Last updated: June 2026
We process personal data in accordance with the General Data Protection Regulation (GDPR) and applicable UK data protection laws. This page outlines your rights under GDPR and explains how we handle your personal information.
We process your personal data based on the following legal grounds:
Contractual Necessity: When you submit a rental request, we process your information to fulfill that request and execute rental agreements.
Legitimate Interest: We maintain rental records and customer communications to operate our business effectively and provide quality service.
Consent: For non-essential communications, we obtain your explicit consent before processing your data.
The data controller responsible for your personal information is:
amethyst-ridge
47 Whitfield Street
London W1T 4HB
United Kingdom
Email: [email protected]
You have the right to request confirmation of whether we process your personal data and to receive a copy of that data. We will provide this information in a structured, commonly used format.
If your personal information is inaccurate or incomplete, you have the right to request corrections. We will update your data promptly upon verification of the requested changes.
You may request deletion of your personal data under certain circumstances, including when the data is no longer necessary for the purposes for which it was collected. This right is subject to our legal obligations to retain certain records.
You have the right to request that we limit how we use your data in specific situations, such as when you contest the accuracy of the data or object to processing.
You can request to receive your personal data in a machine-readable format or ask us to transmit it directly to another data controller where technically feasible.
You have the right to object to processing of your personal data based on legitimate interests. Upon receiving an objection, we will cease processing unless we can demonstrate compelling legitimate grounds that override your interests.
Where we process your data based on consent, you have the right to withdraw that consent at any time. Withdrawal does not affect the lawfulness of processing conducted before withdrawal.
We retain personal data only for as long as necessary to fulfill the purposes for which it was collected or to comply with legal and regulatory requirements. Rental records are typically retained for seven years for accounting and legal purposes.
We implement appropriate technical and organizational measures to protect your personal data against unauthorized access, alteration, disclosure, or destruction. These measures include access controls, encryption, and regular security assessments.
Your personal data is processed and stored within the United Kingdom. We do not transfer personal data outside the UK or European Economic Area.
We do not use automated decision-making processes or profiling that produces legal effects or similarly significant impacts on individuals.
To exercise any of your GDPR rights, please contact us at [email protected]. We will respond to your request within one month, though this period may be extended by two additional months for complex requests.
You also have the right to lodge a complaint with the UK Information Commissioner's Office if you believe we have not handled your data appropriately.
We may update this GDPR information to reflect changes in our data processing practices or legal requirements. Significant changes will be indicated by updating the date at the top of this page.