Since 2011 Positive Luxury has been accelerating organisations' adaptation to the new climate economy. Our ESG+ products and services enable companies to manage risk, embed innovation and credibly foster consumer trust. Organisations that we certify receive the Butterfly Mark, a globally respected trust mark – independently verified evidence that they meet the highest standard of sustainability best practices across ESG+: Environmental, Social, Governance and Innovation.
Positive Luxury accelerates the sustainability efforts of the luxury industry and keep our clients ahead of cultural and economic shifts. We enable our collaborative community of brands, suppliers and retailers to measure, manage and report their net positive impact across ESG indicators. By providing actionable tools and insights for improvement, our clients understand how to leverage sustainability as a key driver of value.
Positive Luxury’s origin lies in the chance meeting of Sir David Attenborough and co-founder Diana Verde Nieto, his inspiring story of the Large Blue Butterfly – which died out in the British Isles in 1979 – and the dedication of the scientist who successfully reintroduced it by unravelling the intricate web of interdependencies necessary for its survival.
Identifying the luxury industry as one that could drive enormous positive change, Diana and serial entrepreneur Karen Hanton founded Positive Luxury and the Butterfly Mark certification in 2011.
We work together with our Sustainability Council to ensure that our assessment is rigorous, independent, and in line with international standards and best practices. The council is comprised of experts across multiple disciplines from over 22 leading global organisations.
Global Head for Sustainability and Circular Economy
Co-Founder and Chair
Executive Director, Education
Senior Programme Officer for Business and Biodiversity
Co-founder and CEO
JASON JAY, PH.D.
Senior Lecturer & Director, Sustainability Initiative
Executive Director of Change Leadership for Sustainability Program
Brand Development Lead
Chief Executive Officer
Senior Advisor & Former SVP Operations
CEO, Good Governance Academy
Chief Sustainability Officer, Baker McKenzie
Sustainability Expert, Founder of La Dame à la Licorne
Susannah Rodgers MBE
Paralympic Gold Medalist
Director and Head of Fashion and Luxury at Alibaba Group
Our team of luxury and sustainability experts works together to create a culture that values purpose, collaboration, excellence and optimism above all else. We are united by a shared mission of shaping a sustainable future for luxury.
Diana Verde Nieto
Co-Founder and Co-CEO
Belen Satorre Berbegal
Sustainability Client Services Director
Relationship Marketing Manager
Senior Sustainability Client Services Manager
Sustainability Client Services Manager
Sustainability Client Services Officer
Junior Business Development Manager
Sustainability Research Analyst