Episode 2: Disrupting ‘I Do’: How This Exit-Ed Founder Revolutionized the Wedding Industry
Hosted by Gabriela Smith
In this episode of Exit-Ed, Gabriela Smith sits down with visionary founder Ashley Hawks to discuss her remarkable journey from helping out in her mother’s bridal shop to co-founding, scaling, and ultimately exiting Forever Bride, a company that revolutionized the wedding industry. Ashley shares how growing up surrounded by tulle and tradition gave her insight into the emotional core of bridal retail—and how she used that foundation to spot a major gap in the market.
Ashley walks listeners through how she transformed a local family business background into a nationwide platform that helped wedding vendors thrive through storytelling, community, and technology. With a heavy focus on service, relationship-building, and bold experimentation, Ashley and her partners created a brand that offered something national platforms couldn’t: local connection and authenticity.
She opens up about the hard lessons of entrepreneurship, including why selling well matters more than selling fast, how to recognize when partnerships are healthy, and the importance of building a business that’s ready to scale and sell from day one. Ashley also speaks candidly about the personal challenges that come with motherhood, leadership, and letting go of the “baby” she built.
Now the founder of SOAR, a peer group platform for CEOs and entrepreneurs, Ashley shares how the power of mentorship, community, and emotional intelligence helped her grow not just a company, but herself.
One of the most striking moments in the episode comes when Ashley reflects on her journey:
“You’re putting your name and your reputation and your money and your entire livelihood out on the line, and you're creating something out of nothing and expecting it to provide for your family—that’s risky, yes. But almost every time I took a risk, it paid off in some way, shape, or form.”
Gabriela and Ashley also explore what it means to build a business with purpose, how to lead without losing your sense of self, and why personal legacy matters just as much as professional success.
If you’re a founder navigating early growth, wondering what an exit could look like, or simply searching for an honest conversation about the ups and downs of entrepreneurship, this episode offers inspiration, practical insight, and wisdom hard-earned from years in the trenches.
Listeners can also hear Ashley’s take on common founder traps, like over-planning before selling anything, the loneliness of leadership, and how to stay grounded when the spotlight fades.
For more about Ashley: https://www.linkedin.com/in/ashley-hawks-590bb753/
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