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Positive luxury

Through the Butterfly Mark, we’re creating a community of consumers and luxury brands who care about the future

THE CHALLENGE OF sustainability

Sustainability is a development that meets present needs without compromising the needs of future generations. That future has never been more uncertain, and we all have a part to play in creating a better world, but companies must lead the way. That means transparency and clear indicators that sustainability is at the heart of everything they do. This is where the Butterfly Mark comes in.



Why focus on 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 innovation and make positive changes. This will have a systemic impact on the way brands source, design and craft their products, and influence consumer behaviour and purchasing decisions.



Our Inspiration & Founders

Global sustainability expert, Diana Verde Nieto, joined forces with tech entrepreneur and founder of, Karen Hanton MBE. Their collective knowledge, experience and passion helped them find a way to democratise sustainability.

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


Brand community

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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.

Start your journey