(Photo: Daniele Teodoro)

In December, retail consultant Rachel Shechtman made an educated gamble on a 2,000-square-foot temporary shop called A Startup Store Beta that showcased products from online companies (Quirky, Birchbox). The venture was a success, but Shechtman wanted to keep mixing things up. This week, she’ll rechristen the space Story (144 Tenth Ave., nr. 19th St.; 212-242-4853), a permanent shop but with a new crop of brands and merch each month. February’s theme is “Love,” bringing less generic Valentine’s Day gifts such as glittered Toms ($54) and Jambox speakers ($200), plus an in-store photo booth.

Related:

• Archive: “The Storefront: Openings & Closings”
• Articles by Lauren Murrow
• Table of Contents: Feb 6, 2012 issue of New York | Subscribe!