Being in the C-suite is a high-pressure job with long hours, responsibilities to the board, and intense scrutiny. But what is it like 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 business 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 business 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 technology roles for more than five years. But long before rising to be CEO of the business, 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 business is already on track to hit profitability 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 business 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 business, 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 like 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 like?
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. It was crazy. We couldn’t afford childcare, we lived 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 home. 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 like: Swanky apartment in the city or suburban sprawling?
We have a home 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, investing 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 live 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 about 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 saves 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. The best. And every winter, I buy every fur coat they offer. They are the best at fur coats.
My custom-made suits?! Only INDOCHINO. 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 like being a wedding therapist, crisis negotiator, and fairy godmother all rolled into one.
Are you the proud 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. Go for a walk. Read.
What’s the best bonus treat you’ve bought yourself?
Extra dark tint for my truck windows. That Texas heat!
How do you treat yourself when you get a promotion?
When I became CEO, Scooby Snack bought me a new wedding ring. The one he bought me 32 years ago when he proposed cost $199—and that was like 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 business leaders on what their “Good Life” looks like. Get in touch: emma.burleigh@fortune.com
