Privacy Policy
1. Who We Are
Sweet Dreams Events is a children's teepee sleepover party hire and styling service operated by Leigh Shepherd. We provide fully styled sleepover party experiences for children aged 7–13 across Sussex, Surrey and Hampshire.
This privacy policy explains how we collect, use, store and protect your personal data when you visit our website or make an enquiry with us. We are committed to protecting your privacy and handling your data in an open and transparent manner in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
Data Controller
The data controller responsible for your personal information is:
Name: Leigh Shepherd
Trading as: Sweet Dreams Events
Website: www.sweetdreamsevents.co.uk
Email: info@sweetdreamseventsltd.co.uk
Instagram: @sweetdreamseventsltd
2. What Personal Data We Collect
Information you provide to us
When you contact us via our website enquiry form or by email, we may collect the following information:
• Your full name
• Your email address
• Your phone number
• Your home address or town and area (to confirm we can deliver to your location)
• Your child's party date and any relevant event details
• The number of teepees required and your theme preference
• Any additional information you choose to share with us in your message
Information collected automatically
When you visit our website, certain information is collected automatically by the third-party platforms and analytics tools we use. This is explained in full in Section 4 (Cookies and Third-Party Analytics Tools).
Information we do not collect
We do not collect payment card details directly — all payments are made by bank transfer. We do not process payments through our website. We do not collect sensitive personal data such as health information, racial or ethnic origin or any other special category data, unless you voluntarily share it with us in connection with a specific accessibility or care requirement for a child at the party.
3. How We Use Your Personal Data
We use the personal data you provide solely for the following purposes:
• To respond to your enquiry and provide you with a quote for our services
• To confirm and manage your booking
• To send you invoices and booking confirmations by email
• To send you pre-party briefing information and post-party follow-up communications
• To send you relevant marketing communications about our services, where you have given consent to receive these
• To maintain our business records in compliance with our legal and financial obligations
Legal basis for processing
Under UK GDPR, we rely on the following lawful bases for processing your personal data:
• Contract: Processing your data is necessary to enter into or perform a contract with you when you book our services.
• Consent: Where you have ticked the consent checkbox on our contact form agreeing to receive marketing communications from us, we process your data on the basis of consent. You may withdraw this consent at any time by unsubscribing from our emails.
• Legitimate interests: We may process your data where it is in our legitimate business interests to do so, such as responding to enquiries, provided those interests are not overridden by your rights.
• Legal obligation: We are required to retain certain financial records, including invoices, for a minimum of six years under HMRC guidelines.
4. Cookies and Third-Party Analytics Tools
Our website uses cookies and we use a number of third-party platforms and analytics tools to help us run our business effectively and improve your experience. This section explains each tool we use, what data it collects, and how you can control it.
4.1 Squarespace (Website Platform)
Our website is built and hosted on Squarespace. Squarespace automatically places certain cookies on your device when you visit our website. These cookies are used to ensure the website functions correctly and securely, remember your preferences during your visit, and collect anonymous statistical data about how visitors use our website.
Squarespace's full privacy policy is available at: www.squarespace.com/privacy
4.2 Google Analytics
We use Google Analytics 4 (GA4) to understand how visitors interact with our website. Google Analytics collects information such as:
• Pages visited and time spent on each page
• How you arrived at our website (e.g. from a search engine, social media or direct visit)
• Your approximate geographic location (country and city level only)
• The device and browser type you are using
• Whether you completed key actions on our website such as submitting our contact form (recorded as a Key Event)
This data is anonymised and aggregated — it does not identify you personally. Google Analytics uses cookies to collect this information. The data is processed by Google and may be transferred outside the UK in accordance with Google's data transfer safeguards.
We use this data to improve our website, understand which pages are most useful to visitors and measure the effectiveness of our marketing.
You can opt out of Google Analytics tracking by installing the Google Analytics Opt-out Browser Add-on, available at: tools.google.com/dlpage/gaoptout
Google's privacy policy is available at: policies.google.com/privacy
4.3 Google Search Console
We use Google Search Console to monitor how our website performs in Google search results. Google Search Console shows us which search terms people use to find our website, how often our website appears in search results and which pages receive the most clicks from search.
Google Search Console does not collect personal data about individual website visitors. It processes aggregated, anonymised data about search performance only.
Google's privacy policy is available at: policies.google.com/privacy
4.4 Microsoft Clarity
We use Microsoft Clarity to understand how visitors navigate and interact with our website. Microsoft Clarity may collect the following types of data:
• Session recordings — anonymised recordings of how visitors move around our website, including scrolling, clicking and navigation patterns
• Heatmaps — aggregated data showing which areas of our pages are clicked or scrolled most frequently
• Rage clicks and dead clicks — data about frustrated or unsuccessful interactions with our website
• Device type, browser and approximate location
Microsoft Clarity is designed to protect visitor privacy. It automatically redacts sensitive information such as passwords and payment details from session recordings. The data is used solely by us to improve the usability and performance of our website.
Microsoft Clarity's privacy policy is available at: privacy.microsoft.com/en-gb/privacystatement
4.5 Mailchimp (Email Marketing)
We use Mailchimp to manage our email communications, including enquiry follow-up emails, booking confirmations and occasional marketing newsletters. When you submit our contact form on our website and give consent to receive marketing communications, your name and email address are added to our Mailchimp audience list.
Mailchimp may collect the following data in connection with our email communications:
• Your name and email address
• Whether you have opened our emails and clicked on links within them (open and click tracking)
• Your approximate geographic location at the time of opening an email
• The device and email client you used to open our emails
We use this data to improve the relevance and timing of our communications. Mailchimp processes data in the United States under appropriate data transfer safeguards including Standard Contractual Clauses.
You can unsubscribe from our marketing emails at any time by clicking the unsubscribe link at the bottom of any email we send, or by emailing us at info@sweetdreamseventsltd.co.uk.
Mailchimp's privacy policy is available at: mailchimp.com/legal/privacy
4.6 Instagram
We maintain a business presence on Instagram at @sweetdreamseventsltd. If you interact with our Instagram account — for example by following us, liking or commenting on our posts, or sending us a direct message — Instagram (Meta) will process your data in accordance with their own privacy policy.
We may use photographs shared by customers on Instagram (for example, photos of our setups taken at their party) for our own marketing purposes, including posting them to our Instagram account and website. We will always ask for your explicit permission before sharing any photograph that includes identifiable individuals, particularly children.
We never share identifying information about children — including names, school names or home locations — on our social media accounts.
Meta's privacy policy is available at: privacycenter.fb.com/policy
4.7 Managing Cookies
You can control and manage cookies through your browser settings. You can choose to block all cookies, block third-party cookies only, or delete cookies that have already been placed on your device. Please note that disabling certain cookies may affect the functionality of our website.
For more information about cookies and how to manage them, visit: www.allaboutcookies.org
5. Who We Share Your Data With
We do not sell, rent or trade your personal data to any third parties. We only share your data in the following limited circumstances:
Third-party platforms
As described in Section 4, we use a number of third-party tools and platforms — Squarespace, Google Analytics, Google Search Console, Microsoft Clarity, Mailchimp and Instagram — that may process certain data in connection with our use of their services. Each of these providers has their own privacy policy and data processing terms.
Our accountant
We may share invoice data with our accountant for the purposes of completing our annual accounts and tax returns. Any accountant we work with is required to handle your data securely and in accordance with their own professional obligations.
Legal requirements
We may disclose your personal data if required to do so by law or in response to a valid legal request from a public authority such as HMRC.
6. How Long We Keep Your Data
Data type Retention period Reason
Enquiry data (no booking made) 12 months from date of enquiry In case the enquiry is reactivated
Booking and invoice data 7 years from end of relevant tax year HMRC legal requirement (minimum 6 years)
Email correspondence 7 years (same as booking data) Legal compliance and business records
Mailchimp marketing contacts Until you unsubscribe or request deletion Ongoing consent-based marketing
Google Analytics data 14 months (GA4 default retention) Set within Google Analytics Admin
Microsoft Clarity recordings 90 days (Clarity default) Set within Microsoft Clarity settings
Instagram direct messages Until deleted from the platform Platform-governed retention
Once the relevant retention period has expired, your data will be securely deleted from our systems and we will request deletion from any third-party platforms where applicable.
7. How We Protect Your Data
We take the security of your personal data seriously and take appropriate technical and organisational measures to protect it against unauthorised access, loss, destruction or alteration. These measures include:
• Our website is hosted on Squarespace, which uses industry-standard SSL/TLS encryption for all data transmitted through our website
• All email communications are conducted via secure email services
• Access to your personal data is restricted to Leigh Shepherd and, where necessary for accounting purposes, our accountant
• All third-party platforms we use (Mailchimp, Google, Microsoft) employ their own industry-standard security measures
• We do not store your payment card details as all payments are made by bank transfer
Although we do our best to protect your personal data, please be aware that no method of internet transmission is 100% secure. If you have any concerns about the security of your data, please get in touch with us at info@sweetdreamseventsltd.co.uk.
8. Your Rights Under UK GDPR
Under UK data protection law, you have the following rights in relation to your personal data:
Your right What this means
Right of access You can request a copy of the personal data we hold about you. We will respond within one month.
Right to rectification If any data we hold about you is inaccurate or incomplete, you can ask us to correct it.
Right to erasure You can request that we delete your personal data where it is no longer necessary, subject to legal retention obligations.
Right to restrict processing You can ask us to restrict how we process your data in certain circumstances.
Right to data portability You can request your personal data in a structured, machine-readable format.
Right to object You can object to processing based on legitimate interests or for direct marketing purposes at any time.
Right to withdraw consent Where processing is based on consent, you can withdraw that consent at any time without affecting the lawfulness of processing before withdrawal.
To exercise any of these rights, please contact us at info@sweetdreamseventsltd.co.uk. We will respond to all requests within one month. In some cases we may need to verify your identity before processing your request.
If you are not satisfied with how we handle your data, you have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk or by calling 0303 123 1113.
9. Marketing Communications and Unsubscribing
We will only send you marketing communications — such as seasonal offers, new theme announcements and gift voucher promotions — where you have given your explicit consent by ticking the consent checkbox on our contact form.
You can unsubscribe from our marketing emails at any time by:
• Clicking the unsubscribe link at the bottom of any marketing email we send
• Replying to any email with the word 'Unsubscribe'
• Emailing us directly at info@sweetdreamseventsltd.co.uk
Unsubscribing from marketing communications will not affect the transactional emails we need to send you in connection with a live booking, such as booking confirmations and pre-party briefings.
10. Children's Privacy
Our services are provided to parents and guardians on behalf of children — we do not knowingly collect personal data directly from children. All enquiries and bookings are made by adults.
Where parents or guardians share information about a child — such as their name, age or theme preferences — in connection with a booking, this information is used solely to deliver the service and is handled with the same care and security as all other personal data we hold.
We never publish children's full names, school names, home addresses or any other identifying information on our social media accounts or website. Any photographs shared on our platforms are subject to explicit parental consent.
11. Changes to This Privacy Policy
We may update this privacy policy from time to time to reflect changes in our practices, the platforms we use, or changes in UK data protection law. When we make significant changes, we will update the 'Last updated' date at the top of this page.
We encourage you to review this policy periodically. Continued use of our website following any changes constitutes your acceptance of the updated policy.
12. Contact Us
If you have any questions about this privacy policy, how we use your personal data, or wish to exercise any of your rights, please contact us:
• Email: info@sweetdreamseventsltd.co.uk
• Website: www.sweetdreamsevents.co.uk/contact
• Instagram: @sweetdreamseventsltd
We aim to respond to all data-related enquiries within 5 business days.
Sweet Dreams Events | Privacy Policy | May 2026 | www.sweetdreamsevents.co.uk