Tracr: The Importance of Diamond Traceability

Jason McIntosh, COO of Tracr, discusses the significance of enhanced transparency in the diamond supply chain for a more sustainable and responsible future


  • Jason McIntosh

    Jason McIntosh

In a historical moment when consumers are increasingly attentive to the origin and impact of the products they purchase, traceability has become a central theme in the jewelry sector, particularly in the diamond market. To explore this crucial topic, we interviewed Jason McIntosh, COO of Tracr, an innovative digital platform that promotes transparency in the diamond supply chain. McIntosh shared his insights on the significance of traceability, explaining how it can influence consumer trust in brands, enhance ethical practices, and enable more informed choices.

Why do you think people should care about the provenance of the products they purchase?

In many cases, understanding provenance can have practical reasons. Those concerned about ethical sourcing, labour practices, and environmental impact find that knowing where a product comes from significantly influences their purchasing decisions. Provenance can serve as a mark of quality; for some purchasers, products with known origins are associated with higher standards of craftsmanship, creating a sense of lasting value. Additionally, provenance can hold emotional significance. Consumers may desire diamonds from their home country or a place that holds personal meaning, seeking alignment with their values in the process. Natural diamonds may also carry spiritual or symbolic connections, representing qualities such as timelessness, a connection to the earth, and the embodiment of physical energy. The importance of provenance varies from consumer to consumer, but having more information about the goods they are buying will ultimately make it a more meaningful and rewarding experience.

What insights have you gathered from people in the industry about the importance of traceability to them?

We try to approach the industry with an open mind and understand what people truly care about, as we believe this is the route to creating a successful product. We’ve been surprised by the range of views we hear, and of course, there are those who are less interested in provenance. However, there is generally an understanding that traceability has a strong role to play in all aspects of luxury, including the diamond industry. Part of this is based on brand values and the desire to demonstrate strong audit standards, but there is also a growing recognition that we need to be transparent about how natural diamonds are mined and manufactured if we want consumers to fully appreciate them. To feel confident choosing natural diamonds over other alternatives, consumers want to know what they are buying and understand what is unique and positive about them.

How do you believe traceability can impact consumer trust in brands and products?

Brands that provide transparent information about their products often gain consumer trust and loyalty. When consumers can verify claims made by a brand, many feel more confident in their choices and the brands they support. Traceability enables brands to better address any ethical concerns that may arise, fostering a deeper connection between consumers and their products. This emotional attachment is amplified when consumers feel that a brand reflects their values and aspirations. 

How do you think traceability can empower consumers to make more informed choices about their purchases?

At Tracr, we firmly believe that it is up to the consumer to decide what they find important. We simply have a part to play in taking them beyond the finished product to understand the different aspects that went into that product. By providing a range of information recorded by the participants on Tracr, from details about the producer and their social contribution to incorporating details about the polished diamond and its grading, consumers can choose their journey and explore what they care about most.

What role do you believe technology plays in enhancing traceability?

It’s probably a result of the world we live in, but increasingly, we feel confident when we see information presented digitally. We see this across all aspects of our lives, and traceability is no different. So, part of this is simply about the confidence a digital platform can instil in a consumer at the point of sale. But, of course, that is not enough; we need to ensure that the information we present is backed up with robust governance and is as reliable as possible. Here, technology can also help by creating an immutable audit trail and a common, trusted industry standard for sharing information.


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