Privacy Statement

Last updated: 2026-09-04

This Privacy Statement explains how Amella Limited (“Amella”, “we”, “us”) collects, uses, stores, and shares personal information when you use withamella.com (the “Service”). Amella is operated from Aotearoa New Zealand and used by couples around the world.

We comply with the New Zealand Privacy Act 2020. Where you live elsewhere, we honour the substantive privacy rights described below regardless of jurisdiction, and we comply with applicable local laws (including the EU/UK GDPR and the Australian Privacy Principles) when they apply to how we handle your information.

1. Who we are

Amella Limited
Contact: hello@withamella.com

2. Information we collect

We collect personal information you provide directly when you use the Service:

Account information — email address and password (passwords are stored hashed by our authentication provider). If you sign in with Google, we receive your email and basic profile info from Google.
Wedding details — partner names, wedding date, venue, photos and other content you upload to your wedding site, gallery, moodboard, budget, seating plan, and timeline.
Guest information — names, email addresses, attendance, dietary requirements, names of any children attending, and free-text messages, either entered by you or provided by guests via your RSVP form.
Vendor contact details — business name, contact name, phone, email, website, and notes you record. Where you message vendors through Amella, the contents of those messages.
Amella AI conversations — messages you exchange with our AI assistant. We process these to generate a response and to operate and improve the assistant. We do not use these conversations to train third-party models.
Payment information — we use Stripe to process payments for tiers you purchase. We do not see or store full card numbers; we store a Stripe customer ID, the tier you purchased, and a record of the transaction.
Registry connected account — if you connect a Stripe Express account to receive gift contributions, we store the Stripe account ID and verification flags (whether charges and payouts are enabled). The identity, bank, and tax details you submit during onboarding are collected and held by Stripe under their own privacy policy — we do not see or store them.
Gift contributions — when a guest contributes through your registry, we store the fund, amount, currency, the guest's name, optional email, optional message, and the Stripe session and payment intent IDs. The guest's card details are entered on Stripe's hosted Checkout page; we do not see or store them. Stripe sends the guest's payment receipt directly. Couples can see who has contributed and how much, from their dashboard.
Custom domain information — where a domain has been registered for you through Amella, we store the domain name and the configuration needed to serve your site at it.
Technical information — we set strictly-necessary cookies for authentication and, where you password-protect a gallery, a short-lived cookie that records your guest password unlock.
Analytics information: with your consent, we use analytics tools (such as Google Analytics and PostHog) to understand which features are used and to fix bugs.
Advertising and marketing information: with your consent, we use advertising and measurement cookies (such as Google) to measure the performance of our marketing and to show you relevant ads. We set these only after you accept them in our cookie banner, and you can withdraw consent at any time.

3. Why we collect it (purpose)

To provide the Service you requested — display your wedding page, run your gallery, collect RSVPs, manage your guest list, and send emails to guests on your behalf when you ask us to.
To authenticate you when you sign in.
To process payments via Stripe — both your purchases from Amella and gift contributions made by guests to a couple's registry.
To send transactional emails (RSVP confirmations, receipts, password resets, scheduled reminders to guests on your behalf).
To operate the Amella AI assistant and respond to your prompts.
To investigate misuse, security incidents, or abuse of the Service.
To meet legal obligations, including tax and accounting record-keeping.

We do not sell your personal information for money. We use analytics and advertising cookies only where you have given consent through our cookie banner, and you can decline or withdraw that consent at any time. Some advertising cookies may share limited information with advertising partners for measurement and ad targeting; under some privacy laws this can count as “sharing”, and you can opt out by declining advertising cookies.

4. Service providers (sub-processors)

We use third-party service providers to operate the Service. Each processes personal information on our behalf under contractual data processing agreements:

Application hosting and infrastructure — servers and CDN that deliver the Service (United States and global edge).
Authentication and database — your account credentials and wedding data are stored securely in a hosted database (United States).
Media storage — photos and gallery assets you upload (United States and global CDN).
Payment processing — a PCI-compliant payment processor handles purchases and registry contributions. That processor acts as an independent controller for payment card data and Connect onboarding; we do not store full card details.
Email delivery — transactional notifications and guest emails (United States).
AI assistant — the Amella AI feature is powered by a third-party large-language-model API. Prompts you send are processed solely to generate responses.
Analytics: usage analytics providers (such as Google Analytics and PostHog) process usage events, with your consent, to understand how the Service is used.
Advertising and measurement: advertising providers (such as Google) process limited information, with your consent, to measure marketing performance and show relevant ads.
Error monitoring — aggregated error reports to identify and fix issues; no message content is included.

5. International data transfers

Amella is a global service. Most of the providers listed above store and process information in the United States and other regions outside your home country. By using the Service, you understand that your information will be transferred to and stored in those locations. We choose providers that operate to recognised security and privacy standards and, where required, that offer transfer mechanisms recognised under your local law (such as Standard Contractual Clauses for transfers from the EU/UK).

6. How long we keep it

We keep your information for as long as your account is active. Wedding content typically remains accessible while you are planning and for a keepsake window after your wedding date, as described in our pricing and Terms. After that, your published site may be archived or removed.

You can delete your account at any time from your dashboard settings. Deletion removes your wedding page, gallery, guests, RSVPs, vendor records, AI conversation history, and authentication record. Some information may persist for a short period in encrypted backups before being purged. We retain a limited record of payments where required by tax or accounting law (typically seven years).

7. Your rights

Wherever you live, you can ask us to:

Access the personal information we hold about you. You can download a copy of your data from your dashboard, or email us.
Correct information that is inaccurate. Most fields are editable directly in your dashboard.
Delete your account and your personal information.
Port your data to another service in a structured, commonly-used format.
Object to or restrict certain processing, where local law gives you that right.
Withdraw consent for any processing we rely on consent for (this does not affect processing that has already happened).

To exercise any of these rights, email hello@withamella.com from the address on your account. We aim to respond within 30 days.

If you believe we have mishandled your information, please contact us first. If you are not satisfied with our response you may complain to your local privacy regulator — for example, the Office of the Privacy Commissioner in New Zealand (privacy.org.nz), the Office of the Australian Information Commissioner (oaic.gov.au), your EU/UK national data protection authority, or the relevant State Attorney General in the United States.

8. Security

We use HTTPS for all traffic, hashed password storage via our authentication provider, encryption at rest with our database and storage providers, and we restrict production access to the operator of the Service. We will notify affected users without undue delay if we become aware of a privacy breach that has caused or is likely to cause serious harm.

9. Children

The Service is not directed at children. Some features (such as RSVP forms) collect the names of children attending a wedding; this is provided by the wedding owner or by guests on behalf of children, and is used only to plan the wedding. We do not knowingly create accounts for anyone under 18, and we do not knowingly collect personal information from anyone under 13. If you believe a child has signed up, contact us and we will remove the account.

10. Cookies and analytics

We only use strictly-necessary cookies: for keeping you signed in and, where you password-protect a gallery, remembering that a guest has unlocked it. These are always active because the Service cannot work without them, and they do not require your consent.

To understand how the Service is used and to fix bugs, we use privacy-friendly, cookieless analytics (PostHog). It does not store any identifier on your device or track you across sites, and the data we see is aggregate and anonymous. Because no personal information is stored on your device, this does not require a consent banner.

11. Automated decisions and AI

The Amella AI assistant generates suggestions (such as draft messages, planning ideas, or copy) based on prompts you provide. It does not make decisions that have a legal or similarly significant effect on you. AI suggestions are drafts, not advice — you are responsible for reviewing them before acting on them.

12. Changes to this Statement

We may update this Statement from time to time. The “Last updated” date above will change when we do. If changes are material we will notify account holders by email.

13. Contact

Questions or requests under this Statement can be sent to hello@withamella.com.