Diana Verde Nieto

Diana Verde Nieto
Co-Founder & CEO
Positive Luxury

Entrepreneur and game-changer Diana Verde Nieto is co-founder and CEO of Positive Luxury, the company behind The Butterfly Mark. Argentinian-born Diana is a serial entrepreneur who was nominated by the World Economic Forum as a Young Global Leader, went to Harvard Kennedy School of Global Leadership and Public Policy and trained with Al Gore at the Alliance of Climate Protection.

Diana is a pioneer in the sustainability sector, in 2002 she founded Clownfish, a sustainability communications consultancy, before the topic was on most people’s radar, and built it to international success before selling to Aegis-Dentsu Group in 2008.

In 2011, Diana co-founded Positive Luxury, the company behind the first of its kind interactive trust mark – The Butterfly Mark. The company evaluates and improves the sustainability of companies’ business model, helping them to build a performing communication platform, which aims to improve the consumer’s engagement with brands.

The Butterfly Mark helps to instantly recognize which luxury lifestyle brands can be trusted, allowing consumers to identify those companies that actively contribute to protect our planet’s resources and consequently influence positive purchasing decisions.