Privacy policy
This Policy was last updated on 4 November 2025.
1. Overview
1.1 This Privacy Policy is issued by Wish for a Butterfly (“we”, “our”, or “us”).
1.2 We are committed to protecting your privacy and handle all personal information in accordance with the Privacy Act 1988 (Cth) and the Australian Privacy Principles (Privacy Act).
1.3 This Policy outlines how we collect, use, store, share, and protect your personal information throughout all phases of our business, including our initial launch and subsequent growth phases.
2. Personal Information We Collect
We collect personal information required to fulfil our business functions and legal obligations. The details we may collect include:
- Name
- Email address
- Shipping address
- Billing address (if different)
- Order details and purchase history
- Phone number (optional, for delivery updates)
- Payment information (processed by secure third-party providers)
- Marketing preferences
- Customer service correspondence
- Product review and testimonial submissions
3. Sensitive Information
3.1 We do not require or request any sensitive health, date of birth, or mandatory medical information for purchases. If you voluntarily share such information, we will take reasonable steps to securely hold that information and use such information if we have your express, written consent.
3.2 We do not collect or store any other sensitive information such as criminal records, racial/ethnic origin, or political affiliation.
4. How We Collect Information
We may collect Personal Information through:
- Our website checkout process through Shopify.
- Contact forms and direct phone and email correspondence.
- Orders that consumers and wholesale resellers place through phone, email or purchase order.
- Orders placed through marketplaces including Amazon Australia and Etsy.
- Facebook/Instagram Shop integrations.
- Our social media channels and campaigns with third parties.
- Our product review platforms, including Judge.me, Trustpilot.
- Platform analytics and cookies through Shopify Analytics and Google Analytics.
- Newsletter or marketing update opt-ins
- Orders via email or purchase orders from healthcare professionals, clinics and hospitals.
- Subscription box partnership wholesale orders.
- Orders placed via email or written purchase orders from healthcare professionals, clinics and hospitals.
5. Use of Personal Information
We collect and use your personal information only for the purposes for which it was provided to us, as outlined below:
5.1 Order Fulfilment & Customer Service
- To process and fulfil your orders and manage your purchase history.
- To deliver products to your nominated shipping address.
- To process payments via our secure third-party payment providers.
- To communicate with you regarding your order, including sending confirmations, delivery updates, and return information.
- To manage returns, refunds, and any applicable warranty claims.
- To respond to your enquiries and provide customer support through our various communication channels.
5.2 Marketing & Engagement
Send Direct Marketing Communications: We may use your personal information, such as your email address, to send you direct marketing communications, such as updates on new products or special offers. This is done only with your explicit, opt-in consent and you may opt out at any time by using the unsubscribe facility provided in the communication or by contacting us directly. Our direct marketing activities are separate from our general marketing on social media platforms, such as public posts or reels.
Collect Feedback: To invite you to provide feedback or submit product reviews and testimonials.
Review Moderation & Content: We review all reviews and testimonials manually before we publish them to protect consumer’s privacy and wellbeing. We also obtain express consent before using customer stories in marketing materials.
You may request removal of your published review or testimonial at any time by contacting us at hello@wfab.org.
5.3 Business Improvement & Compliance
To analyse trends and user engagement to improve our products, services, and website experience, using anonymised data where possible.
To comply with our legal, tax and regulatory obligations.
6. Disclosure of Personal Information
6.1 We only disclose your personal information to third parties where necessary for the above purposes. These include:
- Payment processors: Shopify Payments/Stripe, PayPal, Amazon Pay, Etsy Payments/Adyen, Meta Pay, Google Payments
- Shipping and logistics: Sendle Australia Post
- E-commerce platforms: Shopify, Amazon Australia and Etsy.
- Analytics/service providers: Shopify Analytics, Google Analytics (from Phase 2)
- Review platforms: Judge.me, Trustpilot (future)
- IT service providers: Microsoft 365 (including Outlook for business communications and Excel for customer data management and business records).
- Marketplace, collaboration, and advertising platforms: Meta (for Facebook and Instagram Shop integration), Pinterest (for product catalogue integration), Google (for Google Merchant Centre and Google Shopping listings).
- Wholesale/B2B partners (only for order fulfilment, with no additional end-customer data shared).
6.2 We never sell, rent, or share your personal or sensitive information with third parties for their independent direct marketing.
6.3 Your information may be disclosed to overseas service providers (see Section 7 for details) where necessary for order processing, cloud storage, or platform operation. We take reasonable steps to ensure those providers handle your information in a manner compliant with Australian law.
7. Security and Storage
7.1 Your personal information is kept secure via commercially reasonable technical, physical, and administrative safeguards. Data is stored on encrypted, access-restricted cloud servers managed by Shopify, Amazon, Etsy, Microsoft 365, Judge.me, and similar reputable platforms.
7.2 Payment details are processed only via secure, PCI-compliant third-party providers (we do not store your card details).
7.3 We only keep your data as long as reasonably necessary to fulfil the purpose for which it was collected, support our business operations, or comply with legal and tax obligations. When data is no longer needed, it is securely deleted or anonymised.
7.4 In the unlikely event of a data breach likely to result in harm, we will notify affected individuals as required by the Notifiable Data Breaches provisions of the Privacy Act.
8. Overseas Data Storage and Disclosure
8.1 Data may be stored or processed in Australia or in overseas jurisdictions where our service providers operate, including but not limited to: United States, Canada, Europe, Asia-Pacific, and the Netherlands.
8.2 Shopify, Stripe, PayPal, Meta, Pinterest, Amazon, Etsy, Google, Judge.me, Sendle, Australia Post, Adyen, and Microsoft 365 all have secure, compliant global data centres. These providers are required by contract or local law to adequately safeguard your information.
8.3 By providing your personal information, you consent to its transfer and storage in these countries.
9. Cookies and Tracking Technologies
9.1 Our website, third party platforms, and integrated services use cookies and similar technologies to facilitate shopping cart function, order tracking, site performance, analytics, and marketing.
9.2 You will be notified of our use of cookies via a pop-up on your first site visit. On acceptance you agree with our use of cookies. Non-essential cookies and similar tracking will only be used where you provide consent. You can manage your cookie preferences at any time and may disable cookies in your browser settings.
10. Access, Correction, and Your Rights
10.1 You may request access to or correction of your personal information at any time by contacting us at hello@wfab.org or via the contact details on our website.
10.2 Requests for access, correction, or deletion will be responded to within a reasonable period (usually within 30 days).
10.3 You may:
- Opt-out of all marketing communications
- Withdraw any previously granted consent
- Request removal of voluntarily-shared sensitive information
10.4 If we are unable to comply with your request (for example, due to a legal obligation), we will explain why in writing.
11. Complaints and Contact
11.1 If you have any questions, concerns or complaints about the way your personal information has been handled, please contact us at:
- hello@wfab.org
- Or via our website contact form
11.2 We treat all complaints seriously and will respond promptly (within 30 days).
11.3 If you are not satisfied with our response, you may refer your complaint to the Office of the Australian Information Commissioner: www.oaic.gov.au.
12. Amendments to This Policy
We regularly review and update this Privacy Policy as our practices evolve or as required by law. Any material changes will be notified to you by way of a prominent notice on our website or via email (where applicable).
13. Third-Party Links
Our website and social media accounts may contain links to third-party websites, information and resources, including fertility support resources, influencer content and educational materials. We are not responsible for the privacy practices of these third parties. We therefore encourage you to review their privacy policies before providing any personal information.
14. Children's Privacy
Our products, information and resources are for adults. We do not knowingly collect personal information from persons under 18 years of age. If we become aware we have collected such information, we will take steps to delete it promptly.