The Making of Dossier NY | A Store Is Born IRL Event
Introducing A Store Is Born, where we pull back the velvet curtain on how physical retail spaces—from flagship stores to pop-ups—came to be.
First up: The Making of Dossier 🍊
Join us for an intimate, after-hours conversation inside Dossier's new boutique with the team who built it. Learn what worked, what didn’t, and what they’d do differently—so your next space opens smarter, faster, stronger.
🔗 Official Event Page: https://storeisborn.retailmuse.com/making-of-dossier-invite
Evening Program
6:30–7:00 PM Sip & Spritz, Guided Networking
7:00–8:00 PM Live AMA Panel
Rebekah Kondrat, Founder & Managing Partner, Rekon Retail
Libby Shani, Omnichannel Operations Partner, Rekon Retail
Elodie Petit, Design Director, Malherbe Paris
Moderated by Sandy Hernandez I The Retail Muse
8:00–8:30 PM Shop-and-sip continues, connect with peers
Attending IRL comes with a treat! You'll get to try amazing goodies kindly donated by Nazuk Beauty, DIO Cocktails, Chili B., The Purple Drop, and O'ts!
This is perfect for:
Brands & Retailers planning or scaling physical locations
DTC Founders meaningfully testing brick-and-mortar strategies
Store Designers creating spaces to convert
Investors and Media obsessed with retail trends and innovation
Don't miss this rare chance to ask your burning questions and connect with a curated community navigating the same challenges you are.
Only brand and retailer employees are eligible for the DTC Brands & Retailers Pass. Everyone else, please apply using the Service Provider pass (if spots are still available). Thanks!
MEET THE PANEL
Rebekah Kondrat
Founder & Managing Partner, Rekon Retail
Former Head of Retail at Joybird with 20+ years at Apple, Starbucks, and Warby Parker. Has overseen $100M+ revenue channels, launched dozens of stores, and led teams of up to 300. At Rekon, she leads end-to-end store launches for brands like Easyplant, Catbird, Hypebeast and Kizik.
Libby Shani
Omnichannel Operations Partner, Rekon Retail
The operational genius who's orchestrated many brands' retail "firsts"—from FIGS' first pop-up to Sarah Flint's store rollout to Chanel's first beauty concept shop. She ensures beautiful stores actually perform.
Meet Your Host & Moderator
Sandy Hernandez
Creator of A Store Is Born and Founder of The Retail Muse. RETHINK Retail Top Expert (2024 & 2025) and NRF Retail Voice (2025).
Former Accenture strategist helping brands transform their approach to physical retail. My retail safaris and workshops take teams into the wild to observe real consumer behavior and design experiences that convert.
THANK YOU TO OUR BRAND SPONSORS!
In addition to the generosity of Dossier hosting us in their beautiful store, I would also like to thank our incredible product sponsors who have donated goodies for our attendees! If you're not able to attend in person, these are brands to definitely add to your watchlist!
Nazuk Beauty is a women-owned, handmade-in-NYC clean beauty brand specializing in hair and brow care powered by Usma Grass — a centuries-old Central Asian remedy known to strengthen and restore growth. With 50+ retail partners across NYC and Paris, loyal repeat customers, and international press recognition, we bridge heritage and modern beauty to help women feel confident and connected to their roots.
Wholesale Inqurires: [email protected]
DIO creates celestially canned cocktails with all natural ingredients, less than 8g of sugar per can and made with real juice. Select from flavors like Espresso Martini, Grapefruit Basil Paloma, Orange Blossom Marg, Ginger Tumeric Lemon Mule and Blood Orange Cosmo. A new personal favorite here at The Retail Muse, and these pair so nicely with Dossier's Speakeasy Collection!
Chili B. makes functional, better-for-you drinks infused with magnesium to help you relax, recharge, and stay balanced. It’s the calm side of the beverage aisle.
The Purple Drop is a bold, vibrant Peruvian super drink made from antioxidant-rich purple corn, an ancient recipe reimagined for modern taste, celebrating culture, flavor, and better-for-you hydration.
O'ts are thin and crispy, snack size oatmeal cookies that take you on an exotic taste adventure with every bold, flavorful bite! Each cookie variety features ingredients sourced from other parts of the world and contain nothing artificial, are not processed, and are kosher certified.
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