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Rachel Shechtman is a fourth-generation retail entrepreneur and the Founder and CEO of STORY, a New York based concept known for its editorial, ever-changing approach to retail. The store takes the point of a magazine, changes like a gallery every 3-8 weeks swapping out all merchandise, and sells things like a store. In six years it has successfully partnered with companies including Intel, American Express, NBC, Pepsi, P&G, Target, Microsoft, and Cigna – each benefiting from Rachel’s special sauce of content, community, and commerce. Prior to opening STORY, Rachel founded and served as CEO of Cube Ventures, an independent firm known for its skill of strategically combining business models for clients including TOMS, Kraft Foods, AOL, Bliss Spas, Gilt Group, and the CFDA.
In May 2018, Macy’s Inc. acquired STORY and Rachel joined the company as its first Brand Experience Officer, Founder of STORY. In this role, Rachel will focus on ways to enhance the in-store customer experience with the Macy’s brand and bring STORY to life in new format and model.
Rachel currently serves as a trusted advisor to Brit + Co., Birchbox, Girlboss media, Smarty Pants, and MikMak. She sits on the Director's Council at Wharton’s Baker Retail Center, the Marketing & Media Committee of the Cooper Hewitt Design Museum, and the American Express OPEN Digital Advisory Board. In 2013 Rachel was a named a NYC Venture Fellow by the City of NY, a fellowship program designed to help high potential entrepreneurs scale their ventures and in 2016, Rachel joined the Board of Directors of National Retail Federation (NRF). She has been recognized as 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. Rachel received her bachelor’s in economics from Colorado College (1995). She is a member of the 2018 Class of Henry Crown Fellows within the Aspen Global Leadership Network at the Aspen Institute.