As the sustainability experts for the global luxury industry, our small team of experts give unrivalled support and collaboration to our community of Real Changemakers. We build trusted, long-lasting relationships whilst helping them transform to meet higher and higher standards for people and nature. We are proud that 95% of our clients would recommend us to another luxury business, and that we retain over 90% of our clients on an annual basis.
Beauty & Fragrance | Fashion & Accessories | Interiors & Living | Jewellery & Watches | Premium Drinks | Travel & Leisure
BEAUTY & FRAGRANCE
“There’s a steep learning curve to understand and execute ESG missions…but Positive Luxury has been a great thought partner and has equipped us with market leading expertise that is particularly relevant to us as a luxury brand.”
– Dr Yannis & Eva Alexandrides, Founders, 111SKIN
“Working with Positive Luxury has helped us develop a more systematic and comprehensive approach to sustainability. Their guidance has allowed us to extend our environmental responsibility throughout our entire process – from production to packaging. By following Positive Luxury’s guidelines, we have become more mindful of our social impact, improving our environmental practices continuously. As a result, Leverden has evolved into a brand that embodies both environmental and social responsibility.”
– Soyoung Cho, Co-Founder, Leverden
“Working with Positive Luxury has further solidified our commitment to creating positive change, helping us structure and formalise our initiatives more systematically. Their guidance has enriched our approach, offering new perspectives and motivating us to maintain clear, well-defined objectives for continuous improvement. This partnership has deepened our understanding and implementation of sustainable practices, establishing Ayuna as a conscious and responsible beauty leader.”
– Begoña Sanjuan, Co-Founder, Ayuna
FASHION & ACCESSORIES
“At LK Bennett we recognise that we have a responsibility to our employees, customers, and suppliers to minimise our impact on the planet, and are delighted to have been awarded The Butterfly Mark certification by Positive Luxury. This is one more step on our journey, and we are grateful to work alongside Positive Luxury, knowing they are holding us to the highest standards of sustainability across area of the business.”
– Daren Topp, CEO, LK Bennett
“Positive Luxury have set the gold standard in sustainability in the global luxury industry. Through their ESG+ assessment tool, they have devised a way for companies to benchmark current performance, which is why we chose to undergo certification. We believe they will help us achieve higher standards by sharing best practices across companies and coaching us on how to increase our measurable impact in the future!”
– Anjali Patel Mehta, Founder & Creative Director, Verandah
“We believe that transparency and knowledge sharing will be the core for our industry to move forward. Therefore we have committed time to participate in the ESG+ assessment helping us to understand our impact and getting feedback to work with. Positive Luxury is our key partner when it comes to setting the direction and priorities for our responsible actions as well as an ongoing support considering responsible dilemmas and questions.”
– Cecilie Bahnsen, Founder & Creative Director, Cecilie Bahnsen
INTERIORS & LIVING
“Sustainable practices have always been fundamental to our ethos at Oliver Burns Studio. As part of our sustainability strategy, we highlighted the need to align with and adopt a framework for luxury brands to ensure we are held to the highest standards. We identified Positive Luxury as our chosen framework as they are highly respected by fellow luxury brands and clients alike. In achieving the world-renowned Butterfly Mark, we are committing to delivering real change to positively impact people and nature.”
– Sharon Lillywhite, Co-Founder & Creative Director, Oliver Burns
“Working with Positive Luxury has been a game-changer for us. We felt reasonably confident that we were performing well in sustainability, as the longevity of our products has long been a key differentiator. Yet, sitting down and confronting our water footprint was a hard reality! It has pushed us to take a much more systematic approach to improvement – across the entire supply chain – from the initial stages (where our footprint is highest due to cotton’s water intensity) to the packaging and delivery of our products.”
– Stephanie Gabrielle Betts, Founder, London & Avalon
“Having the Butterfly Mark certification by Positive Luxury is a reassurance for our community that our commitments are verified. I feel enormously proud that Bamford has been recognised in this way, particularly by an organisation that is doing so much to promote and support sustainable and ethical business practice. And I’m delighted to join a community in which individuals and companies are doing such innovative and pioneering work to forge a better future for our planet.”
– Carole Bamford, Founder, Bamford
JEWELLERY & WATCHES
“This Butterfly Week we are thrilled to stand alongside so many Real Changemakers. As a Butterfly Mark certified company, Mejuri is demonstrating that our long-standing commitments to people, planet, product, and philanthropy are in line with the highest industry and international standards. Mejuri is dedicated to doing things better, more thoughtfully, and more responsibly. As our founder and CEO, Noura Sakkijha, often says sustainability isn’t a trend for us – it’s an ongoing commitment that requires constant learning, reinvention, and transparency. Working with Positive Luxury has reinforced our pledge to implementing real change. We are grateful to Positive Luxury and the prestigious Butterfly Mark certification for holding us accountable as we champion positive impacts in our communities, the industry, and the world”
– Holly McHugh, VP of Sustainability & Social Impact, Mejuri
“The assessment has allowed us to get an honest and realistic view of where we are on our sustainability journey and has enabled us to better understand how we can make the most meaningful impact here. Positive Luxury’s Butterfly Mark has given us the opportunity to enter a community of diverse but like-minded brands sharing knowledge and information, whilst the certification itself has provided a platform to communicate more widely with our stakeholders, from customers seeking reassurance that we’re operating responsibly, to suppliers and employees gaining comfort from their professional relationships.”
– Monica Vinader, Co-Founder & CEO, Monica Vinader
“Partnering with Positive Luxury has been a journey of reflection and growth. The ESG+2.0 assessment encouraged us to take a closer look at our impact, highlighting where we’re making a difference and where we can improve. It has sharpened our approach to ethical sourcing, environmental responsibility, and positive social change”
– Dishant Khatri, ESG Manager, ANEKA
PREMIUM DRINKS
“We have worked with Positive Luxury to rigorously review every element of our business, from how we protect The Macallan Estate, to our packaging credentials and how we contribute to the communities around us. This has been an important step in holding ourselves to account, now and in the future, so we are very proud to have been awarded the coveted Butterfly Mark and to be part of this group of pioneering brands.”
– Igor Boyadjian, Managing Director, The Macallan
“The Butterfly Mark is a respected certification that gives our partners and consumers confidence that we are seriously committed to crafting our single malt using sustainable practices. As an SME with limited time and resource, the ESG+ framework is an invaluable tool that guides and motivates us to positively impact every aspect of our business.”
– Lucy Armstrong, Net Zero Project Manager, The Glenturret
“Working towards a certification that was developed by industry-leading experts helps us credibly communicate our genuine commitment to sustainability to consumers and partners. We appreciate the support provided by the Positive Luxury Accelerator Programme and are excited about the future-oriented approach and focus on innovation of this programme, as it is a natural fit for a start-up trying to disrupt a traditional industry.”
– Marieke Hammes, Head of Operations & Sustainability, Canned Wine Co.
TRAVEL & LEISURE
“The Butterfly Mark assessment framework provides us with the guidance we need to ensure we are embedding sustainability at every level of our business and building a strong ESG position for the future. Undergoing this process helped us minimise risk by ensuring our hotel operation is beyond compliant with existing environmental legislation and future proofed against incoming national and international government regulations. Obtaining the Butterfly Mark itself demonstrates our genuine commitment to the UN´s Sustainable Development Goals, increases our social credibility amongst both our clients and employees, and helps us achieve long term shareholder value.”
– Leigh Barrett, Director of Group Sustainability, Marbella Club Hotel
“Positive Luxury is a globally respected trust mark – tangible evidence that companies who undergo and pass their ESG+ assessment are upholding the highest standard of sustainable practices across their business. We see it as an immense privilege to be able to partner with Positive Luxury which provides us with such a well respected endorsement”
– Naomi Heaton, CEO & Founder, The Other House
“Partnering with Positive Luxury has been a catalyst for strengthening our sustainability practices. Their expertise has guided us in sourcing products that meet rigorous environmental standards and improving our packaging efficiency. With their support, we’ve refined our internal processes, from risk assessments to employee training, ensuring that sustainability is embedded in everything that we do.”
– Karina Wong, Head of Marketing, Flemings Mayfair
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