As 2025 draws to a close, Positive Luxury celebrates the brands that have achieved the Butterfly Mark, its globally respected symbol of verified sustainability in luxury. Among this year’s Real Changemakers is LÖF, a brand redefining contemporary jewellery through responsibility, restraint, and long-term thinking.

The Butterfly Mark is not a gesture. It is earned. Awarded to brands that meet rigorous standards across governance, social impact, and environmental performance, it recognises those transforming luxury for the good of people and nature. In a sector often defined by excess, it signals something quieter and more powerful, integrity.

LÖF’s inclusion in the Real Changemaker community reflects a commitment that runs deeper than materials or messaging. It speaks to systems, sourcing, transparency, and the belief that beauty and accountability are not opposing forces, but partners. This is a brand building slowly, consciously, and with care.

At Stala, we have always believed that brand is behaviour. Identity is not simply how a company looks, but how it operates, decides, and evolves. Working with LÖF meant shaping a visual and verbal world that could hold that philosophy, minimal yet warm, precise yet human. A system designed to endure, just like the pieces themselves.

Recognition from Positive Luxury affirms what we have seen from within: LÖF is not following a trend toward sustainability. It is embedding responsibility into its foundation.

Luxury is changing. The future belongs to brands that can prove their values, not just project them.

Congratulations to LÖF on achieving the Butterfly Mark and joining a global community of brands committed to meaningful progress.