Gorkana Meets…Tracy Hopkins

First, tell us a bit about Everything She Wants and what the blog covers.

Everything She Wants spotlights fashion, beauty and lifestyle products and trends that motivate women to look and feel good. From charitable shopping picks and budget fashion finds to natural beauty products and healthy living tips, the site will hopefully offer readers content that both entertains and informs.

Tell us about the blog’s audience. What posts tend to be most popular?

My most consistent audience has been women ages 25-40. Service-driven posts that provide newsy and useful information are the most popular. For instance, “Does Your Cheap Jewelry Contain Lead?” and “[Is the Brazilian Keratin Treatment Safe?]“ are two of my most popular posts.

In addition to working on this blog, you’re also a freelance lifestyle, entertainment, and fashion journalist. Tell us about your writing background and what inspired you to start Everything She Wants.

I’ve been a professional journalist for over 20 years. I got my start in newspaper reporting and then moved into magazines and online publishing. I was inspired to start Everything She Wants five years ago during a turning point in my career. I’d been laid off from a full-time job I had for 10 years, and soon after that I was laid off from a contract beauty and fashion blogging freelance job I’d done for about a year and a half. While writing a blog for hire, I became accustomed to writing daily and I had established a lot of fashion and beauty PR contacts. Although I already had a more personal blog called Tracy’s Pop & Shop, I wanted to create a blog that’s not always written from a personal point of view but one that’s more like a women’s lifestyle website. Instead of being self-serving, I strive to make Everything She Wants more about serving the reader and giving her valuable information and trends she can use.

What elements of your blog’s style or content make Everything She Wants unique? Do you see the blog expanding to include any new features?

I don’t do much celebrity coverage, and I really want the tone of the blog to be uplifting and positive, yet a little irreverent. I also make an effort to spotlight charitable shopping, indie jewelry designers, natural beauty products and eco-friendly fashion. By the end of 2014, I plan to re-launch the blog on a new platform and will expand the content to include travel, food and pets posts.

What have been some of your favorite designers, vendors, or products to cover? Have you done any notable blog projects with them?

I’m a blog ambassador for NIVEA skincare and Riders by Lee. I also did a partnership with Whole Body by Whole Foods, and I often feature NYDJ, LOFT, Land’s End, SheaMoisture and Harley-Davidson women’s fashion footwear. I like working with brands that help women look and feel good, and I look forward to more blog ambassador opportunities.

What are some of the PR and promotion opportunities you’ve worked with on Everything She Wants? How can PR professionals help you develop the blog’s content?

My inbox is always full of pitches from PR professionals and I source a lot of my blog content from those pitches. I especially like being introduced to new jewelry designers and natural beauty products and receiving lifestyle pitches that already contain useful tips from experts.

What exciting spring and summer style trends have you spotted? Any fashion and beauty tips for your readers to follow in the coming months?

Overalls are back! I’m not sure if this is exciting news or a reason to call the fashion police. But I made note of that trend in a recent festival style post. Also, for spring and summer, I love anything with polka dots and no matter the season, I always love stripes. In beauty news, I’m planning a roundup of must-have summer skincare products.

When you’re not working on Everything She Wants, what additional writing projects or other activities occupy your time?

When I’m not working on Everything She Wants, I’m juggling freelance lifestyle and travel assignments for amNewYork, SheKnows.com and other publications. I’m also writing and proofreading for Dance Media, a prestigious performing arts publisher.

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