HALL OF FAME – NORDSTROM, INC.
JAMIE NORDSTROM, Chief Merchandising Officer, Nordstrom
“Nordstrom has always been about helping customers express themselves and make them feel good and look their best, and fragrance does that in a way that almost nothing else can. It’s deeply personal. It connects to memory, to identity, and emotion.”
What does it mean for Nordstrom to receive the 2026 Hall of Fame Award, especially as it coincides with the milestone of your 125th Anniversary?
Receiving this recognition from The Fragrance Foundation means a lot to us and receiving it in our 125th anniversary year makes it that much more special.
This award is really a reflection of the people who have built this business over 125 years- our employees, our brand partners, and the customers who have given Nordstrom the privilege of serving them over the years. Fragrance has been a meaningful part of our story for many decades, and to be recognized by the industry in this way is something we’re genuinely proud of.
Starting as a single shoe store, Nordstrom has grown and expanded into many apparel and accessory categories, what is it about Fragrance that makes it so important to Nordstrom?
Fragrance is one of those categories that really speaks to who we are as a retailer. At its core, Nordstrom has always been about helping customers express themselves and make them feel good and look their best, and fragrance does that in a way that almost nothing else can. It’s deeply personal. It connects to memory, to identity, and emotion.
We carry a broad assortment, from iconic fragrance houses to emerging and niche brands that customers are discovering for the first time. Our teams genuinely love helping people find something that feels right for them, it’s not a transactional category, finding a fragrance is an experience, and that aligns perfectly with what we’ve always tried to do.
As Chief Merchandising Officer, what is it about fragrance that excites you personally across the categories you oversee?
This category is dynamic. The range of brands, the storytelling, the way customers are becoming more sophisticated and curious about scent, it excites us as merchants. And at the end of the day, creating emotional connections and lasting memories for our customers is at the heart of everything we do at Nordstrom. We’ve always believed that how a customer feels when they leave us matters just as much as what they bought. Fragrance is one of the purest expressions of that.
How has fragrance shopping changed in your stores and for your customers?
The customer continues to evolve, and it is important for us to evolve alongside them. There’s a much higher level of curiosity and knowledge now, and customers come in having already done research, discovered brands through social media or received a recommendation from a friend, and they want to go deeper. They’re not just looking for a signature scent; they’re building a wardrobe of fragrances. Discovery is a big part of the experience now and we are here to support that.
The role of our salespeople has never been more important. With so many choices for the customer, they want an expert they trust to help them navigate and find the perfect scent. We’ve put in a lot of effort, with the help of our brand partners, to ensure our teams are trained and empowered to have those conversations.
What sets Nordstrom’s fragrance experience in-store and online apart in the retail landscape?
What sets us apart really comes down to breadth, expertise, and convenience. Our assortment spans the full range from prestige classics to emerging and niche brands, customers can find everything under one roof, and we hope to inspire a sense of discovery every time our customers shop with us.
Our beauty salespeople are knowledgeable and passionate about fragrance, and we’ve designed our beauty floor to serve our customers on their terms. A customer can walk in, spend three minutes, grab exactly what they came for and be on their way – or spend three hours exploring, sampling, and engaging in high touch consultation with a beauty and fragrance expert.
What excites you about the American fragrance market?
What excites me most is how much opportunity there is. The fragrance category has been shifting in a real way, younger customers have grown up with a completely different relationship to scent, and they see it as a form of self-expression, the same way they think about what they wear or how they style themselves. That’s a fundamental change, and it’s creating a broader, more engaged customer base.
The growth of niche and indie brands reflects this shift, customers want something that feels personal and authentic, not just a name they recognize from an ad.
What do you see as the future of fragrance retailing? How is Nordstrom leading the way through technology and in-store experiences?
The future is about making the experience feel more personalized, whether that’s in-store or online. Technology has a real role to play in helping customers find what they’re looking for and discover something they might not have selected on their own, it also has a role in supporting our salespeople in supporting discovery and providing more seamless service.
In-store, the experiential dimension will only become more important. The reason people still want to come in and smell something is irreplaceable, but we can do so much more to make that visit feel special through creating excitement with events, exclusive launches, expert consultations and more.
At TFF, we like to say that fragrance is the “invisible accessory.” How do you keep customers engaged with the category?
To keep customers engaged, it comes down to discovery and storytelling. We work hard to surface new brands and help customers understand what makes each one special the ingredients, the inspiration, the founder’s story. We use our platforms, our editorial content, and our in-store events to keep the excitement going around fragrance. Our people are really the key- when a salesperson is passionate about the category, it makes for a more meaningful interaction with our customers.
Why is fragrance so important to the overall beauty and wellness category?
Fragrance sits at the intersection of beauty and wellness in a way that few other categories do, it is deeply sensory and emotional. Scents have the unique ability to create a mood and a feeling, and as customers think more holistically about their well-being, fragrance has become a part of the conversation. It’s no longer siloed as just a luxury purchase, fragrance has become part of self-care ritual that has a role in our customer’s daily life.
You have had a long career with Nordstrom spanning many functions most recently as Chief Stores Officer before transitioning to Chief Merchandising Officer, how have your varied roles impacted the fragrance experience at Nordstrom?
At Nordstrom, we believe you are the sum of your experience. Every role I’ve had has added a layer of perspective I’m genuinely grateful for. Having supported our stores, I understand how much every detail matters in delivering for the customer – the physical environment, the quality of service, the real connections our salespeople build with our customers.
That lens shapes how we approach merchandising. When we think about our fragrance assortment, we’re not just thinking about what’s on the floor, we’re thinking about how it comes to life for the customer who walks in. That’s made me a real advocate for investing in our people, in how we visually bring brands to life in our stores, and partnering with the best brands in the world that give us something genuinely special to offer the customer.