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Story Puts the Fun Back in Holiday Shopping This Year

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In a season that's supposed to be full of joy, checking off your holiday shopping list can be a pretty joyless task. That's where Story comes in, stepping up to the plate to one-up its Target-backed log cabin setting from last year to present more than 300 small businesses and literally thousands of items that'll satisfy all the hims, hers, thems, and its you're gifting this season.

With so many brands to feature (many courtesy of an American Express partnership, others coming straight from the latest Pitch Night) that means the space is more crowded than in previous iterations, like the one with Donald Robertson's drawings or the design-oriented summer theme. But what it lacks in standing room, it makes up in impeccable organization.

You'll start by entering into the women's shopping area, a sleek section that foregoes red and green for black, white, and gold (plus a fireplace). But just because it's designated as such doesn't mean men should just pass through — reversible scarves from Donni Charm (check them out in the gallery above) and Aziz Ansari's Modern Romance are meant for everyone.

Shoppers who make a point of visiting Story at least once during each of its themes will immediately notice some repeat favorites from store owner Rachel Shechtman, like Iris Apfel jewelry and issues of Cherry Bombe magazine. But you'll still be inundated with the new, like an entire table dedicated to emoji products that feature glitter-covered, velcro-patch slides designed by style blogger The Blonde Salad and needlepoint kits of everyone's favorite smiling poop symbol.

The kitchen might be where you find the most innovative gifts, like a subscription service from Driftaway Coffee and bark-encrusted candles from We Took to the Woods. Also hidden in here are nooks with products for dogs, a menorah that also functions as a wine stopper, and a phone case that can automatically display a picture you just took (seriously, it's mind blowing — watch the video on the tablet displayed next to it to see how it all works).

Scroll through the gallery above to see the men's "garage" and the kids' turf-covered sections, plus more of our favorite products. And keep up with Story's events page to see when you can meet Iris Apfel or design your own snow globe, just a couple of the fun happenings taking place during this shop's run. It's open daily from 10am to 8pm through December 20th January 3rd.


144 10th Avenue, New York, NY 10011 (212) 242-2694 Visit Website