129. Forever Bride Founder Ashley Hawks

By All Means

Ashley Hawks was a successful working model, in print and on runways around the world. But when she thought about her goal of making a magazine cover, she realized, “I’ll still be promoting somebody else's brand, somebody else's lipstick, somebody else's clothing line. And it was this light switch of, I want to be on the cover because of something I did, because of something I built. I want my name next to my picture.” For her first startup, Hawks built on what she knew. Style & Grace offered training for models and pageant queens. She made money, but realized the business wasn’t scalable—all of the students wanted to work with her directly. Her next venture took her back to her childhood, working in her mom’s bridal boutique. Hawks launched Forever Bride in 2012 as a tool to support the local wedding industry online. She created a network of small businesses and built a national following for her online platform and boutique market experiences. Halted by the pandemic, she took a shot and reached out to the CEO of David’s Bridal, who not only responded, he became a trusted ally and eventually acquired Forever Bride in 2022. (They renamed it Pearl.) Hawks went to work for the national wedding retailer, but after a year, realized her entrepreneurial spirit didn’t mesh well with a corporate setting. Her latest venture is Soar Leadership Groups, creating forums, events, and adventures for business leaders. Following our conversation with Hawks, we go back to the classroom with the University of St. Thomas Opus College of Business where Erica Diehn is an associate professor of management. She wasn’t surprised that Hawks didn't stay long at David’s Bridal. “It’s really tough to find entrepreneurial experiences in larger organizations.” “We call that person-organization fit,” Diehn says. “Not only does the job fit your skills and abilities, but the broader context of the way work is done, the culture of that organization, their mission and purpose. If that’s not a strong fit with you as an individual, that’s a hard one to overcome.”