Mine to Jewellery Box: Making it Possible to Track a Diamond’s Journey
Tracking a diamond’s journey from the origin of the rough diamond to a polished diamond ready to grace your jewellery box is now possible. This new-age technology that makes responsible sourcing possible has implications for policymakers, wholesalers, retailers, and consumers alike.
Jewellery lies at the core of an Indian consumer’s fashion choices, even as we move towards light everyday jewellery to go with contemporary couture choices. As consumers we also live in a world reeling with the impact of climate change and with everything we do, we consciously or subconsciously generate a massive impact on the environment. For a generation that has grown on a steady consumption of movies like Powaqqatsi, a 1988 documentary set against the backdrop of a gold mine in Brazil to Mine 9 a 2019 movie on Netflix set against the backdrop of mine explosions, mining related negative impacts on natural resources and people are not foreign concepts. Hence, as consumer questions start gearing towards sourcing and ethics of the gems and metals that add shine to their wardrobe, several industry players are coming up with technologies and initiatives to make it possible for consumers to know the journey of their jewels from a rough diamond to the finished product.
Image Source: Fashionista
Introducing Tracr
In 2018 De Beers started creating the first blockchain technology platform that helps consumers track a diamond’s journey from the mine to the store. This platform was opened to other people in the industry in June 2023. From Surat to Mumbai, jewellers have been looking forward to adopting this technology and gaining consumer confidence since the time it was announced. A secure digital trail is created in this process for the rough diamonds mined by De Beers as they go through the cutter, polisher, and jeweller. The technology is a brainchild of five leading manufacturers including Diacore, Diarough, KGK Group, Rosy Blue NV, and Venus Jewel along with De Beers.
Bruce Cleaver, the former De Beers CEO went on to say in a Times Of India interview in 2018, “We look forward to sharing the platform with more partners and capturing their insights before ultimately making the technology available to the broader industry.” The initiative was taken to raise the standards of the diamond industry and to make record keeping of each step easier and smoother, making it possible to address consumer concerns on sourcing and ethics of the gems they wish to buy. The recent launch of Tracr for the entire industry has made transparency possible for all the stakeholders of the industry.
Kwiat’s Mine To Shine Making Ethical Jewellery Possible
While Tracr is making traceability possible on an industry level Kwiat has launched the first retail experience that allows a consumer to select a rough diamond depending upon its origin or know the history of a polished diamond they like through their Mine to Shine initiative. The company is working with partners and their technologies like De Beers’ Tracr and Clara by Lucara– A blockchain technology designed to increase the efficiency of supply chains. Through these technologies, Kwiat helps the consumer reach the story of the glimmering embellishments making it much more than just a material possession. Kwiat’s CEO Greg Kwiat told the National Jeweler, “We want to be ahead of it [Consumer questions].”
Although it’s a common belief that the new generation of consumer is driven toward sustainability, the most common questions people ask is the price and the design. Although people who have lived in a world flooded with climate change concerns are bound to raise questions about responsible sourcing and supply chains, brands like Kwiat would like to stay prepared for these questions ahead of time. Also, as brands take steps towards establishing such a service proactively it prompts consumers to be more mindful of the impact of their purchase.
Today buying a diamond goes way beyond cut, colour, shape, and clarity and simply blends into its personality– something that is built through the course of a diamond’s journey, and different aspects make it appealing to different consumers. Initiatives like Mine to Shine are designed for consumers who want their questions answered, it also gives the brand a definitive edge when it comes to transparency in their dealings. Many renowned brands like Signet are getting on board to adopt technologies like Tracr which will set the tone for the jewellery market for decades. This technology is also a huge step towards consumer experience-first marketing, a concept designed to cut through the noise of the overly crowded jewellery market.
Such initiatives are also aimed at helping consumers ask the right questions and get answers for the same. It also gives consumers a chance to buy diamonds that speak to their personal values, ethics, and alignment. This technology is also helpful for a brand to source raw materials that align with the brand's tone and voice.
Services like Tracr, Clara, and Mine to Shine are open to a worldwide audience making it possible for consumers to demand ethically sourced diamonds and gemstones. This eventually puts pressure on the retailers and wholesale to source their diamonds responsibly. This in turn ensures the implementation of on paper mining reforms. This generates a positive loop of reforms where there’s technology, demand, and market space available for reforms to happen.
Mine to Shine has opened doors for more such programs to take place and bring shine to our wardrobes that bring positive change in the environment and in the lives of people behind bringing the most sparkling treasures out of the earth.
