#MCCOTInterview {28}

Diana Verde Nieto, the British Ecopreneur who is shaping a Sustainable Future for the Luxury Industry 

Doing the world a better and greener place: this is the precise purpose of Mrs Diana Verde Nieto for over two decades as one of the pioneers and global leaders in sustainability. The former Founder of Clownfish, the first international sustainability communications consultancy based in London and opened in 2002, is the bold Co-CEO and Co-Founder, with successful female British entrepreneur Karen Hanton, of the UK-based company Positive Luxury and its innovative and virtuous Butterfly Mark certification since 2011. Their mission is to shape a sustainable future for luxury by redefining the business model and rebuilding consumer trust. More than an environmental activist, Diana is a committed 'ecopreneur'. A female role model and changemaker who has been influenced by her chance meeting with renowned English Scientist Sir David Attenborough, who successfully reintroduced the Large Blue Butterfly, which died out in the British Isles in 1979, by unravelling the intricate web of interdependencies necessary for its survival. His dedication to his work inspires her every single day, to work hard to make a difference. For our planet. For the next generations. Because Luxury Industry needs a green revolution. Now more than ever.

By Hélène Battaglia

Who are you?
Diana Verde Nieto, Co-Founder of Positive Luxury.

Which kind of professional background is yours?

I have been working in the sustainability field since last century. This makes me… well wise. I have been one of the pioneers and global leaders in sustainability well before it became the business imperative it is today. I have over two decades of experience working with companies to promote ESG  sustainability and innovation – supporting and championing businesses to become more efficient, mitigate risk, capitalise on disruption and transformation opportunity, and communicate their sustainability priorities with integrity. I have a track record in driving co-benefits, in terms of environmental and social impact whilst also delivering financial returns. In 2002, I founded Clownfish, one of the first dedicated sustainability communications consultancies in the world. Through Clownfish, you can say that I broke new ground in the field of ESG and sustainability. I successfully scaled its operations globally, including to China, the USA, Italy, and the UK and subsequently sold the company in 2008 to a trade buyer. In 2011, Positive Luxury was born – and I have been at the helm of it for nine years. In 2020, Amy Nelson-Bennett joined us as an operational co-CEO, enabling me to focus on developing the company’s IP including the smart diagnostic assessment and communication tools that sit at the heart of the company. Positive Luxury’s exists is to help companies to adapt and transition to a new climate economy. It counts amongst its clients companies such as Dior, Selfridges, IWC, Tom Ford Beauty, La Perla and MCM to name a few. Throughout my career, my entrepreneurial mindset combined with practical sustainability and ESG experience has helped companies and their teams, across multiple industries –including FMCG, Fashion, Automotives, to name a few – to understand and unlock sustainable economic growth.

When and why did you come up with the idea of co-founding Positive Luxury?

In 2008, I was asked by WWF to collaborate on Deeper Luxury: this report really opened my eyes to the challenges and opportunities for the luxury industry and just like that luxury stole my heart and Positive Luxury was born a few years later.

What is Positive Luxury exactly about?

At Positive Luxury, we power the Butterfly Mark certification, the only ESG assessment and certification tailored for luxury brands. The certification is fully interactive, enabling businesses to build trust and communicate their sustainability performance directly to customers in one quick click. Our methodology helps companies to consolidate and streamline data collection, improve ESG data quality collection, benchmark performance, and communicate more effectively with internal and external stakeholders, bridging the ESG knowledge gap in organisations.

What is its mission?

Our mission is to shape a sustainable future for luxury by redefining the business model and rebuilding consumer trust.

Could you tell us more about the butterfly mark certification?

The Butterfly Mark certification is a globally respected trust mark – independently verified evidence that luxury brands meet the highest standard of sustainability best practices across ESG+: Environmental, Social, Governance and Innovation. The certification is fully interactive, enabling businesses to build trust and communicate their sustainability performance directly to customers in one quick click through website widget, NFC tag, QR code or hyperlink – making the certification an industry first.

How can a brand become a member and then get certified?

To start your journey with Positive Luxury to become Butterfly Mark certified click here and speak to the team.

Who are your members?

Our members are companies – brands, retailers and suppliers – based around the globe, operating across six luxury verticals, Fashion & Accessories, Beauty & Fragrance, Jewellery & Watches, Living & Interiors, Premium Drinks and Travel & Leisure. Each company that joins our community strive for excellence in sustainability and we help them to achieve this.

As you are trying to make a difference in the luxury industry, did you consider yourself as an Environmental activist?

I think of myself as an ecopreneur. 

What is your personal commitment as Co-founder and Co-CEO?

To never stop innovating.

How difficult it is to spread Positivity into the world in this historical and bad period we are all facing?

Economic uncertainty is scary. It is easy for brands to focus solely on cost cutting during these times with ESG commitments on the backburner. But history has shown that this approach is bad for business. In fact, brands that increased their commitment to sustainable action during previous recessions weathered downturns better than their counterparts and recovered more quickly and successfully.

All the pictures are Courtesy of  Positive Luxury

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