Kitsch Case Study
Customer Story

Automated Privacy Delivering Peace of Mind

With Black Friday bearing down on a harried team, here’s how Kitsch used Ethyca to make CCPA spreadsheets a thing of the past.

Kitsch is proud to be recognized as a self-financed, female-owned global accessory brand built on positivity and pure hard work.

Established in 2010, with a business plan no longer than a paragraph, Kitsch has grown from door to door sales to selling products to over 44 countries and in over 20,000 retail locations worldwide.

Key Results

Elimination of spreadsheet-based privacy workflows

California Consumer Privacy Act (CCPA) compliance achieved

80% time savings on weekly privacy management tasks

The Problem

Kitsch’s ecommerce business was booming, in large part thanks to the popularity of stylish protective masks brought to market in response to COVID-19. Dual trends of vertical growth and a wave of new privacy laws – in particular the California Consumer Privacy Act (CCPA) – left the company scrambling to bolster their privacy ops in a hurry.

But the manual processes originally put in place by COO Jeremy Thurswell and Project Manager Emily Paige were quickly shown to be insufficient for the volume and speed at which privacy to-do’s were coming in the door.

“Spreadsheets. Lots and lots of spreadsheets covering all different aspects of our marketing and with no standardization. It was a nightmare and it was taking up so much of my time to process basic consent preference updates or respond to a data request.”

In November 2020, Kitsch realized their privacy headache was about to become a migraine. The reason was Black Friday – the busiest day of the year for US ecommerce. The team anticipated that the high volume of inbound site traffic would generate a wave of CCPA-related requests that would swamp their marketing and technical teams for months. Emily and Jeremy dove into an urgent search for a scalable privacy solution.

Why Ethyca?

Ease of use was an important reason for choosing Ethyca. Per Emily:

“Jeremy tasked me with tackling this and I began to research the solutions in the privacy space. After seeing what else was out there, it seemed like Ethyca was the clear choice for us. Their website made things easy to understand and spoke to the exact issue we were having. And their promise to solve these issues through automation was really appealing.”

Onboarding speed was another determining factor.

In an introductory call with the Ethyca team, Jeremy and Emily introduced a key wrinkle that would inform their purchasing decision – they needed to get live very quickly.

“We had that call the week of Thanksgiving and we needed to be live in 48 hours, essentially. The team at Ethyca put in the work to make that happen. The fact they were willing to do this over the Thanksgiving period shows their commitment to delivering great experiences for their customers”

Within two days of first contact, Kitsch had an Ethyca-powered Privacy Center live on their website, with full CCPA consent processing infrastructure in place.


For Kitsch, Ethyca’s CHOICE product has been perfectly suited to their specific privacy needs.

Put simply, Ethyca takes the burden of sifting through tons of spreadsheets off of us. We’ve got all our requests in one place and we can go through very quickly every few weeks and fulfill those for our customers.

For Emily, the workload has been reduced to one hour every three weeks to monitor the system. Previously, she might spend between two and three hours per week on privacy management. What’s more, the ROI on Ethyca is growing as Kitsch’s data footprint increases. Emily and her team are secure in the knowledge that they have future-proofed their privacy operations.

  • 80% weekly time savings

  • 70 CCPA requests per month

  • California Consumer Privacy Act (CCPA) compliance achieved

On top of the basic consent preference updates that CHOICE can automate for Emily and her team, they’ve also found the Ethyca Control Panel a useful centralized system for ingesting privacy requests that aren’t consent-related, such as requests for access and erasure.

The peace of mind that comes with having purpose-built software for automating consent management and streamlining access and erasure has been significant. For Emily and the team at Kitsch, privacy now fits comfortably into day-to-day operations.

Our Kitsch Partners

Emily is a project manager in the marketing department at Kitsch. She was born and raised in Massachusetts and currently works remotely for the brand outside of Boston.

Emily Paige

Project Manager, Kitsch

Jeremy is the Chief Operating Officer and co-founder of Kitsch, alongside his wife and the CEO of the brand, Cassandra. Like Kitsch, Jeremy is based in Los Angeles where he resides with his family.

Jeremy Thurswell

COO, Kitsch

Kitsch Technology Stack

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