Tracing is the method of following the full history of a diamond, and is one of the key components of the modern diamond industry. The traceability of a diamond is a pledge of confidence to anyone making such a purchase, and sets out its provenance, its non-conflict status, and corporate social responsibility, which are all required by purchasers especially younger generations.

During a recent press conference, Board member and Director of United Selling Organization ALROSA, Evgeny Agureev noted that the company has substantially more opportunities for tracing than many other market players.

In addition, a unique video passport containing individual information accompanies every diamond; this is a full visual history of its extraction and production. The video passport is created automatically, by downloading data from appropriate databases.

The diamonds and their accompanying digital personalized content will be offered to dealers now, and later B2C clients will also have access to this information, via a special portal diamonds.alrosa.ru. At the present time we are trialing the system with 2 thousand diamonds of varying sorts, and this number is to be increased shortly.