Why Blake Lively Is Shutting Down Lifestyle Site Preserve
Last year Blake Lively joined the celebrity lifestyle site bandwagon behind Gwyneth Paltrow’s GOOP and before Reese Witherspoon’s Draper James with the sepia-toned, artisanal flavored Preserve. But while Reese’s site is headed towards brick-and-mortar, Preserve is headed in another direction entirely. Blake announced via Vogue that she will be shuttering her lifestyle site on October 9.
“We launched the site before it was ready, and it never caught up to its original mission,” Blake tells the magazine. “It’s not making a difference in people’s lives, whether superficially or in a meaningful way.” Boo, this is very sad news for Blake’s fans.
Preserve first opened its doors last July and has been teetering along for a little over a year before the actress and new mom decided it was time to pull the plug. “I never thought I would have the bravery to actually do that, to take the site dark and to say, ‘You know what? I haven’t created something that is as true and impactful as I know it can and will be. And I’m not going to continue to chase my tail and continue to put a product out there that we, as a team, are not proud of,’” she said. However, take heart, because the actress has other plans and new projects up her sleeve. Preserve is currently hosting a major sale so that Blake may be able to relaunch the brand someday in line the with vision she always had for it.
“I have that plan. And I’m so excited about it, and that’s what gave me the courage to do this, to say, ‘You know what, I’m going to give myself one more shot at this, and I really have to do it as well as I can do it this time,’” the Age of Adaline star revealed.
All we can say is, Blake, we have faith. Also… yay for sales!
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(Photo via Jamie McCarthy/Getty + Preserve)