The Story Boutique’s Rachel Shechtman Tells Us a Story


Rachel Shechtman’s Story is innovative in more ways than one. The fourth-generation entrepreneur is re-thinking the way consumers spend their time shopping—specifically when it comes to brick-and-mortar shopping experiences.

“If you’re going to ask for someone’s time, you have to give them an experience,” Shechtman said during Further with Ford’s 2013 Trend Conference’s Sculpting the Future panel. She shared the stage with the best-selling author of (and Squidoo founder!) The Dip, Pixar’s Cars Legacy Guardian Jay Ward, and J. Mays, Ford’s group vice president of design and chief creative officer. Together, they highlighted the numerous ways that the story acts as king, but for Shechtman, she knew that she fell in love with the way shopping told a story as a small child.

“Walking the Jacob Javits Center with my mom when I was 12,” she told, [was where it all started.] “She took me shopping to get Bat Mitzvah favors whole sale. There was all this stuff and all these people. It was really creative and engaging. I just wanted to do that for the rest of my life.”

And she does; Shechtman curates specific shopping experiences centered around a story that changes monthly (every 4 to 6 weeks, to be specific) much like a magazine’s content, in her Manhattan store, STORY. Pop in and let Shechtman tell you a story at 144 10th Avenue at 19th Street in New York City.

Tell her Glam sent you.