Legal

Privacy Policy

How we collect, use and protect your personal data.

Last updated: February 2026

1. Who We Are

South Wales Alloys is an alloy wheel repair and refurbishment business based at 1-2 Coomassie Street, Newport NP20 2JP, South Wales. We are the data controller responsible for your personal data.

2. What Data We Collect

Name, email address, phone number (when you submit a quote request or contact us)
Vehicle details such as make, model and registration (when requesting a quote)
Photographs of wheels or vehicle damage (when uploaded with a quote request)
IP address, browser type, device information and pages visited (collected automatically via cookies)
Communication records including emails, WhatsApp messages and phone call details

3. How We Use Your Data

To respond to quote requests and provide pricing information
To carry out and manage repair work on your vehicle
To communicate with you about your booking, progress and collection
To send confirmation emails and updates about your order
To improve our website and services
To comply with legal obligations

4. Legal Basis for Processing

We process your personal data under the UK General Data Protection Regulation (UK GDPR) on these bases:

Contract: to fulfil our obligations when you request a quote or book a repair
Legitimate interests: to operate and improve our business and website
Consent: where you have given clear consent, for example marketing communications
Legal obligation: where we are required to process data by law

5. How We Share Your Data

We do not sell your personal data. We may share your information with:

Email service providers (for sending quote confirmations)
Cloud hosting providers (Firebase/Google Cloud for secure data storage)
Google (Gemini) when you use our AI wheel visualiser: the vehicle photo you upload is sent to Google to create the preview and is not used for anything else. To unlock a preview we ask for your first name and email address, which we use to send you the preview and how to book. The full-size preview is stored securely for 30 days; a small thumbnail is kept with your name and email so we can help if you contact us. We do not store a readable IP address. Unlocking a preview includes agreeing to receive our offers and news, so we add you to our mailing list (see below); every email has an unsubscribe link
Payment processors (when processing payments)
Professional advisers (accountants, legal advisers) where necessary

5a. Marketing Emails

We only send marketing emails (offers and news) if you have ticked a box agreeing to them, for example when unlocking a wheel visualiser preview. Every marketing email has an unsubscribe link, and you can also email us to be removed. Emails that deliver something you asked for, such as a quote, a booking confirmation, or a wheel preview with one reminder, are not marketing emails.

6. How Long We Keep Your Data

Quote requests: 12 months after the last communication
Customer records for completed work: 6 years for accounting and legal purposes
Website analytics data: 26 months
Marketing consent records: until you withdraw consent

7. Your Rights

Under the UK GDPR, you have the right to:

Access the personal data we hold about you
Request correction of inaccurate data
Request deletion of your data
Object to or restrict processing of your data
Request transfer of your data (data portability)
Withdraw consent at any time

To exercise any of these rights, email sales@southwalesalloys.co.uk. We will respond within 30 days.

8. Data Security

We take appropriate technical and organisational measures to protect your personal data, including encrypted data transmission (SSL/TLS), secure cloud storage with access controls, and regular security reviews.

9. Cookies

Our website uses cookies. For full details, please see our Cookie Policy.

10. Changes to This Policy

We may update this privacy policy from time to time. Any changes will be posted on this page with an updated revision date.

11. Complaints

If you are unhappy with how we handle your personal data, you can lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk or by calling 0303 123 1113.