Positive luxury

We connect luxury brands and people who care about the future, through the Butterfly Mark


The Butterfly Mark

Awarded to brands for their measurable impact and commitment to sustainability


Assessment Process

Brands’ sustainability commitments are assessed every two years across five criteria


Look for the butterfly

Discover which luxury brands have been awarded the Butterfly Mark

the challenge

There has almost never been a time when our future has been less certain. Social and environmental impact is now a mainstream and cross-generational concern.

Creating a better world should be top of everyone’s agenda. Whilst we all have a part to play, companies must lead the way and make their vital contribution to solving this problem.

In doing so, companies must provide transparency and show how they are putting sustainability at the core of everything they do. This is where the Butterfly Mark comes in.


what is sustainability?

Sustainability means development that meets the needs of the present without compromising the ability of future generations to meet their own needs. This definition was coined by Gro Harlem Brundtland in WCEDs 1987 Report Our Common Future and this description of the purpose of development is ever more relevant.

Sustainability has become imperative for brands – from a survey of 2000 people, 83% would always pick the brand that has a better record of sustainability, and 90% agreed that companies/brands have a responsibility to take care of the planet and its people.



Why focus on luxury?

While luxury once signified the most expensive product or experience, people in the developed world are now looking to self-actualisation and purpose as the ultimate luxury. Luxury brands are inherently more sustainable; valuing quality across craftsmanship materials, processes and design over quantity.

The luxury industry has the capability to drive innovations and to make positive changes. This will eventually filter down and have a systemic impact on the way brands source, design and craft their products; as well as influence consumer behaviour and purchasing decisions.



Our Inspiration & Founders

Global sustainability expert, Diana Verde Nieto, got together with tech entrepreneur and founder of toptable.com, Karen Hanton MBE – combining their knowledge, experience and passion to democratise sustainability and make it more approachable for both consumers and companies.

They were inspired by the story of the Large British Blue Butterfly, which was brought back from near extinction in the United Kingdom; becoming the most successful insect reintroduction in the world. The story was told to Diana by Sir David Attenborough in 2010, when she presented him with his Lifetime Achievement Award and it exemplifies how we can create a united force and reverse the negative impact we are having on our planets resources.



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Become a positive luxury brand

You are just one step away from beginning your journey to earn the Butterfly Mark. Start the process today or contact us for a preliminary chat. We would love to hear from you.

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