Rachel Shechtman

Rachel Shechtman is a fourth-generation retail entrepreneur and the founder of STORY, a New York-based concept store within Macy's that exemplifies an editorial, dynamic approach to retail. Prior to pioneering STORY, Shechtman established a career in consulting through her independent firm, Cube Ventures, known for ingeniously merging business models for diverse clients including Bliss Spas, TOMS, Kraft Foods, JC Penney, AOL, GAP, and the CFDA.

In December 2011, Shechtman introduced STORY, a venture rooted in the conviction that retail could transcend mere transactions to become a platform for branded, community-oriented storytelling. The store embodies the qualities of a magazine, transforms like a gallery, and operates like a store, routinely refreshing its themes, design, and merchandise every 3-8 weeks. Over four years, STORY orchestrated 28 distinctive retail installations in collaboration with brands such as Intel, American Express, GE, Target, Lexus, and Cigna, who sponsored these innovative experiences. Its versatile model has facilitated themes including Color, Style & Technology, Love, Made in America, Home for the Holidays, and more, engaging over 3,000 designers and hosting upwards of 400 community-centric events.

From April 2018 to July 2020, Shechtman served as the Brand Experience Officer at Macy's, where she launched two new business initiatives and led a team of more than 150 individuals. During her tenure, she continued to influence the retail landscape profoundly.

Shechtman has earned recognition from various prestigious platforms, including Fast Company’s 100 Most Creative People in Business, Fortune Magazine’s 40 Under 40, Crain’s Under 40, and Ad Age’s 50 Most Creative. In 2018, she was inducted into the Advertising Hall of Achievement by the AAF and named a Henry Crown Fellow by the Aspen Institute.

Currently, Shechtman is active on the Board of Directors at CAMP, a family retail and media company. She also provides strategic consulting for companies such as Sonos, Lululemon, LVMH, and NBC, where she focuses on reimagining consumer engagement. She leverages her extensive experience to influence retail and consumer strategy across various sectors. Shechtman's commitment to innovation in retail continues to guide her involvement in shaping the future of consumer experiences.