Terms & Conditions

Last updated: April 2026

GENERAL INFORMATION

To help us provide an optimal service and improve site performance, we collect the following information in aggregate form: operating system, browser type, IP address, and internet domain. Cookies are used to record your purchase preferences each time you visit our site. When you register your email address with us, this information is used solely to keep you updated on special offers not available to non-registrants.

 

We use customer contact information from the order form for accounting purposes and to contact you when necessary (for example, for customer service issues). Where Bluebella uses a third party to fulfil a transaction, the following information may be provided to the supplier: email address, phone number, and payment details. Bluebella also uses order information to send you information about our company and services.

 

Demographic and profile data are used to provide aggregate customer profiles to our marketing partners and to help us improve our service. This data may also be used to tailor your experience on our site, showing content we think you may find relevant. You can opt out of receiving future marketing communications at any time by unsubscribing.

 

Information gathered from competitions: we occasionally run competitions on our site, and contact information provided is used to notify winners. Entrants are added to our mailing list but may opt out at any time. Abbreviated or censored customer names and/or email addresses may be used on our winners' page. We do not sell, share, trade, rent, or give away any personal information from our email lists.

 

Emails sent to Bluebella may occasionally be used for testimonial purposes but will be removed from our website upon request. Our site may contain links to third-party websites; Bluebella is not responsible for the privacy practices or content of those sites. Removal requests will be actioned within 30 calendar days. If you have questions about this policy or your personal data, please contact us at customercare@bluebella.com.

 

Only one voucher or coupon may be used per order. Minimum order values may apply. Coupons cannot be used across multiple orders unless otherwise stated.

 

No contract will exist between you and Bluebella for the sale of any product unless and until Bluebella accepts your order by email confirming that it has been dispatched.

 

1. PLACE OF PERFORMANCE AND APPLICABLE LAW

Bluebella is a company registered in England and Wales. The materials on this site are directed at customers accessing it from the United States. Bluebella makes no representation that any product referred to on this site is appropriate for use or available in all US states or territories.

 

English law governs this Agreement. You and we each submit to the exclusive jurisdiction of the English courts in relation to any disputes arising out of this Agreement, to the fullest extent permitted by applicable US law. If any provision of this Agreement is found to be unlawful, void, or unenforceable, that provision shall be deemed severable and shall not affect the validity and enforceability of the remaining provisions.

 

Nothing in this Agreement limits any rights you may have under applicable US federal or state consumer protection laws.

 

Current Managing Director and CEO: Emily Bendell

 

2. CONTENT

2.1 Bluebella has taken reasonable care in the preparation of the content of this site. However, to the extent permitted by applicable law, Bluebella disclaims all warranties (express or implied) as to the accuracy of the information contained in any materials on this site.

 

2.2 Bluebella shall not be liable to any person for any loss or damage which may arise from the use of any information contained in any materials on this site.

 

2.3 Certain links on this site will lead to sites not under the control of Bluebella. When you activate such links, you will leave the Bluebella site, and Bluebella accepts no responsibility or liability for the material on any site not under its control.

 

3. LIMITATION OF LIABILITY

3.1 You agree that Bluebella shall not be liable, whether in contract, tort, negligence, statutory duty or otherwise, for any:

•        loss of profits, revenue or goodwill, or any consequential, indirect or special loss or damage of any kind arising from or connected with this Agreement;

•        direct loss or damage resulting from acts, omissions, failures or delays occurring in relation to parts of the internet not under Bluebella's direct control, including loss of business, loss of sales, non-payment of sums due, loss of profits, business interruption, loss of reputation, or loss of business information.

 

3.2 Except where liability has been excluded under clause 3.1, the maximum aggregate liability of Bluebella in contract, tort, negligence, statutory duty or otherwise for any loss or damage shall, in respect of any one or more events within any twelve-month period, be limited to the price of the relevant goods, or otherwise to $50.

 

3.3 Some US states do not allow the exclusion of certain warranties or the limitation or exclusion of liability for incidental or consequential damages. Accordingly, some of the limitations set out in this clause may not apply to you.

 

3.4 Nothing in this Agreement affects any statutory rights you may have as a consumer under applicable US federal or state law, or excludes or restricts any liability for death or personal injury arising from the negligence or fraud of Bluebella.

 

4. INDEMNITY

Save to the extent falling within clause 3, you shall indemnify Bluebella and any relevant third party from and against any liability, losses, expenses, claims, or legal proceedings (including legal fees) arising from your use of the Bluebella site or purchase of goods and/or services from the site.

 

5. DELIVERY

Delivery times quoted are estimates only and are not guaranteed. Bluebella shall not be liable for any delays unless caused wilfully or negligently by Bluebella. Shipping to US addresses is subject to availability and carrier restrictions. Any applicable import duties or taxes are included in the displayed price where stated.

 

6. COPYRIGHTS

All designs, text, graphics and their selection and arrangements on this site are copyright of Bluebella or its content providers. As a visitor to the Bluebella site, you are licensed to copy electronically or print portions of this site for your own personal, non-commercial use only. Any other use of materials on this site without Bluebella's prior written consent is strictly prohibited.

7. SOFTWARE

7.1 Intellectual property rights in any software or copyrighted materials and supporting documentation supplied by us remain in our property or that of our licensors.

 

7.2 Without our written consent, you shall not and shall not permit any other person to: disassemble, reverse engineer, decompile or otherwise interfere with the software; copy or modify the software; or create any new software partly or wholly based on it.

 

7.3 Subject to this Agreement, you are licensed to use the software non-exclusively for the purposes identified on the site.

 

7.4 You must not transfer, assign or sub-license your right to use the software or attempt to do so.

 

8. TYPOGRAPHICAL AND PRICING ERRORS

All prices are displayed in US dollars (USD) and are inclusive of any applicable taxes where stated. In the event a product or service is listed at an incorrect price due to typographical error or pricing information error, we reserve the right to refuse or cancel any orders placed for that product, whether or not the order has been confirmed and your payment processed. If your payment has been taken and your order is cancelled, we will issue a full refund promptly.

 

9. MATTERS BEYOND OUR REASONABLE CONTROL

Bluebella shall not be held liable for any breach of this Agreement caused by circumstances beyond its reasonable control, including but not limited to acts of God, fire, lightning, severe weather, explosion, war, disorder, flood, industrial disputes, acts or omissions of internet service providers, or acts of local or federal government or other competent authorities.

 

10. LANGUAGE

This Agreement is made in the English language only, which shall be controlling in all respects.

 

11. SEVERABILITY

If any term of this Agreement is held to be invalid or unenforceable by judicial decree or decision, the remainder of this Agreement shall remain valid and enforceable.

12. GIFT CARDS AND VOUCHER CODES

E-gift cards purchased online are non-refundable, except where required by applicable state law.

 

Discount vouchers can be used towards goods of a higher price than the voucher value, on payment of the excess by credit or debit card. The following terms apply to all discount voucher codes:

•        Only one voucher code can be used per transaction unless otherwise specified.

•        Vouchers cannot be used in conjunction with promotional or gift vouchers unless otherwise stated.

•        Vouchers cannot be used on transactions that have already been processed.

•        Vouchers are non-returnable and have no cash value except where required by law.

•        Voucher codes apply against the full retail price of a product unless otherwise stated.

•        Voucher codes cannot be used in conjunction with existing offers or loyalty points unless otherwise stated.

•        Refunds relating to voucher-discounted purchases are not transferable.

 

Bluebella reserves the right to amend the terms of any voucher code or to cancel it at any time. This does not affect your legal rights.

 

13. COMPETITIONS

Competition details form part of these terms and conditions. The following apply to all Bluebella competitions open to US residents:

•        Entry is not permitted for employees (and their immediate families) of Bluebella, its printers and agents, prize suppliers, or associated companies.

•        Entrants must be aged 18 or over, or the age of majority in their state of residence, whichever is higher. Proof of identity and age may be required.

•        Void where prohibited by law.

•        All entries must be made directly by the person entering. Entries generated by script, macro, or automated devices will be void.

•        Prizes are non-transferable and no cash alternatives will be offered.

•        Winners are responsible for expenses and arrangements not specifically included in the prize, including any applicable federal, state, or local taxes on prizes.

•        The winner(s) agree to the use of their name and state of residence for post-winning publicity, where permitted by law.

•        Bluebella reserves the right to amend, withdraw, or disqualify entries at its discretion.

•        In the event of a prize being unavailable, Bluebella reserves the right to offer an alternative of equal or greater value.

 

The Promoter is Bluebella Limited, Brickfields, Unit 201, 37 Cremer Street, Hoxton, London, E2 8HD, United Kingdom.

 

A list of winners will be available upon written request no earlier than six weeks after the close of the competition. For data security reasons, only the winner's surname and state will be disclosed.

 

14. PRIVACY POLICY

What we collect

We may collect the following information where permission is expressly granted:

•        Name

•        Contact information including email address and phone number

•        Demographic information such as zip code, preferences and interests

•        Purchase history and browsing behaviour on our site

•        Other information relevant to customer surveys or offers

 

How we use your information

We use this information to understand your needs and provide a better service, including:

•        Internal record keeping and order processing

•        Improving our products and services

•        Sending you relevant updates about new products, special offers or other information you have opted in to receive

•        Customising your experience on our website

Your privacy rights

Depending on your state of residence, you may have rights under applicable US state privacy laws, including the California Consumer Privacy Act (CCPA) and similar legislation. These rights may include:

•        The right to know what personal data we collect, use, disclose, or sell

•        The right to request deletion of your personal data

•        The right to opt out of the sale or sharing of your personal data

•        The right to non-discrimination for exercising your privacy rights

•        The right to correct inaccurate personal data

 

To exercise any of these rights, please contact us at customercare@bluebella.com. We will respond within 45 days of receiving your request, or within the timeframe required by applicable state law.

 

We do not sell your personal data to third parties for monetary consideration. We may share data with service providers acting on our behalf under appropriate data processing agreements.

 

Data processors

Customer and order information is processed by Shopify Inc. under appropriate data transfer safeguards. Our marketing platform is provided by Klaviyo Inc. (see Section 15 for full details).

 

Data retention

We retain personal data only for as long as necessary to fulfil the purposes for which it was collected, or as required by applicable law.

 

Security

We have put in place appropriate physical, electronic, and managerial procedures to safeguard and secure the information we collect online.

 

Cookies

A cookie is a small file placed on your device to help us analyse web traffic and improve your experience. We use cookies to identify which pages are being used and to tailor our site to customer needs. You can choose to accept or decline cookies via your browser settings or our cookie consent tool. Declining cookies may limit your ability to use certain features of our site.

Links to other websites

Our website may contain links to third-party websites. We are not responsible for the privacy practices or content of those sites and encourage you to review their privacy statements.

 

Controlling your personal information

You may restrict the use of your personal information for direct marketing at any time by emailing customercare@bluebella.com or clicking 'unsubscribe' in any of our marketing emails. We will not sell, distribute, or lease your personal information to third parties without your permission or unless required by law.

 

If you believe any information we hold on you is incorrect or incomplete, please contact us at customercare@bluebella.com and we will promptly correct it.

 

Direct Mail

From time to time, Bluebella may send you information about our products, promotions, and offers by post. If you would prefer not to receive direct mail from us, you can opt out at any time by emailing us at customercare@bluebella.com. Please allow up to 28 days for your request to be processed.

 

15. PERSONALISED EXPERIENCES & SMART MARKETING TOOLS

We want every interaction you have with Bluebella to feel relevant and personal — not generic. To help us do this, we use Klaviyo, a marketing platform that analyses how you shop and engage with us, so we can send you content that is actually useful to you.

 

In practice this means things like:

•        Showing you new arrivals in styles and sizes you have previously loved

•        Sending you offers at times when you are most likely to find them useful

•        Making sure we are not sending you emails about products that are not relevant to you

 

Your control

This personalisation is based on our legitimate interest in providing you with a better experience. You can opt out at any time by contacting us at customercare@bluebella.com or by clicking 'unsubscribe' in any of our emails.

 

Use of AI in marketing

Some of your data held in our marketing platform such as your name, email address, purchase history, and how you have interacted with our emails may be processed by Anthropic on our behalf. Anthropic is bound by a Data Processing Agreement (DPA) and cannot use your data for any purpose other than providing this service to us. Your data is encrypted in transit and at rest, and is not used to train AI models.

 

16. SALES TAX

Prices displayed on the US site are exclusive of sales tax unless otherwise stated. Applicable state and local sales tax will be calculated and displayed at checkout based on your shipping address. Bluebella collects and remits sales tax in states where we have a legal obligation to do so.

 

17. RETURNS & REFUNDS

We want you to love your Bluebella purchase. If you are not completely satisfied, you may return eligible items within 30 days of delivery, subject to our full Returns Policy available on the website. Items must be unworn, unwashed, and in their original condition with tags attached. For hygiene reasons, certain items may be non-returnable as indicated on the product page.

 

Refunds will be processed to your original payment method within 10 business days of us receiving your return. Original shipping costs are non-refundable unless the item is faulty or incorrectly sent.

 

18. KLARNA

In cooperation with Klarna Bank AB (publ), Sveavagen 46, 111 34 Stockholm, Sweden, we offer buy now, pay later payment options at checkout. Payment is made to Klarna under their terms of service.

 

Available Klarna payment options are displayed at checkout and may vary depending on your location and eligibility. Klarna's pay later and installment products are credit products and subject to Klarna's own credit assessment and approval. For full details of Klarna's payment options, terms, and how they handle your personal data, please visit klarna.com/us.

 

Your personal data shared with Klarna is handled in accordance with applicable data protection law and Klarna's privacy statement. Klarna is a licensed lender and its products are regulated under applicable US state lending laws.

 

19. CALIFORNIA RESIDENTS — ADDITIONAL PRIVACY RIGHTS

This section applies solely to residents of the State of California and supplements the information in Section 14. It is provided in accordance with the California Consumer Privacy Act of 2018 (CCPA) as amended by the California Privacy Rights Act (CPRA).

 

Categories of personal information we collect

In the past 12 months we have collected the following categories of personal information from California residents:

•        Identifiers — name, email address, postal address, phone number, IP address

•        Commercial information — purchase history, products browsed, returns

•        Internet or electronic network activity — pages visited, links clicked, time on site

•        Geolocation data — zip code and approximate location inferred from IP address

•        Inferences — preferences and interests derived from the above

 

How we use this information

We use the categories of personal information listed above for the following business purposes:

•        Processing and fulfilling your orders

•        Providing customer service

•        Sending marketing communications you have opted in to receive

•        Personalising your experience on our site

•        Analytics and improving our products and services

•        Advertising — including via Meta (Facebook/Instagram), Google, and TikTok retargeting pixels

 

Sharing of personal information for cross-context behavioural advertising

We use Meta (Facebook/Instagram) retargeting pixels, Google remarketing tags, and TikTok pixels on our US site. Under the CCPA, the use of these technologies may constitute the 'sharing' of your personal information for cross-context behavioural advertising purposes, even though we do not receive payment for this sharing.

 

You have the right to opt out of this sharing.

To opt out, please click the 'Do Not Sell or Share My Personal Information' link in the footer of our website. [NOTE TO BLUEBELLA: This link must be added to your Shopify store footer before these T&Cs go live — this is a legal requirement under CCPA.]

 

You may also opt out via the Global Privacy Control (GPC) browser signal, which we honour in accordance with California law.

Shine the Light — third party direct marketing

Under California Civil Code Section 1798.83 (the 'Shine the Light' law), California residents may request information about whether we have disclosed personal information to third parties for their direct marketing purposes. We do not share personal information with third parties for their own direct marketing purposes without your consent. To make a request, please contact us at customercare@bluebella.com.

 

Your California privacy rights

As a California resident you have the following rights under the CCPA/CPRA:

•        Right to Know — you may request details of the personal information we have collected about you, the sources, our purposes for collecting it, and the categories of third parties we share it with

•        Right to Delete — you may request that we delete personal information we have collected from you, subject to certain exceptions

•        Right to Correct — you may request that we correct inaccurate personal information we hold about you

•        Right to Opt Out — you may opt out of the sharing of your personal information for cross-context behavioural advertising at any time

•        Right to Limit Use of Sensitive Personal Information — we do not use sensitive personal information beyond what is necessary to provide our services

•        Right to Non-Discrimination — we will not discriminate against you for exercising any of your CCPA rights

 

How to submit a request

To submit a privacy request, please contact us by:

•        Email: customercare@bluebella.com — with the subject line 'California Privacy Request'

•        Using the 'Do Not Sell or Share My Personal Information' link in our website footer

 

We will acknowledge your request within 10 business days and respond in full within 45 calendar days. If we need more time, we will notify you of the reason and the extension period.

 

We may need to verify your identity before processing your request. We will not require you to create an account with us to make a request.

 

Authorised agents

You may designate an authorised agent to make a CCPA request on your behalf. We may require written proof of the agent's authorisation and may verify your identity directly before processing the request.

 

Contact for California privacy matters

For all California privacy enquiries please contact: customercare@bluebella.com