Privacy policy
Last updated: October 2026.
Tales We Tell is run by Botanica Labs Ltd, a company registered in England and Wales (company number 16286523), whose registered office is at Unit 95-96 Kingspark Business Centre, 152-178 Kingston Road, New Malden, KT3 3ST, United Kingdom. We’re the controller of the personal information described here. If you have a question, or want to use any of your rights, email us at hello@taleswetell.store.
We make personalised books from photos and memories you share with us, often about a child. We take that seriously: we collect only what we need to make and deliver the book, keep photos for as short a time as we can, and never sell your information.
What we collect
When you make a book: the photos you upload, and the details you give us for the story, such as the child’s first name, the words and memories you share, and your dedication. We use these only to make your book.
When you order: your name, email address, phone number if you give one, and your delivery and billing addresses. Card details go directly to our payment provider, Stripe. We never see or store your full card number.
When you join a waitlist: your email address, and your agreement to hear from us about that book.
When you browse: basic information about how the site is used, such as pages visited, your device and browser, your rough location from your IP address, and the advert or website that brought you here. We don’t use this to identify you, and it never includes children’s names or photos.
When you contact us: what you send us, and our reply.
Why we use it, and our legal basis
To make, deliver and support your order, including previews, emails about your order and any changes you ask for. This is necessary to carry out our contract with you.
To take payment, prevent fraud and keep our accounts. This is a legal obligation, and in our legitimate interests.
To understand how the site is used, improve it and see which of our adverts work. This is in our legitimate interests. Our analytics don’t use cookies.
To email you about a book you’ve asked to hear about. This is based on your consent, which you can withdraw at any time using the link in the email or by contacting us.
The photos and details you share about a child are used only to make their book, never for advertising or profiling.
Who we share it with
We use a small number of trusted services to run the shop. Each one gets only what it needs, under a contract that protects your information:
Google Cloud and Firebase (hosting, our database and secure photo storage, in London); Stripe (payments); Gelato (printing and delivery, which receives only the finished print file and the delivery address, never your original photos); Resend (order emails); PostHog (site analytics, hosted in the EU); Sentry (error monitoring, hosted in the EU, with names and photos removed).
To illustrate your book, our team uses AI image-generation tools, which process the photos and details you share. A person directs and reviews every page, and these tools receive only what’s needed to make your book.
We’ll also share information if the law requires it. We never sell your personal information, or share it for anyone else’s marketing.
International transfers
Some of these services are based in, or have support staff in, other countries, including the United States. Where your information leaves the UK, we rely on UK adequacy regulations or standard contractual clauses so it stays protected to UK standards.
How long we keep it
Photos you upload for an order are deleted 30 days after it’s delivered. You can ask us to delete them sooner at any time.
Photos for a book you started but didn’t order are deleted after 30 days without activity.
The finished print file is kept for 60 days after delivery, so we can reprint a damaged or lost book.
Order and payment records are kept for 6 years, as UK tax law requires.
Waitlist emails are kept until the book launches, or until you unsubscribe.
Your rights
You can ask to see the information we hold about you, to correct it, to delete it, to restrict or object to how we use it, or for a copy to take elsewhere. Email hello@taleswetell.store and we’ll reply within one month.
If you live in the United States, you may have similar rights under your state’s privacy laws. We don’t sell personal information or share it for targeted advertising, and we’ll handle a request from any state in the same way.
If you’re unhappy with how we’ve handled your information, please tell us first. You can also complain to the Information Commissioner’s Office (ico.org.uk).
Children
Our books are about children, but they’re bought by adults. Please only upload photos and details you have the right to share, such as of your own child, or with their parent’s permission. The shop isn’t intended for anyone under 18.
Keeping it secure
Photos are kept in private, encrypted storage and opened only through short-lived secure links by the people making your book. Our systems use encrypted connections throughout.
Changes
If we change this policy, we’ll update it here and change the date at the top. If a change affects an order you’ve placed, we’ll tell you.