About TruLux

Making physical goods as verifiable as digital ones

TruLux is a team of machine-vision and AI engineers building the automated trust layer for physical goods. At its core are foundational vision models that understand physical products from smartphone photos alone, with no tags or prior registration. They identify an item, verify it component by component and fingerprint it so it can be recognised again. As the EU Digital Product Passport gives high-value goods a digital record, TruLux is the check that ties that record to the physical object and shows whether, and how, it has been modified. That keeps the item traceable from first sale to every resale.

Our mission

To give everyone who buys, sells, insures or owns a high-value item an independent, explainable answer to one question: what is this item?

Our vision

A world where people, and the AI agents acting for them, can trust any physical object they buy, sell, insure or own, because every object can prove what it is and where it has been.

Our team

Machine-vision engineers with 45+ patents

The founding team is specialised. Each founder owns one part of the problem: the models, the production system that runs them at scale, the market that has to adopt them, and the credibility to sell into a category bought on reputation. Between them they are named inventors on more than 45 patents filed in their previous roles, and they have built and sold computer-vision deep tech before.

Dionis Teshler

Co-Founder & CEO

Co-founded an automotive deep-tech company that raised over $50M, and spent three years in Germany selling to OEMs: long cycles, conservative buyers, reputation on the line. Named on 25 patents. M.Sc. Computer Science, Global MBA.

German Voronov

Co-Founder & CTO

First employee at TransChip, a mobile-camera silicon company acquired by Samsung in 2007. Later SVP for NLP and AI at Citi’s New Technology Lab, and a principal engineer at Intel and Samsung. Named on more than 20 patents.

Yury Zaryadov

Co-Founder & VP Engineering

Fifteen years building enterprise cloud systems and AI architectures, most recently as a VP at a multinational software engineering firm. He owns the production layer that turns research-grade computer vision into a service that holds up around the clock.

Yael Ayalon

Fractional CMO

Twenty-five years building and running marketing for startups. She covers the consumer-credibility and brand-building side of a category that is bought on reputation.

Advisory board

Thomas Ebeling

Advisory board
Investor

Former CEO of ProSiebenSat.1 Media, the largest consumer-facing media group in German-speaking Europe, and of Novartis Pharma, a global pharmaceutical business. He advises on retail credibility, brand engagement and the Swiss–DACH market.

Mika Salmi

Advisory board
Investor

Finnish-American entrepreneur in technology and media, founder of several companies and former Managing Partner at Lakestar, one of Europe’s leading consumer-tech venture firms. He opens doors across European and US consumer-tech co-investor networks.

Credentials

Backing and recognition

Supported by Innosuisse, the Swiss Innovation Agency, through its Start-up Core Coaching and Start-ups GoGlobal programmes and an Innovation Cheque grant, and winner of the 2026 >>venture>> award in the Consumer Solutions category.

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