Diamonds are a girl’s best friend—which Sam Broekema knows all too well! The charming editor in chief of Only Natural Diamonds has paved the way for a glittering new chapter at the Natural Diamond Council’s magazine, imbued with both character and sparkle. The role is Broekema’s latest professional accomplishment, following a storied career at InStyle, Harper’s Bazaar, and Vanity Fair. In late 2023, he also welcomed his first child with husband Eric Riley—making this year filled with parenting firsts! After a 2024 of bejeweled covers—including OND’s new “REALNESS” Winter 2024/2025 issue—we caught up with Broekema on just how he got this gig, parenting milestones, and navigating today’s new wave of fashion media.
What led you to take the job as Only Natural Diamonds’ EIC?
When InStyle closed [in 2022], I really took a moment to think of what my values were and where I felt there was something missing in editorial. I’ve always loved jewelry. It was one of the first things I started working on when I was at Vanity Fair. There really wasn’t a place that is entirely centered on jewelry. When [Only Natural Diamonds] called me, it was an opportunity to build something, to make something, rather than working in heritage brands where I spent my career. You’re reframing and pushing forward something that has existed for a long time. To start fresh felt really exciting.
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You previously led accessories at InStyle. What are some similarities or differences you experienced in your new position at OND?
It’s specific for me, because the Natural Diamond Council is a nonprofit. It’s the first time where I’ve really been able to separate any advertising concerns and really just think, What is the best of the best, what is the most exciting story? Obviously, all of those brands do incredible things that advertise, and the scale is huge, but also being able to work in an equal way with independent designers. Only Natural Diamonds is totally brand-agnostic, so we’re able to do a huge profile on James de Givenchy of Taffin, but also do a profile of the archivist at Van Cleef & Arpels.
How have you built out your team at OND? What was that process like?
I got really lucky that there were people waiting for me at the Natural Diamond Council that were just incredible, like Shannon Lynch, our senior features editor, and Jane Asher, our social media manager. I had actually worked with Jane at InStyle—she did our social there. I brought in a lot of people that I worked with at InStyle or at Harper’s Bazaar through my career. I have such an amazing community of people around. A lot of the photographers, stylists we’ve worked with, or people that I brought on, such as our assistant editor Anna McFillin, I’ve worked with for three years. [Watch & jewelry editor] Grant Mobley was already at NDC in another department, and I hired [web editor] Hannah Militano through Anna. I fully believe in fashion family. Before I had a kid, they called me “dad!” It brings it full-circle.
Grant Mobley, Jane Asher, Shannon Lynch, Sam Broekema, Anna McFillin, Hannah Militano (Courtesy of Only Natural Diamonds)
Let’s talk about OND’s new Winter 2024/2025 issue. What made Shailene Woodley and Chase Stokes ideal cover stars for this season?
The print cover star is Shailene Woodley, who has a show out called Three Women, the adaptation of Lisa Taddeo’s novel, and she’s working on a play on Broadway. Chase Stokes has Outer Banks. Both of them have in common the fact that they’re completely genuine and authentic. Though they’re very famous and have a lot of scrutiny, they seem to carry it lightly, and have an ability to telegraph who they really are. You feel like you actually get a sense of what they really think and believe. They’re not so media trained! They’re both really beautiful people outside, but also inside.
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- Shailene Woodley (Tina Tyrell)
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- Chase Stokes (Ryan Pfluger)
What are some behind the scenes moments you really loved while working on this issue?
Each of the shoots was so different! I always want to take diamonds out of the vault and take them someplace where you wouldn’t expect to see them. For Shailene [Woodley], we were shooting on the hottest day at an old Victorian mansion out in Far Rockaway, and it wasn’t the most glamorous location. They had a sense of cool, cool, scruffy around the edges, and Shailene just leaned into it. There was a chair where the jewelry guards didn’t want to sit in it because they thought it was too worn-in, and Shailene is swanning over it wearing Issey Miyake and all these diamonds. Then Ella Hunt—what was so amazing about that one is that we’re shooting with this incredible vintage Ferrari. We were literally, with all the windows open, doors open, cranking the gas as we’re shooting for video. It just had this sense of moment. People were walking by the garage, just trying to figure out what was going on with these cars, and then they saw this beautiful actress covered in natural diamonds. Those were two moments that were memorable.
Shailene Woodley (Tina Tyrell)
OND uniquely only features natural diamond jewelry. How do you keep such a specific topic fresh and exciting all year?
What I’ve found is that natural diamonds are a part of every part of our culture. There’s so many incredible histories. Since the Renaissance, people have been wearing diamonds as engagement rings, and even before that, people were adorning themselves. But beyond the adornment, there’s incredible environmental stories to talk about. There are incredible young jewelers that are working, there are storied brands that are working in diamonds. There is such a wide, broad highway of things to talk about. I can’t imagine ever getting bored of it! There’s more to come, always. The thing I love about diamonds, too, is that they’re endlessly possible to recut and reframe. So many people are doing incredible things with antique diamonds right now that were from five centuries ago. People are re-cutting them, resetting them. They don’t get tired.
Editorial media’s had a tough year in 2024. In your eyes, what allows a brand to survive and thrive today—and who’s doing it right?
The key to this, for me, is being super curious and always maintaining some editorial distance and being trustworthy in what you’re showcasing. What brought me to being an editor was that I love that ability to just find something, discover it, and introduce it to somebody—and then that person loves it, and they buy it! And then it helps the designer. It’s just become this really big, beautiful connection. Publications that have kept that ability are doing it really well. Alexis Wolfe at Elle is an incredible editor, and she’s always making space for independent designers.
(L-R) Lorraine West, Sam Broekema
You also became a new dad this year! How is dad life going so far?
It definitely reframes your priorities. I will say that parents always talk about how they’re tired, but I didn’t understand that it was a different kind of tired that I didn’t know existed! But it’s also completely amazing. It becomes the high point of my day.
How do you balance your busy EIC life with parenting responsibilities? They’re two big roles!
You really do have to be active. I feel very lucky. I have a very supportive husband, we divide everything equally. But I don’t think there is such a thing as true work-life balance. We’re all doing the best we can, and you have to trust that your best is is good enough. I do find that I always have to put my kid first, put family first. I feel lucky to work where everyone feels that way. There are a lot of parents at the Natural Diamond Council, so we all get it and support one another.
Sam Broekema (Courtesy)
What are some chic holiday gifts we should have on our radar this season?
My friend Beth [Hutchens] has a line called Foundrae, and she just opened a new store on Madison Avenue. She has the most incredible jewelry, of course, but also a lot of objects. There are really beautiful jewelry stands, all sorts of things to discover. Also, my friend Sarah Beltran has Deszo. Down in her place in SoHo, she sells incense—as well as very incredible diamond jewelry, if that’s your price point! I like to buy people things for the home, things that are cozy.
What are your holiday plans this year? Anything in particular you’re excited for?
All of my in-laws are coming, and some of my family, as well. So, we will have 10 people staying with us for Christmas, which I’m very excited about. And shortly thereafter, my husband and I are planning a trip to go to the beach!
Lastly, you’d know this better than anyone—why are diamonds a girls’ best friend?
They don’t get moody, they don’t get tired. I think there’s something about the way natural diamonds sparkle, that just puts you in a good mood.
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