SheBrand Superstar: Raluca State


Raluca State is a public relations consultant, the founder of WhatWouldGwynethDo, and mother to two.

A native of Montreal, Canada, Raluca spent most of her public relations career in Los Angeles, working with leading brands in the lifestyle, entertainment, hospitality and fashion industries. She launched her own consultancy business in 2008 and continues to manage public relations, social media and strategic planning for clients around the country.

She also edits, writes and manages all the content for WhatWouldGwynethDo, a lifestyle blog focused on style, food, beauty, parenting and must-haves for the modern woman. Raluca is also a contributing writer to The Huffington Post, The Chalkboard Mag and The Conversation.

Name: Raluca State

Occupation: Blogger, PR Consultant, and Mama to two


Twitter Handle: @wwgwynethdo

What are three words that best describe you?

Evolving, Tenacious and a Multi-tasker.

Tell us why you’re awesome in two sentences or less?

I think I am pretty awesome because I manage to balance motherhood, a full-time business, a growing lifestyle blog, a happy marriage and (somewhat of) a social life without losing my mind…or my cool. Well, most of the time. And because I really believe that all women should know they can do the same and try to inspire them to go for it.

What are your three biggest indulgences?

  1. Home-baked sweets. I have finally found my domestic gene after many years of burning toast and now find such comfort in making something warm, sweet and preferably chocolate-y using the best ingredients I can find. And occasionally sharing with my kids
  2. Handbags. I think they make an outfit and tend to invest most of my fashion budget in this section of the boutique.
  3. Free time. When I can find it, I savor it with every ounce of my being. It usually involves a book or a magazine, absolute quiet, a burning candle and a particularly cozy corner of my couch that swallows me whole.

What’s currently your favorite…

Restaurant: Too many to list! I spend most of my time at home in San Diego and in Los Angeles for business so I am going to say Solace in Encinitas and Izakaya on Third Street in LA. With a stop at Toast for a red velvet cupcake when I can.

Shopping Destination: It’s boring, but it’s the mall. I tend to shop at the standards: Zara, Madewell, Club Monaco, J. Crew and Neiman Marcus. I need to work more vintage into my life.

Hangout: Soho House West Hollywood

City: Paris, always

Food: Pizza

Cocktail: Vodka soda with lime or something fancy and cucumber-y, when it exists

Book/Author: The Hours by Michael Cunningham

Song/Artist: I have declared “Here Comes the Sun” my theme song for 2014 because I am hoping for a BIG change from 2013.

Website: My blog, of course! I put so much time and effort and love into it and it’s been amazing to see it grow and flourish. And I list all my other favorites on there, too 😉

Magazine: Harper’s Bazaar for fashion, Food Network Mag for food and Vanity Fair for stories

What is your biggest pet peeve?

Waking up when I am not ready to wake up. I am definitely not a morning person and having kids has made it all the more obvious.

If you could have dinner with anyone (living or not) who would it be?

Diane Von Furstenberg, Ina Garten, Garance Doré, Virginia Woolf, Julia Child, Gwyneth Paltrow (of course) and my daughter, Devyn. The perfect combination of impeccable style, smarts and good food.

What does it mean to you to have a strong, engaging brand and how has having one helped you?

I think a strong brand is incredibly important these days and it all comes from the voice behind it. A voice that is consistent, honest and true to its beliefs is what moves the needle, in my opinion. I relate to brands that take the time to relate to me – to think about their readers, consumers, viewers, and to engage them on a level that is far beyond any marketing department or editorial calendar. And that voice should translate across all channels – advertising, PR, social media, creative content, product, etc. With my blog, it has been interesting to see how people are initially attracted to it because of the Gwyneth Paltrow phenomenon (it is not officially linked to her in any way) but then stay for the content, the voice and the aesthetic behind it.

For my PR work, it’s equally as important. Everything from my web site to my business cards to my clientele and the way I present myself in meetings is very true to my sense of self, my aesthetic and my approach to my business and the industry. And people either align with it or they don’t, which is fine. But I won’t compromise it for any opportunity because if I feel that I need to, then the opportunity simply isn’t right for me.

What is your #1 tip for fellow women entrepreneurs?

Be open to detours. Not every day is going to go as planned. Not every proposal or product or pitch is going to be a win. Take a lesson from the hurdles and the disappointments and the challenges and move on. Learn to accept change, be flexible, stay open-minded, and realize that entrepreneurship is a process that evolves every single day. That’s why we love it.

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