Our Team
Sam John
Founder & CEO
Sam is the founder and CEO of Nature Direct Co, a passion project turned thriving business that has been operating for over four years. With a background spanning over 15 years as a cellist, years of professional cake artistry, and leadership roles in major tech companies like Nike.com, Netflix, and Waymo, Sam brings a rare blend of creativity, precision, and technical excellence to every facet of the business.
Before founding Nature Direct Co, Sam led Nike’s sole North American team for app and device support, delivering high-impact service in a fast-paced, global environment. That same attention to care and detail now fuels every interaction at Nature Direct Co, from selecting ethically sourced inventory to building genuine relationships with customers and suppliers.
Sam’s deep-rooted passion for the crystal and mineral world is the heart of the company. Each day is a dream come true, filled with opportunities to discover new geological wonders, connect with like-minded collectors and seekers, and continue learning from the Earth and its incredible diversity.
Committed to sustainability and ethical sourcing, Sam works directly with a trusted network of small-scale, artisanal miners and suppliers across the globe. These partnerships are built on honesty, fair compensation, and deep mutual respect, ensuring that the beauty shared through Nature Direct Co comes from a place of integrity and intention.
Melissa Lewis
COO & CFO
A key force behind the company’s growth and day-to-day operations. Though this is their first role of this magnitude, Melissa—known as Seirye—began their journey with the company organically as a volunteer moderator during Live Shows, where they handled invoices with grace and precision. Their dedication and sharp problem-solving quickly stood out, leading to an official role in 2023 and a rapid rise through the company’s ranks.
Since joining the team, Seirye has worn many hats, overseeing invoicing, white glove customer support, bookkeeping, data analytics, Live Sale moderation, and the design and maintenance of the company website. With a steady hand and an eye for both detail and big-picture strategy, Seirye ensures every system hums in harmony behind the scenes.
Seirye’s passion lies in creating seamless experiences—whether through streamlining operations, refining customer support, or building infrastructure that supports sustainable growth. They approach every task with a mix of curiosity, care, and commitment to the company’s mission.
Outside of work, Seirye enjoys relaxing with their boyfriend and playing video games—balancing their love for structure and systems with a healthy dose of fun and creativity.
Emauni Burnes
Operations & Community Support
Emauni plays a key role in packaging operations and live show coordination at Nature Direct Co, where her attention to detail and warm presence help create a seamless experience for customers. She assists with tracking live sale requests, moderating chats, running giveaway selections, and ensuring each order is packed with care.
New to the team but already deeply connected to the community, Emauni brings a love for people, creativity, and organization to every part of her work. Outside of crystals, she enjoys karaoke, long drives, cooking, and spending time with loved ones — always fueled by faith, music, and a good YouTube binge.
Mohammad Safi
International Director
My name is Mohammed Safi, and I serve as the International Director of Nature Direct Co. I am based in Peshawar, Pakistan, and I’ve been working in the gemstone and mineral industry for over 7 years now. This work is more than just a job to me—it’s a calling. I believe deeply in ethical sourcing, in treating people with dignity, and in building honest relationships that can last a lifetime.
One of my biggest goals in life is to help poor people—not through charity alone, but through opportunity, through sustainable business, and through actions that speak louder than words. I believe we can build something strong and international, while never forgetting where we came from or who we are meant to serve.
I’ve always been passionate about cricket. I’ve played for years and still enjoy the game when I can. I also love watches and appreciate their craftsmanship and the way they represent focus, time, and commitment.
In my role at Nature Direct Co, I help manage our global logistics, sourcing, and partnerships. I work closely with our team on the ground and with our founder to make sure we’re growing in the right way—with honesty, respect, and strong values.
Most of all, I care. A lot. I care about my work, about people, about fairness, and about building something real that can last and serve others. That’s what I’m here to do.