Tiffany & Co.'s announcement is a move to reassure customers that their purchases are not only high-quality, but also ethical. In recent years, more light has been shed on the poor working conditions diamond miners often face, as well as the trading of " conflict diamonds " (often referred to as "blood diamonds"). "Sharing the craftsmanship journey of Tiffany diamonds reflects decades of investment in our supply chain," said Andrew Hart, Tiffany's senior vice president of diamond and jewelry supply. "Directly sourcing responsibly mined rough diamonds, and crafting and setting those diamonds to our standards in our own workshops, is unique to Tiffany among luxury jewelers."