Little Green Book: Positive Luxury home decor brands to have on your radar

With sustainability standards being on the agenda of many brands these days, Positive Luxury is one platform that helps such businesses meet and achieve even higher standards beneficial for both; people and the planet. Working with over 200 global brands, retailers and suppliers, plus 100 partners to shape a sustainable future, here we created a mini Little Green Book featuring some of the Positive Luxury accredited Real Changemakers home decor brands.

COAT Paints

COAT was started to make painting special again. Born to give paint a swift kick into the modern world, they’re combining the luxury of high-grade paint with an experience that’s great for both people and the planet. As a direct-to-consumer business, they’re eliminating those soul-destroying trips to the DIY store to help a new generation of conscious consumers create the backdrop to their own curated style.

No more ‘on trend’ colours that paint companies tell you are cool; no batch production; ethically sourced accessories and everything delivered the very next day, COAT is changing the paint game. COAT Paints launched in 2020, with a goal to simplify the paint buying experience and give the luxury paint market a swift kick into the modern world. COAT is uniquely focused on simple, smart solutions. Its zero-waste manufacturing system simply means that it doesn’t make things that people don’t want.

They offer Peel & Stick samples, instead of tester pots, which are 95% less wasteful and 100% of their products and packaging are fully recyclable. COAT is the first and only paint company to offer direct returns of leftover products for recycling, re-processing, and re-engineering. And finally, by delivering paint directly to customers there are less lorries hauling paint to different store locations – and less cars on the road headed to the DIY stores.

“We’re not ones for fads or gimmicks – we just make great paint and give back to the planet more than we take. That’s it. Industry change starts with transparency and holding everyone to the new way. We’re spelling out exactly how we do things at COAT and the decisions we’ve made – so people know who they’re buying from, and our industry pals can feel the pressure to level up”, says Rob Green Co-Founder, The Paint Guy!

Website: coatpaints.com

BAMFORD 

Bamford was founded on the belief that one needs to be mindful of their connection to the earth – to live consciously, respect nature’s resources and the land that provides for one. The brand believes in slowing down, living in harmony with nature and has sustainability and craftsmanship at its core. Bamford creates objects for the home and body to inspire its community to be more connected: to themselves, to others and to the natural world.

The brand does so in tandem with craftspeople and communities who bring their collections to life in an ethically minded and conscious way, nurturing traditional skills and championing artisanal methods. Designing fewer collections for maximum longevity is part of its commitment to treading more lightly, holding a deep respect for the materials they work, with an emphasis on natural fibres and natural or organic ingredients.

“Bamford was born out of a belief that what we put on our body should be as nourishing and nurturing as what we put inside it through our food. Our products are beautifully considered, rich in meaning and quality, with a story we can be proud of”,  Lady Carole, Bamford founder

Website: bamford.com

LONDON & AVALON Homeware

London & Avalon’s mission is to transform their customers’ sleep experience thanks to their considered design, a mindful approach to luxury and a dedication to comfort you want to surrender to.  Designed with sustainability in mind since their launch in 2003, London & Avalon aim to create products with as little obsolescence as possible. By creating products their customers can enjoy and love for much longer, the brand plays an active role in safeguarding the planet whilst enhancing their quality of life.

With Positive Luxury, London & Avalon have embarked on a thorough analysis of their product range life cycle, from raw materials and packaging, to assessing where they could make further progress on their sustainability journey. Luxury should be positive and uplifting. As sustainability is no longer a choice, positive change starts with each of us, but brands need to lead by example. We need to remember that if we take from nature sparingly, she will give back bountifully. We hope that you will share our beautiful journey towards a nature positive world. Stephanie Gabrielle Betts, founder.

Website: londonandavalon.com

FLEMING & HOWLAND Furniture

As a family that has been making furniture the traditional way since 1780, Fleming & Howland know how hard it can be to ignore the pressures of the moment to adapt and change. Far from being insulted, they are proud to be called eccentric. They see it as a label that connects them to a long history of original British thinkers.

There is something in the cut of their cloth that makes them nurture and celebrate their eccentrics. Eccentricity is part of Fleming & Howland’s national DNA. Without it, there would be no Orwell. There would be no Vivienne Westwood or Charles Rennie Mackintosh. They believe that the principles of eccentricity continue to have value both for how they work and how they live.

Surrounded by the mills, lakes and valleys of Lancashire, Fleming & Howland are constantly reminded of how much they owe to nature, and of their place in the industrial history of the nation. Their work offers a tangible connection to the past, living proof of the quality and craftsmanship that once made British manufacturing the envy of the world. They are also aware of their role as a responsible, sustainable business.

Their age gives them a broader perspective. They have seen the world transform time and time again, but those changes only have made them more certain of their beliefs.

“We care about the impact humans cause on the planet by retail consumption. As a result, we want to minimise this effect where possible. We want to do more than increase the lifespan of our furniture and ensure that every aspect of the business is conducted in the most ethical of ways”,  Paul Fleming, CEO & Founder

Website: fleminghowland.com

JORO Home a luxury bedlinen company

JORO’s roots originate from a family heritage business rich in textiles. Run by three siblings who take immense pride in applying the expertise passed on from generations to produce the most stunning homeware products. They draw from an ancient culture but with a modern interpretation unlike the world knows. At JORO, the team are constantly seeking new innovations in sustainable sourcing, circularity and materials, while leading the way in elegant and authentic lifestyle aesthetic.

JORO’s fabrics are organic, responsibly sourced and free from any harsh chemicals, toxins or additives. The brand is always searching for the best ways to bring nature’s purity back into the homes. Embarking on a sustainable journey, our materials, fabrics, and packaging are diligently sourced with a commitment to high environmental and ethical standards. Whilst acknowledging the brand is not fully sustainable, it is striving for a positive impact on both one’s well-being and the planet.

“At JORO, we aim to take a holistic approach with every aspect of the supply chain. We are constantly looking for alternatives to materials and practices that are depleting the environment and adding to the ever alarming climate crisis. Our goal is to not only mitigate our impact on the environment, but also to encourage other fashion and lifestyle brands to collaborate and innovate to find solutions and build a community of consciousness.”,  Simrat Kaur, Sahib Singh & Nimrat Kaur Founders.

Website: jorohome.com

OCHRE British based furniture company

Known for their subtle and sophisticated furnishing, designers Joanna Bibby, Harriet Maxwell Macdonald and Solenne de la Fouchardiere place equal importance on harmonious proportions, beautiful materials and expert British craftsmanship. Together they are Ochre, a British based furniture, lighting and interiors company, recognised as innovators in the design industry. Ochre specialises in creating objects of style and beauty which are both timeless and contemporary while seeking out and working with the finest craftsmen.

Each piece is made to order which ensures impeccable standards of manufacturing. We recognise that sustainability is not a badge to ‘earn’ but a dynamic science that requires study and tailormade implementation. Just as the environment is ever evolving, so are we, and pledge to update, adapt and innovate throughout our journey together and with our wonderful makers.

 “Change is never easy. There are so many interconnecting strands throughout our many processes that need to be brought together as we continue to innovate and drive our business forward. Unlike fast fashion, we invest in making beautifully crafted heirloom pieces that last for many years. We would like to find an alternative to sending our classic pieces to landfill; to find a new way to re-make, revive and resell them to a new and aspiring customer. We have chosen Positive Luxury as the partner we feel clearly understands us, how we function, and has the valuable skills and experience to help us achieve our target goals.”

Website: ochre.net

SARAFUMI Home fragrance 

Born on the island of Guernsey, Sarafumi is a thoughtfully created natural candle and skincare brand developed to unite fragrance and memories holistically for the mind, body and home.  Sarafumi originated from Sarah’s passion for honeybees, which led her down a path of fragrance discovery, combining natural waxes with essential oils. Each product is hand-made by Sarah and is designed to stimulate individual senses and produce a uniquely comforting, enjoyable environment making new fragrance memories.

The island of Guernsey continues to be an inspiration to Sarafumi. The brand aims to promote the natural beauty of Guernsey through their creations and develop products with natural fragrances the earth has to offer. The islands historical language of “Patois” is included in the candle’s product names, keeping their roots to where the brands journey first began. Sarafumi was born with conscious design in mind utilising selected, natural ingredients from responsible suppliers.

The brand provides its clients with full transparency and education of ingredients used within their products. Sarafumi are also committed to continually supporting various charities.

“For a small brand at Sarafumi we strive to do our best to look forward and to see how we can do things better. Whether that’s alternative sustainable packaging, talking to suppliers on what we are trying to achieve. Working with trusted suppliers that can provide us with quality ingredients while supporting raw material supplies in their countries with projects. Creating each artisan product with love and care, with ingredients that are helping to support others.” Sarah Kelly, founder.

Website: sarafumi.com

THE RUG COMPANY

Founded on the belief that luxury is determined through respect for craftsmanship, community and creative design, The Rug Company is renowned for crafting the finest rugs in the world. With a modern approach to age-old techniques, each collection continues to reinvent the notion of interior design with its innovative vision. Their in-house studio pioneers every design with unparalleled expertise while collaborating with some of the world’s leading creatives, who continue to expand their offering with their unique vision.

The Rug Company are conscious of how their rugs impact the planet and are committed to their vision of delivering ethical and environmentally conscious design. Powered by artisan craftsmanship, considered partnerships and consistent evaluation, the brand is ensuring the longevity of its product and supporting the rights of its staff throughout the entire supply chain of the company.

“Receiving the Butterfly Mark accreditation is a momentous achievement for The Rug Company and is a testament to our unwavering dedication to sustainability. This milestone does by no means signify the end of our journey with Positive Luxury. We remain fully committed to upholding the highest standard of ESG+ and to continually evaluate our efforts.” James Seuss, CEO

Website: uk.therugcompany.com

For more information about Positive Luxury please click here.

To see Positive Luxury Real Changemakers please click here.

Cover image: Joro Home

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