As Nordstrom celebrates its 125th anniversary, the retailer’s long-standing dedication to customer service stands out as one of its core tenets.
“Our company was built on valuing and empowering our people to do their jobs, especially those closest to the customer. That is what our inverted pyramid is all about,” said co-CEO Erik Nordstrom.
Here, key employees sound off on the importance of connecting authentically with customers and going beyond expectations.
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ERICA DUCRAY, stylist, Nordstrom NYC Flagship
Over the course of 12 years at Nordstrom, Erica DuCray gained experience in sales and management before transitioning to a stylist role in 2020. DuCray is based out of the New York City flagship, but also continues to style people from Arizona, where her career with Nordstrom began.
DuCray said that being a stylist is about more than making sales. “The real win is building trust and relationships that last,” she explained. “Dollar amounts are great, but I’m always thinking long term, remembering the details that matter, like birthdays or favorite flowers, and showing up when life happens. I’ve had customers lose parents, and the first thing I do is send flowers to let them know I’m there. That’s what this business is about: being more than a stylist, being someone they can count on.”
As for her most memorable client interaction, DuCray described a special moment: “I was styling a young girl for a photo shoot celebrating her five-year cancer-free milestone, a moment that was about so much more than clothes. She was 12 then. Today, she’s 16, playing volleyball and chasing her dream of competing in the Paralympics. … Watching her confidence grow reminds me why I do this.”
NICOLE HERRERA, beauty stylist, Nordstrom Michigan Avenue
Upon realizing science wasn’t her passion, Nicole Herrera landed a job at the MAC counter at Nordstrom Fashion Valley 18 years ago. After spending five years there, she moved to Chicago’s Michigan Avenue location, where she’s been for nearly 12 years.
The Nordstrom beauty department offers Herrera creative freedom so she can tailor the service to all sorts of customers. And through each interaction she fosters a relationship.
“It starts with something as simple as a concealer, and from there it naturally builds — maybe a moisturizer, then a full skin care regimen and eventually even bringing in a daughter for her first makeup application,” said Herrera. “I’ve worked with customers from their teens all the way to their wedding day.”
The beauty expert asked two clients of 18 years — who don’t even live in Herrera’s area — why they continue to come back to her: “They shared that they trust my honesty, feel comfortable with my recommendations and that our relationship has grown into a genuine friendship.”
Herrera recalled that her most memorable sale was working with a woman who had just completed chemotherapy and was struggling with her self-image. “At the end of our consultation, she started crying, which made me cry. I still get emotional thinking about that moment we shared.”
JOSE MONTES, logistics processor, Nordstrom Fashion Valley
Jose Montes began his journey with Nordstrom in 2005, working in departments ranging from kids’ clothing to cosmetics before settling into his role as logistics processor in women’s shoes, which entails organizing the stockroom.
For Montes, his job at Nordstrom Fashion Valley in San Diego is a family affair: “Working with my mom every day is easily the most meaningful part of my job. She’s been with Nordstrom for 28 years and together we’ve built a strong partnership. She handles the organizational side — scanning, sorting and technical details — while I handle the physical work of opening, staging and running merchandise to the floor.”
Montes is proud of being able to adapt to workload changes. At the moment, the two-person team processes 150 to 200 boxes per morning.
While his job is mostly behind-the-scenes, Montes’ role is crucial to the customer experience. Not to mention, he is more than willing to help shoppers on the floor. “I step up because I want people to leave feeling taken care of,” he said. “I think about how I’d feel if I couldn’t find what I was looking for, and that motivates me to go above and beyond. My job may be in logistics, but at the end of the day, it’s all about the customer.”
LISA PEARCE, lead tailor, Nordstrom Palm Beach Gardens
After starting out working on costumes for cruise ship performances, Lisa Pearce joined Nordstrom’s Seattle flagship as a tailor, an experience she described as “stepping into a masterclass.”
Nearly 10 years and five stores around the country later, Pearce now serves as the lead tailor at Nordstrom in Palm Beach Gardens, Fla.
Being curious about people and creating connections is key to building a loyal customer base, Pearce explained. “It’s never just about the garment — it’s about learning who they are, so I can tailor it to how they live and how they want it to feel. I love finding common ground and building trust,” she said.
Some requests are bigger than others. Pearce recalled re-creating Taylor Swift’s “Tortured Poets Department” dress for a customer attending The Eras Tour on her birthday. “I turned a white House of CB corset dress into the look she wanted, completing the piece over a couple of days. It was far beyond a simple alteration — it was a full transformation. … Having the chance to bring a customer’s idea to life is incredibly rewarding,” she said.
AUSTIN WILLIAMSON, stylist, Nordstrom Mall of America
Austin Williamson was waiting tables at age 25, without seeing a path into the fashion industry, when he was approached at Nordstrom about a part-time job in designer handbags. That role led to his current stylist position at Mall of America in Bloomington, Minn., where he has worked for nine years.
For Williamson, now 37, authenticity is essential for creating lasting customer relationships and using the digital sphere to extend that connection.
“In the digital space, I focus on creating real connection rather than curated perfection. With so much content out there, I never want to feel like just another ad,” he said. “My approach is to share my world in a way that feels genuine, bringing in pieces of my life, my interests and even my journey toward becoming a yoga instructor. It’s about showing that I’m more than a stylist; I’m a person with depth and stories, and I want my followers to feel like they’re part of that.”
