Last updated: 29 August 2026
1. Who we are
This privacy policy explains how The Firecraft Centre Ltd (“we”, “us”, “our”) collects and uses personal data when you use our websites and related services.
Data controller: The Firecraft Centre Ltd
Unit 49, Atcham Business Park, Shrewsbury SY4 4UG, United Kingdom
Telephone: 01743 761161
Email: enquiry@thefirecraftcentre.co.uk
Website: https://thefirecraftcentre.co.uk
If you have questions about this policy or how we handle your data, please contact us using the details above.
2. What this policy covers
This policy applies to:
- our main website at thefirecraftcentre.co.uk;
- our QR room visualiser at qrlink.thefirecraftcentre.co.uk;
- enquiries and showroom services linked to those sites (including follow-up by phone, email or WhatsApp where you have contacted us or asked us to contact you).
It does not cover third-party websites we link to. Those sites have their own privacy policies.
3. Personal data we may collect
Depending on how you interact with us, we may collect:
- Identity and contact details — name, email address, telephone number, town, postcode, and any message you send us;
- Enquiry and product information — the fireplace product you viewed, notes you provide, and whether you asked for retailer or showroom follow-up;
- Images you upload — room photos and AI-generated fireplace preview images when you use our QR visualiser;
- Technical and usage data — browser type, device type, pages visited, and approximate region (not precise GPS);
- Cookie and analytics data — as described in section 5, if you accept analytics cookies;
- Approximate scan location — city, region/county and country derived from your IP address when you use the QR visualiser (see section 6);
- Communications — records of emails, calls or messages where you contact us or we respond to an enquiry.
We do not intentionally collect special category data (such as health information) through our websites.
4. How we use your data and our lawful bases
UK data protection law requires a lawful basis for processing. We rely on the following, depending on the activity:
- Contract or steps before a contract — to respond to your enquiry, provide a quotation, arrange a showroom visit, or deliver a service you request;
- Legitimate interests — to operate and improve our websites, understand how our QR visualiser is used, prevent abuse, and run our business (balanced against your rights);
- Consent — where you opt in, for example:
- analytics cookies on our QR visualiser (only if you click Accept on the cookie banner);
- contact from an approved local fireplace retailer, by phone, WhatsApp or email, about a home survey or quotation (only if you tick the optional checkbox on the QR form).
- Legal obligation — where we must keep records for tax, accounting or regulatory purposes.
You may withdraw consent at any time where we rely on it. Withdrawal does not affect processing that was lawful before withdrawal.
5. Cookies and similar technologies
Main website (thefirecraftcentre.co.uk)
Our main website may use cookies that are necessary for the site to function, and — where enabled — analytics cookies to understand how visitors use the site. You can control non-essential cookies through your browser settings and any cookie banner or preferences tool we provide.
QR room visualiser (qrlink.thefirecraftcentre.co.uk)
On our QR visualiser we show a cookie banner on your first visit. We use Google Analytics 4 only if you click Accept. If you click Reject, Google Analytics is not loaded.
If you accept analytics cookies, we and Google may collect:
- pages and steps visited (for example opening a product, uploading a photo, submitting the contact form, downloading or sharing a preview);
- device and browser type;
- approximate region (not GPS);
- cookies and similar identifiers used by Google Analytics.
Google processes this data on our behalf as a service provider. See Google’s privacy policy: https://policies.google.com/privacy.
You can also clear or block cookies in your browser. Blocking cookies may affect how some features work.
6. QR room visualiser — additional information
When you scan a product QR code or open qrlink.thefirecraftcentre.co.uk, the following also applies.
Contact form
If you submit your details (name, email, phone, town, postcode, and optional notes), we store your enquiry so our showroom team can follow up. We may also process a room photo you upload and an AI-generated preview image to show how a product might look in your room.
Optional retailer contact
If you tick the optional checkbox asking for an approved local fireplace retailer to contact you about a home survey or quotation, we record that choice and may share your enquiry details with a relevant approved retailer for that purpose only. The retailer may contact you by phone, WhatsApp or email.
Approximate scan location (from IP address)
When you submit an enquiry, we may store an approximate location derived from your IP address (typically city, region/county, and country). This is not GPS and is not the same as the town and postcode you type on the form. It helps us understand where QR scans and enquiries come from for analytics and showroom planning.
We do not store your raw IP address in our lead records; we may keep a one-way hashed value for audit and abuse-prevention purposes only.
AI processing
Room preview images are processed using secure cloud services (including AI image generation) so we can produce your visualisation. Images are stored securely and accessed only by authorised Firecraft staff for enquiry handling and quality purposes.
7. Who we share data with
We may share personal data with:
- Our staff and approved retailers — to respond to your enquiry or, if you opted in, arrange a survey or quotation;
- Service providers who help us run our websites and systems, including:
- website and database hosting providers;
- Google Analytics (if you accept analytics cookies);
- email and communication tools;
- AI/cloud providers used to generate room previews.
- Professional advisers — such as accountants or lawyers, where necessary;
- Regulators or authorities — if required by law.
We require service providers to protect your data and use it only for the services they provide to us.
We do not sell your personal data.
8. International transfers
Some of our service providers (for example Google or cloud hosting partners) may process data outside the United Kingdom. Where this happens, we take steps required by UK data protection law, such as using appropriate safeguards (for example UK adequacy regulations or standard contractual clauses).
9. How long we keep data
We keep personal data only for as long as necessary, including:
- Sales enquiries and QR leads — typically while we handle your enquiry and for a reasonable period afterwards for customer service, warranty or legal purposes (often up to 6 years where relevant for business records);
- Analytics data — according to Google Analytics retention settings and our internal reporting needs;
- Cookie consent choice — stored locally in your browser until you clear it.
We may keep anonymised or aggregated statistics that no longer identify you.
10. Your rights
Under UK GDPR, you have rights including:
- Access — to ask for a copy of personal data we hold about you;
- Rectification — to ask us to correct inaccurate data;
- Erasure — to ask us to delete your data in certain circumstances;
- Restriction — to ask us to limit processing in certain circumstances;
- Objection — to object to processing based on legitimate interests;
- Data portability — where applicable, to receive data you provided in a structured format;
- Withdraw consent — where processing is based on consent.
To exercise your rights, contact enquiry@thefirecraftcentre.co.uk or call 01743 761161. We may need to verify your identity before responding.
You also have the right to complain to the Information Commissioner’s Office (ICO): https://ico.org.uk.
11. Security
We use appropriate technical and organisational measures to protect personal data, including secure hosting, access controls, and limiting staff access to what is needed for their role. No online system is completely secure; please contact us if you believe your data has been compromised.
12. Children
Our services are not directed at children under 16. We do not knowingly collect personal data from children. If you believe a child has provided us with personal data, please contact us and we will delete it where appropriate.
13. Changes to this policy
We may update this policy from time to time. The “Last updated” date at the top will change when we do. Please check this page periodically. Significant changes may also be highlighted on our website.
14. Contact us
The Firecraft Centre Ltd
Unit 49, Atcham Business Park, Shrewsbury SY4 4UG, United Kingdom
Email: enquiry@thefirecraftcentre.co.uk
Telephone: 01743 761161
