Left to right: Eva Von Alvensleben, Fashion Lead at Imagine; Co-host Lisa Snowdon; Jayn Sterland, Managing Director of Weleda UK; Co-host Stephen Webster. Image: Dave Benett.
An integral part of making a positive social impact is supporting communities, wildlife and the natural world through philanthropic investments. When our judging panel was selecting the winner of the Better World Initiative of the Year at our 2020 Positive Luxury Awards, that is what they were looking for. Weleda, one of our Brands to Trust, was that winner.
In 2010, Weleda implemented a new process for their raw material supply chains, enabling traceability of more than 1,200 ingredients right back to the source. In 2013, they earned a Butterfly Mark from Positive Luxury. Going beyond their efforts to protect biodiversity and support local communities, they set their sights on the Union for Ethical BioTrade ‘Sourcing with Respect’ certification standard, which they achieved last year.
Eva Von Alvensleben, the Fashion Lead at Imagine, welcomed Jayn Sterland, the Managing Director of Weleda UK, to the stage to accept the Weleda’s award. “I felt so proud to be representing Weleda at the Awards ceremony in front of the best brands in the luxury goods industries,” said Jayn of the win. “This award means so much to us because it was won through collaboration and years of endeavour, and it was awarded to us by the experts.”
Weleda is significantly investing in moving their plant growing from organic to biodynamic farming to protect soil health, biodiversity and carbon capture. “It’s a win-win for us,” said Jayn. “We get healthier plants whilst making the planet healthier.”
Moving forward, Weleda will continue to focus on becoming more sustainable. They’ve set targets every year, because they acknodlwedge that sustainability is a journey. “Positive Luxury sets the standards for sustainability,” Jayn added. “I was so delighted to hear of the inaugural awards – it’s just what the industry needs to raise the profile of the excellent work so many brands are delivering in sustainability.”
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