De Beers announced the opening of its traceability platform, Tracr, to participants from the diamond industry. Joining forces with industry leaders, Brilliant Earth has become the latest addition to the platform, which aims to establish a secure and inclusive diamond provenance and traceability system. The news comes alongside the launch of the Origin suite of services from the De Beers Institute of Diamonds, offering enhanced traceability and storytelling features.
Brilliant Earth has joined the Tracr platform, together with the Gemological Institute of America (GIA) and the Gemological Science International (GSI).
The addition of more industry experts reflects the initiative’s growing momentum, which is driven by the need for a complete and scalable traceability solution.
Tracr, which began with De Beers production, has now expanded its scope to include the whole diamond industry. Businesses from all stages of the diamond value chain that meet the baseline requirements, including membership in the Responsible Jewellery Council (RJC), are welcome to apply. Once approved, these companies will be able to submit and access information regarding their diamonds’ provenance and traceability.
De Beers has expanded its traceability programme by launching the Origin suite of services from the De Beers Institute of Diamonds, following the success of the Code of Origin pilot that ran during 2022. This package contains new Origin and Grading Reports, as well as a digital lookup capability that connects clients with information about the origin and impact of their diamonds.
De Beers also hinted at the development of Origin Story, a planned digital experience that will provide retailers with immersive narrative, upgrading the transaction into a memorable and personalised experience. Tracr will power the full Origin array of services.
“Following years of investment and digital innovation, De Beers is proud to open Tracr to diamond industry applications,” stated Al Cook, CEO of De Beers Group. We are already seeing the power of Tracr to enable manufacturers and merchants to trade with confidence, and our clients to purchase with pride, with more than half of De Beers‘ production by value registered on the platform.
“Tracr will also power De Beers Institute of Diamonds‘ new Origin suite of services.” This brings a diamond’s genesis story to life and celebrates what makes each one unique, precious, and personal to the person who wears it, introducing more people to the wonderful stories of natural diamonds.”