Establishing or defending legal claims | Our legitimate interests and, where applicable, legal obligations |
Where we rely on legitimate interests, we consider whether our interests are balanced against your rights and freedoms.
4. Marketing
We may send you news, product updates and offers where you have agreed to receive them or where applicable law otherwise permits us to contact existing customers about similar products.
You can stop receiving marketing communications at any time by using the unsubscribe option in a marketing email or by contacting us.
Unsubscribing from marketing does not affect service messages that we need to send about an order, delivery, payment or subscription.
We do not sell your personal information to third parties for their own marketing purposes.
5. Who We Share Information With
We may share personal information where necessary with service providers and business partners that help us operate LÖV Flowers, including:
- our ecommerce platform and website technology providers;
- payment processors;
- couriers and delivery providers;
- subscription and account-management providers;
- customer-service, review and communications providers;
- analytics and marketing providers, where your consent is required and has been obtained;
- accountants, legal advisers and other professional advisers; and
- regulators, law-enforcement agencies or other authorities where disclosure is required by law.
We only provide information that is reasonably necessary for the relevant purpose.
If our business or substantially all of its assets are sold, transferred or reorganised, relevant customer information may be transferred as part of that transaction, subject to applicable data protection law.
6. Cookies and Similar Technologies
Our website uses cookies and similar technologies.
Some cookies are strictly necessary for functions such as security, remembering items in your basket and completing checkout.
Other technologies may be used for purposes such as analytics, measuring website performance or marketing. Where consent is required, these technologies will not be used until you have made the appropriate choice.
You can manage your choices through the cookie controls made available on our website. You may also control cookies through your browser, although blocking necessary cookies may affect how parts of the website work.
7. International Transfers
Some of the companies that provide technology, payment, hosting, analytics or other services to us may process personal information outside the United Kingdom.
Where personal information is transferred internationally and UK data protection law requires additional protection, we use appropriate safeguards such as:
UK adequacy regulations, approved contractual safeguards including the UK International Data Transfer Agreement or UK Addendum, or another transfer mechanism permitted by UK data protection law.
8. How Long We Keep Your Information
We keep personal information only for as long as it is reasonably required for the purpose for which it was collected and to meet our legal, accounting, tax and security obligations.
Order, transaction and financial records may normally be retained for up to six years, or longer where required by law or where necessary in connection with a legal claim.
Other information, including customer-service communications, account information and website data, is retained for an appropriate period according to its purpose.
Where you unsubscribe from marketing, we may retain limited information on a suppression list so that we can respect your request not to receive further marketing.
Cookie and analytics information is retained according to the lifespan of the relevant technology and our applicable consent settings.
9. How We Protect Your Information
We use appropriate technical and organisational measures designed to protect personal information against accidental loss, unauthorised access, misuse, alteration or disclosure.
No online system can be guaranteed to be completely secure, but we regularly consider the safeguards appropriate to the nature of the information we hold and the way it is used.
Where a personal-data breach occurs, we will take the steps required by applicable data protection law, including notifying affected individuals or the Information Commissioner's Office where legally required.
10. Your Privacy Rights
Depending on the circumstances, UK data protection law may give you the right to:
access the personal information we hold about you; correct inaccurate or incomplete information; request deletion of your information; restrict how your information is used; object to certain processing, including direct marketing; receive certain information in a portable format; and withdraw consent where processing is based on consent.
These rights are not absolute and some may not apply in every situation.
To exercise a privacy right, contact:
We may need to ask for reasonable information to confirm your identity before acting on a request.
We will respond to valid rights requests without undue delay and within the timescales required by law. Subject-access requests must generally be answered within one month, although the law allows additional time in certain circumstances.
11. Privacy Complaints
If you are concerned about how we have handled your personal information, please contact us at:
Please include “Privacy Complaint” in the subject line where possible.
We will acknowledge a data-protection complaint within 30 days, take appropriate steps to investigate it, keep you informed where appropriate and communicate the outcome without undue delay.
You also have the right to raise a concern with the Information Commissioner's Office (ICO), the UK's data-protection regulator.
12. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to our business, website, technology or legal requirements.
The latest version will be published on our website with the date of the most recent update.
Where a change significantly affects how we use personal information, we will take appropriate steps to bring the change to your attention.
13. Contact Us
For questions about this Privacy Policy, requests relating to your personal information or data-protection complaints, please contact:
LÖV Flowers / Nowmoment Ltd
37 The Grove
Uplands
Swansea
SA2 0QR
United Kingdom
Email: contact@lovflowers.co.uk