Privacy at Chelfy

• Your email address, chosen display name and login details (to secure your account).
• Your shop name and any optional shop profile details you add.
• Your product source photos, Studio directions, generated photos and saved Review decisions (to provide Studio and restore your work when you return).
• Room views you save as custom Studios, and source portraits, generated poses and permission records you provide when creating a custom Model. These may contain a person’s likeness, so upload them only with that person’s permission.
• When you install or connect Shopify, we receive your shop’s identity, domain, name, email address, country and granted app permissions. We import product and variant details, including titles, descriptions, options, SKUs, prices, availability, images, collections and links to your Shopify products. We keep connection, synchronisation and publication records to operate the integration. Shopify asks for order access when you install or update Chelfy. To rank products by Best sellers, we read product identifiers and quantities from orders in the last 30 days. Our query does not request buyer details. We keep one count per product and delete it when you remove Chelfy’s access to your orders in Shopify or remove the app.
• When you install or connect Wix, we receive your site’s identity, its published site URL, the owner’s email address (kept as a contact address when Wix provides a verified one) and catalogue data, including products, variants, collections and product image URLs, together with the permissions you grant. Wix asks for Read Orders access for Best sellers. We read orders from the last 30 days to count units by product; we discard the order records after counting and keep only one count per product. We do not import customer lists. We delete those sales counts when you remove Chelfy from your Wix site. We delete the products, variants and images copied from your site 48 hours after removal. Your Chelfy account and the photos you made stay until you ask us to delete them: email privacy@chelfy.com with your account email or shop name and we will delete them within 30 days. We may ask you to confirm the account is yours.
• When you connect WooCommerce, we use the shop key’s read access to import catalogue data and read orders from the last 30 days for Best sellers. The key must belong to a WordPress user who can view orders. We discard order records after counting and keep only product-level sales counts; we delete those counts when you disconnect WooCommerce. We do not import customer lists.
• Optional website analytics telemetry, such as pages visited and features used, only when you accept analytics cookies. Links carrying access codes are recorded without those codes. Storefront event counts are described below.
• We keep subscription, plan, allowance and billing-status records. Shopify manages purchases for Shopify-connected shops, and Wix manages purchases for Wix-connected sites; we verify the resulting subscription status with Shopify or Wix. Stripe processes eligible direct website purchases for shops that are not connected through Shopify or Wix. Chelfy does not receive your full payment-card number.

• We never train shared models on your Studio content. Your source photos, directions and finished photos stay yours.
• We never sell your data to third parties.
• We never share your customer or sales data with other merchants.
• Installing Chelfy connects your Shopify shop to one Chelfy account and its shop. A new account uses a Chelfy-generated sign-in email; if Shopify supplies the owner’s email, we keep it only as a contact address. Chelfy never asks for an email code inside Shopify. To connect your shop to an existing Chelfy account, you start on chelfy.com while signed in to that account, and the shop owner approves the connection inside Shopify. To sign in on chelfy.com, you first add and verify your own email address. The owner email Shopify supplies is never treated as proof that you own that mailbox.
• We test changes to Chelfy before they go live. For that we use a copy of our database from which we first remove contact details, passwords and sign-in data, payment references, face and body photos, and activity history. The copy is kept on our hosting provider’s servers in Ireland, is used only for testing, is never used to contact anyone, and is replaced every week. Older copies are deleted within three weeks. We do this because we have a legitimate interest in a service that works reliably and safely.

If you allow analytics in the app or on chelfy.com, we use Firebase Analytics (Google) and PostHog to understand how Chelfy is used, so we can fix problems and improve it.

We record the screens and pages you open, the actions you take (for example starting a try-on or saving a piece) and basic device information. On shopping screens we also record short sessions in which all text, typing and images are hidden. We never record sign-in, checkout or payment screens.

This data is linked to an anonymous analytics ID, not to your name or email, and is not used for advertising or shared with advertisers.

PostHog stores data in the EU. Firebase Analytics data is kept for 2 months. PostHog keeps events for up to 12 months and recordings for 30 days.

Analytics is off until you allow it. You can turn it off at any time in Settings > Privacy & data in the app, or in cookie preferences on chelfy.com. Turning it off stops collection and resets your analytics ID.

Legal basis: your consent.

Your Chelfy Storefront is a public page. Shopify products appear publicly only after you select them for the Chelfy sales channel in Shopify or choose Show in Chelfy, and they meet product eligibility and your local visibility settings. Importing a Shopify product into Studio does not select it for the channel. For other connected shops, newly imported products and collections are visible by default when your storefront is available, subject to product eligibility and your visibility settings. Existing hidden items remain hidden, including after a later Shopify import or channel publication. Public pages may show your shop profile, product images, descriptions, prices, availability and links to your own shop, such as your Shopify store or Wix site.

When a shopper taps Shop this piece or Visit shop on a Storefront, the link into the shop carries UTM tags (such as utm_source=chelfy) and a random click reference (chelfy_ref). The reference identifies that visit, not the shopper. With it we record which piece was opened and how the shopper arrived at the storefront, for example from Instagram or a shared try-on, but never the shopper’s name, email address, IP address or device details.

You can manage product and collection visibility in Storefront. Keeping an image in Studio does not by itself publish it to Shopify or Wix. Adding a Chelfy image to a Shopify or Wix product requires your approval.

Your public Storefront does not require a paid plan. Ending a paid plan does not, by itself, hide its catalogue. Anyone can view or copy information you make public.

To provide Studio, we process the product photos, portraits, room images and directions you submit, together with generated images and your saved decisions. Our image-processing suppliers receive the inputs needed to check and generate the requested images. Our storage suppliers hold the source files and results. Upload a person’s likeness only when you have permission to use it for this purpose.

For Storefront Try on, we process the shopper’s uploaded photo with product imagery to create the requested result. The source photo remains private; sharing a result does not share that source photo.

A small number of named suppliers act on our instructions, under contract, to run Chelfy:

• Amazon Web Services, for hosting Chelfy’s backend and database infrastructure.
• Google Cloud (Vertex AI and Gemini), for image generation and screening.
• Backblaze B2, for file storage.
• Stripe, for payments made directly on chelfy.com.
• Postmark, for transactional email.
• Google Analytics, for analytics on our marketing pages only, shown only once you accept analytics cookies, and never on Storefront pages.

Shopify and Wix process billing for their own app plans.

Some of these suppliers are based in, or process data in, the United States. Where a supplier is certified under the UK-US data bridge, we rely on the UK’s data bridge regulations for that transfer. Otherwise, we rely on the UK International Data Transfer Agreement or the UK Addendum to the EU standard contractual clauses.

If you try on a shop’s product through a Chelfy Storefront, you can upload one standing, full-body photo of yourself. If you separately agree, we use that photo to create Your look: a private close-up and full-body pose of you, saved to your Chelfy account rather than to the shop, so you can try on pieces in any Chelfy shop without creating it again. Each virtual try-on combines Your look with the product photos. Google Cloud (Vertex AI and Gemini) helps us check the photo, create Your look and generate each try-on, and a private storage provider holds the photo, Your look and the results. Your photo and Your look are not shown on the shop’s public catalogue or to people who open a shared result. A try-on is a visual preview, not a prediction of fit or size.

We use your first name to personalise your Chelfy experience. If you choose to opt in, Chelfy may email you news, offers and pieces from shops on Chelfy. Those emails can be personalised from the pieces you view and try on, never from your photo or your try-on images. Chelfy (Recommence Ltd) is the sender, and shops never receive your marketing choice.

Your try-on photos are deleted after 12 months of inactivity. You can delete your photos, Your look and try-ons sooner; deletion completes within 30 days of your request or account deletion. Removing your look stops any try-on still being made with it.

Disconnecting or uninstalling a merchant’s Shopify or Wix integration does not automatically delete a shopper’s own Try on history. That history follows the retention periods above and the shopper’s deletion choices.

Sharing is your choice. If you create a share link, anyone you send it to can view that try-on result while the link is active. A link expires after 30 days, and you can revoke it sooner. It also stops showing the image if the result is deleted or sharing is disabled. The recipient can follow the product to the shop or join Chelfy to try it on themselves. We record aggregate Storefront activity for the merchant, such as visits, try-on starts and shares; this does not give the merchant your uploaded photo or account email.

Anyone who obtains an active share link may be able to view the result, including someone to whom the original recipient forwards it.

If you use the free Studio intro on our website or ask for updates, you are not a customer yet, so this part is separate from the account sections above. Here is exactly what happens to your data.

What we collect

• Your email address, so we can send your one-time code, your finished photo, and (only if you ask us to) relevant Studio or requested-feature updates. We also keep a tidied-up version of it so the free-photo limit stays fair.
• The product photo you upload, and the finished photo we make from it. For free photo creation, upload product photos only. The separate on-device Model planning view may preview portrait files locally; it states before any registered-account upload is made.
• A one-time verification code, kept in a scrambled form we cannot read back, never as plain text.
• Your rough location (country, region, town), worked out from your internet (IP) address, plus the IP address itself for a short while, to keep the demo fair and stop abuse.
• A few optional details, only if you choose to share them: your shop name, Instagram, website, town, and whether you are on Shopify.
• Basic technical information your browser sends, such as your browser type. If you join as a shop, we also make a quick check of the public Companies House register to understand who is signing up.

Why we are allowed to use it

• To run the free intro, verify your email, and (if you subscribe) take payment: because you asked us to, as the first steps of a possible agreement.
• To keep the free intro fair, tell humans from bots and stop abuse: our legitimate interest in a service that works and is not gamed.
• To email you about Studio or a future feature you requested: only with your consent. We send at most one of these a week, and every one has a one-click unsubscribe.
• To measure how the site is used: only if you accept analytics cookies. Until you do, we send no analytics.

Who helps us run it

We use a small number of trusted suppliers, and they only ever act on our instructions, under a contract that holds them to the same standards we hold ourselves: to send our emails, to tell humans and bots apart on our forms, to take subscription payment (we never see or store your card number), and to create your finished photo and, if you allow it, measure how the site is used. Some are based outside the UK. Where that happens, we put appropriate safeguards in place so your data stays protected to UK standards.

How long we keep it

Unclaimed free-Studio uploads and finished photos, and your full IP address, are deleted within 30 days. Photos moved into a registered Studio are kept with that account until you ask us to delete it. To delete your account and its photos, email privacy@chelfy.com with your account email or shop name and we will delete them within 30 days. We may ask you to confirm the account is yours. If you asked for updates, we keep your email and the details you shared until you unsubscribe or ask us to delete them, so we can send the updates you asked for. We keep only a rough, non-identifying record of where sign-ups came from, for our own analytics.

Essential cookies keep you signed in and keep the site secure; these need no permission from you. Google Analytics 4 runs on chelfy.com pages, including the public site, Chelfy Studio, sign-in, and shared or delivered photo pages, only after you choose Accept. It never runs inside the Chelfy apps in Shopify or Wix, or on shop Storefronts. Storefronts use one statistics cookie of their own instead, which you can turn off from any Storefront page; see Storefront statistics below. You can change your choice at any time with Cookie settings at the foot of our public pages, or under Account in Chelfy Studio. Declining removes Google Analytics cookies. We do not use advertising cookies: advertising signals (ad_storage, ad_user_data and ad_personalization) are denied by default and are never switched on.

Storefront statistics

Chelfy Storefront pages on chelfy.com set one cookie, storefront_analytics_session, which lasts 30 days. It holds a random value and nothing else. We use it only to count, for each shop, how many people view its Storefront and its pieces, how many tap Shop this piece or Visit shop, and how they arrived (for example from Instagram or a shared try-on), so the shop and Chelfy can see what works and improve the Storefront. We also keep a small record in your browser’s local storage of how you arrived. It is removed when you start a try-on, or after it expires.

We report these figures as totals. We never use the cookie to identify you, to build a profile of you, or for advertising, and we never share it with anyone else.

Because this cookie is used only for statistics, we rely on the statistics exception in the Privacy and Electronic Communications Regulations, as amended by the Data (Use and Access) Act 2025, and do not ask before setting it. You can object at any time, free of charge: tap Opt out at the foot of any Storefront page. We then delete the cookie and the local storage record, stop counting your visits and taps, and keep one small cookie, storefront_analytics_opt_out, for 12 months so we remember your choice. It contains no identifier. Tap Turn back on if you change your mind. If you clear your browser’s cookies, your choice is cleared too.

If you close the short notice about this cookie, we keep one more small cookie, storefront_analytics_notice_dismissed, for 12 months so the notice does not show again on any Storefront. It contains no identifier and does not turn statistics off.

Individual Visit shop and Shop this piece click-reference records are kept for 30 days, then become due for deletion by our daily cleanup. If a cleanup cannot finish, it is retried. This removes individual click references and their recorded entry context; it does not remove the separate Storefront statistics totals shown to shops.

Merchant Studio photos and saved work are retained to provide your account and restore your work when you return. Shopper Try on photos and results follow the separate periods described above.

Uninstalling Chelfy stops the Shopify or Wix connection and further synchronisation. It is separate from deleting your Chelfy account. We process Shopify data and erasure requests and remove the relevant integration data, subject to any applicable legal retention requirement.

For Shopify, this follows Shopify’s own process: Shopify sends us a shop/redact request 48 hours after an uninstall, and we erase the copied catalogue and connection data within 30 days of that request.

For Wix, removing Chelfy from your site deletes its Best sellers counts straight away, and the products, variants and images copied from your site 48 hours later, as described above.

Chelfy’s Shopify app does not collect or store information about your shop’s customers: order reads keep only product identifiers and quantities. When Shopify sends us a customer data request or a customer redaction request for your shop, we check that we hold no personal information about that customer before confirming the request to Shopify. If we cannot yet confirm that, we do not acknowledge the request until our team has completed it, within 30 days of receiving it.

After a shop or account deletion, we keep a minimal record that the request was received and completed, so we can show we met that obligation. This record does not include your catalogue or photo content.

If you connect a shop to your Chelfy account and both already have a Studio with work in it, you choose which Studio to keep. The other is set aside rather than deleted, so our support team can restore it if you ask. It stays until you ask us to delete it or your account. You can download a copy of a set-aside Studio; each download file is deleted 7 days after it is made, and the option to download closes 30 days after the Studio was set aside.

You can request deletion without first settling every billing matter. Where particular records must be retained for accounting, legal claims or another applicable legal requirement, we retain only the necessary records and explain the relevant exception.

Chelfy is a business tool and is not directed at children. Storefront try-on also asks the person uploading a photo to confirm they are 18 or over and that the photo is of themselves.

When we update this policy, we update the date at the top. For a material change, we will tell account holders by email or inside the app before it takes effect.