06/28/2012 11:31 am ET Updated Aug 28, 2012

Made in New York: Story's Story

Here's a startup and it's a store. A real, live brick-and-mortar number right there on 10th Avenue and 19th Street.

Called Story, the shop runs like a well-curated e-commerce store where goods are sold for a limited time and inventory is carefully themed. The shop is completely turned over every four to eightweeks, like a gallery, with a new "story" each time. Consultant-turned-shopkeeper Rachel Shechtman, who's worked with Bliss, DVF, and Gilt, launched the store in "beta" (her words) in December when it was actually called Startup Store.

Since then, Story has cycled through a "love" story, a "color" story, and is currently stocked with a "New York" story. Co-curated by Cool Hunting, every last item for sale is designed or produced in New York.

The products are blue-chip, and cover a lot of ground. The Jawbone Jambox is in store, as are the modular Quirky Crates, in an exclusive launch, and Grapefruit & Smoked Salt Marmalade from New York Mouth. We were thrilled to find that MilkMade Ice Cream has an in-store freezer and is selling pints of Salted Caramel and Grady's Manhattan, a connection that may or may not have been facilitated by ol' Wakefield.

Schectman is clearly a matchmaker at heart. She encourages her vendors to pair off and collaborate. "Collaboration is the new competition," she says.

In that case, we'll look forward to some Grapefruit + Smoked Salt ice cream?

Pay a visit either online or offline. Now go forth (and lean in).

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