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David’s Bridal hires Elina Vilk to lead pearl marketplace

Photo: David's Bridal

September 24, 2024

Elina Vilk has been named chief business officer at David's Bridal and will lead the retailer's Pearl by David's brand.

Pearl by David's was designed to expand David's Bridal's market share in the event planning space and serves as the only planning app with an in-person element, a rewards-based Diamond Loyalty Program integration and end-to-end customer touch points, according to a press release.

"Welcoming Elina to the David's Bridal family serves as a pivotal moment in our business we believe will drive exponential growth," Kelly Cook, president, brand, technology and finance at David's Bridal, said in the release. " Pearl continues to become the leading event planning platform in the market bringing her [the bride] a seamless, stress-free experience and Vilk is poised to help us lead this critical new chapter ahead."

"I'm absolutely honored to join such a talented and remarkable team at David's Bridal as chief business officer and to lead Pearl and build on its existing legacy of success," Vilk said in the release. "With women accounting for 85% of consumer spending and 75% identifying themselves as the primary shopper for their household, we're seeing brand decisions really begin once she gets engaged as she officially steps into the role as household CEO. It's our goal to be there for her and form an emotional connection during this important milestone that can last a lifetime. My focus is to continue building a world class platform with her at the forefront of every decision we make, ensuring we're deeply connected to that bride and are there for her every step of the way."

Vilk brings nearly 25 years of marketing and e-commerce experience to the role. She previously served as CMO at Hootsuite and WooCommerce, and in roles at Fortune 100 and Fortune 500 companies Meta, PayPal, Visa and Yahoo.