After a little over one year, one pregnancy announcement, one tone-deaf ode to the pre-Civil War South, and countless Mason jars, Blake Lively is shutting down her lifestyle website Preserve, which she launched in the summer of 2014.
In an interview with Vogue, Lively explained her reasoning for closing the site and her plans to turn it into something new.
“I never thought I would be able to 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,’” Lively told the magazine, adding that she knows “people are just going to have a heyday with this,” but she would rather end the website now than put out a product that she knows could be better.
“I’m going to take this hit, and the only way I can prove all the negative reactions wrong is to come back with a plan that will rock people,” she said. “And I have that plan. And I’m so excited about it, and that’s what gave me the courage to do this.”
Preserve was met with skepticism and mockery when it launched, for its confusing name (“I never thought people would think Preserve had something to do with jam,” Lively admitted to Vogue with a laugh) as well as its apparent impersonation of Gwyneth Paltrow’s Goop.
“We launched the site before it was ready,” Lively admitted, “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.” Her new venture’s mission will resemble that of Preserve, but the approach will be more streamlined. “Our goal has always been to touch millennials through storytelling, and the idea is to create a shoppable lifestyle,” Lively explained. “We’ve focused in so much that it’s actually very simple, it’s very clean, it’s very direct.”
“The only time I’ve ever done something and felt real reward is when I’ve done something that’s incredibly risky, because without great risks it’s impossible to have huge success,” the Age of Adaline star said. “This feels like something I really have to do.”
For those of you mourning the loss of your favorite celebrity lifestyle site, there’s a silver lining: All of its Lively-approved inventory is on a deep sale right now, so you can build your boho-chic wardrobe while, yes, preserving your bank account. (See? It’s not about jam.)
Head to Vogue to read Lively’s full interview.