Privacy Policy

Emma Bridgewater is an English design company, best known for its classic modern pottery made in Stoke-on-Trent.

Why do you need my personal data?

If you place an order with us, we will need your name and address, along with your credit or debit card number and the billing and shipping addresses.  This will allow us to fulfil your order.

We will also ask for your email address and phone number so we can send you updates about your order and contact you in the event of any queries relating to it.

How will my data be stored?

All personal data is stored securely in our system.  Our website is PCI compliant which means sensitive customer information including credit card details will be securely stored at all times.

Is my data used for Direct Marketing?

If you want to be kept up to date with new product launches, promotions and offers you can opt to receive email newsletters and catalogue mailings from us.  You can do this by ticking a box on the website, calling our Customer Services team on 01782 407733 or signing up to our mailing list in one or our shops.

What if I change my mind and no longer want to receive newsletters or catalogues?

If you change your mind at any point and no longer want to be kept up-to-date, you can alter your contact choices, by visiting the ‘my account’ section of our website or calling our customer services team on 01782 407733. 

You can also unsubscribe from our email newsletters by clicking the unsubscribe link at the bottom of any marketing email.

Do you pass my data on to other companies or organisations?

We will only share your name and address with other selected companies for marketing purposes if you opt-in for this via our website or by calling our Customer Services team. 

You can choose to opt-out at any point by visiting the ‘my account’ page of the website or calling the customer services team on 01782 407733.

We may also share your name, address and email address with trusted third parties to help service your account, for example our courier company (currently Parcelforce) or the agency we use to manage our product reviews (Bazaarvoice).

We never pass customer email addresses on to anyone else for direct marketing purposes.

How long will you keep my data for?

If you don’t visit our website, shop with us or respond to our emails for 5 years we will no longer keep your personal data and will delete it securely.

Does your website collect and store any other personal data?

Our website uses cookies – these are small data files on your computer or mobile device which help you avoid having to re-enter information again when you visit our site, speed up site searches and help us understand how customers are using our website so we can improve it in future.  

We may also use information received from cookies to contact you about your visit to the website, for example if you browse a particular category or put product in your basket and then don’t check out, we may email you to see if you need any further information to complete your order.

You can unsubscribe from these emails via the link at the bottom of every email. 

Alongside email marketing we use cookies through Google Analytics Retargeting and Social Retargeting to help improve our customer journey.

If you wish to opt-out of retargeting ads and services, you can do so by downloading this Google Ad Opt-Out browser ad on. To do so simply follow this link https://tools.google.com/dlpage/gaoptout/

You don’t have to consent to using cookies when you visit. You can also disable them by changing the appropriate settings in your internet browser as shown via the links below;


Please note, if you disable cookies, you will still be able to use the website, but some of the features may be missing.

Do you hold any data about my purchases?

When you place an order with Emma Bridgewater, we do hold and process your purchase data.  This helps us provide order history information to you via the ‘my account’ section of the website or when you contact the Customer Services team. 

We also use your purchase information, combined with that from other customers, to help with our marketing plans and to improve our product range and promotional plans.

Who do you share my data with?

To successfully fulfil your orders, and continue to develop our product offer, website and communications we currently work with a number of companies who will process some of your personal data as part of their contract with us, these fall into the following categories;

Email Marketing
Catalogue Marketing
User Experience
Referral Scheme
Product Reviews

We work with Epsilon Abacus (registered as Epsilon International UK Ltd), a company that manages the Abacus Alliance on behalf of UK retailers. The participating retailers are active in the clothing, collectables, food & wine, gardening, gadgets & entertainment, health & beauty, household goods, and home interiors categories. They share information on what their customers buy. Epsilon Abacus analyses this pooled information to help the retailers understand consumers’ wider buying patterns. From this information, retailers can tailor their communications, sending people suitable offers that should be of interest to them, based on what they like to buy.

What are the legal bases you rely on for holding and processing my data?

The law on data protection sets out a number of different reasons for which a company may collect and process your personal data, including:

  • Consent – for example, where you have ticked a box on our website requesting to receive our catalogues
  • Legitimate interest – for example we may combine your order history with that from many other customers to help understand trends and improve our products or promotions
  • Contractual obligations – for example to fulfil an order you’ve placed with us using your address details

What are my rights?

You have the right to request the correction of inaccurate personal information we hold about you and the right to change the consent you’ve given for us to contact you at any time. You can do both these things via the ‘my account’ section of our website, or by calling or emailing our Customer Services team.

You have the right to be informed about how your personal information is being used and the right to access the personal information we hold about you.  If you would like to access this data, please contact our Data Protection team on EBDPO@emmabridgewater.co.uk.

You have the right to request that we delete your data, this is the ‘right to be forgotten’.  If you would like to access this right, please contact our Data Protection team on EBDPO@emmabridgewater.co.uk.

You also have the right to complain to your data protection regulator – and in the UK, that’s the Information Commissioner’s Office which can be contacted via https://ico.org.uk/global/contact-us/email/

Who do I contact if I have a question about how you hold and use my personal data?

If you have any questions at all about how we hold and use your personal data, please contact our Customer Services team on 01782 407733, email us on customerservices@emmabridgewater.co.uk or write to us at

Emma Bridgewater 
Berry Hill Trading Estate 
Berry Hill Road 
Stoke-on-Trent 
ST4 2NL