Luxury is no longer about the monetary value of goods or services. Luxury is being redefined as quality products or services that generate the most benefit to all involved in its production and trade.

Positive Luxury is a startup that awards the Blue Butterfly Mark of Positive Living to brands that are making considerable efforts to better society and the environment. Every brand featured on Positive Luxury looks after the sourcing of their raw materials, the manufacturing of their products and the marketing of their services.

Positive Luxury is the brainchild of Diana Verde Nieto, founder of the global sustainability communications consultancy Clownfish, which was acquired by Aegis Media in 2008.