On one hand, there was a rising demand from consumers for ethical sourcing and verifiable provenance; on the other, a centuries-old industry was grappling with how to modernize its opaque supply chains. Tucker, an engineer-turned-digital strategist, was uniquely positioned to bridge these worlds.

Tracr, originally incubated within De Beers, had been making quiet waves in the tech and luxury sectors for years. With over 1 million diamonds now verifiably traced to source and new players such as Brilliant Earth, GIA, and GSI onboarding, the platform under Tucker’s leadership has gone from a bold experiment to an industry benchmark.

“I believe digital trust is foundational to the future of luxury,” Tucker said in a recent industry webinar. “In the diamond sector, provenance isn't just a compliance requirement, it's a competitive advantage.”

Tucker’s path to Tracr was anything but linear. With a background in electrical engineering, he spent over seven years on mining projects across Africa and Australia. But it was his pivot to Accenture, where he led digital transformation projects for Fortune 100 resource companies, that reshaped his outlook. “The mining industry taught me how value is created at source,” he often remarks. “Consulting taught me how that value can be amplified through technology.”

After joining De Beers in 2021 to spearhead digital strategy, he soon found himself deeply involved in Tracr’s development. By mid-2021, he was overseeing the platform. Just two years later, he was named CEO, tasked with scaling the initiative across the global diamond pipeline.

Tracr is now the only traceability platform to be Forbes Blockchain 50, recognized three times (2020, 2022, and 2023). Built on a blend of blockchain, IoT, AI, and advanced cryptographic security, it delivers an unbroken, tamper-proof chain of custody from mine to market. In Tucker’s words, “It’s not just about blockchain. It’s about building a whole digital backbone for the industry.”

The impact is tangible. De Beers now traces over 50% of its production through Tracr, representing roughly 15% of global diamond value. With growing pressure from G7 sanctions and traceability mandates, Tracr is increasingly seen as the sector’s ready-made compliance solution.

But Tucker’s ambition extends beyond regulatory readiness. “Our goal is to create a consumer-facing standard that inspires confidence, not just ticks boxes,” he says. The platform’s API suite allows retailers to integrate provenance data directly into e-commerce experiences. This is a key step in building trust with Gen Z and millennial buyers.

Behind the scenes, Tucker has quietly assembled a formidable leadership team, including CTO Caroline Glassberg-Powell and CFO Dave Andersen. Together, they lead a lean but highly specialized unit of blockchain engineers, data scientists, and product strategists.

In an industry known more for tradition than transparency, Wesley Tucker represents a new archetype of leadership that respects the value of legacy but knows the future belongs to those who can prove their story.

As global demand for ethical sourcing and digital trust escalates, it seems increasingly likely that Tracr and Tucker’s vision will define the new normal for the natural diamond trade.

The evolution of Tracr

Tracr was conceived in 2018 by De Beers as a bold response to the growing demand for transparency and ethical sourcing in the diamond industry. Designed as a blockchain-powered platform, Tracr aimed to securely trace the provenance of natural diamonds from mine to market, addressing long-standing concerns around conflict diamonds and supply chain opacity.

WATCH: MITV On The Ground An immersive journey to the Venetia diamond mine

The platform's first milestone came in 2019 when it successfully tracked a diamond from De Beers’ mines in South Africa to the final retailer—a world first. This proof-of-concept validated blockchain’s potential in the luxury goods sector. By 2021, Tracr transitioned from pilot phase to full deployment within De Beers, tracking an increasing share of its diamond production.

RELATED: Okavango Diamond Company boosts traceability with Tracr

In 2022, Tracr became the first at-scale blockchain platform to digitally track diamonds at scale, tracing over 1 million diamonds by carat and value. It opened its platform to third-party industry players, including manufacturers, grading labs, and retailers. Partnerships with major players such as Brilliant Earth, GIA, and GSI soon followed.

In June 2023, Tracr appointed Wesley Tucker as CEO to lead its next growth phase. Under his leadership, the platform expanded adoption and solidified its role as a key compliance tool amid new G7 traceability regulations. Today, Tracr is recognized as a leading traceability platform, combining blockchain, AI, and IoT to set new standards for trust, integrity, and digital transformation in the global diamond industry.
 

Join Us at Mining Indaba 2026

Mining Indaba 2026 is where African and global mining leaders come together to connect and shape the future. Exhibit, sponsor, or register your interest today—don’t miss out!

Exhibit or Sponsor  Register Interest