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Positive Luxury

Butterfly Mark Certified

At Freya Rose, we believe true luxury is thoughtful, conscious, and kind. We're proud to share that we've been awarded the Positive Luxury Butterfly Mark, a prestigious milestone that reflects our commitment to people, planet, and purposeful design.

What Is the Butterfly Mark?

Awarded by Positive Luxury, the Butterfly Mark is a globally recognised symbol of trust for luxury brands that meet the highest standards of sustainability and ethical excellence.

Only brands that undergo a rigorous, independent 12-month assessment are eligible, and only those who truly demonstrate progress across social, environmental, and governance areas are awarded the mark.

We began this process in May 2025, and we’re honoured to be recognised with the certification.

Honouring the planet and protecting precious natural resources.

A promise of transparency, safeguarding the integrity of what we create.

Championing artisans, communities and craft with respect at every step.

Our Sustainability Vision

Sustainability at Freya Rose is rooted in the belief that true luxury should celebrate heritage, people, and the planet. We champion:

  • Slow Fashion & Longevity: Each design takes hours to craft, using ethically sourced and certified materials. Our limited production ensures every piece is unique, timeless, and crafted to be treasured forever.
  • Ethical Sourcing: We work with artisans in Indonesia and beyond, preserving ancestral techniques while supporting local communities.
  • Use, Repair, Recycle: Freya Rose offers repair and recycling services and pre-loved resale through My Wardrobe HQ, preserving the life and love of every piece.
  • Environmental Responsibility: Our packaging is evolving to prioritise minimal material use and recyclability, with clear 2030 targets to phase out single-use plastics and increase recycled and FSC-certified content.

ESG+ is the framework Positive Luxury uses to assess what truly sits behind a brand. Standing for Environmental, Social, Governance, plus Innovation, ESG+ looks holistically at a business’s impact on people, planet, and practices, both now and for the future. It recognises that responsible luxury must go beyond intention, measuring clear actions, transparency, and continuous improvement across every part of a brand’s operations.

Our ESG+ scores reflect how we operate today, while also highlighting where we can evolve, ensuring accountability, progress, and integrity remain at the heart of our journey.

• Environment | Good | 73%

• Social | Excellent | 88%

• Governance | Excellent | 93%

Our People-Led Commitments

At Freya Rose London, people are the soul of our brand. Our people-led approach ensures traditional craftsmanship is preserved and passed on, while every individual involved is treated with care, equality, and integrity. True luxury, to us, is measured not only by beauty but by the positive impact it leaves behind.

Our social and people-first initiatives include:

  • Long-term partnerships with artisan workshops which safeguard ancestral skills and livelihoods.
  • Fair wages, safe working conditions, and humane working hours across our supply chain.
  • Zero tolerance for forced labour, child labour, discrimination, or inhumane treatment.
  • Ongoing education and skills development for artisans and our internal team.
  • Commitment to human rights standards aligned with international frameworks.
  • Female-founded and female-led values, with active support for women’s empowerment initiatives.
  • Charitable partnerships with The King's Trust, fundraising and supporting education, independence, and opportunity for women and girls.

OUR 2030 GOALS

Freya Rose is committed to raising the standard for sustainable luxury:

  • Preserve Craftsmanship: Keep traditional artisan techniques alive through education, mentorship, and ethical partnerships.
  • Reduce Environmental Impact: Transition fully to recycled, recyclable, and eco-conscious materials while phasing out non-recyclable packaging across the business.
  • Empower Women: Continue supporting initiatives such as Change A Girl's Life that uplift women and girls globally.
  • Responsible Growth: Expand sustainably, ensuring all supply chain partners meet our ethical values and principles. By 2030, we are committed to ensuring our best-sellers all obtain a product passport for full transparency from the supply chain to its finished form of wearable art.

“There is always more to discover, and we remain devoted to bettering ourselves; researching, refining, and reimagining our collections with ever-greater ethical and sustainable integrity.”

- Freya Rose, Founder & CEO

Becoming Butterfly Mark certified is not an endpoint but a milestone on our journey. Looking ahead, we promise to continue exploring new materials, sustainable innovations, and ways to deepen our social and environmental impact. Every Freya Rose piece you cherish carries our promise: beauty, integrity, and legacy.

Discover more about Positive Luxury and the Butterfly Mark certification process. We’ll continue to share our progress, stories, and updates as we move towards full accreditation.

Thank you for supporting conscious, considered luxury.