Blake Lively: Closing Lifestyle Site

Published: October 1, 2015

Blake Lively: Closing Lifestyle Site, It turns out Preserve was no Goop. On Wednesday, Blake Lively told Vogue she’s shutting down her lifestyle website. Vogue was a fitting place to drop the news, given that the fashion bible put Lively on the cover to announce the arrival of Preserve.

Why is the e-commerce site closing its digital doors after just a year? Preserve failed at its mission, admits Lively.

“We have an incredible team of people who do beautiful work, but we launched the site before it was ready, and it never caught up to its original mission: It’s not making a difference in people’s lives, whether superficially or in a meaningful way,” says the Age of Adaline actress.

Lively continues: “And that’s the whole reason I started this company, not just to fluff myself, like, ‘I’m a celebrity! People will care what I have to say!’ It was so never meant to be that, and that kind of became the crutch because it was already up and already running, and it’s hard to build a brand when you’re running full steam ahead-how do you catch up?”

Lively announced her pregnancy on the site last year. She calls shuttering Preserve a scary, brave choice.

“It’s very exciting and it’s also incredibly scary,” says Lively. “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.”

The actress has plans to open up shop again – someday. “I’ve asked my assistant to just play Shake It Off on a loop-it feels really good to listen to it on a loop!” says Lively.

Gwyneth Paltrow’s Goop was a direct competitor to Preserve, and new celeb-launched sites, like Reese Witherspoon’s Draper James, have emerged within the past year.


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