How does De Beers ensure diamond traceability with Tracr technology?

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De Beers Utilises Tracr Technology for Diamond Traceability Through Blockchain

De Beers Group employs its "Origin" strategy, powered by Tracr technology, to ensure diamond traceability. Tracr, which utilises blockchain technology, enables consumers to explore the origin and supply chain of each De Beers diamond, thereby fostering a deeper emotional connection between wearers and their purchases. This technology allows retailers to share the unique narratives associated with De Beers' natural diamonds, providing comprehensive assurance that includes details about ethical sourcing.
Tracr Leverages Blockchain for Uniqueness and Origin Verification

The Tracr platform is built upon blockchain technology, a system designed to securely record and verify the origin and journey of every natural diamond. Wesley Tucker, CEO of Tracr, has emphasised the commitment to authenticating and communicating the unique story behind each natural diamond. This technological foundation allows for the creation of an immutable digital record, ensuring that the provenance of each stone is transparent and verifiable for consumers.
Consumers Can Explore Diamond Supply Chains and Origin Details

Through the "Origin" program, consumers gain the ability to investigate the complete lifecycle of their De Beers diamonds. This includes understanding where the diamond was mined and how it moved through the supply chain. The platform also provides access to information regarding the diamond's rarity rating and details about any social impact programmes supported by its purchase, enhancing consumer confidence and engagement.
Retailers Can Share Unique Diamond Stories and Enhance Emotional Connections

The "Origin" strategy empowers retailers to act as storytellers, sharing the distinct and compelling narratives that are inherent to De Beers' natural diamonds. By providing these unique backstories, the initiative aims to deepen the emotional resonance and value that consumers associate with their diamond purchases. This approach moves beyond simple product information to create a more personal and meaningful connection.

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How does De Beers ensure diamond traceability with Tracr technology?

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