What Tracr does

Tracr Limited, incorporated in England and Wales in 2018 and headquartered in London, operates an AI-powered blockchain platform that creates a unique digital identity for each natural diamond and records its journey from rough source through cutting, polishing, certification, and retail. The platform combines Distributed Ledger Technology, computer vision for diamond feature analysis, IoT-enabled scanning at supply-chain stages, and a proprietary rough-to-rough matching capability that verifies polished diamonds can be traced back to their original rough stones. Its products include the core Tracr Platform for industry participants, the consumer-facing Diamond Experience portal at search.tracr.com, and three developer-facing APIs (Tracr API, Grading Integration Service API, and Cross Participant Search). The platform integrates with major B2B diamond marketplaces — IDEX, Nivoda, RapNet, and UNI — and embeds provenance data directly into GIA grading reports via the PROV-T Service following GIA's May 2026 acquisition of a 30% shareholding.

Tracr serves four primary enterprise segments across the diamond value chain: producers (e.g., Mountain Province, Okavango Diamond Company), manufacturers (e.g., Shree Ramkrishna Exports, VD Global, A. Gul KG), brands, and sellers and retailers (e.g., Reeds), plus end consumers accessing the Diamond Experience. Revenue is generated primarily through per-stone Diamond Experience unlock fees priced on a carat-weight tiered schedule ranging from $5 (0.08–0.22 ct) to $400 (40–49.99 ct), supplemented by Platform API access on a subscription basis and indirect monetization through marketplace integrations. The company is backed by De Beers Group as parent and strategic shareholder, with GIA as a 30% strategic shareholder since May 2026, and operates from a four-person C-suite (CEO, CCO, CIO, CFO) with a staff of 11–50.

The platform supports provenance tracing across diamond-producing countries including Botswana, South Africa, Namibia, Canada, and Sierra Leone, with regional retail partnerships extending consumer-facing reach into India (Tanishq), the United States (Signet), and China (Chow Tai Fook). As of mid-2026, the platform had registered over 5 million rough diamonds, supported 40+ live participants, processed 700,000 identification requests, and handled over 20 million vertices daily. Tracr has received three consecutive Forbes Blockchain 50 recognitions (2020, 2022, 2023) and the JNA Industry Innovation of the Year Award.

Name

Tracr

Legal name

TRACR LIMITED

Website

https://tracr.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Tracr is a London-based blockchain and AI platform that creates a unique digital identity for each natural diamond and traces its journey from rough source through cutting, polishing, grading, and retail. Founded by De Beers Group in 2018 and serving producers, manufacturers, brands, retailers, and grading laboratories globally, it monetizes through per-stone unlock fees and API access.

Ownership category

akta.pro rank

Product category

Diamond Traceability Software

NAICS

Commodity Contracts Intermediation (52316)

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Traceability, Provenance & Compliance Services (e.g., origin, AML/KYC, sanctions) (CRAKAJAL)

akta.pro secondary industry

Supply Chain & Inventory/Warehouse Receipt Tokenization (FSADAEAH)

Keywords

• Diamond traceability
• Blockchain provenance
• Jewelry supply chain
• Diamond authentication
• Digital diamond passport

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Diamond Experience Unlock Fees: Tracr charges a one-time unlock fee per polished diamond record that is uploaded to and unlocked on the Tracr Platform. Pricing is based on the final polished diamond's carat weight, ranging from $5 for 0.08-0.22 carat diamonds to $400 for 40-49.99 carat diamonds. The registered owner of the polished diamond is charged the fee.
2. Platform API Access: Tracr provides API access for developers and partners to integrate with the platform, enabling automation of data flows and secure access to provenance data across the diamond supply chain.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Tracr operates a blockchain-based digital traceability platform that tracks the provenance of natural diamonds from mine to retail. The platform records diamond attributes at each stage of the supply chain, enabling participants (producers, manufacturers, brands, retailers, and grading labs) to share verified provenance data and allows end consumers to verify the authenticity and responsible sourcing of their diamonds.

Product overview

Tracr is a blockchain-based diamond provenance platform that serves as the world's leading digital solution for tracing natural diamonds from source at scale. The core offering consists of the Tracr Platform which enables participants across the diamond value chain (producers, manufacturers, brands, retailers) to record and verify diamond provenance, transformation, and ownership history. The platform offers the consumer-facing Diamond Experience for end customers to explore a diamond's journey from mine to market, with paid Unlock Fees for polished diamond access. Technical integrations are available through the Tracr API, Grading Integration Service API, and Cross Participant Search (XPS) for marketplace connectivity. The platform integrates with major diamond marketplaces (IDEX, Nivoda, RapNet, UNI) and grading laboratories (GIA) to provide end-to-end traceability. Key features include Verify Provenance, Track Transformation, Rough to Rough Matching, and Responsible Sourcing support. Documentation and developer resources are available through the Developer Guides and User Guides portals, with a Brand Hub for marketing materials.

Differentiator

Problem solved

Functional benefit

Brands

• Diamond Experience: A digital provenance journey that showcases a diamond's unique story, as recorded by Tracr participants, from mine to retail. Consumers can access the complete record of their natural diamond's journey by entering their diamond's unique ID.
• Brand Hub

Products and services

• Tracr Platform The core digital traceability platform enabling diamond supply chain participants to record, share, and verify diamond provenance data from mine to retail using blockchain and AI technology. Targeted at producers, manufacturers, brands, retailers, and grading laboratories.
• Diamond Experience
• Brand Hub A self-service portal that enables jewelry brands and retailers to access marketing assets and share the verified provenance story of their diamonds with end customers, integrating Tracr verification into their retail and digital touchpoints. Targeted at jewelry brands and retailers.
• Tracr API An application programming interface (API) that allows industry participants to integrate Tracr's diamond provenance data directly into their own enterprise systems, trading platforms, and workflows. Targeted at developers and technology teams at diamond industry participants and technology partners.
• Grading Integration Service API A specialized API service that enables diamond grading laboratories to integrate their grading reports and results directly into the Tracr platform, ensuring that grading data is linked to the diamond's provenance record. Targeted at diamond grading laboratories such as GIA.
• Cross Participant Search (XPS) A network-wide search capability that enables authorized Tracr participants to verify and locate diamonds across the platform's ecosystem, supporting due diligence, provenance checks, and cross-participant diamond identification. Targeted at authorized diamond industry participants.
• Diamond Experience Unlock A paid activation service for brands and retailers to unlock and present the consumer-facing Diamond Experience verification for the diamonds they sell, enabling end consumers to view the provenance and journey of their specific diamond. Targeted at jewelry brands and retailers.

Quantifiable outcome

• 5M+ rough diamonds registered on the platform
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability6 records

Feature8 records

Partnerships

14 partnerships are on record, tiered core and major.

• Gemological Institute of America (GIA)coreStrategic or Co-development Partner · 29 May 2026GIA acquired 30% shareholding in Tracr as both strategic partner and shareholder. The partnership builds on an existing collaboration since 2023 that has incorporated Tracr provenance information into GIA grading reports for eligible registered diamonds through the PROV-T Service. Industry observers view this as an important step toward broadening Tracr's adoption across the global diamond supply chain.
• IDEXmajorTechnology or IntegrationIDEX is an online diamond marketplace providing pricing, market data, and trading tools for the global diamond industry. Tracr is connected to IDEX allowing users to filter and source Tracr diamonds directly on the platform.
• NivodamajorTechnology or IntegrationNivoda is a digital B2B marketplace connecting jewellers with diamond and jewellery suppliers worldwide. Tracr is connected with Nivoda enabling users to search and purchase Tracr diamonds on the platform.
• RapNet (Rapaport)majorTechnology or IntegrationRapNet is the world's largest and most trusted trading network for natural diamonds, connecting verified buyers and sellers. Tracr is connected with RapNet allowing users to filter for Tracr diamonds when searching on the platform.
• UNI DiamondsmajorTechnology or IntegrationUNI Diamonds is an online diamond trading platform with 2M+ live diamonds and real-time market insights. Tracr is connected with UNI enabling users to access Tracr diamonds with the Tracr filter on the platform.
• Mountain ProvincecoreStrategic or Co-development PartnerMountain Province joined the Tracr platform in 2024. The partnership enables sharing the full journey of Canadian diamonds, giving customers a clear view of origin and the benefits the mine brings to local communities. Mountain Province is featured as a producer customer on the platform.
• Okavango Diamond CompanycoreStrategic or Co-development PartnerOkavango Diamond Company partnered with Tracr to make provenance an industry standard. The partnership ensures Botswana is recognised for authenticity, ethical excellence, and lasting trust. The company emphasizes that diamonds embody their nation's story of integrity, pride, and enduring spirit.
• Responsible Jewellery Council (RJC)majorStrategic or Co-development PartnerRJC provides independent certification that companies follow responsible business practices across human rights, labour, environmental impact, and supply chain due diligence. Tracr works alongside RJC to help demonstrate where a diamond has come from and records relevant supply chain information connected to these frameworks.
• Kimberley Process (KP)majorStrategic or Co-development PartnerThe Kimberley Process is a government-led certification system that prevents conflict diamonds from entering the global market by regulating the trade of rough diamonds. Tracr supports the Kimberley Process framework for responsible sourcing verification.
• De Beers Best Practice Principles (BPP)majorStrategic or Co-development PartnerBPP is De Beers' mandatory environmental, social and ethical standards applied across the entire diamond value chain. Tracr underpins provenance initiatives with BPP compliance, and manufacturers need BPP compliance to join the platform.
• Pipeline Integrity (PI)majorStrategic or Co-development PartnerPipeline Integrity is De Beers' proprietary third-party assessed chain of custody programme ensuring all DTC diamonds are fully traceable and kept segregated from other sources. It underpins all De Beers provenance initiatives including registration of DTC diamonds on Tracr.
• TanishqmajorGTM or Marketing PartnerTanishq in India is one of De Beers' regionally tailored retail partnerships. Tracr provenance information is integrated into Tanishq's diamond offerings as part of the collaboration to navigate uneven global demand recovery.
• SignetmajorGTM or Marketing PartnerSignet in the US is one of De Beers' regionally tailored retail partnerships. Tracr traceability is part of the collaboration to support US market stability and consumer confidence in natural diamonds.
• Chow Tai FookmajorGTM or Marketing PartnerChow Tai Fook in China is one of De Beers' regionally tailored retail partnerships. Tracr provenance data supports the collaboration as the Chinese market faces macroeconomic uncertainty.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Circulor: Supply-chain traceability platform using blockchain for raw materials including minerals and battery materials. Comparable as a DLT-based provenance service operating in adjacent natural-resource supply chains.
• Everledger: Blockchain-based provenance platform originally focused on diamonds and gemstones, also expanded to other luxury goods and minerals. Most directly comparable as a competing diamond-focused blockchain traceability service.

Others

• Kimberley Process Certification Scheme: Government-led international certification scheme to prevent conflict diamond trade. Comparable as a global regulatory infrastructure that Tracr's provenance data supplements and aligns with.
• Responsible Jewellery Council (RJC): Industry standards body for responsible sourcing certification across the jewelry supply chain. Comparable as the regulatory/certification framework Tracr aligns with to provide chain-of-custody data.

Emerging players

• Stonescan / Sarine Profile: Diamond scanning, planning, and inclusion-mapping technologies used by manufacturers. Comparable as a manufacturer-facing technology platform with potential overlap with Tracr's rough-to-polished tracking workflows.
• RCS Global Group: Mineral supply-chain due diligence and traceability services provider for conflict minerals and responsible sourcing compliance. Comparable as an adjacent mineral provenance/certification services provider.
• Provenance Proof: Mineral provenance and chain-of-custody technology provider using isotope and physical tagging plus digital records. Comparable as an emerging player in mineral provenance competing for the same ESG/compliance wallet.

Broad incumbents

• Gemological Institute of America (GIA): World's foremost diamond grading authority and now a strategic minority shareholder in Tracr. Comparable as a grading/certification industry infrastructure player that Tracr integrates with via the PROV-T Service.
• International Gemological Institute (IGI): Major diamond and gemstone grading laboratory operating globally. Comparable as a competing grading/certification infrastructure that could serve as alternative provenance anchor for retailers and marketplaces.
• Sarine Technologies: Publicly listed diamond technology company providing planning, grading, and traceability solutions across the diamond manufacturing value chain. Comparable as an established diamond-tech incumbent with overlapping scanning/grading capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/tracrtm
• LinkedInlinkedin.com/company/tracrdiamonds
• Instagraminstagram.com/tracrtm
• TikToktiktok.com/@tracrtm

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tracr