About Us

 

What We Do

Positive Luxury showcases brands that are stylish, innovative, sustainable and healthy.

We all love to shop, but more and more of us want to buy products that express our caring and loving attitude to the world around us. Our mission is to tell you more about the environmental and social performance of great brands and products, so that you can feel good and do good at the same time

We award the ‘Blue Butterfly’ Trust Mark to brands doing their bit for society and the environment.

How we assess brands 

In partnership with our advisory board (which includes leading experts from WWF, Fenton Communications and a few others, all acting in a personal capacity) we have developed a straightforward self-assessment questionnaire that evaluates brands in five areas: environmental impact, labour conditions/human rights, community responsibility, suppliers, and manufacturing.  If you score well, we will award you our Blue Butterfly  trust mark, which reassures consumers that what they are buying will have a positive impact on people and the planet.

Many of the brands that people already love, like yours, are doing their bit to help society and the environment. The problem is, consumers often have no way of knowing it. The Blue Butterfly icon fixes that. It appears next to your product listings; when users hover over it with their mouse, they are shown text that explains more about your sustainability profile. 

LoveShare15 Loves Why the Blue Butterfly?

Blue butterflies were once extinct in Britain due to their popularity amongst collectors. In the 80’s conservationists imported them from Sweden in what would come to be described as the most successful insect reintroduction programme in the world. The success was attributed to the realisation the butterfly’s life cycle was entirely dependent on a particular species of ant, the Myrmica Sabuleti.

There are now tens of thousands living across the south west of England, in what Sir David Attenborough called a ‘remarkable success story, illustrating the power of ecological research to reverse damaging environmental changes’.

We believe we can all play a part in reversing environmental damage, and that even making more informed choices about the brands we choose to buy can help us each to create our own blue butterfly story. Our Blue Butterfly, with the world on its wings, was created by local, talented artist Grace Stubbs.

Who are we?

The site is the brainchild of Diana Verde Nieto, founder of the global sustainability communications consultancy Clownfish. Diana oversaw its growth from a niche London-based company to a global brand known for innovative thinking and creativity. It was acquired by Aegis Media in 2008.

In March 2011 the World Economic Forum nominated Diana as a Young Global Leader in recognition of her potential to influence and shape the future of the world.

The venture is backed by a team of highly successful entrepreneurs including Karen Hanton MBE, founder of toptable.com, Europe’s largest and most successful marketing company focused on the restaurant industry, sold to a Nasdaq-listed company in 2010, and Denise Elphick.

Denise, co-founder of toptable.com, is an experienced lifestyle journalist – regularly contributing to numerous quality publications including Sunday Times Style, The Daily Telegraph, Mail on Sunday and Grazia – with a clear insight into what motivates buyers of luxury brands. The highly skilled and experienced executive and operational team have built up many years of experience spanning global e-commerce, fashion, technology, PR and Marketing. 

Back to Home