About us

Guy De Smet is the Founder and CEO ofiTraceiT, driven by a clear ambition: to use technology to create greater transparency, trust, and lasting value across industries.

With a background in IT architecture and entrepreneurship, he has spent his career designing intelligent, scalable solutions that address complex real-world challenges. From an early age, he was fascinated by the power of technology to transform ideas into practical solutions, improve the way organizations operate, and open new possibilities for people and businesses.

At iTraceiT, his role goes beyond building technology. He defines the vision, brings together the right talent and partnerships, and guides the development of flexible, future-proof solutions designed to generate meaningful and sustainable impact.

He believes that AI and emerging technologies are among the most powerful tools available to humanity. Used thoughtfully, they can strengthen human creativity, decision-making, and innovation. However, technology should always remain in service of people. That is why he advocates for ambitious yet responsible innovation, embracing new possibilities while carefully considering their risks, ethical implications, and practical limitations.

His leadership philosophy is deeply human-centered. He believes the strongest companies and solutions are built by bringing together diverse expertise, cultures, and perspectives. Collaboration, trust, respect, and empathy are not simply values at iTraceiT; they are essential principles that shape how teams are built, how technology is developed, and how the company works with its partners.

His mission is to position iTraceiT as a trusted technology partner and a driving force for more connected, transparent, and resilient ecosystems, empowering organizations to operate with greater confidence, efficiency, and impact.

Frederik Degryse serves as Senior Advisor to iTraceiT, bringing more than 11 years of experience across the global diamond industry, with particular expertise in traceability, strategy, procurement, and international sales.

After completing an Advanced Master’s Degree in Management at Antwerp Management School, he began his career at the Antwerp World Diamond Centre, where he contributed to Project 2020, the strategic repositioning of the Antwerp diamond sector.

He later joined Dominion Diamond Corporation, one of the world’s leading diamond producers, where he supported the Canadamark traceability program and the company’s rough diamond sales activities. Before joining iTraceiT, Frederik served as President of European Operations at UNI, overseeing European sales and diamond procurement.

In his role as Senior Advisor, Frederik supports iTraceiT with strategic guidance, industry expertise, and a deep understanding of diamond traceability and international markets.

Jennifer brings over a decade of experience at the intersection of global trade, sustainability, and gender equity. Her background spans international cooperation, EU policy, and ethical value chains.

She is also the Co-Founder of OWIT Brussels (Organization of Women in International Trade), a platform that connects and empowers women shaping international commerce and policy. Through this role, Jennifer champions equitable participation in global trade and strengthens partnerships that prioritize shared value over short-term gain.

At iTraceiT, she leads our efforts to:

• Expand our international footprint
• Build partnerships rooted in shared values
• Ensure traceability becomes a tool for empowerment, not just compliance

Whether working with local miners, major producers, or institutional partners, Jennifer ensures that our growth remains anchored in purpose and that our platform supports not only traceable materials but also responsible systems.

Michael Shatz is a Sales Agent at iTraceiT, with over a decade of experience in sales leadership, product strategy, and client engagement across European and North American markets.

Before joining iTraceiT, Michael held sales management positions in Vienna and Tel Aviv, where he specialized in outbound strategy, identifying opportunities, building trust, and translating complex needs into tailored, high-impact solutions. His work spans industries where precision, compliance, and long-term value creation are critical.

Michael brings a consultative and results-driven approach to every engagement, supporting iTraceiT’s mission to make traceability a strategic advantage for global supply chains.

Yasmina has over 10+ years in marketing and digital project leadership. She worked across agencies, international brands, and B2B SaaS environments. One insight has defined her work: growth only succeeds when strategy, systems, and values are aligned.

She builds marketing and communication strategies designed for long-term success, not just short-term gains. She help founders reclaim their time and focus by integrating AI tools and streamlined processes into their operations. And She transform complexity into clear roadmaps with measurable outcomes.

What guides her approach:

Strategy before execution

AI as a productivity tool, not a trend

Human-centered leadership and sustainable performance

Selective partnerships with values-aligned businesses