Privacy, thoughtfully handled.

Birch is a trusted curated marketplace for baby and kids products, operated by CurateIQ Inc. We help parents discover high-quality products, build personalized registries, and shop with greater confidence. Birch is powered by Shopify, and our AI-powered product intelligence is built on CurateIQ and the Lushlife.ai platform.

This Privacy Policy describes how Birch collects, uses, discloses, and protects personal information when you use our website, marketplace, registry, AI Registry Builder, product recommendations, content, customer support, and related services (collectively, the “Services”).

By using Birch, you agree to the collection and use of information as described in this Privacy Policy. If you do not agree, please do not use our Services.

2.1 Information You Provide Directly

We may collect information you provide when you create an account, shop, build a registry, or contact us, including:

• Identity information: name, email address, phone number, date of birth.
• Address information: shipping address, billing address.
• Account and profile information: login credentials, parenting profile preferences, family details, due date, baby’s birth date, lifestyle and product preferences, budget range.
• Registry information: products added, retailer URLs submitted, gift-giver communications, registry settings, and purchase history associated with your registry.
• AI prompts and inputs: text prompts, preference responses, and conversational inputs submitted to the AI Registry Builder or other AI-powered tools.
• Transaction information: order history, items purchased, payment status, return requests.
• Communications: customer support messages, survey responses, feedback, and any other information you choose to submit.
• Membership and billing information: subscription status and billing details (processed securely by third-party payment providers — see Section 2.4).

2.2 Registry-Specific Information

The Birch Registry involves two types of users whose data we collect and handle differently:

Registrants (parents building a registry): We collect registry contents, product preferences, profile data, fulfillment instructions, and purchase history. Your shipping address is used solely for gift fulfillment and is never shared with gift-givers.

Gift-givers (friends and family purchasing from a registry): We collect name, email address, payment information, and delivery preferences at checkout. Gift-givers do not need a Birch account. We use this information only to process the purchase and provide order confirmation.

For third-party products added to a Birch Registry via URL or Lushlife.ai link, Birch does not collect data from those third-party retailers on your behalf. Any purchase you make directly with a third-party retailer is governed by their privacy policy.

2.3 CurateIQ and AI Features

CurateIQ is Birch’s product intelligence engine. The AI Registry Builder, TrustScore, personalized recommendations, and content tools are all powered by CurateIQ and the Lushlife.ai platform.

When you use these features, Birch may process:

• Prompts and inputs you type into the AI Registry Builder or other AI tools.
• Your saved profile preferences (due date, budget, lifestyle, space, priorities).
• Your browsing behavior, product interactions, search queries, and filter selections within Birch.
• Aggregated and de-identified data from the Lushlife.ai platform to inform product rankings, TrustScores, and personalization.

We use this information to generate personalized registry drafts, surface relevant products, explain product fit, improve TrustScore accuracy, and refine the overall Birch experience. We do not use CurateIQ or any AI feature to make decisions that legally or similarly significantly affect you.

Conversational inputs within a single AI session may not persist after that session ends. Profile preferences saved to your Birch account do persist and inform future AI interactions until you update or delete them.

2.4 Payment and Membership Information

Birch membership subscriptions and purchase payments are processed by third-party payment processors (such as Shopify Payments or Stripe). Birch does not store full payment card numbers. We retain information about your subscription status, billing history, and payment method type (e.g., last four digits, card brand) as needed to manage your account and comply with legal obligations.

2.5 Health-Adjacent Tracker Data

Birch offers optional tracking tools including a pregnancy tracker and early childhood development trackers. These tools are entirely voluntary. When you use them, we may collect information such as:

• Pregnancy tracker: gestational age, due date, symptoms, weight, mood, and notes you choose to enter.
• Early childhood tracker: your child’s date of birth, developmental milestones reached, feeding and sleep patterns, growth measurements, and notes you choose to enter.

This information is used solely to power your personal tracker experience, generate stage-appropriate content and product recommendations, and improve the relevance of Birch’s AI tools. We do not share tracker data with brand partners, advertisers, or third parties for their own marketing purposes.

Important: Birch is not a healthcare provider and our tracker tools do not constitute medical advice. Tracker data you enter is not shared with any healthcare provider, insurer, or employer. Birch’s tracker tools are not covered by HIPAA (which applies to healthcare providers and health plans, not consumer wellness apps). However, we treat this data with heightened care given its personal and sensitive nature:

• Tracker data is used only for the purposes described in this policy and is not sold.
• You can delete your tracker data at any time from your account settings.
• We apply appropriate technical safeguards to tracker data given its sensitivity.

If you are a Washington state resident, please note that certain health-related data may be subject to the Washington My Health MY Data Act. You may exercise rights to access, delete, or withdraw consent for processing of your health data by contacting us at privacy@birchstore.com.

2.6 Automatically Collected Information

When you use our Services, we automatically collect technical and usage information, including

• Device and browser information: IP address, browser type, operating system, device identifiers.
• Usage data: pages viewed, referral source, session duration, clicks, search queries, products viewed, items added to cart.
• Location data: approximate location inferred from IP address.
• Cookies and similar technologies: see Section 6 for details.

2.7 Information from Shopify

Birch is built on Shopify’s platform. Shopify independently collects and processes certain information about your access to and use of our store in order to provide and improve Shopify’s services. This includes technical and transactional data. Shopify’s collection and use of this information is governed by Shopify’s own Privacy Policy, available at shopify.com/legal/privacy. By using Birch, you also acknowledge Shopify’s data practices as they relate to our storefront.

We use personal information to:

• Operate and improve the Birch platform, marketplace, and Services.
• Fulfill orders, process returns, and provide customer support.
• Manage your Birch account and membership subscription.
• Power the Birch Registry, including fulfillment, gift-giver notifications, store credit, and price-change handling.
• Generate AI-powered registry recommendations, TrustScores, and personalized product discovery via CurateIQ and Lushlife.ai.
• Create and serve AI-generated content, checklists, trackers, and parenting guides.
• Power pregnancy and early childhood tracker tools, and generate stage-appropriate recommendations and content based on your tracker inputs.
• Send transactional messages: order confirmations, shipping updates, registry notifications, account alerts.
• Send marketing messages, product updates, launch announcements, and promotional offers — you may opt out at any time (see Section 8).
• Analyze marketplace performance, product quality signals, and user behavior to improve our Services.
• Prevent fraud, enforce our Terms of Service, and comply with legal obligations.
• Conduct research and development to improve AI features, product curation, and platform quality.

4.1 Service Providers

We share information with third-party service providers that help us operate Birch, including:

• Ecommerce infrastructure: Shopify (storefront, checkout, payments, order management).
• Payment processing: Shopify Payments, Stripe, or similar processors.
• Shipping and logistics: carriers and fulfillment partners used to deliver orders.
• Analytics: tools to understand site performance and user behavior.
• Email and SMS: providers used to send transactional and marketing communications.
• Customer support: tools used to manage support tickets and conversations.
• AI and data infrastructure: providers supporting CurateIQ and the Lushlife.ai platform.
• Cloud hosting and security: infrastructure providers.

All service providers are required to handle your information in accordance with applicable privacy laws and our data processing agreements.

4.2 Brand Partners

We share order and fulfillment information with brand partners when necessary to fulfill an order, process a return, or handle a customer service matter. Brand partners receive only the information needed for fulfillment (such as delivery address and order details). They do not receive your full account profile, registry contents, or AI interaction data.

4.3 Registry and Gift-Giver Interactions

When a gift-giver purchases from your registry, we share limited information with you (the registrant) including the gift-giver’s name and the item purchased, so you can send thank-you messages. We do not share your shipping address, account details, or registry preferences with gift-givers. Gift-givers’ payment information is never shared with registrants.

4.4 Lushlife.ai

Birch and Lushlife.ai are operated by the same parent company, CurateIQ Inc. We may share data between these platforms to power product recommendations, TrustScore signals, personalization, and AI features. Both platforms are subject to this Privacy Policy. We do not sell data shared between Birch and Lushlife.ai to third parties.

4.5 Legal and Safety

We may disclose information when required by law, in response to valid legal process, to protect the rights and safety of Birch, our users, or others, or to prevent fraud and enforce our Terms of Service.

4.6 Business Transfers

If Birch or CurateIQ Inc. is involved in a merger, acquisition, asset sale, or financing, your information may be transferred as part of that transaction. We will notify you via email or prominent notice on our site if such a transfer involves a material change to this Privacy Policy.

4.7 Aggregated or De-Identified Data

We may share aggregated or de-identified information that does not reasonably identify you for analytics, product research, marketplace reporting, or partner insights.

4.8 We Do Not Sell Personal Information

Birch does not sell your personal information to third parties for their own marketing purposes. If any data sharing is considered a “sale” or “sharing” under applicable state privacy laws (such as the California Consumer Privacy Act), we will provide required disclosures and controls.

Birch uses cookies and similar technologies (such as pixels and local storage) to:

• Keep the website functional and your session active.
• Remember your preferences and account settings.
• Understand site performance and user behavior.
• Improve AI recommendations and personalization.
• Support marketing attribution and retargeting.
• Help prevent fraud and unauthorized access.

Shopify also places cookies in connection with operating our storefront. For details on Shopify’s cookie use, see Shopify’s Cookie Policy.

You can adjust cookie settings through your browser or, where available, through Birch’s cookie consent tools. Disabling certain cookies may affect the functionality of parts of the site.

6.1 Your Privacy Rights

Depending on where you live, you may have rights to:

• Access the personal information we hold about you.
• Correct inaccurate or incomplete personal information.
• Delete your personal information, subject to certain exceptions.
• Export or receive a copy of your personal information in a portable format.
• Restrict or object to certain uses of your personal information.
• Opt out of targeted advertising, sale, or sharing of personal information where applicable under law.

6.2 California Residents (CCPA / CPRA)

If you are a California resident, you have the following additional rights under the California Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA):

• Right to Know: request disclosure of the categories and specific pieces of personal information we have collected about you, the sources, the purposes, and the third parties with whom we share it.
• Right to Delete: request deletion of your personal information, subject to certain exceptions.
• Right to Correct: request correction of inaccurate personal information.
• Right to Opt Out of Sale or Sharing: we do not sell personal information. If this changes, we will provide a “Do Not Sell or Share My Personal Information” link.
• Right to Limit Use of Sensitive Personal Information: where applicable, you may request that we limit use of sensitive personal information to necessary purposes.
• Right to Non-Discrimination: we will not discriminate against you for exercising your privacy rights.

To submit a California privacy request, contact us at privacy@birchstore.com. We will respond within 45 days. We may need to verify your identity before completing certain requests.

6.3 Other U.S. State Privacy Laws

Residents of Virginia, Colorado, Connecticut, Texas, and other states with comprehensive privacy laws may have similar rights to access, correct, delete, and opt out of certain data uses. Contact us at privacy@birchstore.com to exercise these rights.

6.4 How to Submit a Request

To exercise any privacy right, contact us at privacy@birchstore.com or use any privacy request form we make available on the site. We may need to verify your identity before completing your request. We will not charge a fee unless your request is manifestly unfounded or excessive.

You may unsubscribe from marketing emails by clicking the unsubscribe link in any marketing email. You may also update your communication preferences in your Birch account settings.

You will continue to receive transactional and service-related messages regardless of your marketing preferences, including order confirmations, shipping updates, registry notifications, membership billing alerts, and customer support responses. These are necessary to provide the Services and cannot be opted out of while your account is active.

We retain personal information for as long as needed to:

• Provide and improve our Services.
• Fulfill orders and manage your account and membership.
• Operate your registry, including holding unfulfilled gift funds and store credit.
• Comply with legal obligations, resolve disputes, and enforce our agreements.
• Prevent fraud and maintain platform security.

AI prompts and conversational session data may be retained in de-identified or aggregated form to improve AI model quality. Saved profile preferences are retained until you update or delete them from your account.

Tracker data (pregnancy and childhood) is retained for as long as your account is active or until you delete it. You can delete tracker data at any time from your account settings. Deletion requests are processed within 30 days.

When information is no longer needed for these purposes, we delete, de-identify, or securely archive it in accordance with applicable law.

We use reasonable administrative, technical, and organizational safeguards designed to protect your personal information from unauthorized access, disclosure, alteration, or destruction. These include encryption in transit, access controls, and vendor security requirements.

Birch is designed for parents, guardians, and adults shopping for baby and kids products. Our Services are not directed to children under 13, and we do not knowingly collect personal information directly from children under 13.

Registry contents may include products intended for infants and children, but the registry itself is created and managed by an adult account holder. If we learn that we have inadvertently collected personal information from a child under 13 without appropriate consent, we will take prompt steps to delete it. Contact us at privacy@birchstore.com if you have concerns.

Birch may link to or integrate with third-party websites, retailers, brand partners, payment providers, and other services. This includes third-party products added to your registry via URL and Lushlife.ai recommendations that link to external retailers.

These third parties’ privacy practices are governed entirely by their own privacy policies. Birch is not responsible for the privacy practices of any third-party site or service. We encourage you to review their policies before sharing personal information with them or making a purchase.

Birch is operated in the United States. If you access our Services from outside the United States, your information will be processed in the United States or other countries where our service providers operate. These countries may have privacy laws that differ from those in your home country. By using Birch from outside the United States, you acknowledge this transfer and processing.

We may update this Privacy Policy from time to time to reflect changes in our practices, Services, or applicable law. When we make material changes, we will update the “Last updated” date at the top of this page and may provide additional notice by email or prominent notice on the site where required.

Your continued use of Birch after an update constitutes your acknowledgment of the revised policy. We encourage you to review this page periodically.

For privacy questions, requests, or concerns, contact: