De Beers Group today announced that Tracr is now open to participants from the diamond industry and that Brilliant Earth is the latest industry leader to join the diamond traceability platform. De Beers also introduced the Origin suite of services from De Beers Institute of Diamonds, bringing together diamond traceability from source powered by Tracr, with digitally-enabled storytelling about the origin and impact of a natural diamond discovered by De Beers.
Brilliant Earth joins GIA and GSI as Tracr participants, as more industry leaders seek a secure, inclusive and scaled diamond provenance and traceability platform. Tracr now features an enhanced digital look-up for consumers and is open to applications from businesses from across the diamond value chain. The opening of Tracr to the wider diamond industry expands Tracr from its original focus on De Beers production, and businesses that meet the minimum criteria, including RJC membership, can now apply to participate. Once their onboarding process is complete, businesses joining Tracr will be able to use the platform to upload and view provenance and traceability information about their diamonds.
Following the success of the Code of Origin pilot throughout 2022, De Beers has evolved and expanded the programme with the introduction of the Origin suite of services from De Beers Institute of Diamonds. The Origin suite of services introduces new Origin and Grading Reports and a new digital look-up to connect clients with the origin and impact of their diamond.
De Beers also previewed Origin Story, a new digital experience currently in development. Origin Story will support retailers with immersive digital storytelling that turns a transaction into an experience, and celebrates a natural diamond discovered by De Beers as unique, rare and personal to the person who wears it. The entire Origin suite of services is powered by Tracr.
Al Cook, CEO, De Beers Group, said: “Following years of investment and digital innovation, De Beers is proud to open Tracr to applications from the diamond industry. With more than half of De Beers'production by value being registered on the platform, we are already seeing the power of Tracr to manufacturers and retailers to trade with confidence, and our clients to purchase with
"Tracr will also power the new Origin suite of services from De Beers Institute of Diamonds. This brings to life the origin story of a diamond and celebrates what makes each one unique, precious and personal to the individual who wears it, connecting more people to the remarkable stories of natural diamonds."