Alrosa pilots Tracr platform

The world’s two largest diamond producers collaborate on the end-to-end blockchain traceability platform for the diamond industry.

London, 29 October 2018 –
Tracr, the end-to-end diamond industry blockchain traceability platform being developed by De Beers Group in collaboration with industry stakeholders, is pleased to announce that Alrosa has joined the platform’s pilot programme. Alrosa will join industry leaders from the diamond manufacturing and retail sectors in creating the blockchain platform by the industry, for the industry.

Following the announcement of the Tracr pilot earlier this year, Alrosa’s involvement brings the world’s two largest diamond producers together to provide enhanced assurance for consumers and trade participants about the provenance and authenticity of their diamonds, and in creating a digital foundation for new services that can only be developed on an end-to-end platform.

Bruce Cleaver, CEO, De Beers Group, said: “To provide true traceability, diamonds must be tracked from their point of production. We are delighted that Alrosa has joined the Tracr pilot, as the collective efforts of the world’s two leading diamond producers will enable more of the world’s diamonds to be tracked on their journey from mine to retail. Having a critical level of production on the platform will deliver significant benefits for consumers and diamond industry participants.”

Sergey Ivanov, CEO, Alrosa  said: “Traceability is the key to further development of our market. It helps to ensure consumer confidence and fill information gaps, enabling people to enjoy the product without any doubts about ethical issues or undisclosed synthetics. Alrosa is glad to participate in testing Tracr, along with other market solutions. We believe tracing requires industry cooperation and complementation for the sake of a common goal.”

.Jim Duffy, General Manager, Tracr, said: “As Tracr’s adoption grows, we will continue to raise the bar for the traceability, authenticity and provenance of diamonds. We look forward to working with all members of the industry to ensure we deliver a comprehensive platform that creates value for diamond businesses while meeting the consumer’s expectations.”

Tracr is focused on providing consumers with confidence that registered diamonds are natural and conflict-free, improving visibility and trust within the industry and enhancing efficiencies across the diamond value chain. In addition, Tracr will work to complement and support the diamond industry’s existing initiatives and regulations to ensure consumer confidence in diamonds, including the Kimberley Process Certification Scheme, World Diamond Council System of Warranties and Responsible Jewellery Council Code of Practices.

De Beers Group
De Beers Group Press office        
Tel: +44 (0) 20 7430 3434          

Jane Kozenko, Head of PR
Tel: +7 925 003 31 03

About Tracr
Tracr is an innovative, industry-focused blockchain platform developed for the diamond industry by De Beers Group with support from corporate investment and incubation firm BCG Digital Ventures. Tracr is the first blockchain that creates a tamper-proof, immutable record of a diamond’s journey throughout the full value chain – from mine to cutter and polisher through to the jeweller. For more information, visit

About De Beers Group
De Beers Group is a member of the Anglo American plc group. Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining and marketing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with mining operations in Botswana, Canada, Namibia and South Africa. As part of the company’s operating philosophy, the people of De Beers Group are committed to ‘Building Forever’ by making a lasting contribution to the communities in which they live and work, and transforming natural resources into shared national wealth. For further information about De Beers Group, visit

About Alrosa
Alrosa was the largest diamond producer by volume and second largest by revenue in 2017. Alrosa is Russia’s largest diamond mining company, accounting for 27% of global diamond mining and 95% Russian diamond mining. The company operates in two regions of the Russian Federation — the Republic of Sakha (Yakutia) and the Arkhangelsk Region. It mined 39.6 million carats of rough diamond in 2017 and gained $4.3 bn of diamond sales revenue. Being one of the leaders it terms of CSR, Alrosa allocates $150-200 million per year for social and charity projects and another $80-100 million for environmental projects.