Diana Verde Nieto is the co-founder of Positive Luxury, a company that helps brands adapt to the new sustainability economy. We support our clients with expert advice, industry analysis and independent certification, keeping them at the forefront of the world’s rapid transition towards a sustainable future.

The Butterfly Mark, is the luxury industry-leading certification that highlights luxury businesses with a positive impact on nature and society

Diana is a pioneer in sustainability and a globally recognised figure in the field, having been trained by Al Gore at the Alliance of Climate Protection and subsequently being honoured by the World Economic Forum as a Young Global Leader in 2011, also serving as a board member for the World Economic Forum Young Global Leader community. Diana is an honorary Professor at The Caledonian University.

Diana was a judge on the Green Shoots judging panel for 2021 and Positive Luxury have recently   partnered with the Home House Collection. 

Diana said: “Home Grown, as part of the Home House Collection, is the epitome of Positive Luxury not only as a business delivering the highest standards for sustainability, but as a platform and community that supports the growth of scaling founders and businesses with a sustainable focus. As a recipient of the Butterfly Mark, the club is a testament to a trustworthy luxury brand for consumers that adheres to the latest international standards and operates on best practice principles.”