Career
In 1860, Getchell moved to New York City and approached Rowland Hussey Macy, founder of R. H. Macy & Co., for employment.[1][2] According to one source, Getchell and Macy were third cousins twice removed, sharing a common ancestor, Richard Macy.[3] Despite lacking retail experience, her aptitude with numbers earned her a role as a cash clerk.[1][2][3] Within two years, she was promoted to head bookkeeper, where she managed the store’s accounts and trained other employees.[1][2]
Getchell was instrumental in expanding Macy’s inventory beyond its initial focus on dry goods to include departments for jewelry, home furnishings, toys, and children’s books.[1][2][3] She proposed innovative marketing techniques, including creative window displays such as dressing cats in doll clothing to attract customers.[1][2] Additionally, she suggested placing a soda fountain at the back of the store, requiring customers to pass other merchandise, which boosted sales.[1][2][3] She also recommended adopting the red star logo, inspired by a tattoo on Macy’s hand, applying it to price tags and letterheads.
Getchell introduced early mail-order operations at Macy’s, enabling customers to order products from home, which was an innovative practice at the time.[2][3] In 1866, she was promoted to superintendent of the store, becoming one of the first women to hold an executive position in the retail industry.[2][3] As superintendent, she oversaw nearly 200 employees and managed the store’s daily operations.[1][2]
Under her leadership, Macy’s sales and size tripled, and annual sales reached approximately $1 million.[2] Her personal motto, “Be everywhere, do everything, and never forget to astonish the customer,” reflected her approach to retail and leadership.[1][2]
In 1869, Getchell married Captain Abiel T. LaForge, a lace buyer at the store who later became a partner in the business.[1][2] Despite her continued contributions, Getchell’s salary was eliminated in 1871 when her husband was promoted to partnership, reflecting the gender norms of the period.[3] In 1873, while pregnant with her third child, Getchell managed the entire store for three months during her husband’s absence on a European buying trip.[2][3] She continued to work part-time during busy periods, such as inventory.[2][3]
