What is "ruff&cut"

Ruff&Cut is an American fine jewelry company founded by Wade Watson in 2008. The company sells ethically sourced jewelry items that contain conflict-free diamonds and gem stones and recycled metals. The company's headquarters are in New York City and its products are sold via e-commerce, retail and wholesale. The name "Ruff&Cut" refers to the ruff sandpiper bird, which inhabits southern Africa, and to cut diamonds; as a whole, "ruff and cut" is a play on words referring to rough and cut diamonds, as well as the ruff sandpiper.