Limelight Diamonds Awarded the Butterfly Mark Certification

 Limelight Lab-Grown Diamonds is passionate about ensuring consumers can enjoy the beauty of a diamond but not at the cost of people or our planet. Working with Positive Luxury in their certification journey, India’s leading lab-grown diamond brand demonstrates its sustainability leadership across the organisation.

In order to achieve the Butterfly Mark, companies must achieve a minimum of 50% in each area of assessment: Environment, Social and Governance (ESG). Limelight Diamonds achieved 55% in Environment, 51% in Social and 68% in Governance, excelling in the following areas:

Climate & Circularity: Limelight Diamonds and its direct suppliers have adopted solar & renewable energy as a primary source, resulting in 99% of the energy used being renewable. Circularity plays a pivotal role in the business from the selection of recycled materials such as gold in the core manufacturing to paper-based packaging. The introduction of a product reclamation and repair programme allows Limelight Diamonds to extend the life cycle further. Selecting a logistics provider aligned with their own environmental and social responsibility targets, Limelight have adopted route optimisation software and packaging consolidation methods to reduce its scope 3 carbon emissions

Fair Operating Practices & Community: People and communities are at the core of Limelight’s business, paying particular attention to employee empowerment, growth and development. 50% of the senior management positions are occupied by women highlighting the importance of diversity, inclusion and gender equality within their company values. Sourcing its own lab grown diamonds, Limelight avoids the social and labour issues related to mining, and the adoption of a thorough human rights policy in supplier selection ensures fair labour practices within their supply chain and forms part of the supplier code of conduct signed by their main suppliers. Limelight Diamonds has as a strong community ethos, supporting and sponsoring the delivery of community sports events – encouraging communities to be more active. In 2022, Limelight Diamonds donated £10,000 to Sākshartā Foundation to improve lives and support the development of underprovided social groups and children, along with a valued contribution towards a noble cause of sponsoring 500 trees for rural beneficiaries

Sustainable Sourcing: Limelight Diamonds has implemented a rigorous supplier sourcing and selection strategy with clear focus on environmental and social responsibility – ensuring compliance through a code of conduct and third party certifications such as ISO 9001 (Quality Management), ISO 45001 (Occupational Health & Safety) and ISO 14001 (Environmental Management). Focusing on the future, Limelight Diamonds have set sustainable sourcing targets including switching to 100% recycled packaging by 2024 and lowering the use of virgin materials 5% year on year.

Adopting Sustainable Innovation: By choosing the innovative technology of growing lab-grown diamonds through the chemical vapour deposition method, which produces the purest type of diamonds – Type IIa certified, Limelight avoids the adverse effects of natural diamond mining, such as impacting fragile ecosystems, high volume use of water as well as any social related risks from mining activities that do not comply with regulations

Positive Luxury’s four-part methodology is uniquely tailored for the luxury industry, and the only certification that focuses on innovation and future sustainability risks. The Butterfly Mark is an independent certification verifying to consumers and other stakeholders that a luxury business is operating in line with the highest standards of sustainability across the entire value chain.

“We are delighted to certify Limelight Diamonds with the Butterfly Mark for their work embedding measurable ESG and sustainability practices across their business operations. Limelight Diamonds are innovators in the Indian lab-grown diamond market, and challenge the wider industry to explore sustainable innovative alternative.” -Diana Verde Nieto, Co-Founder of Positive Luxury

“As India’s largest CVD diamond jewellery brand on its sustainability journey, we at Limelight Diamonds are constantly working hard towards staying true to our core philosophy of establishing a luxury niche that is not built at the cost of our planet or our people. We are doing our best in developing newer practices to be able to make a tangible difference. This recognition only further motivates us to continue at our future endeavors of preserving the legacy of a diamond yet protecting our planet and progressing towards a brighter future for all.” -Pooja Sheth, Managing Director & Founder of Limelight Diamonds

Other luxury brands that have been awarded with the Butterfly Mark include Monica Vinader, Tom Ford Beauty, Dior Couture, MCM, IWC Schaffhausen, Belvedere, The Macallan, Anya Hindmarch and more. By continuing as part of the Positive Luxury brand community, Limelight Diamonds will continue to strive in exceeding standards set for social and environmental frameworks.

Learn more about Limelight Diamonds at :

Positive Luxury
Natalie Welsh



  • Jewelry

Limelight Nova, London-Based Global Luxury Fashion Concierge Company, Opens a New Office in Monaco

 To accommodate rapid growth, high demand and further sustain the company’s position on the international market, Limelight Nova will open a new office in Monaco this Autumn.

In addition to its head office in London, the new Monaco site will bring the company closer to EU clients, making shopping even easier with free stylist advice and personalized 24/7 services. Limelight Nova will maintain clients for personal shopping in St. Tropez, Forte dei Marmi, Saint-Jean-Cap-Ferrat, Cannes and many other top summer locations. With over 14 years of experience, the company has successfully established itself as an extremely reliable brand in the search for rare fashion items and sold-out collections. The new office will provide better access to leading brands, unique summer collections and contemporary designers. “We plan to make Limelight Nova even more personalized and bring our savoir faire into real life. Our clients will benefit from personalised shopping with our Monaco team in the most exclusive boutiques, participate in private luxury auctions and gain access to private fashion events,” said Aelita Salamatsina, founder of Limelight Nova.

Since Monaco is a highly seasonal tourist destination and winter is the low season for most shops, Limelight Nova is especially attractive to local stores as it can act as an “extended sales team.” Through its various chat commerce platforms, Limelight maintains contact with its clients all year round, wherever they are, removing the seasonality factor. Clients send photos or description of the items they are looking for via the most convenient to them messaging app, and Limelight personal stylists find the exact products at the best price. “With a rapidly growing number of orders and increasing interest in chat luxury commerce, it’s vital for us to expand,” stated Aelita. The new branch will facilitate further expansion and raise the company to a higher level of expertise.

About Limelight Nova

Since 2008 Limelight Nova has been instrumental in luxury fashion and global sourcing of rare designer items and luxury goods. The company provides services to some of the most prominent international celebrities and VIP clients. Being one of the first personal shopping companies in Europe, Limelight Nova remains one of the largest independent luxury fashion concierge companies to this day. Having established relationships with over 1000 brands worldwide, the company’s team connects directly with their head/press offices and retail outlets, creating the ultimate brand-client affiliation. For more information visit

Limelight Nova

Alina Didukh

+44 7771 892000



  • Fashion & Apparel