Rachel Shechtman a fourth generation retail entrepreneur and is the founder of STORY, a New York based concept store known for its editorial, ever-changing approach to retail. Prior to opening STORY, Rachel built a career in consulting, founding Cube Ventures an independent firm known for its skill of strategically combining business models for clients including Bliss Spas, TOMS, Kraft Foods, JC Penney, AOL, and the CFDA.
In December 2011, Rachel launched STORY, a business based on the belief that retail held the potential to be about more than the transaction - it could serve as a channel for branded, community-based storytelling. The store takes the point of a magazine, change like a gallery, and sell things like a store, updating its themes, design, and products every 3-8 weeks. In four years it has created 28 unique retail installations in partnership with companies such as Intel, American Express, GE, Target, Lexus, and Cigna, who serve as sponsors for the experience. Its purposefully adaptable model has brought to life such themes as Color, Style & Technology, Love, Made in America, Home for the Holidays and more, and in that span worked with over 2800 designers and hosted over 350 community focused events. STORY’s model has generated extensive international press and industry recognition; notably highlighted by the New York Times, Ad Age, WWD, and named one of New York’s essential shops by Time Out New York.
Outside of STORY, Rachel remains an active member and thought leader within the start-up community. She currently serves as a trusted advisor to Birchbox, Smarty Pants, MikMak, Bow and Drape, and sits on the Director's Council at Baker Retail Center, the Marketing & Media Committee of the Cooper Hewitt, and the American Express OPEN Digital Advisory Board. In 2016 Rachel joined the Board of Directors of National Retail Federation (NRF). Rachel has been named one of Fast Company’s Most Creative People in Business in 2012, Fortune’s 40 Under 40 List in 2013, Crains’ 40 Under 40 list in 2014, Ad Age’s Most Creative People in 2015, and was awarded the FGI Rising Star Award for Retail in 2014.