Retailers traditionally find it hard to trace their entire supply chains owing to sub-contraction of production and excessive fragmentation of value chains. The Rana Plaza tragedy of 2013 sparked the need for retailers to take responsibility and ownership of their of their supply chains and ensure ethical production. Tiffany & Co. has done the same with diamonds to ensure stones from conflict ridden war-zones do not make it to the markets. The consumer can trace every diamond from where it is mined through the workshop where it was cut and polished, all the way to the shop floor. The retail industry is digging its heels into supply chain transparency and it is paramount that all brands become stakeholders in this shift.