The CEO of David’s Bridal buys clothes from Goodwill and eBay—but swears by private chefs on vacation
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Kelly Cook, the CEO turning around business at David’s Bridal, says her job is “like being a wedding therapist, crisis negotiator and fairy godmother all rolled into one.”
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personal finance
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July 9, 2025
11:17 AM
Fortune
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Success·Fortune The Good LifeThe CEO of David’s Bridal buys clothes from Goodwill and eBay—but swears by private chefs on vacationBY Emma BurleighBY Emma BurleighReporter, SuccessEmma BurleighReporter, SuccessEmma Burleigh is a reporter at Fortune, covering success, careers, entrepreneurship, and personal finance
Before joining the Success desk, she co-authored Fortune’s CHRO Daily, extensively covering the workplace and the future of jobs
SEE FULL BIO Kelly Cook, the CEO turning around at David’s Bridal, says her job is “ being a wedding therapist, crisis negotiator and fairy godmother all rolled into one. ”Courtesy of David's BridalBeing in the C-suite is a high-pressure job with long hours, responsibilities to the board, and intense scrutiny
But what is it to be a top executive when you’re off the clock
Fortune’s series, The Good Life, shows how up-and-coming leaders spend their time and money outside of work
Today we meet Kelly Cook, the CEO of wedding chain David’s Bridal
Chances are if you’ve been in the market for an affordable wedding dress sometime over the past seven decades, David’s Bridal was a contender to find your dream outfit
Whether it be a fitted mermaid cut or flowing ball gown, the bridal chain has dressed more than 70 million customers over the past 75 years in operation
Two years after declaring bankruptcy, the has made headway in its turnaround, including bringing veteran retail executive Cook on as CEO in April this year
Cook took the helm of David’s Bridal after working her way up through marketing and nology roles for more than five years
But long before rising to be CEO of the, Cook was amassing an impressive rolodex of brand expertise
In the 1990’s, she started off as a logistics analyst for Continental Airlines—ascending to director of customer relationship management role after four years
People are her calling, so she took on employee and customer management at Waste Management for three years
And by 2009, Cook had stepped into the world of retail, acting as the chief marketing officer for several companies including DSW, Kmart, and Pier 1 Imports. “I’ve always, always been attracted to turning ordinary brands into extraordinary ones,” Cook tells Fortune. “I’ve gone from planes, to trash, to shoes, to big box, to specialty [companies]
When I was one of the very few female execs at Waste Management we said, ‘We’re women of trash but don’t call us trashy women. ’” Now, the 58-year-old serial executive is a key ingredient in the revamp at the largest bridal retailer in America
Cook says the is already on track to hit fitability this year, with revenues “in the hundreds of millions. ” David’s Bridal now has an AI-enabled wedding planner called Pearl Planner, and its “Aisle to Algorithm” vision is aimed at making the company the largest retail, media, and planning in the wedding industry
I adore men’s jackets/blazers—I only get them at Goodwill
When Cook isn’t spearheading the AI-led future of the wedding, the Houston-based mom of five loves a good deal
She makes her own lunch everyday and buys men’s jackets at Goodwill
But she also craves the finer things in life, splurging on at least one big purchase yearly and “fab” custom-made suits from designers
She vacations three times a year and swears by hiring a private chef for her getaways, also cherishing her $199 wedding ring she’s held onto for decades. “Being CEO of David’s is being a wedding therapist, crisis negotiator, and fairy godmother all rolled into one,” Cook says. “We calm down brides who are one broken nail [away] from DEFCON 1, and explain to moms why ivory and champagne are different colors. ” The finances If you have children, what do your childcare arrangements look
I have five children (including triplets), three of whom are married, and we have our first grandbaby
We had four children under two, and a six-year-old
We couldn’t afford childcare, we d paycheck to paycheck
My husband, Damon, moved to night shifts and I worked day shifts managing a call center
I only saw him long enough to get pregnant with baby number five (wink wink)
Because he moved to nights and I was days, we had a four-hour layover of childcare, and we were blessed to have an awesome nanny who had them for three hours a day until my mother-in-law got off work, then she had them for the last hour
When all five children hit their teens, my husband resigned from his position so we had one parent at
Less than one month after he resigned, I was furloughed from my job
Prayers, prayers, prayers
I was blessed to find a job within 90 days which bridged severance
What are your living arrangements : Swanky apartment in the city or suburban sprawling
We have a in Houston, a ranch outside of Lufkin, and an apartment in King of Prussia
It’s the best of all worlds
Do you carry a wallet
We only have one credit card, and no debt
My Scooby Snack of a husband is very good with money
I always have $2 bills on me
I’ve been giving them away for 20 years—to recognize great talent
Again, in people is everything
What personal finance advice would you give your 20-year-old self
Three pieces of advice: 1) Put something in savings with every paycheck…even if it’s $5. 2) At least once a year, splurge on something super nice for yourself. 3) Never saying “that’s not my job” is the best way to earn more money
What’s the one subscription you can’t without
I don’t have any, but I can answer my favorite apps: TaskRabbit, Shipt, Akira, X, and Poshmark
Where’s your go-to wristwatch from
Rolex (a gift from my husband)
From now on, I will always hire a cook or chef on vacations
Last year, it was awesome not to be in the kitchen most of the day cooking for 12 people
The necessities How do you get your daily coffee fix
Two must-haves every single day: STOK Cold Brew, and Gaggia Milano, our coffee machine
I drink a large bottle of STOK every 2 days
Gaggia cappuccinos and jasmine hot teas are afternoon pleasures
What eating on the go
Always eat lunch at my desk
I usually skip breakfast during the week, but brunch-baby-brunch on the weekends
I make my own lunches—ginger salads are a fave
DoorDash s my life at least five times a week
Usually, cafe lattes in the mornings and dinners at the end of busy weeks
My favorite things to eat out: all Asian and Vietnamese food
I love it so much—and I’m so bad at cooking food Where do you buy groceries
Walmart app and the H-E-B app
Where do you shop for your work wardrobe
I adore men’s jackets/blazers—I only get them at Goodwill
For crazy fun pieces to add flair and drama to a work outfit—AKIRA
And every winter, I buy every fur coat they offer
They are the best at fur coats
Such a fab, quality suit
Shoes—anywhere and everywhere
For tulle and sequins—David’s Bridal
I’ve bought at least 12 gowns and cut them off for crop tops, flare skirts, silk overlays, etc
It’s so fun and creative
Faded, old Levi’s (which I wear at least once a week)—only eBay
There’s an eBay seller who has the best selection for the price
And for men’s leather bomber jackets, which I love, Buffalo Exchange
Being CEO of David’s is being a wedding therapist, crisis negotiator, and fairy godmother all rolled into one
Are you the ud owner of any futuristic gadgets
My bluetooth Ray Bans
I love music—and it’s awesome when I’m buzzing around the ranch in our Kubota
The treats How do you unwind from the top job
Answer: What’s one amazing thing I did today
What did I learn today from my mistakes
What’s something I’m grateful for that happened today
A nice meal with Damon
What’s the best bonus treat you’ve bought yourself
Extra dark tint for my truck windows
How do you treat yourself when you get a motion
When I became CEO, Scooby Snack bought me a new wedding ring
The one he bought me 32 years ago when he posed cost $199—and that was a million dollars to us
The CEO ring was more, but I cherish them both the same
I bought a custom red leather jacket with small silver spikes on it, all handmade from this incredible Etsy seller
I can’t wait to wear it with a delicate, frilly cotton dress or ripped Levi’s and [Louboutins]
Take us on holiday with you, what’s next on your vacation list
I take three a year: two with our whole family, and one with just Damon
Our family tradition is to rent a huge AirBnb at the beach
Such amazing fond memories
It’s a splurge but definitely worth it
Last year, it was in Cozumel [Mexico], and the owners/host company were outstanding
From now on, I will always hire a cook or chef on vacations
Last year, it was awesome not to be in the kitchen most of the day cooking for 12 people
Fortune wants to hear from leaders on what their “Good Life” looks
ComIntroducing the 2025 Fortune 500, the definitive ranking of the biggest companies in America
Explore this year's list.
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