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BUTTERFLY WEEK 2025: SHOWING THE WORLD WHAT REAL CHANGE LOOKS LIKE
March, 2025
Taking place from 10-16 March 2025, Butterfly Week celebrates the inspiring story of the Large Blue butterfly – the reason Positive Luxury exists today – and the incredible efforts of over 170 Real Changemakers, the brands that are dedicated to driving meaningful, lasting change for people, nature and business. As part of our celebrations this year, we spoke to four community members inspiring us by taking action for sustainability. Through their initiatives – and partnership with Positive Luxury – they are not only transforming their industries but also leading in what it means to be a truly responsible brand. Their stories show the world that real change isn’t just possible – it’s happening now. Join us as we celebrate those making a difference and proving that luxury and sustainability go hand in hand.
This Butterfly Week, how will you show the world what real change looks like?
FLEMINGS MAYFAIR
“This Butterfly Week, we’re demonstrating real change through impactful, actionable steps in sustainability. At Flemings Mayfair, we’ve focused on sourcing products with high sustainability standards and ensuring our packaging is recyclable and responsibly disposed of. We’ve also prioritised employee wellbeing and safety with comprehensive training and audits. 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”
MEJURI
“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”
AYUNA
“Ayuna demonstrates real change this Butterfly Week by embracing dual commitment to beauty and sustainability. We encourage mindful consumption and environmental awareness by inspiring individuals through positive communication and impactful products. 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”
LEVERDEN
“At Leverden, we are committed to showing real change in various ways. We focus on collaborating with local communities by sourcing ingredients that are directly cultivated by indigenous people in specific regions. We research and obtain these ingredients through fair trade, contributing to local development. 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”
LONDON & AVALON
“At London & Avalon, we believe that sustainability is not optional but rather the foundation of luxury. As a brand, we have therefore committed to being more sustainable from our inception, with our first step ensuring that we work exclusively with local craftsmen and artisans in areas of historical excellence. Restricting suppliers to a highly curated group of engaged partners, all based in Europe, was – and remains – critical. 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”
ANEKA
“This Butterfly Week, we celebrate a milestone in our journey toward responsible luxury. ANEKA has been awarded Butterfly Mark Certification, achieving an excellent 73% in the assessment – a recognition of our commitment to real change, ethical craftsmanship, and innovation in luxury. We are excited to shape a more responsible future for luxury because, for ANEKA, luxury isn’t just about brilliance; it’s about making a meaningful impact. Partnering with Positive Luxury has been a journey of reflection and growth. The ESG+2.0 assessment has encouraged us to take a closer look at our impact, highlighting where we are making a difference and where we can improve. It has sharpened our approach to ethical sourcing, environmental responsibility, and positive social change”
