The Oscars . Perhaps the most sought-after red carpet invitation in the world . And Angela Ahrendts turned it down . It says a lot about the 53-year-old chief executive of Burberry , who today announced she would be leaving the British clothing firm to join technology giant Apple as its new vice president for retail and online stores . This is a woman who prioritizes family above all -- and that includes rubbing shoulders with the crème de la crème of Hollywood at lavish gala events . The same mother-of-three who married her childhood sweetheart Gregg , and reportedly tries to limit herself to one night out a week . And the same woman who this year became the first female to top Britain 's executive pay league , taking home a total £16.9 million ( $ 27 million ) . Unsurprisingly , `` balance '' is a big word in Ahrendts ' life . She turned down an invite to the Academy Awards because : `` It 's not more important than my husband . It 's not more important than my kids . It 's not more important than Burberry , '' she said in an interview with British newspaper The Sunday Times . `` I do n't want to be a great executive without being a great mom and a great wife . I do n't want to look back and say I wish I had done things differently . '' Fashion forward . Growing up as one of six siblings in the small town of New Palestine in Indiana , Ahrendts gained a merchandise and marketing degree from Ball State University before rising up the ranks of fashion houses Donna Karan International , Henri Bendal , and Liz Claiborne . In 2006 she headed to Britain , joining Burberry as its CEO , and revitalizing the century-old company which had seen its iconic check pattern become the favored print of minor celebrities and rip-off merchants . Indeed , Ahrendts has been credited with rescuing the Burberry brand from the clutches of the masses and placing it on the top shelf of luxury living . Thanks to Ahrendts , Burberry is now not only cool but synonymous with glamor . Revenues have nearly tripled to more than $ 3 billion and Ahrendt herself was catapulted to 53 on the Forbes 100 Most Powerful Women list this year . Watch : Angela Ahrendts -- 'profits are up ' `` Burberry is in brilliant shape , '' said Ahrendt in a statement today . `` Having built the industry 's most powerful management team , converted the business to a dynamic digital global retailer , created a world class supply chain , state of the art technology infrastructure , sensational brand momentum and one of the most closely connected creative cultures in the world today . '' She will be replaced by chief creative officer Christopher Bailey , who has been in the role for six years , and her departure means there are now just two female chief executives in the FTSE 100 -- Imperial Tobacco chief Alison Cooper and EasyJet 's Carolyn McCall . Facebook generation . What 's the secret to Ahrendts ' enormous success ? A seemingly indefatigable work ethic appears to be one . This , after all , is the woman who reportedly rises at 4.35am and has a reliance on Diet Coke . But there 's also been her ability to tap into a new generation of digital consumers relying on social media for fashion trends , and increasingly buying online . Burberry 's Spring/Summer 2013 campaign video gained over one million YouTube views in just 48 hours . And the luxury brand now has 16 million fans on Facebook and more than two million followers on Twitter . Wander around Burberry 's London flagship store on Regent Street and you 'll find sales assistants armed with iPads . Meanwhile mirrors transform into screens displaying catwalk images thanks to special technology sewn into some clothing and accessories . What 's more is that the actual store has been redesigned to recreate an experience that reflects the company 's website , Burberry World Live . `` Burberry is a company that 's been around 155 years . Nothing 's short term . Everything is for the long term , '' she told CNN of her marketing plan in 2011 . After her seven years at Burberry , what Ahrendts will be most remembered for is her digital first approach that helped revitalize the century old fashion house into an upmarket luxury brand . iWatch this space ? Ahrendts ' fashion credentials helped her breathe new life into a British clothing institution . But with rumors that Apple is now keen to use her expertise on its new iWatch , could they also boost a sector increasingly delving into wearable technology ? After all , Apple 's decision to hire Ahrendts comes just three months after it recruited Paul Deneve , the former chief executive of French luxury group Yves Saint Laurent . And if anybody 's up to the job of keeping up with cool kids of fashion , it 's Ahrendts .
Who is Lisa Ahrendts , new Apple vice president of retail and online ? Mother - of - three missed the Oscars to spend time with family . Grew up one of six siblings in Chicago and dreamed of working in advertising . Helped turn around Burberry , whose know - how may be used in new Apple iWatch .