Jewellery brand Daniella Draper has been recognised for the social and environmental impact it has, earning Positive Luxury’s Butterfly Mark.
The Grimsby-based team’s commitment to creating high quality pieces with sustainability in mind has earned the accreditation mark.
It is described as “identifying 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”.
The family-run business scored highly thanks to 12 positive actions identified, including using recycled gold, responsible sourcing of gemstones and contribution to CO2 reduction.
Creative director Holly Draper, said: “We know we have a responsibility as a brand to do what we can to support the environment and this is really important to us.
“Being awarded the Butterfly Mark certification is an amazing confirmation of our work so far, but we know we can do more and will continue to do so.”
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.
Daniella Draper, launched just prior, now joins Christian Dior, Louis Vuitton, Anya Hindmarch and Tag Heuer.
The brand is no stranger to luxury, with Kate Moss, the Duchess of Cambridge and Ed Sheeran all having worn it.
It comes as the four-boutique business completes its sixth month working with climate activists Ecologi to aid reduction in carbon emissions and support initiatives to protect the planet. Daniella Draper has planted 3,068 trees and offset 280.08 tonnes of CO2 – the equivalent to 215 long haul flights or driving more than one million kilometres.
Contributions through the partnership are also being made to delivering clean drinking water to Haiti and turning degraded grassland in Uruguay into managed forestry.