Here’s the STORY: With the support of American Express (the founding partner of Small Business Saturday and movement to #ShopSmall), innovative Chelsea retailer STORY has created Home for the Holidays, the ultimate spot to find something for everyone on your holiday shopping list. Almost every single item in STORY comes from a small business: Think artisan bitters made in Brooklyn by Hella Bitter, Nuna Knits‘ merino-wrapped soaps crafted by a mom in Long Island, and Unwashed Denim’s raw denim iPad cases handmade by a 16 year-old in his bedroom.

To house the over 200 small businesses, STORY transformed its space into a living gift guide that proves when you #shopsmall, you will find the perfect gift for everyone on your list. Interior designer Jason D. Bell worked with STORY to turn their space into an urban-inspired dwelling, using creative accents like brick wall coverings and wood flooring from Home Depot. It’s the kind of warm and welcoming place you can pop in to pick up a present on the way to your next holiday shindig or stay a while at their “gift” bar for a selection of stocking stuffers.

In sync with American Express OPEN’s commitment to celebrating and supporting small local businesses, Home for the Holidays hosted Pitch Night last weekend, where brands “pitched” their products to STORY founder Rachel Shechtman, other retailers and media outlets.

This weekend, Home for the Holidays will feature more than 150 independent brands ranging from small-batch leather accessories maker TM1985 to gourmet edible classics from Hebert’s Candies. On Saturday, December 21, Milk Truck will be serving lunch, and the following day, jewelry designer Beth Macri will be personalizing gifts for the women in your life with her signature hidden message necklaces.

You can visit STORY at 144 10th Avenue (on the southeast corner at 19th Street) in New York City and check online at for extended holiday hours. If you’re not in NYC, check out some of STORY’s featured small businesses on

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