Enhancing Confidence in the
Natural Diamond Industry
Tracr™ is the world’s leading digital platform for tracing natural diamonds from source at scale, bringing you the ability to explore the provenance, authenticity and the unique journey your diamond has taken along the diamond value chain.
The Tracr journey
2018
2018
Technology proof of concept
MK1 automated scanning tested
2019
2019
Deployment of diamond ID pilot
MK2 automated scanning tech design
2020
2020
De Beers Jewellers 1888 campaign
MK2 automated scanning tech deployment
2021
2021
Support desk launched
First end-to-end pilot
2022
2022
Deployment at scale for De Beers production
Release of B2B diamond experience
Number of rough diamonds scanned and available on Tracr crosses
More than 100k rough diamonds are being scanned every sight cycle equating to 50% by value of the entire De Beers production sold.
25 live participants
2023
2023
Industry scaling
B2C Diamond Experience released
Tracr API released
Our values
Integrity
The foundation of everything we do at Tracr is to be a trusted platform for the diamond industry. Our ambition is to promote transparency and enhanced confidence in natural diamonds, using the power of digital technology
Be Brave
We are a force for positive change in the world, and to achieve this change we need to be brave with our ideas and in our actions
Innovation and opportunity
We believe in a world where innovation and opportunity are the status quo
Equality
The communities we serve are equal and active partners in everything we do.We will celebrate the diversity of our team, and our partners, embracing this as a vehicle to foster innovation and relationships
Sustainability
We provide the platform on which the entire resource-use throughout the lifecycle of the diamond can be recorded to help consumers and producers make the best choices. We embed sustainability in everything we do, starting and ending with Purpose, People and Planet in mind.
The Team
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