FORBES: Positive Luxury and its Butterfly Mark – A Sustainable Approach to Better Shopping

Do you know where the timepiece on your wrist or the earrings you’re wearing come from? And, what about the champagne you cheers with when celebrating a success or a special occasion? Do you know where these have been produced and how they have been created?


Do you ever ask yourself these questions before you buy any of your luxury or lifestyle goods? I know I do because I care about the origin of my purchases. I believe that positive processes ultimately make a better product that contains a good energy. I find value in purchasing my luxury gadgets from brands that produce their merchandise in pure and eco-friendly environments under harmless, human-friendly conditions. “Positive Luxury“ embodies these important desires.

Positive Luxury Butterfly Mark

Positive Luxury is a company that serves the purpose of acknowleding luxury lifestyle brands that are committed to sustainability and connecting those brands with consumers who value luxurious items and the protection of the environment. It was founded in 2011 by Karen Hanton, creator of, a website currently known as „Open Table,“ and Diana Verde Nieto, a pioneering sustainability expert who has been honored by the World Economic Forum as a Young Global Leader. Together, the two combine their distinctly different backgrounds and expertees in sales and sustainability to successfully run Positive Luxury.

Positive Luxury Co-Founder: Diana Verde Nieto

The mission of the UK based company is to both inspire customers to buy better products and influence brands to create better products. Positive Luxury picks its partners from various fields such as fashion and accessories, premium beverages, automotive, jewelry and watches, and travel.

What makes Positive Luxury even that much more unique is that it awards brands with something called a „Butterfly Mark.“ A butterfly mark is an interactive trust mark that identifies brands in the luxury community of #brandstotrust. It offers brand transparency at the point-of-sale in a consumer-friendly way.

The term „Butterfly Mark“ was coined by Positive Luxury’s founders, Hanton and Nieto, twhen they were inspirated by the story of the large British blue butterfly. Its species was extinct in 1979 and brought back to the natural world due to the dedication of multiple organisations. To this day, the reintroduction of the previously extinct large British blue butterfly story is known as the most successful case using insects in the world. This success led Positive Luxury to aim for closing the trust gap between brands and people whilst creating a positive impact in society and improving the global corporate social responsibilty.