Rachel Shechtman is a 4^th-generation retailer, Macy’s Brand Experience Officer, and Founder of STORY—a physical retail marketing experience acquired by Macy’s in 2018. Before Story, Rachel founded Cube Ventures, a retail consulting firm that worked with clients like Toms, Gap and JC Penney. In 2011, Rachel launched Story, which was conceived as a place that takes the “POV of a magazine, changes like an art gallery, and sells things like a store.” The themes, design and products are updated every 4 to 8 weeks, based on partnerships with brands like Lexus, American Express and Target. As Brand Experience Officer, Rachel creates Story’s interactive experiences, which, over the past 40 iterations of the store, have included everything from virtual reality meditation to a hot-towel shave station. STORY began as New York’s ever-changing retail concept store in Chelsea and this year, STORY at Macy’s launched at 36 Macy’s stores in 15 states nationwide.

Headquartered in Houston with franchises sprouting up across the country, iCryo is the fastest growing cryotherapy franchise company in the U.S—and with big investors like Dallas Cowboys linebacker Jaylon Smith on as equity partners, it’s only set to grow faster. Today I discussed the franchising industry is the Co-Founder and COO of iCryo, Kyle Jones.

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