144 Tenth Ave
|Cross street:||at 19th St|
|Opening hours:||Mon–Wed 11am–7pm, Thu–Sat 11am–8pm, Sun 11am–6pm|
|Transport:||Subway: A, C, E to 14th St; L to Eighth Ave|
|Do you own this business?|
A former marketing consultant to TOMS Shoes, Rachel Shechtman taps her shopping savvy as the purveyor behind this spacious boutique. The store houses a rotating collection of unique wares from a balance of local companies and well-known brands. Designed to mirror the editorial style of a magazine, Story will have Shechtman collaborating with guest curators and architects every four to six weeks to reinvent the merchandise and decor with a fresh theme (February’s is, aptly, love). Bestow your Valentine with this month’s picks, including JAMBOX wireless speakers ($179), Vosges gourmet chocolates ($4) and Simon Alcantara gold hoop earrings ($460). Shechtman also plans to host a series of free and paid lectures, film screenings, concerts and special events each month, turning Story into a cultural center for neighborhood locals.