Rachel Shechtman, a fourth generation retail entrepreneur, 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, GAP, 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 3,000 designers and hosted over 400 community focused events.

Rachel is a frequent speaker on retail and has been recognized by the media including Fast Company’s 100 Most Creative People in Business Fortune Magazine’s 40 Under 40, Crain’s Under 40 and most recently was named Ad Age’s 50 Most Creative.

Rachel remains a supporter of emerging business models, serving on the advisory boards of Birchbox, Smarty Pants, MikMak, Bow and Drape, the Director's Council at Baker Retail Center and the American Express OPEN Digital Advisory Board. In 2016, Rachel joined the Board of Directors of National Retail Federation (NRF).

Retail, Creativity, Creative Thinking, Creative Advertising, Creative Director, Entrepreneurship, Women in Business, Branding, Corporate Strategy, Storytelling, Personal Story, Marketing, Management,