STORY Launch // Baking for Good IRL

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Some things seem to take forever to come together. This is not one of those things.

Back in December I read about an innovative new store concept in Chelsea, temporarily being called “A Startup Store.” Rachel Shechtman, the woman behind the store, was launching a retail experience that would have a point of view like a magazine and change every 4-6 weeks like a gallery. With each new exhibition, there would be a new theme, new interior design, and a new mix of fun, young companies’ products. At the time, the store was in “beta,” with an official launch scheduled for February 1.

Because December was crazy busy for us, we sent off a quick note to the store’s general email address expressing our interest in partnering for a future exhibit. And then we forgot about it.

But then last week, the week before the launch, we heard back and were invited to collaborate. The first exhibition is called LOVE, and the theme has to do with both giving (think philanthropic brands like TOMS Shoes) and receiving (think more indulgent brands like Vosges Chocolate). Rachel felt that Baking for Good was a perfect hybrid between the two, since we’re about giving back at the same time as sharing small indulgences. (And she happened to have seen me speak at the TEDxEast event in the fall!)

We were so thrilled to be invited to participate and quickly came up with a product line and some new packaging to better show off our treats in a retail environment. (The window boxes of treats you can see in one of the photos is new for us; we wanted customers to be able to see our sugar cookies through the packaging.)

If you’re in NYC during February, definitely make a trip to 144 Tenth Ave at 19th Street in Chelsea (pair it with a visit to The High Line!). You can see lots of our treats IRL (I think that’s internet speak for “in real life”) – and if you buy cookies, you’ll be supportingĀ Free Arts NYC, a wonderful nonprofit that provides under-served children and families with a unique combination of educational arts and mentoring programs that help them to foster the self-confidence and resiliency needed to realize their fullest potential. Free Arts NYC is the first nonprofit I volunteered with when I moved to the city six years ago. I truly believe in their mission and the work that they do, and I’m really glad to be able to continue to support their work as part of our first retail store opportunity.

I’ve included several photos from last night’s launch party, which was super fun. Oh, and we made special Love Story cookies to help announce the new store name!

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One Response to STORY Launch // Baking for Good IRL

  1. Gina says:

    I’m currently a volunteer at Free Arts . What FA does for children and families in NYC (and for me as a volunteer) is truly awesome. Giving a child tools for expression that are fun, positive and possibly life-altering is written on their glowing faces.
    Here’s to you for you for being part of their success!

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