The Diamond Store’s Journey Towards Positive Luxury’s Butterfly Mark
What it means, and why it matters.
At The Diamond Store, we believe that luxury should never come at the cost of the planet — and that responsibility is as important as beauty. That’s why we’re proud to be pending accreditation for the Butterfly Mark from Positive Luxury, a globally recognised symbol of sustainable excellence.
What is The Butterfly Mark?
The Butterfly Mark is awarded only to luxury brands that meet rigorous standards in areas like environmental performance, supply chain transparency, circularity, social impact, and innovation. It’s more than just a label — it’s an independent endorsement that holds us accountable across every part of our business.
What Does Achieving The Butterfly Mark Involve?
We’ve long been committed to more sustainable jewellery. Many of our pieces are crafted using lab-grown diamonds, which require significantly less energy and environmental disruption than mined stones. We also use recycled metals wherever possible, and ensure that any natural diamonds are ethically sourced with full supply chain transparency, in accordance with the Kimberley Process.
Our packaging is FSC-certified and recyclable, our delivery options include carbon offsetting, and we are proud members of the National Association of Jewellers (NAJ), reflecting our commitment to responsible craftsmanship and business practices.
What Are The Next Steps?
Working towards the Butterfly Mark is the next step in our journey — a way to formalise and future-proof our sustainability efforts while giving our customers added confidence in the jewellery they choose to wear and gift. Because for us, true luxury isn’t just about what a piece of jewellery looks like — it’s about how it’s made, who it empowers, and the legacy it leaves behind.
We look forward to updating you as soon as we officially receive the Butterfly Mark accreditation — another meaningful milestone in our commitment to responsible jewellery.
The Diamond Store’s Journey Towards Positive Luxury’s Butterfly Mark
What it means, and why it matters.
At The Diamond Store, we believe that luxury should never come at the cost of the planet — and that responsibility is as important as beauty. That’s why we’re proud to be pending accreditation for the Butterfly Mark from Positive Luxury, a globally recognised symbol of sustainable excellence.
What is The Butterfly Mark?
The Butterfly Mark is awarded only to luxury brands that meet rigorous standards in areas like environmental performance, supply chain transparency, circularity, social impact, and innovation. It’s more than just a label — it’s an independent endorsement that holds us accountable across every part of our business.
What Does Achieving The Butterfly Mark Involve?
We’ve long been committed to more sustainable jewellery. Many of our pieces are crafted using lab-grown diamonds, which require significantly less energy and environmental disruption than mined stones. We also use recycled metals wherever possible, and ensure that any natural diamonds are ethically sourced with full supply chain transparency, in accordance with the Kimberley Process.
Our packaging is FSC-certified and recyclable, our delivery options include carbon offsetting, and we are proud members of the National Association of Jewellers (NAJ), reflecting our commitment to responsible craftsmanship and business practices.
What Are The Next Steps?
Working towards the Butterfly Mark is the next step in our journey — a way to formalise and future-proof our sustainability efforts while giving our customers added confidence in the jewellery they choose to wear and gift. Because for us, true luxury isn’t just about what a piece of jewellery looks like — it’s about how it’s made, who it empowers, and the legacy it leaves behind.
We look forward to updating you as soon as we officially receive the Butterfly Mark accreditation — another meaningful milestone in our commitment to responsible jewellery.
Discover more
Share this: