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Combining glossy editorial features with online shopping, Positive  is the first e-commerce site in the UK to address the conscientious consumer’s need for clear, easy-to-understand information on sustainability at the point of purchase.

By simply clicking on the blue butterfly next to a product, potential purchasers can see the reasons why it has been deemed to be a “positive luxury” under the site’s benchmarking system.

Our goal is for this mark to become the definitive in identifying responsible luxury brands and for it to appear in more and more places.

Positive Luxury, based in Shoreditch, east London, was set up by Diana Verde Nieto, founder of the global sustainability consultancy Clownfish, and is backed by toptable founder Karen Hanton MBE and lifestyle journalist Denise Elphick.