Privacy Policy

We are committed to safeguarding the privacy of our website visitors; this privacy policy applies to and operated by Sapphire & Co UK Ltd T/A Diamond Boutique (“Sapphire & Co UK Ltd”, “We”, “Us”)  This privacy policy describes how Sapphire & Co UK collects and uses the personal information you provide on our website.  It also describes the choices available to you regarding our use of your personal information and how you can access and update this information.

Our website uses cookies. We will ask you to consent to our use of cookies in accordance with the terms of this policy when you first visit our website. By using our website and agreeing to this policy, you consent to our use of cookies in accordance with the terms of this policy.

What Information Do We Collect?

When you initiate a transaction on or in relation to this website, register for an account or subscribe to our newsletter, we may collect, store and use the following kinds of personal information:

Contact Information

Billing Information

Unique Identifiers 

Preferences Information

Cookies And Other Tracking Technologies

A cookie is a file containing an identifier (a string of letters and numbers) that is sent by a web server to a web browser and stored by the browser. The identifier is then sent back to the server each time the browser requests a page from the server. This enables the web server to identify and track the web browser.

We may use both “session” cookies and “persistent” cookies on the website. Session cookies will be deleted from your computer when you close your browser.  Persistent cookies will remain stored on your computer until deleted, or until they reach a specified expiry date.

We will use the session cookies to keep track of you whilst you navigate the website; keep track of items in your shopping bag; prevent fraud and increase website security.  We will use the persistent cookies to enable our website to recognize you when you visit and keep track of your preferences in relation to the use of our website.

Most browsers allow you to reject all cookies, whilst some browsers allow you to reject just third party cookies. Blocking all cookies will, however, have a negative impact upon the usability of many websites, including this one.

You can manage your preferences relating to the use of cookies on our website by visiting

Web Beacons / Gifs

We employ a software technology called clear gifs, that help us better manage content on our site by informing us what content is effective. Clear gifs are tiny graphics with a unique identifier and are used to track the online movements of users. In contrast to cookies, which are stored on a user’s computer hard drive, clear gifs are embedded invisibly on web pages. We do not store the information gathered by clear gifs.

Behavioral Advertising

We partner with a third party to manage our advertising on other sites. Our partner uses cookies to collect non-personally identifiable information to targeted advertising based upon your interests. If you wish to not have this information used, you may opt-out by clicking Here.  Please note this does not opt you out of receiving advertising. You will continue to receive generic ads.

Third Party Tracking

The use of tracking technologies by other service providers, technology partners or third party assets (such as social media) on the site is not covered by our privacy policy. These third parties may use cookies, clear gifs, images, and scripts to help them better manage their content on our site.  We do not have access or control over these technologies.


We use Google Analytics to analyse the use of this website. Google Analytics generates statistical and other information about website use by means of cookies, which are stored on users' computers. The information generated relating to our website is used to create reports about the use of the website. Google will store this information. Google's privacy policy is available at


Using Your Personal Information

Personal information submitted to us via this website will be used for the purposes specified in this privacy policy or in relevant parts of the website.

We may use your personal information to:

(a) improve your browsing experience by personalising the website;

(b) enable your use of the services available on the website;

(c) send to you goods purchased via the website, and supply to you services purchased via the website;

(d) send statements and invoices to you, and collect payments from you;

(e) send you general non-marketing commercial communications;

(f) send to you our newsletter and other marketing communications relating to our business which we think may be of interest to you by post or by email and similar technology;

(g) deal with enquiries and complaints;

(h) display personal reviews of our products from customers on our site in addition to other endorsements.   



We do not sell, rent or otherwise distribute your personal information to third parties. We may disclose information about you to any of our employees, officers, agents, suppliers or subcontractors insofar as reasonably necessary for the purposes as set out in this privacy policy.

Service Providers

We may provide your personal information to companies that provide services to help us with our business activities such as shipping your order or offering customer service. These companies are authorized to use your personal information only as necessary to provide these services to us and are contractually obligated to keep your information confidential. All our website financial transactions are handled through our payment services provider, World Pay.  You can review the World Pay privacy policy We will share information with World Pay only to the extent necessary for the purposes of processing payments you make via our website, refunding such payments and dealing with complaints and queries relating to such payments and refunds.

If Sapphire & Co UK is involved in a merger, acquisition, or sale of all or a portion of its assets,  you will be notified via email and/or a prominent notice on our website of any change in ownership or uses of your personal information, as well as any choices you may have regarding your personal information.

International Data Transfers

Information that we collect may be stored and processed in and transferred between any of the countries in which we operate in order to enable us to use the information in accordance with this privacy policy.

In addition, personal information that you submit for publication on the website will be published on the internet and may be available, via the internet, around the world.  We cannot prevent the use or misuse of such information by others.

You expressly agree to such transfers of personal information.

Security Of Your Personal Information

We will take reasonable technical and organisational precautions to prevent the loss, misuse or alteration of your personal information. We follow generally accepted standards to protect the personal information submitted to us, both during transmission and once we receive it. 

We will store all the personal information you provide on our secure password and firewall protected servers. All electronic transactions you make to or receive from us will be encrypted using SSL technology.

Policy Amendments

We may update this privacy policy to reflect changes to our information practices. If we make any material changes we will notify you by email or by means of a notice on this site prior to the change becoming effective. We encourage you to periodically review this page for the latest information on our privacy practices.

Your Rights To Access And Control Your Information

If your personal information changes, you may correct, update, amend, remove, or ask to have it removed by making the change on your user account settings page, by emailing our customer services team. If you no longer desire our services whatsoever and request that we delete your information from our database, you may contact us directly.

You may instruct us to provide you with a record of any personal information we hold about you. Provision of such information will be subject to the payment of a fee currently fixed at £25.00 and appropriate evidence of your identity for this purpose.

We may withhold such personal information to the extent permitted by law. We will retain your information for as long as your account is active or as needed to provide you services. We will retain and use your information as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.

Opt-out Preferences

If you wish to subscribe to our newsletter(s), we will use your name and email address to send the newsletters to you. You may, at any given point, choose to stop receiving our newsletters or marketing emails by following the unsubscribe instructions included in these emails.  

Third Party Websites And Plug-Ins

Our site includes links to other websites whose privacy practices may differ from those of Sapphire & Co UK. If you submit personal information to any of those sites, your information is governed by their privacy policies. We encourage you to carefully read the privacy policy of any website you visit.

Our website also includes social media features, such as the Facebook "Like" button and "Share" button. These features may collect your IP address, which pages you are visiting on our site, and may set a cookie to enable the feature to function properly. Social media features are either hosted by a third party or hosted directly on our site. Your interactions with these features are governed by the privacy policy of the company providing it.


If you have any questions about this privacy policy or our treatment of your personal information, please write to us by email to [email protected] or by post to Diamond Boutique, 1st Floor, 34 South Molton Street, London, W1K 5RG.