I’m Lior Donskoy, the founder of Original Story.

I moved to New York from Israel more than a decade ago, and somewhere along the way, New York became home. It’s also where I built my own fashion brand, La Donsk, and spent years learning what it really means to create something from the ground up.

Being a designer shaped the way I see retail. I know how much work, emotion, risk and love live behind every piece. I also know how difficult it can be to find the right space for your work — a space that doesn’t just put something on a rack, but understands the story behind it.

Original Story came from wanting to create that space.

I wanted to build the kind of store I had always wished existed as a designer: a place filled with unique, beautiful things you don’t see everywhere, where every designer has their own point of view and every piece feels like a discovery.

But more than anything, I wanted it to be a place that made you feel like you had entered something you had never experienced before.

Original Story started through our pop-ups, bringing designers and creatives together under one roof. Watching people meet the person behind something they loved, hearing their stories, and seeing the connections that came from those weekends made me realize that this could be something much bigger.

In October 2025, Original Story found its permanent home in Greenpoint, Brooklyn.

Today, the store brings together fashion, jewelry, accessories, beauty, curated vintage and more from designers I genuinely believe in. It’s constantly evolving as we introduce new collections, new names and new stories into the space.

For me, Original Story has never been only about shopping. It’s about discovering something you haven’t seen before. It’s about knowing who made the piece you’re wearing. It’s about giving designers a place to grow, meet their customers and be part of something together.

And maybe most importantly, it’s about community, because after building my own brand for so many years, I learned that creating something can sometimes feel very lonely. Original Story is my way of making it feel a little less so.

Welcome to our story.