Trace Shelton is the editor-in-chief of INSTORE, a trade publication for North American independent jewelry retailers. He worked his way up from senior editor in 2004 to editor-in-chief of INSTORE’s sister publication, INDESIGN, to being named EIC of INSTORE in 2016. Trace and the jewelry publishing team have received nearly 100 awards from the Jesse H. Neal Awards, FOLIO, Azbee and Trade Association Business Publications International. In addition to his duties as editor-in-chief, Trace serves as conference chair for The INSTORE Show. Trace’s appreciation for independent retailers began during his six years as a marketing consultant prior to working at INSTORE. He enjoys writing about all aspects of running a small business to help INSTORE’s readers succeed.