according to rachel schechtman, founder of fabulous new shop story, the landscape of retail is ripe for change. ”one of my beliefs is that the future of retail is going to be less about consumption and more about content and community,” she says. and that’s precisely why rachel created the concept of story. story is a 2000 square foot store located on 10th avenue in chelsea, overlooking the gorgeous highline, that has the point of view of a magazine. its offerings change every 4 to 6 weeks like a gallery, and it sells products just like a normal store. what sets story apart, however, is that story will change out all its merchandise, design, and fixtures and completely reinvent the entire theme every couple of weeks around a new idea. story debuted with the theme of love when it first opened in february. this month’s theme? color!

this month is extra exciting for us here at the markoff group because story will also be featuring one of our own beloved clients, hester van eeghen, a natural fit when it comes to to color. don’t you agree? we highly recommend stopping by this bright, colorful space. and if you have yet to get your hands on hester van eeghen’s vibrant designs, you must stop by for a unique opportunity to see, feel and try the pieces on for yourself. we just know you’ll fall in love.

here are some photos we took on our most recent visit to story.

let’s take a look inside, shall we? (location: 144 10th avenue at 19th street)

this month’s theme: color

hester van eeghen’s confetti clutch dipped in brown, orange, pink, and green – what a burst of color!

hester van eeghen’s confetti clutch in black, grey, and cream – perfect for anytime of day!

on the right: hester’s fishy ray in deep red
on the left: hester’s amazon clutch in red and orange

here’s another fishy ray in a mesmerizing turquoise. i absolutely love the sparkle. this is one of my absolute favorites and always a great conversation starter at parties.

as you can see, each section of story is sectioned off into different vibrant colors – oranges, pinks, greens, and hester van eeghen fits right in. i love the concept, and can’t wait to go back to pick up some lovely trinkets for myself. what’s your story?

~ irin