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Alrosa, Tencent and Everledger are launching a new WeChat Mini Program e-commerce solution for Chinese retailers. The pilot will employ blockchain technology to enable full traceability of diamonds from mine to consumer, providing full transparency of their origin, characteristics and ownership history.

According to a release, Russian diamond producer Alrosa and independent technology company Everledger created this new Mini Program pilot to “put transparent and secure diamond information at the fingertips of potentially a billion active WeChat users. It is also the first product to capitalise on the synergy between Everledger and their new investor Tencent, creator of WeChat – one of the world’s largest social media and e-commerce platforms.” They explained that the WeChat Mini Program pilot will showcase diamonds from Alrosa, enabling full traceability from mine to consumer.

It will be offered as a white label API (Application Programming Interface) for jewelry manufacturers and retailers in China who wish to offer consumers more innovative and insightful stories about their products and their brand, and so expand their ecommerce proposition. The intention is to enable a better-informed and more secure purchase for consumers as well as a more seamless online-to-offline user experience. Alrosa said that by enabling new touch points between consumers, jewelry manufacturers and retailers, the Mini Program will encourage brand differentiation in the highly competitive Chinese luxury market. Alrosa will provide information on their diamonds extracted in Russia, thus enabling consumers to know the exact origin of each stone and have certainty around its sustainable and ethical footprint.

Pavel Vinikhin, Head of Diamonds of Alrosa (the company’s polishing branch), said the program “reinforces our pursuit for guaranteeing the origin of our products. We believe that this collaboration with the most popular social media platform in China will help us to further strengthen our sales there.” Leanne Kemp, founder and CEO of Everledger, adds: “This pioneering collaboration is exactly why we launched Everledger – and it shows how far we have come since our humble beginnings in 2015. Our blockchain and IoT solutions will enable key stakeholders in the jewellery industry to bring secure and reputable information to consumers in China and beyond.”


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