INSTORE, a premier digital and print resource for jewelry retail professionals, has garnered significant recognition, being named a finalist for the 72nd Jesse H. Neal Awards. These awards are often regarded as the “Pulitzers of B2B media,” presented by SIIA Media, and represent the highest accolades within the business-to-business publishing sector, acknowledging outstanding achievements in both editorial content and design.
INSTORE's Digital Triumph: A New Standard for B2B Media
In a highly competitive field, INSTORE secured its nomination in the digital category for Best Feature Design (Digital), specifically for brands with revenue under $3,000,000. This esteemed recognition highlights the innovative work behind INSTORE’s 2025 Big Survey Online. The core team credited for this achievement includes Turquil Lambo, Web Design Editor; Mar Jefferson Go, Group Managing Design Editor; Trace Shelton, Editor-in-Chief; and Chris Burslem, Group Managing Editor.
Trace Shelton, the Editor-in-Chief of INSTORE, enthusiastically remarked on the team's exceptional ability to combine visually appealing original artwork with practical, interactive features. He likened the reader's journey through the survey to a “Choose Your Own Adventure” narrative, emphasizing the engaging and immersive experience created. Shelton further praised the editorial team’s diligent work in compiling and analyzing complex data, making the entire piece not only informative but also enjoyable to read and aesthetically pleasing.
Adding to the organization’s success, SmartWork Media, INSTORE’s parent company, received a second nomination for its sister publication, PETS+, which was recognized as a finalist for Best Feature Design (Print).
David Squires, Group Editorial Director at SmartWork Media, underscored the profound significance of these nominations. He noted that they honor two distinct approaches to a common editorial challenge: presenting intricate survey data in a compelling manner. Squires particularly highlighted INSTORE's nomination as a testament to their dedication to providing a superior digital experience. He asserted that this interactive layout demonstrates that B2B web content need not be static but can evolve into a high-fidelity, immersive destination on par with leading consumer platforms. According to Squires, their team has genuinely elevated the benchmark for what a website in the jewelry industry can achieve.
Matthijs Braakman, CEO of SmartWork Media, celebrated the creative freedom given to the teams, stating that such an environment fosters groundbreaking results. He expressed immense pride in the talent and commitment demonstrated by both the editorial and design teams in delivering such a high caliber of digital excellence.
The winners of the 72nd Jesse H. Neal Awards are scheduled to be announced at a prestigious ceremony on April 21, at The Yale Club in New York City.
This achievement by INSTORE marks a pivotal moment for B2B publishing, demonstrating that industry-specific content can be both highly informative and profoundly engaging. The recognition highlights a successful blend of journalistic integrity with cutting-edge design, fostering an interactive experience that captivates its professional audience. It serves as an inspiration for other publications to push creative boundaries and reimagine how complex data can be presented in an accessible and entertaining format, ultimately enriching the reader's journey and setting new standards for digital media excellence.