Privacy policy

Intentional Alchemy makes personalised planners. It is run by Intentional Alchemy Ltd, company number 17501631, registered in England and Wales. In this policy, "we", "us" and "our" means Intentional Alchemy Ltd.

Contact address: 15A Devonshire Terrace, London, W2 3DW

We are the controller of your personal data. If you have any questions about this policy or your data, email hello@intentionalalchemy.co.

• We collect only what we need to keep you updated and to make your planner.
• Your birth details are used to create your planner and nothing else.
• We never sell your data.
• You can ask to see, correct or delete your data at any time.

When you join the waitlist

• Your email address, and your first name if you give it
• Whether you've asked for occasional planning notes as well as launch updates
• The page or link that brought you to us (for example, an Instagram link)

When you subscribe to our newsletter, we collect your email address, optional first name, signup source and a dated record of your explicit marketing permission. This is separate from waitlist membership, cookie choices and personalisation retention. We use it to send news about editions, limited drops, offers and exclusives through Hostinger Reach. You must be eighteen or over, and you can unsubscribe in any marketing email. Reach’s subscription status controls whether marketing emails are sent.

When you order

• Your name, email address, phone number, and delivery and billing addresses
• Your order details
• Your date, time and place of birth
• Your answers to our short personality questionnaire
• The name of the person the planner is for, if it's a gift

Before checkout, we collect the planner recipient’s name, your order email, cover choice and birth details to prepare personalisation. We store these privately in Lovable Cloud and attach a reference, not the birth details themselves, to your Shopify basket. The zodiac preview uses local date-based calculations and may show two possible Sun signs near a sign boundary. A saved personalisation is not a paid order.

Payments are handled by Shopify Payments. We never see or store your full card details.

If you create a customer account, we store your display name and preferred cover. Sign-in requires email verification. Saved birth details are only available to the verified buyer after the Shopify order is matched and payment is recorded.

When you visit the site

• Basic technical information such as your device, browser and the pages you visit, collected through cookies and similar tools (see “Cookies” below)

When you contact us

• Your name, email address and anything you choose to tell us

We use your date, time and place of birth and your personality type only to create the personalised sections of your planner.

Astronomical positions are calculated by the Swiss Ephemeris, running on our own systems. Your birth details are not sent to any third-party astrology service. Anthropic's Claude helps draft your personalised text, and every planner is checked by a person before it's printed.

No decisions with legal or similarly significant effects are made about you by automated means.

We never use these details for advertising, and we never share them with anyone who doesn't need them to make or deliver your planner.

If you order a planner for someone else, please make sure they're happy for you to share their birth details with us.

We share data only with trusted services that help us run Intentional Alchemy, and only what each one needs:

• Shopify: our online shop and order management
• Hostinger Reach: managing our waitlist audience and marketing emails
• Lovable: our website hosting, waitlist database and private planner personalisation records
• Bookvault: printing and delivering your planner
• Anthropic (Claude): drafting personalised text
• Google Analytics: website analytics
• Searchable: website analytics
• Meta (Facebook and Instagram): advert measurement, only if you allow marketing cookies
• Shopify Payments: payment processing
• Delivery companies: getting your planner to you
• Our accountant and professional advisers, where needed

We may also share data if the law requires it. We never sell your personal data.

Some of these services are based, or store data, outside the UK, including in the US. When this happens, we make sure appropriate safeguards are in place, such as UK adequacy regulations or the UK International Data Transfer Agreement or Addendum.

By default, we keep your birth details and questionnaire answers for twelve months after dispatch for remakes and support. If you separately choose to keep your own personalisation for next year’s planner, we retain it for twenty four months after dispatch. This choice is optional, starts unticked and is separate from marketing permission. Existing customers are not opted in automatically. Gift recipients must give future-retention permission directly.

Unpaid checkout personalisation is deleted after thirty days. Cancelled-order personalisation is deleted thirty days after cancellation. Paid orders awaiting dispatch are kept to fulfil the order; the twelve- or twenty four-month period starts when dispatch is recorded. Expired personalisation records are removed in a daily cleanup, within twenty four hours of expiry. Earlier records are reviewed against Shopify orders before being classified as abandoned.

You can withdraw future-retention permission through your customer account or email hello@intentionalalchemy.co. Withdrawal restores the twelve-month period from dispatch; if that period has already passed, the next daily cleanup removes the details. A new purchase requires fresh permission and does not silently renew an old record.

Order and payment records are kept separately for seven years. Waitlist emails are kept for twenty four months, or until you unsubscribe, whichever comes first. Generated files and questionnaire responses held outside this website must also be removed by the production team at the applicable deadline.

Under UK data protection law, you have the right to:

• see the personal data we hold about you
• correct anything that's wrong
• ask us to delete your data
• ask us to limit how we use it
• object to how we use it
• receive your data in a portable format
• withdraw your consent at any time, for example by clicking “unsubscribe” in any email

To use any of these rights, email hello@intentionalalchemy.co. We'll reply within one month.

We use essential cookies to make the site, the waitlist form and checkout work. These do not need your permission because the site cannot run without them.

Analytics and marketing cookies are switched off until you allow them. When you first visit, we ask you to accept, reject or choose. Nothing beyond the essentials is set until you say yes, and rejecting is as easy as accepting.

You can change or withdraw your choices at any time using Cookie settings, or by clearing cookies in your browser.

We use reputable providers with strong security, limit who can access your data, and never ask for your card details by email.

Our emails and orders are intended for adults. You need to be 18 or over to join the waitlist or place an order.

A planner can be given as a gift to someone under 18, as long as a parent or guardian agrees to the gift and to their birth details being shared with us. The order, the payment and the account stay with the adult who places it.

If you're unhappy with how we've handled your data, please tell us first at hello@intentionalalchemy.co.

You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk or on 0303 123 1113.

We'll update this page if anything changes and show the new date at the top.