The New Social Order

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A New Story Every Month


Is it a gallery or a store constantly reinventing itself?

In 2011, after years spent helping to shape the retail strategy of big brands like TOMS and GAP, Rachel Shechtman decided to open her own store, STORY, drawing on her killer taste and quirky know-how. She thought, ‘Wouldn’t it be way cooler if a boutique changed its vibe and stock every month, just like a magazine?’ We say yes!

Every four to eight weeks her concept store STORY changes its theme like a gallery and sells things that reflect that theme. We’re not just talking switching out a few bibs and bobs, this is a full makeover from merchandise, store design and fixtures, even new lighting themes—all designed to enhance the theme of the moment, which have included love, color, holidays, tech, and so many more.

This may be one of the coolest NY discoveries we’ve made. Check out the 2000 square foot store located in Manhattan’s 10th Ave. retail corridor at 144 10th Ave. and 19th Street.