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. Diana is an advisor to the British Fashion Council, House of St Barnabas and the European Chapter of Conservation International.
In 2015 Diana was named as a Luxury Women to Watch in 2016 by Luxury Daily.