The boutique Story in Manhattan’s West Chelsea has teamed with American Express Open for its new “Home for the Holidays” concept. The retail set-up is meant to be room-inspired areas for different gift recipients, as in an entry hall for her, a kitchen for everyone, a playground for children and a garage for men. Throughout the Ninth Avenue store there are goods from 320-plus small businesses and more than 2,400 products. Iris Apfel will be in the store on Nov. 13 to host one of what will be a series of trunk shows. There will also be weekend ones from brands such as Shinola and Fashion Group International Rising Star winner Beth Macri.

Known for leveraging big and small companies, Story founder Rachel Shechtman helped BJ Bowlen founder of BJ Bodyworks get a big break. After attending an American Express Open event in September, Bowlen took part in a Story Pitch Night where she met HSNi chief executive officer Mindy Grossman and “Good Morning America’s” Tory Johnson. Two weeks later, Bowlen met with HSNi executives and now expects to go on-air in January, according to Shechtman.

The Home for the Holidays at Story runs through Jan. 3 and marks the second time American Express Open has sponsored Story. But Shechtman is a familiar face — she serves on the company’s digital advisory board. For American Express’ annual Small Business Saturday on Nov. 28, Story will welcome 12 businesses every hour from 9 a.m until 9 p.m. for trunk shows and tastings.

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