Responsible British jewellery brand Daniella Draper is pleased to announce that it has been certified with The Butterfly Mark by Positive Luxury for its social and environmental impact.
Positive Luxury describes The Butterfly Mark as “a third-party accreditation mark that identifies the luxury brands that meet the highest standards of verified innovation and environmental performance, offering transparency at points of sale and equipping consumers to make more informed purchasing decisions.”
Based on Daniella Draper’s commitment to creating luxury jewellery with sustainability in mind, the family-run business has been certified with 12 positive actions. This includes using recycled gold, responsible sourcing of gemstones and contribution to CO2 reduction. Click here to read the full list of positive actions.
Creative Director Holly Draper says “the responsibility we have as a brand to do our bit for the environment is really important to us and being certified with The Butterfly Mark is an amazing step. We understand however that we must continue our journey as a responsible brand and that this is an ongoing process”.
The climate conscious Positive Luxury, was founded in 2011 by Diana Verde Nieto and Karen Hanton in an attempt to make caring for the environment “relevant and aspirational.” Almost 10 years later, and over 100 luxury brands now have the right to display the Mark.
The Butterfly Mark is now used internationally across the luxury market as a symbol of the very highest sustainable standards, assessing not only environmental impact but governance of business too, including supply chains and relationship with employees. Daniella Draper is in very good company with the likes of Christian Dior, Louis Vuitton, Anya Hindmarch and Tag Heuer also displaying the Mark.
The success comes at the same time as the British Jewellers completes its sixth month working with climate activists Ecologi to aid reduction in carbon emissions and support initiatives to protect the planet. Over the last 6 months the brand has planted 3068 trees and offset 280.08 tonnes of CO2e – the equivalent to 215 long haul flights or 1,118,296km driven in a car!
Here you can read more about the projects Daniella Draper has funded whilst working with Ecologi, such as delivering clean drinking water to Haiti and turning degraded grassland in Uruguay into managed forestry.
More details of Daniella Draper’s approach to sustainability can be found on our sustainability page.