By  on February 14, 2018

NEW YORK — Story, the Chelsea neighborhood retailer that changes its theme every four to eight weeks, is celebrating Valentine's Day through March 11 with Love Story. But founder Rachel Shechtman isn't clobbering consumers over the head with clichés employed by other retailers such as cheeky greeting cards, heart-shaped chocolates, red roses and risqué lingerie.

Rather, she conjured up a love story with multiple meanings. There's loving Story, the store, and the way Shechtman lovingly chose brands for the concept. Also, gifts that will be beloved, and most importantly, self-love.

"It's not [really] about Valentine's Day. Every day should be Valentine's Day. Women especially need to indulge in well-deserved self-love,” said Shechtman, adding that the assortment is driven by female-owned brands and start-ups.

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