Privacy Policy

What we collect, why we collect it, and how you can ask us to delete it.

Last updated 24 August 2026.

Who this covers

This Privacy Policy explains how Kraftmi handles information when you use Visperra, our AI jewelry advisor, through this website. Kraftmi is the company responsible for operating Visperra and handling the personal information described in this policy.

This policy applies to information collected through the Kraftmi website, including information you provide directly and certain technical information collected automatically when you use the service.

Our processing is intended to comply with applicable UK data protection law, including the UK GDPR and the Data Protection Act 2018, as applicable.

If anything here is unclear, or if you have a question about your privacy or your data, the quickest way to reach us is through our contact page.

What Visperra actually does

Visperra is Kraftmi's AI jewelry advisor. You can show Visperra a photo of jewelry, a photo of yourself, an outfit, or simply ask a question in your own words — you can use any combination of these. Visperra analyzes what you provide and generates a plain-language response to help with things such as jewelry styling, choosing between pieces, understanding how jewelry may work with an outfit, or answering jewelry-related questions. You don't need an account to use it.

Information we collect

Depending on how you use Visperra, we may collect:

  • Photos you upload — including photos of jewelry, yourself, an outfit, or other images you choose to provide.
  • Information you type or provide — including free-text questions, quiz or preference answers, and information such as occasion, budget, or style preferences where you choose to provide them.
  • Contact information — your name, email address, and message if you choose to contact Kraftmi through the contact form.
  • Basic technical information — such as your IP address, browser type, device information, and other standard technical information generated when you use a website. We may use this information for purposes such as providing the service, security, abuse prevention, and determining appropriate currency or regional settings.
  • Session and usage information — information associated with your session and how you interact with Visperra, such as usage limits, features used, and interactions with the service.

We only ask for information that is relevant to providing, securing, improving, or supporting Visperra.

How we use your information

Kraftmi uses the information collected through Visperra to:

  • provide Visperra's AI styling and jewelry-advice service;
  • analyze photos and other information you choose to provide so that Visperra can generate a response;
  • maintain your session and, where applicable, allow you to return to a previous result;
  • manage usage limits and access to features;
  • keep the service secure and prevent abuse, fraud, or automated misuse;
  • understand how the service is used and improve its functionality;
  • detect, investigate, and fix technical problems;
  • respond to messages sent through our contact form; and
  • comply with legal obligations where required.

Our legal bases

Depending on the information involved and the purpose for which it is used, Kraftmi may rely on different lawful bases under UK data protection law.

For information necessary to provide the Visperra service you request, we may rely on performance of a contract or, where appropriate, legitimate interests.

For security, abuse prevention, service improvement, technical monitoring, and similar operational purposes, we may rely on legitimate interests, where those interests are not overridden by your rights and interests.

Where the law requires consent, we will ask for it and explain what you are consenting to.

We will not use your information for a substantially different purpose without considering whether additional notice, consent, or another lawful basis is required.

How we handle your photos specifically

We understand that photos can be personal and sensitive. Here's what happens when you provide an image to Visperra:

  • Where technically applicable, embedded image metadata such as EXIF information, including GPS coordinates, is stripped from uploaded images before the images are stored or otherwise processed within our systems.
  • If you provide a photo of yourself, Visperra may analyze visible characteristics relevant to styling recommendations, such as apparent hair characteristics, face shape, or other visible styling attributes.
  • Visperra does not use facial recognition to identify you, and Kraftmi does not attempt to determine who you are from your photograph. Visperra is designed to make styling observations rather than identify you as an individual.
  • Some information cannot be reliably determined from an image. For example, the exact metal composition or purity of a jewelry piece may not be visually verifiable. When something cannot be reliably determined, Visperra may say so rather than present an uncertain conclusion as fact.

Please do not upload photographs or other information that you do not have permission to provide.

AI processing

Visperra uses artificial intelligence to analyze information you provide and generate responses. The information you submit may be processed by AI systems operated by Kraftmi's service providers for the purpose of providing Visperra's functionality.

Visperra's responses are intended as styling and informational guidance. They are not intended to be definitive professional valuations, appraisals, authentication results, or other professional determinations. Visperra may make recommendations or observations based on the information you provide — these can be imperfect, and you should use your own judgment when making purchasing or other decisions.

Kraftmi does not use Visperra to identify individual users.

Who processes your information

Kraftmi uses specialist service providers to operate and support Visperra. These providers may process information on Kraftmi's behalf where necessary to provide their services and are subject to contractual or other appropriate restrictions on how they may use the information. These providers currently include:

  • Microsoft Azure OpenAI — provides AI processing used by Visperra to analyze submitted information and generate responses.
  • Cloudflare — provides infrastructure and security services, including image processing or storage functions where applicable and protection against automated or abusive traffic.
  • Supabase — provides database and related infrastructure services.
  • PostHog — provides product analytics so Kraftmi can understand how Visperra is being used and improve the service. We configure our analytics implementation to limit or mask user-provided text and image information before analytics data is sent.
  • Sentry — provides error monitoring and diagnostics. We configure our implementation to scrub or prevent sensitive user-provided content from being included in error reports where technically possible.
  • Vercel — provides hosting and infrastructure for the Kraftmi website and related services.

We do not sell your personal information.

International processing and transfers

Some of the service providers Kraftmi uses may process information in countries outside the United Kingdom.

Where personal information is transferred outside the UK, Kraftmi takes appropriate steps to ensure that the transfer is made in accordance with applicable UK data protection law, including using an applicable adequacy regulation or appropriate safeguards where required.

Information about relevant transfer safeguards can be requested through our contact page.

How long we keep things

Kraftmi keeps personal information only for as long as reasonably necessary for the purposes described in this policy, unless a longer period is required by law. Currently:

  • Results links remain accessible for up to 30 days. After that, the link stops working and is no longer accessible to anyone — this isn't a scheduled deletion, though, so the underlying information may still exist in our systems for a period afterwards where necessary for security, backups, or technical operations, until removed as part of routine data hygiene or through a direct deletion request (see “Your rights” below).
  • Recovery codes used to resume an in-progress session on another device work for up to 7 days.
  • Contact form messages are retained for as long as reasonably necessary to respond to your enquiry, maintain appropriate records of correspondence, and deal with related matters.
  • Other technical and operational information may be retained for different periods depending on its purpose, security requirements, backup processes, and legal obligations.

You can ask Kraftmi to delete your personal information before these periods expire, subject to any information we are legally required or legitimately permitted to retain.

Your rights

Depending on the circumstances and the lawful basis we rely on, UK data protection law gives you rights including the right to:

  • ask whether Kraftmi holds personal information about you;
  • request access to your personal information;
  • ask us to correct inaccurate or incomplete information;
  • ask us to delete your personal information;
  • ask us to restrict certain processing;
  • object to certain processing, including processing based on legitimate interests;
  • request certain information in a portable format; and
  • withdraw consent where we rely on consent as our lawful basis.

You also have the right to complain to the UK Information Commissioner's Office (ICO) if you believe your data protection rights have not been respected.

In practice, the fastest way to exercise most of these is the “Delete my data” function available directly on your results page — it performs a real, immediate deletion of the information associated with that session, not a request that waits on us to action it. For anything else, use our contact page.

Cookies and similar technologies

Kraftmi uses cookies and similar technologies where necessary to operate the website and Visperra. The app uses a session cookie to maintain your session and remember your progress while you use Visperra.

We also use PostHog for product analytics. Depending on how analytics is configured on the website, PostHog may use cookies or similar technologies. Where consent is legally required for analytics cookies or similar technologies, Kraftmi will obtain that consent before using them for those purposes.

We do not use advertising cookies or cross-site advertising trackers.

Children

Visperra is not directed at children under 16, and Kraftmi does not knowingly seek to collect personal information from children under 16. If you believe that a child has provided personal information to us, please contact Kraftmi through our contact page.

Changes to this policy

Kraftmi may update this Privacy Policy from time to time. If we make a material change to how we collect or use personal information, we will update this page and change the “Last updated” date. Where appropriate, we will provide additional notice of significant changes.

Contact

If you have questions about this Privacy Policy, want to exercise your data protection rights, or have a concern about how your information is handled, please use our contact page. We will respond to your request within the timeframe required by applicable data protection law.