David’s Bridal has a leg up on other bridalwear companies. After all, “ninety percent of brides are already walking into David's front door,” according to Elina Vilk, who joined the company as its chief business officer in September. 

Still, the 74-year-old business has experienced its fair share of challenges, having filed for bankruptcy last year before being acquired a few months later. 

On the latest episode of the Glossy Podcast, Vilk discusses the opportunity she saw at David’s Bridal after working in tech for 20 years for companies including Hootsuite, Meta and Paypal. She also breaks down the pain points of modern brides and the solutions David’s Bridal is developing accordingly. They have big implications for the business, as well as the wedding-planning industry.