Terms & Conditions

Privacy Policy

At FIRSTLY, we respect your privacy and are committed to protecting your personal information.

This Privacy Policy explains what information we collect, how we use it, who we may share it with and your rights under UK data protection law.

Information we may collect

Depending on how you use our website, we may collect:

• your name and contact details, including your email address;
• information you provide when joining a waitlist, mailing list or contacting us;
• information provided through our For Businesses or Collection Vault forms;
• account, order, billing and delivery information where applicable;
• information relating to a gift recipient where you provide their details to us;
• your marketing and communication preferences;
• technical information such as your IP address, browser, device and website usage; and
• information collected using cookies and similar technologies.

If you provide personal information about somebody else, for example the recipient of a gift, you should ensure you are entitled to provide that information to us.

How we use your information

We may use personal information to:

• provide and operate the FIRSTLY website;
• administer your account or purchases where applicable;
• process and deliver orders;
• manage waitlists and tell you when a collection becomes available;
• respond to enquiries;
• review Collection Vault suggestions;
• consider brand, supplier and partnership submissions;
• send marketing communications where you have agreed to receive them;
• improve our website, products and customer experience;
• prevent fraud, misuse or security incidents; and
• meet our legal, tax and regulatory obligations.

Our lawful bases

Under UK data protection law, we must have a lawful basis for using your personal information.

Contract – where processing is necessary to provide a product or service you have requested.

Legal obligation – where we need to retain or use information to comply with the law.

Legitimate interests – where necessary for the operation, security and improvement of FIRSTLY, provided those interests do not override your rights.

Consent – where you have actively agreed to a particular use, such as receiving certain marketing communications or allowing non-essential cookies.

Where we rely on consent, you may withdraw it at any time.

Marketing communications

If you join our mailing list or waitlist and agree to receive marketing from us, we may contact you about FIRSTLY collections, launches, news and offers.

You can unsubscribe at any time using the unsubscribe link in our emails or by contacting us at hello@yourfirstly.com.

Sharing your information

We do not sell your personal information.

We may share information where necessary with trusted organisations that help us operate FIRSTLY, including:

• our website and ecommerce platform;
• payment providers;
• delivery and fulfilment providers;
• email and marketing platforms;
• website hosting, analytics and technology providers;
• professional advisers; and
• government, regulatory or law-enforcement bodies where required by law.

These organisations are only given information necessary for the relevant purpose.

International transfers

Some technology providers we use may process information outside the United Kingdom.

Where personal information is transferred internationally, we will take appropriate steps to ensure that the transfer is made in accordance with applicable UK data protection law and that appropriate safeguards are in place where required.

How long we keep information

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including satisfying legal, accounting, tax and regulatory requirements.

Different categories of information may therefore be retained for different periods.

Your data protection rights

Depending on the circumstances, you may have the right to:

• request access to your personal information;
• ask us to correct inaccurate information;
• ask us to delete information;
• ask us to restrict how information is used;
• object to certain processing;
• receive certain information in a portable format; and
• withdraw consent where we rely on consent.

These rights are subject to certain legal limitations.

To exercise a right, please contact hello@yourfirstly.com.

You also have the right to raise a concern with the Information Commissioner's Office (ICO), the UK's data protection regulator.

GDPR & Data Protection

FIRSTLY processes personal information in accordance with applicable UK data protection legislation, including the UK GDPR and the Data Protection Act 2018, as amended from time to time.

We aim to ensure that personal information is:

• used lawfully, fairly and transparently;
• collected only for specified and legitimate purposes;
• limited to information reasonably necessary for those purposes;
• kept accurate and up to date where appropriate;
• retained only for as long as necessary; and
• protected using appropriate technical and organisational measures.

We periodically review how we collect, store and use personal information and update our practices where necessary.

Cookie Policy

FIRSTLY uses cookies and similar technologies to help our website operate effectively and to understand how visitors use it.

A cookie is a small file placed on your device when you visit a website.

Types of cookies

Strictly necessary cookies
These are required for essential website functions, such as security, navigation, account functionality, shopping baskets and checkout.

Preference cookies
These may remember choices you make so that the website can provide a more personalised experience.

Analytics cookies
These help us understand how visitors use the website so we can improve its performance and usability.

Marketing cookies
These may be used to understand the effectiveness of advertising and, where applicable, provide more relevant marketing.

Where consent is legally required, non-essential cookies will not be placed until you have made your choice through our cookie banner.

You can change or withdraw your cookie preferences using the cookie settings available on our website.

You can also manage cookies through your browser, although disabling certain cookies may affect how some website features operate.

Collection Vault & Ideas Submitted

The FIRSTLY Collection Vault allows our community to suggest milestones, collections, products, themes or other ideas they would love to see from FIRSTLY.

We welcome these suggestions. However, by submitting an idea, you acknowledge and agree that:

• your submission does not create any confidential, fiduciary, employment, partnership, agency, joint venture or commercial relationship between you and FIRSTLY;
• submitting an idea does not give you any ownership, intellectual property rights, financial interest or other rights in FIRSTLY, any FIRSTLY collection, product, service, branding or concept subsequently developed;
• you will not be entitled to any payment, fee, royalty, commission, compensation, credit, attribution or other benefit if FIRSTLY later develops, markets or sells a product, collection or concept that is identical or similar to your submission;
• FIRSTLY may already be considering or developing the same or a similar idea, may receive the same or a similar idea from other people, or may independently develop the same or a similar idea in the future; and
• FIRSTLY is under no obligation to review, respond to, develop, use or otherwise act upon any submission.

Submitting an idea to the Collection Vault does not give you ownership of that idea as used or developed by FIRSTLY and does not restrict FIRSTLY from independently developing, using, marketing or commercialising the same or a similar idea.

You retain any intellectual property rights that you already legally own in original material contained within your submission. By submitting that material, you grant FIRSTLY a worldwide, non-exclusive, royalty-free, perpetual and irrevocable licence to store, reproduce, review and use the submission for the purposes of evaluating, researching and developing current or future FIRSTLY products, collections, services and concepts.

This licence does not transfer ownership of any pre-existing intellectual property rights that you legally own. However, it does not give you any ownership or other rights in anything independently created, adapted or developed by FIRSTLY.

If FIRSTLY wishes to use separately protected creative material supplied by you in a way that requires rights beyond those granted above, we may contact you to agree this separately.

You must only submit ideas, information or materials that you have the right to provide to us.

Brand & Supplier Submissions

FIRSTLY welcomes enquiries and submissions from brands, makers, suppliers and potential partners.

Submitting a product, proposal, sample or other information to FIRSTLY does not oblige us to:

• stock or purchase a product;
• include it within a FIRSTLY collection;
• enter into a partnership;
• provide feedback;
• return submitted materials or samples unless agreed in advance; or
• enter into any other commercial relationship.

Unless we have agreed otherwise in writing before submission, information sent to us should not be treated as confidential.

You confirm that you have the right to provide any material, photographs, product information, trade marks or other content submitted to us.

Any future commercial relationship with FIRSTLY will be subject to separate written terms agreed between the parties.

Intellectual Property

Unless otherwise stated, the FIRSTLY website and its original content — including the FIRSTLY name, branding, logos, graphics, illustrations, photographs, website design, copy and other materials — are owned by or licensed to FIRSTLY.

You may access and use the website for your own personal and non-commercial purposes.

You must not reproduce, copy, modify, distribute, republish, commercially exploit or create derivative works from FIRSTLY content without our prior written permission, except where permitted by law.

The names, logos, product imagery and trade marks of brands featured within FIRSTLY collections remain the property of their respective owners.

References to third-party brands do not imply sponsorship, endorsement or affiliation with FIRSTLY unless expressly stated.

Nothing in these terms transfers ownership of your existing intellectual property to FIRSTLY simply because you submit material through our website, subject to the permissions given in the Collection Vault and submission provisions above.

Website Availability & Information

We take reasonable care to keep the FIRSTLY website accurate, secure and available.

However, we cannot guarantee that the website will always be:

• uninterrupted;
• error-free;
• free from technical problems; or
• available at all times.

We may update, change, suspend or withdraw parts of the website from time to time.

Information about upcoming collections, launch dates, products, availability and other features may change before launch or release.

Where our website links to third-party websites, those links are provided for convenience. FIRSTLY does not control those websites and is not responsible for their content, privacy practices or availability.

Nothing in these Terms & Conditions excludes or limits any rights or remedies that cannot legally be excluded under applicable law.

Governing Law

These Terms & Conditions are governed by the laws of England and Wales.

If you are using our website as a consumer, nothing in these terms removes any mandatory consumer protections available to you under the law that applies where you live.

If any part of these Terms & Conditions is found to be unlawful or unenforceable, the remaining provisions will continue to apply.

Contact Us

If you have questions about these Terms & Conditions, your personal information or how FIRSTLY uses the website, please contact us:

For data protection enquiries, please use the subject line “Data Protection” so that we can identify your request promptly.