For us, this is personal. It's about values. Many people assume all diamonds are conflict diamonds, but that's not true. Consider this: Russia, the world's second-largest producer of jewellery diamonds, sends stones into the market with no traceability. Its dominant miner, Alrosa, is largely owned by the Russian government. Meanwhile, Botswana, a stable nation whose diamond industry funds its schools, is building traceability into its system. Canada, the third-largest producer, proudly follows the strictest environmental stewardship, invests in the Northwest Territories, and upholds fair labour practices. That's the standard we believe in.