Custodian of Change: Berta Serret

Bio

Berta is the Founder of TRACEMARK, an innovative traceability platform dedicated to providing verified transparency and sustainability in the luxury jewellery sector. She is also the Chief Marketing Officer and Head of Sustainability at FACET BARCELONA.

Influence and Purpose

WiSL: Tell us about your sphere of influence: the people, ideas, or spaces you shape, and why it matters to you.

BS: Jewellery has always been my language, and sustainability, my purpose. When the two meet, they have the power to redefine what luxury truly means. Through Tracemark, the traceability platform I founded at 25, I’ve dedicated my career to bridging two worlds: the savoir-faire and heritage of fine jewellery with the modern demand for sustainability.

WISL: What impact are you most proud of creating within your community or industry?

BS: What drives me is transforming transparency into trust and ethics into emotion, proving that verified data, when communicated with integrity and purpose, can reveal the true story of a jewel. I’m most proud of helping establish traceability as a new standard in fine jewellery, showing that transparency hasn’t emerged to challenge heritage, but to preserve it, elevate it, and make it more credible in the eyes of a new generation of customers.

Origins and Voice

WiSL: How did you get started in this space, and what helped you find your unique voice as a changemaker?

BS: Jewellery has been part of my life for as long as I can remember, not just as an art form, but as a reflection of who we are and what we value. From a young age, I used to travel the world with my father, the founder of Facet Barcelona, one of Europe’s leading sustainable jewellery manufacturers. Those experiences shaped me profoundly. They taught me that jewellery isn’t just about craftsmanship or brilliance, but about values - honesty, integrity, and responsibility.

For me, jewellery was never just a business; it was our family’s language, our way of expressing love and legacy. In 2020, I decided to create something of my own: Tracemark, the world’s first certified end-to-end traceability system for fine jewellery.

Being a young woman building something new in this industry hasn’t always been easy, but I believe that real change always begins with optimism, passion, and consistency. I wanted to stand for something meaningful, something that reflected who I am and what I believe in: a more transparent, responsible, and conscious sustainable jewellery industry. My voice grew naturally from there, rooted in the belief that transparency isn’t a trend, it’s a transformation.

Visibility and Understanding

WISL: What’s something you wish more people understood about your work or the change you’re driving?

BS: I wish more people understood that sustainability in jewellery is no longer a “nice to have”, it’s a “must have.” We don’t sell necessities; we sell symbols of love, celebration, and identity. And for those symbols to truly hold meaning, they must reflect the same values they represent, not just in their beauty, but throughout their entire journey. From the origin of a diamond to the hands that craft it, transparency across the supply chain is what gives each jewel its integrity.

Our industry is not only about materials, it’s about people, systems, and accountability. What we do at Tracemark goes far beyond technology: we bring transparency to life, giving every piece a verified story and every consumer the ability to know, choose, and trust.

It’s a quiet revolution, but one that’s transforming how value is created, perceived, and shared in the world of fine jewellery.

Values and Alignment

WiSL: What personal values guide your work, and how do they make you the best person for the career you’ve designed for yourself?

BS: The values that guide me are integrity, curiosity, kindness, and passion. Passion fuels everything I do, you can’t be an entrepreneur without it. Integrity ensures that everything I do is grounded in honesty and meant to endure. Curiosity keeps me questioning, learning, and evolving. And kindness reminds me that true progress is rooted in empathy, because sustainability, at its core, is a human journey.

Every day, I try once more, with a little more patience, a little more heart. These values guide not only how I lead, but how I live, aligning purpose with impact and reminding me that success means nothing if it isn’t meaningful.

The Everyday Reality

WiSL: On challenging days, what does your work look or feel like behind the scenes?

BS: On challenging days, my work can feel like a thousand moving pieces, strategy, certifications, technology, storytelling, all demanding attention at once. It can be overwhelming, but purpose gives it shape.

WiSL: On days when you remember why you started, what moments bring you joy and affirmation?

BS: There are moments that make it all worth it: when a brand launches its first fully traceable collection, when a young designer tells me that Tracemark changed the way they think about luxury, or when a customer registers their piece and discovers the story behind it, the people, the places, and the values that made it possible.

Those are the moments that remind me why I started: because behind every challenge, there’s always a chance to make something better.

Reflection and Growth

WiSL: Looking back, what advice would you give to yourself at the beginning of this journey?

BS: If I could speak to my younger self, I would say: be patient, and trust the process. Purpose takes time. And as my father always reminds me: “Never surrender. Never surrender. Never surrender.” Every obstacle you face is shaping the clarity you’ll need later.

WiSL: What leadership qualities are you currently nurturing, and how are you actively developing them?

BS: Today, I focus on nurturing resilience and vision, the kind of leadership that builds bridges and invites collaboration over competition. As Gandhi said, “If you want to walk fast, walk alone. If you want to walk far, walk together.” That philosophy is at the heart of everything I do, because it’s only through collaboration that we can create a bigger impact, transforming the jewellery industry into a more sustainable and responsible sector.

Words by: Berta Serret