This policy applies to information held about clients and prospective clients, suppliers and prospective suppliers, artists, contacts, and all other persons about whom Princedale Modern Ltd holds information. By "information," we mean personal information about you that we collect, use, share, and store. In this policy, "we," "us," and "our" means Princedale Modern Ltd, a company registered in England and Wales, and "you" means the individual to whom the information relates.
1. What We Collect
We may collect and process the following personal data:
- Your name
- Your contact information such as address, email address, and telephone number
- Information related to your attendance of, and interest in, exhibitions, events, and art fairs
- Information about you that you give us in person, by filling in forms on our website, or by corresponding with us by phone, email, or otherwise
- Information relating to your purchase of artwork or use of our advisory services
- If you are a supplier or consignor, your payment details (bank name, account number, and sort code)
- When browsing our website, your IP address, browser type, and language
2. How We Collect Information About You
We collect information through:
- Direct interactions when you purchase artwork, attend events or exhibitions, or contact us
- Forms on our website (e.g., contact forms or mailing list sign-ups)
- Correspondence by phone, email, or letter
- Cookies and similar technologies when you browse our website
3. What We Do With the Information We Gather
We use your information to:
- Provide information about artwork and our advisory services
- Keep you informed about artists, exhibitions, and events we think you may find interesting
- Carry out our obligations arising from any agreements entered into between you and us
- Communicate with you and respond to enquiries
- Administer our website and ensure its security
- Comply with legal and regulatory obligations
4. Legal Basis for Processing
Our processing of your personal information is necessary:
- For the performance of contracts to which you are a party, and to take steps at your request prior to entering into those contracts
- For the purposes of legitimate interests pursued by us
- To comply with legal obligations to which we are subject
Where we rely on legitimate interests, those interests include: providing you with a smooth and efficient client experience; keeping you updated on our activities; providing services you have requested; and our own marketing and research.
5. Sharing Your Information
We will not sell, distribute, or lease your personal information to third parties unless we have your permission or are required by law to do so.
We may share your personal information with:
- Third-party service providers, agents, or contractors where necessary to provide you with our services or respond to your enquiries
- Law enforcement agencies, governmental agencies, or other third parties if required by law
- Other business entities in the event of a merger, acquisition, or reorganisation
6. Transferring Your Information Outside the UK and Europe
Your personal information may be transferred to, and stored at, a destination outside the UK or European Economic Area (EEA). When we transfer your information outside these areas, we ensure appropriate safeguards are in place—such as Standard Contractual Clauses approved by the relevant authorities—or transfer only to countries deemed to provide adequate protection.
7. How Long We Keep Your Information
We retain personal data only as long as necessary for the purposes set out above or as required by law. We periodically review our records to ensure information is accurate, up-to-date, and still required.
If you opt out of marketing, we will retain sufficient information to respect your preference not to be contacted.
8. Your Rights
You have the right to:
- Request access to or a copy of your personal data
- Rectify inaccurate personal data
- Request erasure of your personal data
- Withdraw consent to processing (where consent is the legal basis)
- Object to processing of your personal data
- Restrict processing of your personal data
- Data portability in certain circumstances
- Not be subject to automated decision-making or profiling
To exercise any of these rights, please contact us using the details below. We will respond within one month.
9. Marketing
Where you have agreed to receive marketing communications, we may send you information about exhibitions, events, and artworks. You can unsubscribe at any time by clicking the unsubscribe link in any email or by contacting us directly.
10. Security
We are committed to ensuring your information is secure. We have implemented appropriate physical, electronic, and managerial measures to safeguard and protect the information we collect.
11. Cookies
Our website uses cookies to analyse web traffic and improve your experience. A cookie does not give us access to your computer or personal information beyond what you choose to share. You can modify your browser settings to decline cookies, though this may affect website functionality.
12. Links to Other Websites
Our website may contain links to other sites. We are not responsible for the privacy practices of external websites. Please review their policies before submitting any personal data.
13. Contacting us
If you have any questions or concerns about this policy or our use of your information, please contact us at: info@princedalemodern.net Address: 15 Stratton Street, London, W1J 8LQ
You also have the right to lodge a complaint with the Information Commissioner's Office (ICO), which regulates the use of personal data in the UK. You can contact the ICO via their helpline on 0303 123 1113 or at .
14. Changes to This Policy
We may update this policy from time to time. Any changes will be posted on this page and, where appropriate, notified to you by email.