ALROSA, Tencent and Everledger have launched WeChat mini-program for Chinese retail, which allows to buy diamonds with the most transparent information about their origin and characteristics, based on blockchain technology, Yakutia 24 TV channel reports with the reference to the company.
Thanks to the new pilot project of ALROSA and the technology company Everledger, about a billion active WeChat users will be able to get transparent information about the origin of purchased diamonds just by clicking a button.
This is the first product, where Everledger has attracted its new investor Tencent, that had created WeChat – one of the world’s largest social networks and an online commerce platform.
The new WeChat mini-program will offer diamonds, produced by ALROSA, and will allow to fully trace the path of the gem from the place of extraction to the final consumer.
“We are pleased to support the WeChat mini-program together with Everledger, as it is yet another testament to our idea to provide maximum guarantees of the origin of our products. We hope that this joint project with the most popular social media platform in China will also allow us to stimulate our sales in China,” said Pavel Vinikhin, director of the ALROSA Diamonds branch.
The application will be offered as a product without a brand (white label) to those jewelers and retailers in China who want to convey to buyers a detailed history of the origin of their products. Thus, the purchase of jewelry will become more transparent and convenient for consumers both online and offline.