Privacy Notice

Last updated: 2 August 2026

1. Who we are

SoftTrace studio is the trading name of Shuting Lei, a sole trader based in England.

For data protection law, Shuting Lei trading as SSoftTrace Studio is the controller of the personal information described in this notice.

Business address: Suite RA01, 195–197 Wood Street, London E17 3NU, United Kingdom
Email: contact@softtracestudio.com
Website:https://www.softtracestudio.com

In this notice, “SoftTrace studio”, “we”, “us” and “our” refer to Shuting Lei trading as SoftTrace Studio.

2. What this notice covers

This notice explains how we collect and use personal information when you:

  • visit our website;

  • contact us or submit an online form;

  • join the TraceMatter™ launch list;

  • request TraceMatter™ test filament;

  • discuss a product, material or creative collaboration with us;

  • orotherwise communicate or do business with us.

Third-party websites linked from our website have their own privacy notices. We are not responsible for how those websites use your information.

3. Personal information we collect

Information you give us

Depending on how you interact with us, we may collect:

  • your first and last name;

  • your email address and other contact details;

  • your company or studio name;the services or updates you are interested in;

  • information in your message, enquiry or application;

  • information about your project, intended material use, equipment or testing requirements;

  • delivery details where we send a sample or product;

  • payment status, transaction references and information needed for invoices and business records;

  • andrecords of our correspondence, including marketing consent and unsubscribe requests.

Please do not send sensitive personal information through our forms unless we specifically ask for it and explain why it is needed.

Information collected when you use our website

Our website is hosted by Squarespace. When you visit it, Squarespace may process:

  • your IP address;

  • information about your browser, network and device;

  • the page or website that referred you to us;

  • pages you view and actions you take on our website;

  • dates, times, clicks and similar usage information;

  • your cookie choices.

Our forms use security and anti-spam tools, including Google reCAPTCHA. These tools may process technical and interaction information to detect automated or abusive submissions.

Information received from other sources

We usually collect personal information directly from you. We may receive basic business contact or project information from a person or organisation that introduces you to us. We may also use information from public professional sources, such as a company website or LinkedIn profile, where this is relevant to a genuine business enquiry. Where required, we will tell you about this use within one month.

4. How and why we use your information

We only use personal information where we have a lawful basis.

To operate, secure and maintain our website

We use technical and usage information to deliver the website, prevent misuse, diagnose problems and keep it secure. Our lawful basis is our legitimate interest in operating a safe and effective business website.

To respond to enquiries and discuss possible work

We use your contact details and message to reply to you, understand your needs and discuss testing, products or collaborations. Our lawful basis is our legitimate interest in managing business communications. Where you ask us to provide a product or service, we may also process this information to take steps at your request before entering into a contract.

To manage test filament requests, projects and orders

We use relevant contact, project, delivery and transaction information to assess requests, provide samples, carry out agreed work, communicate with you and keep appropriate records. Our lawful bases are taking steps before entering into a contract, performing a contract, complying with legal obligations and our legitimate interest in managing our business.

To send TraceMatter™ launch and product updates

We send these emails when you actively ask to receive them, including when you select “Launch notification” on our form. Our lawful basis is your consent. You can withdraw consent at any time by using the unsubscribe link in an email or contacting us.Submitting a test request or general enquiry does not, by itself, add you to our marketing list.

To understand website use

If you consent to analytics and performance cookies, we use aggregated website data to understand traffic and improve the website. Our lawful basis for processing personal information through these optional cookies is consent. You can change your choice through our cookie settings.

To meet legal requirements and protect our rights

We may use information to keep tax and accounting records, respond to lawful requests, prevent fraud, resolve disputes and establish or defend legal claims. Our lawful bases are compliance with legal obligations and our legitimate interests in protecting the studio and its legal rights.We do not use personal information for solely automated decisions that produce legal or similarly significant effects.

5. Cookies

Our website uses necessary cookies to function securely. These cookies do not require consent.

Where enabled, analytics and performance cookies are used only after you consent through our cookie banner. Squarespace uses these cookies to provide information such as traffic sources, unique visitors and website activity. Some Squarespace analytics cookies can remain on a device for up to two years.

You can accept, reject or change your choices through our cookie settings. More information is available in our Cookie Policy at https://www.softtracestudio.com/cookies.

6. Who we share information with

We do not sell or rent personal information.

We may share only the information needed with:

  • Squarespace, which provides website hosting, forms, analytics and related website services;

  • our email and mailing service providers, which help us receive enquiries and send requested updates;

  • Google reCAPTCHA, which helps protect our forms from spam and abuse;

  • payment, delivery, manufacturing or fulfilment providers, where needed to provide a sample, product or agreed service;

  • accountants, insurers, legal advisers and other professional advisers, where reasonably necessary;

  • andregulators, courts, law enforcement or public authorities, where disclosure is required or permitted by law.

Service providers that act as our processors may use personal information only under our instructions and for the agreed services. Some providers, such as payment providers, may also act as independent controllers for parts of their processing and will provide their own privacy information.

You can read the Squarespace Privacy Policy at https://www.squarespace.com/privacy and the Google Privacy Policy at https://policies.google.com/privacy.

7. International transfers

Some service providers may process personal information outside the United Kingdom, including in the United States.

Where UK data protection law treats this as a restricted transfer, we rely on a valid legal safeguard. This may include UK adequacy regulations, the UK Extension to the EU–US Data Privacy Framework, the UK International Data Transfer Agreement, or the UK Addendum to approved Standard Contractual Clauses. You may contact us if you would like more information about the safeguards relevant to your information.

8. How long we keep information

We keep personal information only for as long as reasonably needed for the purpose for which it was collected, including legal, tax and dispute-related requirements. Our usual periods are:

  • Launch and product updates: until you unsubscribe, withdraw consent or have had no meaningful engagement with our emails for 24 months, whichever happens first. We may keep a minimal suppression record so we can respect your unsubscribe request.

  • Test filament applications: for up to 12 months after the application or testing activity ends, unless it develops into an ongoing business relationship.

  • General enquiries and unsuccessful project discussions: for up to 24 months after our last meaningful contact.

  • Client, supplier, order, invoice and tax records: for the period required by law. As a sole trader, we generally keep relevant business records for at least five years after the 31 January Self Assessment submission deadline for the relevant tax year.

  • Cookie and analytics information: for the period stated in our Cookie Policy; some Squarespace analytics cookies last for up to two years.

  • Data protection requests and complaints: for as long as needed to handle the matter and maintain an appropriate record of the outcome.We may keep information for longer where a legal claim, investigation or other legal requirement makes this necessary. We delete or anonymise information when it is no longer needed.

9. How we protect information

We use reasonable technical and organisational measures to protect personal information from loss, misuse, unauthorised access, alteration or disclosure. Access is limited to people and service providers who need the information for the purposes described in this notice.

No online service can guarantee complete security. Please contact us promptly if you believe information you sent us may have been compromised.

10. Your rights

Depending on the circumstances, UK data protection law may give you the right to:

  • ask for a copy of your personal information;

  • ask us to correct inaccurate or incomplete information;

  • ask us to delete your information;ask us to restrict how we use your information;

  • object to processing based on legitimate interests or to direct marketing;receive certain information in a portable format;

  • withdraw consent at any time, without affecting processing that took place before withdrawal;

  • complain about how we use your information.

These rights are subject to legal conditions and exceptions. To exercise a right, email contact@softtracestudio.com. We may ask for enough information to confirm your identity and understand your request. We will respond within the time required by law.

11. Data protection complaints

You can raise a data protection complaint by emailing contact@softtracestudio.com with the subject line “Data protection complaint”, or by writing to our business address above.

We will acknowledge receipt within 30 days. We will take appropriate steps to investigate without undue delay, keep you informed where needed and tell you the outcome.

You also have the right to complain to the UK Information Commissioner’s Office (ICO). You do not have to complete our complaints process before contacting the ICO.

Website:https://ico.org.uk/make-a-complaint/
Telephone: 0303 123 1113
Address: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF, United Kingdom

12. Children

Our website and services are intended for business and adult audiences. We do not knowingly collect personal information from children. If you believe a child has provided personal information to us, please contact us so we can review and, where appropriate, delete it.

13. Changes to this notice

We may update this notice when our services, suppliers or legal obligations change. The latest version will be posted on this page with a revised “Last updated” date. If a change materially affects how we use information already collected, we will take reasonable steps to bring it to your attention before the new use begins.