Diana Verde Nieto is the co-founder and CEO of Positive Luxury, the company behind the Butterfly Mark; a unique interactive trust mark awarded to luxury lifestyle brands in recognition of their commitment to having a positive impact on people and the planet, providing wordless reassurance that a brand can be trusted.
Positive Luxury was founded in partnership with Karen Hanton MBE, founder of toptable.com. The two trailblazing entrepreneurs combined their experience and knowledge to use technology to demystify sustainability and positively communicate a brands’ action directly to the consumer.
Diana’s entrepreneurial spirit has driven innovations in the way that brands communicate on their commitment to social good and environmental responsibility, with companies seeing the true benefit of investing and incorporating responsible business practices into the companies’ DNA. This began with founding a sustainability communications consultancy, Clownfish, in 2002 which Diana built to international success, with a presence in 5 markets including China and USA at the time of exiting the business in 2008.
Diana is a globally recognized figure in the sustainability field, having been trained by Al Gore at the Alliance of Climate Change in 2007 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 and sits on the Sustainable Development Goals Advisory Council. Diana is an advisor to the British Fashion Council, and the European Council of Conservation International.
1- Could you please tell us about the motivation behind creating the Concept of Positive Luxury?
Positive Luxury was born from the desire to inspire people to buy better and influence brands to do better. I believe that business can be a force for good and help to solve some of the biggest challenges that people and society are facing.
2- Moving from Argentina to London was a turning point in your career and Life. What would be your advice for young women who think about leaving their hometown to a new city or country?
Hindsight is a great thing, I could reflect and give you a very well thought through answer, but in truth, my advice is, although perhaps a little scary, do it anyway. What is the worst could happen? You learn from every experience and you certainly have some fun stories to tell…
3- What is the Biggest Challenge you have faced in your career? Please tell us how did you overcome it?
As an entrepreneur the career path is a challenge in itself, that is why I learned to think in the way that every challenge presents an opportunity. So I guess the best way to overcome a challenge, is to approach it in a different way and make the most of the experience… but you know what? when I was younger I did not have the experience to be able to think in this way, I guess this is the positive side of growing older.
4- According to your concept, Could you describe briefly how a Brand can be positive?
A brand is positive when it embraces the principals of sustainable development to conduct the day to day of their business. In other words when they have a leader at the helm such as Nezha Alaoui. The Mayshad team designs sustainably, thinking about where the materials are sourced and how and where products are manufactured. Resulting in stunningly gorgeous bags with people and the planet at the heart of it.
5- Based on the following description, how would you relate to the Mayshad Woman philosophy?
To Be a Mayshad Woman, is a Choice a Woman makes to live a stimulated life with a positive Philosophy based on Gratitude, Acceptance and Accomplishment, in order to Be Who She Wants to Be.
She handles different Aspects of her Life with Confidence , and makes sure to always remain Herself, guarding her own values.
She is a free spirit, who designs her own Life inspiring others to do the same.
I am definitely a Mayshad woman! Kindness, generosity and humour are the 3 most important qualities I treasure in a person. I also love your philosophy of being a free spirt.