She'll cover all states west of the Mississippi River.

MONTCLAIR, NJ – Desireé Lynch has joined INSTORE as West Coast sales representative. She will cover a territory that includes all of the states west of the Mississippi River. Matthijs Braakman, INSTORE publisher, recently made the announcement.INSTORE Desiree

Lynch has worked in the publishing industry for almost 30 years, most recently as vice president and publisher for Pet Product News, a MacFadden publication. She is experienced in both print and multimedia sales platforms. A graduate of Golden West College, Lynch resides in Burbank, CA.

“On behalf of all of us at SmartWork Media, we’d like to welcome Desiree to the team,” says Braakman. “Her experience will serve as a tremendous asset to INSTORE.” Lynch replaces former West Coast rep Jill Jarmel, who left to pursue personal interests. 

INSTORE, a 12-times-a-year trade magazine designed to help retail jewelers do business better, and its website, were recently nominated for three Jesse H. Neal Awards, one of the most prestigious honors in specialized journalism. The nominations are for best website (, best instructional content (“PR Powerhouse,” INSTORE, story by Eileen McClelland) and best editorial use of data (“The Big Survey,” INSTORE). Another SmartWork Media publication, PETS+, was nominated for best single issue (July-August 2017). Winners will be announced at an April awards luncheon in New York City. To date, SmartWork Media’s magazines and websites have earned 111 awards since 2004, making the company one of the most highly decorated publishers, per title, in the world.

SmartWork Media is dedicated to the idea that business media should strive to inform, excite and inspire business readers, and that a good business magazine can (and should) have the energy and compulsive readability of a top consumer publication.


A Worry-Free Way to Close Shop

Ron Pierro, owner of Pierro's Jewelers in Brandenton, Florida, chose Wilkerson to run his going out of business sale. From marketing to on-site sale management, Wilkerson did it all--giving Ron the kind of closure that only comes from trusting the best. Wilkerson.



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