This is the European start-up that wants to bring traceability to US jewelry brands


Enter Tracemark, the start-up able to provide a complete traceability experience for jewelry, gold, silver and diamonds: independently auditing and certifying them as ethical and sustainable

The experience of traceability for fine and demi-fine jewelry is arriving to the US market to offer unique added value to each and every single piece of jewelry, revealing the journey and storytelling behind each piece like never before, digitalizing the green and ethical buying revolution and connecting with today’s consumer’s growing need for transparency, proof of ethical provenance and sustainability. After its success in Europe, the start-up Tracemark is bringing its innovative solution to the other side of the Atlantic, opening it up to US manufacturers, brands and consumers.

Having recently launched in September and driven by its mission to enhance responsible practices along the supply chain of jewelry, Tracemark has attracted the interest of many European brands, from Tous to Messika, as well as manufacturers the world over. This start-up, led by the second generation of a family of jewelers, is the first in the world able to provide complete, certified traceability for a piece of jewelry and all its materials, from their origin all the way to the point of sale, turning it into an interactive, mobile-first, experience for consumers.

“We realized that whereas sustainability is a must-have these days, not everything that claims to be sustainable is quite as it seems”, explains the founder and CEO of the project, Berta Serret. “Sustainability is here to stay”, she says. “Consumers are asking for sustainable products, shareholders are asking for investment in sustainability, and brands are fighting for sustainability credentials”. However, there’s more to it. “We realized that in our sector, to really talk about sustainability, we must talk about traceability”.

It is important to know where a product comes from, its origin, its history and inspiration, and to capitalize on all the value that lies behind each beautifully-crafted piece of jewelry. Moreover, increasingly conscience-driven consumers are now asking for this kind of information to distinguish between hard-won commitments to sustainability and shallow marketing campaigns. Recent studies such as IBM’s 2020 Consumers driving change, show that 73% of consumers consider the traceability of a product to be “very important” and 71% would pay more in order to know this traceability information.​

In the face of this growing need for transparency, Tracemark truly is a pioneering solution, the first available for the jewelry industry and able to provide complete, certified and audited traceability of a jewel and its materials. Likewise, Tracemark certifies traceable and responsibly-sourced natural diamonds, as well as lab-grown alternatives, and the use of ethical, recycled and traceable gold and silver.

Through proprietary software, the Transparent Tracking System or TTS, Tracemark compiles and encrypts all traceability information making it available, securely, to an independent external auditor. The auditor verifies that all traceability information and sustainability credentials are authentic across the entire supply chain. Furthermore, Tracemark’s platform then turns this information into an interactive, tangible and mobile-first experience for consumers, inviting them to discover the journey and the storytelling that differentiates their Tracemarked piece of jewelry on its bespoke digital traceability panel, easily accessible both through a QR code packaged with the jewel and a unique alphanumeric code engraved on the piece itself.

Aiming to build and strengthen the alliance between the world of jewelry sourcing and manufacture with the well-being of the world around us, Tracemark is committed to fostering collaboration within the diamond and jewelry industry, coexisting among the rich tapestry of brands which make the industry a beacon of creativity and expression – and it is now available for US brands wishing to showcase their uniqueness and positive impact through traceability.

Tracemark will be featured with Pilot Partner Member Facet Barcelona at Luxury by JCK expo from August 24 to August 30. Find them at Stand LUX1230.