Macy’s Makes Quinceañera Memories

Creating memories is a huge part of what we do at Macy’s. We share joy during the holidays. We celebrate together during special occasions. And we are proud to be an integral part of the local communities we serve -- including being there to provide the perfect quinceañera dress.

A quinceañera is a time-honored tradition in Spanish-speaking countries throughout the Americas. It’s a milestone celebration of a 15-year-old girl’s transition into adulthood. Young ladies celebrate with their families and friends in their dressiest attire, similar to a Sweet 16 or debutante ball.

This fall, for the first time at Macy’s, hundreds of young Latinas and their families attended elegant events in Macy’s stores across the nation.* The families enjoyed an all-day event designed to be a one-stop-shop for gowns and must-have items needed to help them shine bright on their special day. The events, which began on Oct. 6, culminated in a final stellar event at Plaza Las Americas on Sunday, Nov. 4.

The in-store events included:

  • Fashion shows that showcased Macy’s dress partner Dancing Queens Gowns
  • A private boutique-like area where Macy’s MyStylists educated girls on trends
  • Complimentary beauty touch-ups and consultations
  • With each pair of stilettos, matching flats

“These events truly embodied the magic of Macy’s,” said Jose Gamio, VP, Diversity and Inclusion Strategies, who was a driving force behind the initiative. “Knowing what a major milestone this is in the Latin community, we wanted to become a one-stop shop for all quinceañera needs in a way that showed our commitment to and understanding of the tradition.”

The celebrations were a partnership between Gamio and the La Voz employee resource group in San Francisco. Formerly a store manager, Gamio saw an opportunity to fill the quinceañera need in his MacAllen, Texas store. He found a partner in San Francisco, where Salvador Serrano, La Voz leader and senior manager of Accounting, brought quinceañeras to life on

Truly a cross-functional effort, D&I and La Voz received support from executives, the ready-to-wear team, local district vice presidents and store managers, Special Events, Multicultural Marketing and Media Relations.

While these dresses moved from one store to the next, a selection of quinceañera dresses and accessories are available on

Check out all of the amazing looks here.

*La Plaza, Miami International, Dadeland, North Star, Plaza del Caribe, Ingram Park, Del Norte and Plaza Las Americas