Privacy policy
LEMA Maternity Privacy Policy
Last updated: 17 September 2026
1. About this policy
LEMA Maternity is committed to protecting your personal information. This policy explains how we collect, use, share and protect personal information when you visit lemamaternity.co.za, place an order, contact us or otherwise interact with our business.
LEMA Maternity is a trading name of LEMA Maternity (PTY) Ltd the responsible party for the processing described in this policy.
We process personal information in accordance with the Protection of Personal Information Act 4 of 2013 (“POPIA”) and other applicable South African law.
2. Personal information we collect
Depending on how you interact with us, we may collect:
- your name, email address and telephone number;
- billing and delivery addresses;
- order, payment-status, return and exchange information;
- account details and preferences, if you create an account;
- messages, reviews, photographs or other information you submit to us;
- device, browser, IP address and website-usage information; and
- marketing preferences and interactions with our communications.
Payments are processed by Shopify and the payment providers displayed at checkout. We do not receive or store your complete payment-card details.
Please do not send us medical or other sensitive information unless it is necessary for a specific request and we have agreed to receive it.
3. How we collect information
We collect personal information:
- directly from you when you order, create an account, subscribe, submit a form or contact us;
- automatically through cookies and similar technologies when you use our website; and
- from service providers and business partners involved in operating the store, processing payments, delivering orders, preventing fraud, analysing website activity or managing advertising.
4. Why we use personal information
We use personal information where it is necessary to:
- process payments and fulfil, deliver, return or exchange orders;
- provide customer support and respond to enquiries;
- create and manage customer accounts;
- prevent fraud and protect our customers, business and website;
- maintain and improve our products, website and customer experience;
- comply with tax, accounting, consumer-protection and other legal obligations;
- establish, exercise or defend legal rights; and
- send marketing or personalise advertising where you have consented or where applicable law otherwise permits it.
You may unsubscribe from marketing messages at any time. We may still send essential messages concerning your orders, account or customer-service requests.
5. Cookies and advertising
Our website uses essential cookies required for functions such as navigation, checkout, security and remembering your basket. We may also use optional analytics and advertising technologies to understand website activity, measure campaigns and show relevant advertising.
Optional technologies may be provided by Shopify, Meta or other services enabled on our store. Where consent is required, these technologies will be used according to the choices available through our cookie or privacy controls. You can also manage cookies through your browser, although blocking essential cookies may affect website functionality.
The services actually enabled on the store should be reviewed regularly so this policy remains accurate.
#6. When we share personal information
We share only the information reasonably necessary with:
- Shopify, which hosts and powers our online store;
- payment providers that process and verify transactions;
- couriers and fulfilment providers that deliver and return orders;
- technology, hosting, email, customer-support, security and fraud-prevention providers;
- analytics and advertising providers enabled on our store;
- accountants, legal advisers, insurers and other professional advisers where necessary; and
- regulators, law-enforcement bodies or other parties where required by law or necessary to protect legal rights.
We may also disclose information as part of a sale, merger or restructuring of the business, subject to appropriate confidentiality and legal safeguards.
We do not sell personal information for money.
Shopify processes information needed to provide the store and may process certain information for its own purposes or enhanced services where those features are enabled. More information is available in the [Shopify Consumer Privacy Policy](https://www.shopify.com/legal/privacy/app-users) and through the [Shopify Privacy Portal](https://privacy.shopify.com/).
7. Cross-border processing
Shopify and some of our service providers may store or process personal information outside South Africa. Where personal information is transferred internationally, we will take reasonable steps to ensure that the transfer complies with section 72 of POPIA, including by using providers subject to appropriate legal, contractual or organisational safeguards.
8. Retention
We retain personal information only for as long as reasonably necessary for the purpose for which it was collected, including fulfilling orders, providing support, meeting tax and accounting requirements, resolving disputes and enforcing agreements.
When information is no longer required, we will delete, destroy or de-identify it where reasonably practicable and permitted by law.
9. Security
We use reasonable technical and organisational safeguards to protect personal information against loss, unauthorised access, interference, alteration or disclosure. No internet transmission or storage system is completely secure, so we cannot guarantee absolute security.
If a security compromise affecting your personal information occurs, we will investigate it and notify the Information Regulator and affected people where required by law.
10. Your rights
Subject to POPIA and other applicable law, you may:
- ask whether we hold personal information about you;
- request access to that information;
- ask us to correct or update inaccurate information;
- request deletion or destruction where we are no longer authorised to retain it;
- object to certain processing;
- withdraw consent where processing is based on consent;
- opt out of direct marketing; and
- complain to us or the Information Regulator.
We may need to verify your identity before acting on a request. Some information must be retained where required by law or reasonably needed for an unresolved transaction, dispute or legal claim.
To exercise your rights, contact info@lemamaternity.co.za.
11. Children’s information
The website is intended for adult customers. We do not knowingly collect personal information directly from children without the consent of a competent person or another lawful basis. If you believe a child has submitted personal information to us improperly, contact us so that we can investigate and take appropriate action.
12. Third-party links
Our website may link to third-party websites or social-media platforms. Their privacy practices are governed by their own policies, and we are not responsible for how they process information outside our website.
13. Changes to this policy
We may update this policy when our practices, service providers or legal obligations change. The revised version will be published on this page with an updated date. We will provide additional notice where required by law.