With the proliferation of choice policies in education, parents are increasingly positioned as "consumers" tasked with choosing the "best" school for their children. Yet a large body of research has shown that the process of selecting a school is far more complicated than policy-makers and researchers often predict. This article uses ethnographic data on middle-class parents in a large city who are considering sending their children to a diverse neighborhood public school to further develop our understanding of school choice. Drawing from sociological research on consumption as a social and cultural process, we examine the intersections between parents' choice of a particular school (i.e. consumption) and their own identity construction. Our data show that the "act" of choosing a school can become, for parents, a means of expressing and enacting a particular identity. In this case, the intersections between identity and choice pushed many parents--invested in seeing themselves as liberal urbanites--towards an urban public school. We suggest that similar dynamics could have different outcomes for other groups of parents and that the symbolic nature of the school choice decision has broader relevance and merits further study.