April 2016 – SEP, creator of hand-embroidered apparel and accessories, have been awarded the coveted Butterfly Mark, powered by Positive Luxury.
SEP fashion company, leads the way into responsible business practice by perfectly aligning entrepreneurialism with social impact initiatives. SEP has acknowledged the precious craft of hand stitching and embroidery that women in Jordan perfectly master. Each artisan patiently hand crafts every piece to make up the brand’s collection of clutches, shawls and homeware accessories. Women on the creative team based in Jerash Camp, Jordan, are given the opportunity to become economically independent whilst respecting their skills and culture. SEP has understood the value of nurturing local craft and techniques passed down from generation to generation, to preserve and celebrate the richness of Middle Eastern culture. To crown it all, the company has formed ‘SEP no profit’ to develop educational programs, organise cultural activities and offer interest-free loans to the camp population.
Through Positive Luxury’s screening process, SEP has also demonstrated a commitment to people and the planet across all aspects of their business including, but not limited to, setting water and waste reduction targets, preserving the environment and its biodiversity and ensuring all suppliers have policies in place ensuring animal welfare.
On being awarded the Butterfly Mark, SEP CEO, Roberta Ventura, commented: “we are honored to receive the Positive Luxury seal of approval: it is an important milestone in our quest towards restoring financial independence and personal balance in refugee communities by producing luxury fashion and home accessories.’’
The Butterfly Mark is awarded to luxury lifestyle brands that take pride in their craftsmanship, service and design, whilst caring about our planet’s resources.
With the help of an experienced sustainability council and external institutional partners they have designed a robust assessment process that evaluates companies across the following five areas: governance, social framework, environmental framework, philanthropy and innovation.
To be awarded The Butterfly Mark, companies are required to respond positively to a minimum of 80% of questions in the assessment process and are further required to provide additional documents to support their application. The Butterfly Mark offers wordless reassurance that a brand can be trusted.
Positive Luxury CEO and co-founder Diana Verde Nieto said of SEP: ‘We’re thrilled to be working with SEP and to enable them to highlight, through the Butterfly Mark, the fantastic commitment they have to ensure a positive social impact as a result of their responsible business operations.’
Laura Mitchell | Senior Brand Manager
Notes to Editors
Positive Luxury (www.positiveluxury.com) is 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.
To be awarded The Butterfly Mark, companies are required to respond positively to a minimum of 80% of questions in the assessment process and are further required to provide additional documents to support their application.
The company was founded in 2011 by Karen Hanton MBE, founder of toptable.com and recently named as one of the Top 50 Women in Technology in Europe 2015 and Diana Verde Nieto, pioneering sustainability expert, Young Global Leader – World Economic Forum and named Luxury Women to Watch in 2016. Positive Luxury was awarded the Outstanding Green Initiative by the Global Business Excellence Award 2014, and has been highly commended in the World Economic Forum Circular Economy Awards 2015.
SEP hand-embroidered accessories blend hallmarks of premium Palestinian craftsmanship with high style. SEP creations are one-of-a-kind accessories that are distinguished by their exceptionally intricate embroidery, geometric design inspired patterns and sophisticated flair.
SEP sources inspiration from Islamic and Moorish art, fashion trends, materials and textures. Hints of Italian traits can be felt throughout as a result of Roberta Ventura’s origins, influencing the design process to result in intricate, luxurious collections adorned with details of fine inclusions. Roberta Ventura’s passion for style and desire to make a positive impact with her business acumen, inspired her to create SEP featuring stunning embroidery with ethical production values.