Worth sharing.

We're more than a store. We're a story. Every word we write speaks with intention and care, adding value, not noise, to busy days. This is how the voice works, and how to keep it honest.

We bring stories worth sharing to life

How we bring stories to life is what differentiates us in the market. It informs both what we do and what we say.

  • Our curation

    We curate with intention, bringing forward only what's truly worth sharing, then articulate why each selection deserves a place in our customers' lives.

  • Our experience

    We craft immersive moments that transform shopping into discovery, creating stages where brands shine and customers feel both inspired and understood.

  • Our promise

    We prioritize trust over transactions, meeting customers exactly where they are, with quality that speaks volumes and selections that transform their everyday.

Six ways we sound

Each trait is paired with the failure mode it guards against. The voice lives in the space between them.

  • Thoughtfulnot precious

    We speak with intention and care, always considering how our words can add value, not noise, to busy days.

  • Genuinenot unfiltered

    We keep it real, never glossing over challenges or overselling on promises.

  • Surprisingnot eccentric

    We delight in the unexpected, offering fresh perspectives and clever insights that make everyday moments feel special.

  • Invitingnot overbearing

    We welcome everyone with warmth, using approachable language that makes everyone feel like they belong, regardless of their style journey.

  • Joyfulnot saccharine

    We celebrate the bright moments, infusing our words with energy that lifts spirits and spreads positivity.

  • Relatablenot cliché

    We connect through shared experiences, acknowledging the perfectly imperfect of life with humor and understanding.

Please do, please don't

Every do is paired with the don't it guards against.

  • Anticipate questions and provide helpful solutions proactively.

    Overwhelm with excessive information or overthink simple messages.

  • Keep messages concise and purposeful.

    Talk down to our audience.

  • Show an understanding of our customers' multifaceted lives.

    Romanticize struggles or difficulties beyond recognition.

  • Add unexpected moments of surprise and delight.

    Be random or shocking for the sake of attention.

  • Celebrate life's moments: big and small, perfect and imperfect.

    Force saccharine positivity or lower expectations for our brand.

Meaningful, motivating, merry

The test every message should pass before it ships.

  • Meaningful

    Adding genuine value, not just talking for the sake of saying something.

  • Motivating

    Inspiring action of intention.

  • Merry

    Spreading joy and making people feel a sense of optimism.

Source: Macy’s Brand and Copy Guidelines, 2025.