time , she even lived with the couple . She also cozied up to the idea that her career might entail more than just numbers .
Getchell constantly suggested new merchandise and departments to add at R . H . Macy ’ s . When she first arrived at the store back in 1860 , the dry goods store sold limited items including hats , gloves , ribbon and lace , but it was far from a full-fledged department store . She recommended that the store add goods like soaps , perfumes , picnic supplies , sporting goods , ice skates and fresh flowers . She also suggested the addition of toy and books departments .
Customers were captivated by the extravagant selection . In one instance , a shopper asked Getchell if there was anything that Macy ’ s wouldn ’ t sell , to which she reportedly responded : “ Yes , coffins .”
As second-in-command of the store , she loved “ putting a bug ” in Macy ’ s ear , and he always took her ideas seriously . She eventually made history in 1866 when she
Getchell ’ s Apothecary
For special occasions and company anniversaries , Macy ’ s has leaned into its history and highlighted Getchell ’ s accomplishments . For instance , for the retailer ’ s 150th anniversary in 2009 , Getchell was highlighted in an advertisement that promoted the store ’ s rich history .
On its corporate website , Macy ’ s touts that : “ Macy ’ s was the first retailer to promote a woman , Margaret Getchell , to an executive position , making business history .” So , in 2020 , when the famous department store rolled out its new concept , Market by Macy ’ s — a condensed version of its regular stores — it gave a huge nod to Getchell .
A bright seafoam green section within the smaller version of the famous store , named “ Getchell ’ s Apothecary ,” was categorized by type of products , instead of by brand . And the apothecary had a sign sharing with customers how Getchell contributed to the department store .
Unfortunately , the timing of the concept ’ s launch came right as global shutdowns of physical spaces were occurring at the onset of the COVID-19 pandemic . It didn ’ t help the brand ’ s success . Months later , Market by Macy ’ s Southlake in Texas underwent renovations “ to create a brighter , more open shopping environment ,” a Macy ’ s spokesperson explained in a 2021 email . “ As a result of these renovations and learnings from scaling the new concept , the store will no longer have a dedicated Getchell ’ s Apothecary .” Instead , the store was changed to feature a self-service , open concept expanded beauty and self-care department .
While Getchell ’ s Apothecary was the most recent nod to Getchell , Macy ’ s honored the LaForge name as early as the 1870s , when it introduced LaForge kid skin gloves . And , in 1902 — after Margaret and Abiel ’ s deaths — Macy ’ s introduced a line of LaForge & Valentine pocket watches , a throwback to an 1877 plan following Macy ’ s death when the store was slated to be renamed after his two business partners and successors ( but ultimately was not ). In later decades , Macy ’ s sold a line of LaForge wristwatches , too .
was named superintendent of the store , overseeing nearly 200 employees .
Getchell had a saying : “ Be everywhere . Do everything . And never fail to astonish the customer .” And astonish them she did .
She loved a good publicity stunt . “ Miss Getchell lived before Mickey Mouse and helium gas , but she had the right idea ,” one magazine said of her . One time , to attract customers she dressed two cats in baby doll clothing and placed them in prams to get the attention of customers .
She always knew just what shoppers wanted . When soda fountains were becoming all the rage in Europe , Macy wanted a soda fountain in his store , too . Getchell suggested that it be placed toward the back of the store so that customers would have to walk by rows of other merchandise before reaching their destination to grab a cup of soda . This marketing ploy is , of course , used by nearly every major retailer today .
Getchell is also credited with coming up with Macy ’ s iconic red star logo . Macy had a red star tattoo on his wrist , which he had gotten during his days as a sailor . Getchell insisted that R . H . Macy ’ s place red stars on all company letterhead , price tags , advertisements and even outside of the building itself .
“ Miss Getchell ’ s striking ability convinced Captain Macy of women ’ s value in business ,” recalled Crossman in a 1933 interview about the store ’ s 75th anniversary . Crossman noted that Macy hired women whenever possible , after seeing firsthand how well Getchell had performed in her role . Indeed , the next two superintendents of R . H . Macy ’ s were both female .
Getchell stepped down as R . H . Macy ’ s superintendent in 1870 as she began to have children with her husband and colleague , Abiel LaForge . 2
Randolph Jones , the great great grandson of Margaret and Abiel , said he believes that Margaret “ was smart , knew how to read people and had a strong business sense when even the notion of ‘ business sense ’ was still being developed .”
He acknowledges that Getchell ’ s achievements also speak highly of her boss , Rowland Macy . “ Margaret should be remembered for what she did , not so much for the fact that she did it , but for the fact that she was allowed to do it .”
Even in the 1860s , Jones says , Getchell was “ far from the first woman to be smart , intuitive and sensible . Imagine what this world could be like if women throughout history hadn ’ t been prevented from contributing in the ways that Rowland Macy allowed Margaret to contribute .”
As for Margaret , she thrived in her position of the second highest role of the store and was respected by most anyone who knew her , but she never made it to the top role within the New York company .
In fact , her husband , who started as a lace buyer with the company , was selected by Macy as a partner , giving him a stake in the company . It had been rumored that Getchell might be considered for the partnership , but alas , she was not . And when LaForge was chosen as a partner , her compensation was discontinued . Macy had reportedly rationalized that LaForge ’ s partnership would be beneficial for both he and his wife , so she would no longer receive her regular wages .
The closest Getchell got to leading the store was in 1873 when Macy , his nephew
36 FINANCIAL HISTORY | Summer 2023 | www . MoAF . org