This is how positive luxury is made.


Berta Serret, founder and CEO of Tracemark, is at the helm of the first company in the world capable of providing complete traceability of a piece of jewellery.

“From the origin of the raw materials to the hands of the end consumer, Tracemark ensures that every step across the supply chain of a piece of jewelry is subject to the highest sustainability and responsibility standards”, says Berta Serret (Barcelona, 1994), the founder of the company and second generation of the Serret family, leaders in the creation of sustainable jewellery with Facet [a family business founded in 1987].

Tracemark achieves complete traceability through pioneering encrypted software, “allowing us to reveal to the end consumer the story that yields behind each jewelry consumers buy”. Although her interest in making the jewelry sector an environmentally responsible discipline began after graduating from university, she came across a Human Rights Watch report claiming abusive practices in the extraction of gold in certain countries.

This reading gave rise to the idea of establishing a certified and audited traceability system to bring transparency, light and information to the jewelry sector. Thus this entrepreneur began to lead the change towards a more sustainable future, and Tracemark was born, which has already been considered as “Breakthrough Business of the Year” by Positive Luxury.

“Our commitment is latent; we believe that not only should we offer excellent products, but they must have been made in an excellent way, and we need to be able to demonstrate it”, says Serret, who assures that the complete traceability of a jewel, including all the raw materials that compose it, has always been one of the most significant challenges of the jewellery industry on a global scale, but with Tracemark it is a reality, since it allows, for example, to reduce the carbon footprint by 99% thanks to the use of recycled gold.

In regards to the more immediate challenges, continuity and improvement in its services is what drives the company because “Tracemark represents all human beings, from the people who work at the beginning of the chain of custody, in mining, to the end customer” and because “our mission is to guarantee human rights are respected across the supply chain and promote traceability to provide transparency”. Tracemark does it, but brands that don’t will end up doing it because “traceability is the ultimate expression of what we understand by sustainability today, and most of the time it is not a monetary matter, but a matter of willingness and to be able to communicate and demonstrate sustainability efforts.