For Rachel Shechtman, shopping is far from a mere transaction between a customer and sales representative. To this seasoned retail consultant, shopping ought to be like a story - an all-consuming experience that is as much about the process - or narrative - as the final product. Thus she launched Story (initially opened in beta and appropriately named A Startup Store), a retail space that curates like a Magazine, changes like a gallery, and sells like a store. ^[1]