MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor MajorsJul 20, 2026
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."
Editors' Picks
Sponsored by
More on Majors
The Latest
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
Weekly QuizAug 27, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
FinancialsAug 27, 2026
Movado’s Q2 Sales Up As Younger Consumers Take Interest in WatchesThe fashion watch category was once threatened by the Apple Watch, but consumers are now opting for new wearables, said Movado’s CEO.
SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
Lab-GrownAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
SurveysAug 26, 2026
Consumer Confidence Dips in August Amid Anticipatory Anxieties Respondents were concerned about the future of the labor market and their income as well as the rising prices of gas and groceries.
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
ColumnistsAug 25, 2026
Proof Before Purchase: The Gen Z Way to BuyIn her first column for National Jeweler, Jennifer Shaheen asks jewelers if they know how to connect with the next generation of consumers.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
