MajorsJul 08, 2026
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Krista Collins Walters Promoted to Publisher of Instore
She will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Krista Collins Walters, formerly the associate publisher of Instore, has been promoted to publisher of Instore and vice president of jewelry for SmartWork Media.
Montclair, N.J.—SmartWork Media announced it has promoted Krista Collins Walters to publisher of Instore and vice president of jewelry for SmartWork Media.
Vice president of jewelry is a newly created position, the company said.
Walters was previously associate publisher of Instore. She succeeds Matthijs Braakman.
Although he is stepping down as publisher of Instore, Braakman said he will continue in his role as CEO of SmartWork Media—which he has held since 2016, according to his LinkedIn profile—and stay involved on a day-to-day basis.
“We’re creating a more organized structure around our jewelry business—with the combined efforts of Instore and the JA New York shows. A key leadership role is needed, and Krista has all the experience, expertise, and track record to step into that new role,” Braakman said.
Walters has been with SmartWork Media for more than 20 years, according to her LinkedIn profile.
As publisher, she will continue to develop the company’s media and events business within the fine jewelry industry, building on the strong foundation she has helped establish throughout her tenure with the organization.
"Krista's deep experience with our organization, combined with her intimate knowledge of the jewelry industry and the needs of our clients, positions her exceptionally well to create value for all the stakeholders we serve," said Braakman.
"This promotion reflects both her track record of success and our confidence in her vision for the future of Instore and our fine jewelry division."
Walters has been an integral part of Instore and SmartWork Media, the company said, working closely with marketers, brands, and industry partners to grow Instore’s reach and impact.
Her expertise spans content strategy, client relationships, and event development, all of which the company said have contributed to its growth in the fine jewelry space.
In her expanded position, Walters will oversee strategic direction for Instore while leading jewelry-focused initiatives across SmartWork Media's media and events portfolio, further strengthening the company's connection to the retailers and suppliers it serves.
"I'm honored to step into this role and continue the work we've built together," said Walters.
"SmartWork Media has always been driven by a commitment to serving our industry with authenticity and insight, and I look forward to deepening those relationships as we grow our media and events offerings for the fine jewelry community."
Related stories will be right here …
Vice president of jewelry is a newly created position, the company said.
Walters was previously associate publisher of Instore. She succeeds Matthijs Braakman.
Although he is stepping down as publisher of Instore, Braakman said he will continue in his role as CEO of SmartWork Media—which he has held since 2016, according to his LinkedIn profile—and stay involved on a day-to-day basis.
“We’re creating a more organized structure around our jewelry business—with the combined efforts of Instore and the JA New York shows. A key leadership role is needed, and Krista has all the experience, expertise, and track record to step into that new role,” Braakman said.
Walters has been with SmartWork Media for more than 20 years, according to her LinkedIn profile.
As publisher, she will continue to develop the company’s media and events business within the fine jewelry industry, building on the strong foundation she has helped establish throughout her tenure with the organization.
"Krista's deep experience with our organization, combined with her intimate knowledge of the jewelry industry and the needs of our clients, positions her exceptionally well to create value for all the stakeholders we serve," said Braakman.
"This promotion reflects both her track record of success and our confidence in her vision for the future of Instore and our fine jewelry division."
Walters has been an integral part of Instore and SmartWork Media, the company said, working closely with marketers, brands, and industry partners to grow Instore’s reach and impact.
Her expertise spans content strategy, client relationships, and event development, all of which the company said have contributed to its growth in the fine jewelry space.
In her expanded position, Walters will oversee strategic direction for Instore while leading jewelry-focused initiatives across SmartWork Media's media and events portfolio, further strengthening the company's connection to the retailers and suppliers it serves.
"I'm honored to step into this role and continue the work we've built together," said Walters.
"SmartWork Media has always been driven by a commitment to serving our industry with authenticity and insight, and I look forward to deepening those relationships as we grow our media and events offerings for the fine jewelry community."
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