It looks like you're visiting the GB site. Please choose another country or region to see content specific to your location.


Positive luxury

We connect luxury brands and people who care about the future through the Butterfly Mark


The Butterfly Mark

Awarded to brands for their measurable impact and commitment to sustainability


Assessment Process

Brands’ sustainability commitments are assessed every two years across five criteria


Look for the butterfly

Discover which luxury brands have been awarded the Butterfly Mark

THE CHALLENGE OF sustainability

Sustainability is development that meets present needs without compromising the needs of future generations. That future has never been more uncertain, and we all have a part to play in creating a better world, but companies must lead the way. That means transparency and clear indicators that sustainability is at the heart of everything they do. This is where the Butterfly Mark comes in.



Why focus on luxury?

Luxury brands are inherently more sustainable, valuing quality across craftsmanship materials, processes and design over quantity. The luxury industry has the capability to drive innovation and make positive changes. This will have a systemic impact on the way brands source, design and craft their products, and influence consumer behaviour and purchasing decisions.



Our Inspiration & Founders

Global sustainability expert, Diana Verde Nieto, got together with tech entrepreneur and founder of, Karen Hanton MBE – combining their knowledge, experience and passion to democratise sustainability and make it more approachable for both consumers and companies.

They were inspired by the story of the Large British Blue Butterfly, which was brought back from near extinction in the United Kingdom; becoming the most successful insect reintroduction in the world. The story was told to Diana by Sir David Attenborough in 2010, when she presented him with his Lifetime Achievement Award and it exemplifies how we can create a united force and reverse the negative impact we are having on our planets resources.



Brand community




READ more


Become a positive luxury brand

You are just one step away from beginning your journey to earn the Butterfly Mark. Start the process today or contact us for a preliminary chat. We would love to hear from you.

Start your journey

Site design & build by Strawberrysoup