FOUNDER OF GLOBAL AWARD-WINNING POSITIVE LUXURY
I CAN’T LIVE WITHOUT … running.
I RELAX BY … meditating.
I LIKE TO … one day be the first Argentinean women to climb Mount Everest
I THINK BEAUTY IS … being happy and confident in your own skin.
MY FAVOURITE BEAUTY TREATMENT THAT LEAVES ME LOOKING AND FEELING NATURALLY BEAUTIFUL IS … sleep and eating well.
MY NUMBER ONE BEAUTY TIP IS … don’t do botox!
WHAT IS THE MOST IMPORTANT PEARL OF WISDOM THAT YOU WISH YOU COULD BROADCAST TO THE WORLD? Do what is right for you.
WHAT IS IT INSPIRES YOU TO DO WHAT YOU DO? I refuse to be one of the people that take from the world without giving anything back … I will die trying.
Diana Verde Nieto studied at the Harvard Kennedy School of Global Leadership and Public Policy. She founded Clownfish in 2002 – a pioneering global sustainability consultancy which was sold to Aegis Media in 2008. Picked for the World Economic Forum’s Young Global Leader program in 2011, Diana sits on the advisory board for the YGL/World Economic Forum.
2011 was also the year that Diana created Positive Luxury with co-founder Karen Hanton MBE, a global award-winning membership programme behind the Butterfly Mark, which is awarded to brands and companies that are taking steps towards social and environmental sustainability.
Positive Luxury’s interactive trust mark is awarded to high-quality brands that are making positive steps to integrate sustainability into their business models and contributing to a better world — socially, economically and environmentally.
The story behind the Butterfly Mark
In 2011, Diana Verde Nieto presented Sir David Attenborough with his Lifetime Achievement Award at the Natural History Museum, where he began telling her a fascinating tale about the reintroduction of the Large Blue Butterfly into Britain.
One of the most beautiful butterflies in the world, the Large Blue was wiped out in the British Isles in the 1970s, thanks to new farming techniques and over-eager butterfly collectors. In 1983, conservationists started importing the species from Sweden and, over time, successfully re-established the Large Blue — the most successful insect reintroduction programme in the world.
It wasn’t easy — 23 different organisations had a part to play, from Oxford University to the National Trust — but there are now tens of thousands of Large Blues fluttering across the south west of England, in what Sir David Attenborough calls a ‘remarkable success story, illustrating the power of ecological research to reverse damaging environmental changes’.
The Butterfly Mark reflecting the story of the Large Blue Butterfly in Britain, represents the positive changes we can all make to reverse some of the damage that humankind has done to our fragile world. Buying from brands with the trust mark means you are investing in companies that care — helping you to look good and live well while having a positive effect on the planet we share.