Clarity and Consciousness: Matilda Riley on Designing Impact with Intention
At Milano, we believe the things we choose to wear, say, and stand for should reflect who we really are. That’s why we’ve reimagined the diamond industry, offering lab-grown, conflict-free stones that celebrate individuality and intention, not outdated traditions. We exist for people who know that true luxury isn’t just about sparkle. It’s about substance.
That belief is something we share with Matilda Riley, Lead Consultant at From Now. As a sustainability consultancy working with brands across events, hospitality, and leisure, From Now helps organizations move from good intentions to measurable impact, turning purpose into a competitive advantage. Whether they’re helping a global hotel group go for B Corp or supporting a boutique brand to build its sustainability strategy, the From Now team believes in doing business that reflects who you are and what you value.
We spoke to Matilda about what it means to lead with purpose, how brands can tell honest sustainability stories, and why celebrating uniqueness is at the heart of lasting impact.
Milano: At Milano, we believe in doing things differently, from how our diamonds are made to how love is defined. Do you see a similar shift happening in how businesses approach sustainability?
Matilda Riley:
Definitely. The old-school, one-size-fits-all model is falling away. Businesses - especially in luxury, events, and hospitality - are starting to realize that sustainability isn’t just a side project; it’s a reflection of your values, and your customers’ values too. Like Milano, we work with clients who are ready to challenge the norm. It’s not about being perfect, it’s about being intentional, transparent, and willing to evolve.
Milano: Sustainability can mean a hundred different things. How do you help brands cut through the noise and find their own impact identity?
Matilda Riley:
That’s where From Now comes in. We help brands get really clear on what sustainability means in their world. For some, it’s about circular design and materials. For others, it’s about social equity, certifications, or emissions tracking. Once that’s defined, we build a strategy around it - training teams, shaping messaging, and aligning day-to-day operations. There’s no single formula. The most powerful sustainability strategies are the ones that reflect who you really are.
Milano: At Milano, we’re big believers in individuality. Our customers want something meaningful, something that reflects them, not tradition for tradition’s sake. How does From Now help brands embrace what makes them unique?
Matilda Riley:
That’s one of my favorite parts of the work. A lot of brands think sustainability means following strict rules, but actually, it’s about authenticity. We help clients tap into what makes them distinct: their voice, their values, their story. That individuality is powerful, especially in today’s market. Whether you’re curating a one-of-a-kind experience or offering a product like Milano’s that breaks from convention, sustainability gives people a deeper reason to connect with you.
Milano: You mentioned storytelling. We’re proud of how our diamonds are made and who they’re for, but don’t want to sound preachy. How do you help brands communicate impact in a meaningful way?
Matilda Riley:
The best stories are honest ones. We work with clients to communicate progress, not perfection. That means sharing the “why” behind decisions, being transparent about where you are on the journey, and not being afraid to show the work-in-progress. You don’t have to shout; just show up with clarity and care. That’s what earns trust. Milano’s approach - centering modern love, individuality, and ethics - is a great example of storytelling with substance.
Milano: And finally, what would you say to a brand just starting out on its sustainability journey?
Matilda Riley:
Start where you are. You don’t have to overhaul everything overnight. Ask yourself: What do we value? What impact do we want to have? Then look for the small decisions that reflect that—your sourcing, your partnerships, your packaging, even your team culture. Sustainability isn’t about ticking boxes. It’s about making choices that reflect who you are and who you want to be.
Conclusion
Whether it’s choosing a ring that reflects modern love or building a brand that reflects modern values, one thing is clear: sustainability isn’t about sacrifice, it’s about alignment. At Milano, we’re inspired by leaders like Matilda Riley who are helping brands do business differently—with clarity, creativity, and conscience.
