Positive Luxury
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Positive Luxury[edit]
Positive Luxury is a company that celebrates luxury brands who act with a deep respect for the planet and future generations.
Founded in 2011 by entrepreneurs Diana Verde Nieto and Karen Hanton MBE, Positive Luxury is built on the understanding that people are increasingly interested in sustainability, but often don’t know which brands reflect their values or have time to research the complexities of this topic. The company makes a brand’s social and environmental actions accessible, helping identify brands that care so people can shop with confidence.
Positive Luxury believes that business can be a force for good. This outlook is dependent on cultivating strong leadership and a people-centric business culture, where social good and environmental responsibility is encouraged throughout the organisation. The company is currently headquartered in London, England.
History[edit]
Positive Luxury was founded in 2011 when entrepreneurs Karen Hanton MBE and Diana Verde Nieto wanted to find a way to inspire consumers to buy better and discover the brands that are doing better.
To date, over 100 brands in the luxury fashion, beauty, jewellery, travel and lifestyle sector – including IWC Schaffhausen, Krug champagne, Belvedere Vodka, Temperley London, Kiehl’s, Forevermark, and jewellery designer Stephen Webster – have been awarded the Butterfly Mark due to their positive actions.
Founders[edit]
Karen Hanton MBE is a Scottish entrepreneur known for founding JustAddRed, Toptable and Mortimer & Spinks. In the 2010 Birthday Honours, Karen was appointed an MBE for services to the Restaurant Industry.
Diana Verde Nieto is an entrepreneur specialising in Sustainability. Diana founded a sustainability communications consultancy, Clownfish, in 2002 which she built to international success. Diana is a globally recognised figure in the sustainability field, having been trained by Al Gore at the Alliance of Climate Change in 2007 and subsequently being honoured by the World Economic Forum [1] as a Young Global Leader in 2011, also serving as a board member for the World Economic Forum Young Global Leader Community. Diana is an advisor to the British Fashion Council, and the European Council of Conservation International.
The Butterfly Mark[edit]
The Butterfly Mark is an interactive trust mark which identifies the brands in the Positive Luxury community, known as brands to trust. The trust mark offers brand transparency at the point-of-sale in a consumer-friendly way.
To earn the company’s coveted trust mark, brands must pass a stringent annual assessment that examines sustainability from a holistic point of view; encompassing governance, social and environmental frameworks, philanthropy and innovation.
The Butterfly Mark represents the companies that are working towards creating a positive impact in society, while minimising their environmental footprint.
The Butterfly Mark originates from a fascinating story of the Large British Blue Butterfly. This species was extinct in Britain in 1979 yet was brought back to the natural world due to the dedication of multiple organisations and individuals.
This story was told to co-founder and CEO Diana Verde Nieto by Sir David Attenborough[2] in 2010. It inspired her to consider how if we all put our minds together, we can reverse the negative impact we are having on our planet’s resources.
Positive Week[edit]
Positive Luxury hosts an annual global celebration of brands and individuals that care about people and the planet. Each year, the company addresses a different topic relating to both the luxury and sustainability industries, featuring interviews and panel discussions with key market leaders.
References[edit]
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