Privacy Policy

    Last updated: January 2026

    1. Data Controller

    Lume Natural Pool Design, a trading name of Jack Edwards ("we", "us", "our"), is the data controller responsible for your personal data. If you have any questions about this privacy policy or our data practices, please contact us at hello@lume-pools.com.

    2. Data We Collect

    When you use our services, we may collect:

    • Contact information: Name, email address, phone number, postcode
    • Project information: Garden photos, garden size estimates, budget range, project timeline preferences
    • Technical data: IP address, browser type, device information (collected via analytics)
    • Usage data: How you interact with our website (pages visited, time spent)

    3. Why We Collect Your Data

    We use your personal data to:

    • Provide design consultations and generate AI pool visualisations
    • Contact you about your natural pool enquiry
    • Send project updates and relevant information
    • Improve our website and services through anonymous analytics
    • Comply with legal obligations

    4. Legal Basis for Processing

    We process your personal data based on:

    • Consent: When you submit a form and tick the consent checkbox
    • Legitimate interest: To fulfil your request and provide our services
    • Legal obligation: Where required by law

    5. Sharing Your Data With Designers and Builders

    Lume is primarily a design and introduction service. We will only share your enquiry and contact details with selected pool designers and builders if you have ticked the consent checkbox on our form before submitting it. That consent is recorded (with a timestamp) so there is a clear record of what you agreed to. You can withdraw your consent at any time by emailing us.

    When you consent, we share the details you provide — such as your name, contact details, postcode, budget range, project information and any garden photographs — with one or more independent pool designers or builders (categories of recipient: natural pool designers, natural pool construction contractors and landscapers) so they can contact you about your project. Each builder is a separate business and an independent data controller for the information they hold about you.

    Referral fees: Lume may receive a referral fee or commission from a designer or builder if you go on to engage them. This does not add to what you pay the builder, and you are under no obligation to proceed with anyone we introduce.

    We may also share data with:

    • Service providers: Hosting, storage, email services, and analytics (who process data on our behalf)
    • Legal authorities: If required by law or to protect our rights

    6. AI Visualisation and Where Your Data Is Processed

    When you upload a garden photograph for an AI visualisation, the image is processed by our hosting and AI service providers to generate your design concept. Some of these providers, and the analytics services we use, may process data on servers outside the United Kingdom. Where personal data leaves the UK, we rely on appropriate safeguards (such as UK adequacy regulations or the International Data Transfer Agreement / Addendum) to protect it. If you would like more detail about the specific providers we use and where they process data, please contact us at hello@lume-pools.com.

    7. Data Retention

    We retain your lead data for up to 3 years after your last contact with us, or until you request deletion. Analytics data is retained in anonymised form for up to 2 years.

    8. Your Rights

    Under UK GDPR, you have the right to:

    • Access: Request a copy of your personal data
    • Rectification: Correct inaccurate or incomplete data
    • Erasure: Request deletion of your data ("right to be forgotten")
    • Portability: Receive your data in a structured, machine-readable format
    • Withdraw consent: Withdraw your consent at any time
    • Object: Object to processing based on legitimate interest

    To exercise any of these rights, please email us at hello@lume-pools.com.

    9. Cookies

    We use cookies and similar technologies to improve your experience. For detailed information about the cookies we use, please see our Cookie Policy.

    10. Analytics

    We use PostHog for website analytics to understand how visitors use our site. This helps us improve our services. Analytics tracking only loads and runs after you accept analytics cookies via our cookie banner; if you do not consent, PostHog is not loaded.

    11. Data Security

    We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, alteration, disclosure, or destruction.

    12. Changes to This Policy

    We may update this privacy policy from time to time. We will notify you of any significant changes by posting the new policy on this page with an updated "Last updated" date.

    13. Contact Us

    If you have any questions about this privacy policy or wish to exercise your data rights, please contact us at: hello@lume-pools.com