Pret-a-Reporter

Blake Lively Is Shutting Down Preserve

AP Images
Blake Lively

The whole site will go dark on October 9.

It seems the world is about to say goodbye to Blake Lively the digital entrepreneur — for the moment at least. The actress, who says she prematurely launched her site Preserve last summer, is shutting it down.

Read more Kim Kardashian's App Is Getting Hooked Up With Accessories

In an interview with Vogue published on Tuesday, she announced the site will go dark on Oct. 9. Until then, however, the decor, accessories and clothing sold on Preserve are on deep sale. The reason she cites for the shutdown was launching before they were ready. "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."

Read more Author Kimberly Schlagel Whitman Talks Hollywood's Obsession With Monograms

Lively continued, "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!' " Unfortunately, she says, that became Preserve’s crutch. Now, she’s scared and excited about the "brave" decision to take the site dark and stop chasing her tail.

Ryan Reynolds’ wife expects backlash: "Failure! Folly! We knew she couldn’t do this, too!" she told Vogue. But, she says, "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. And I have a plan." Her plan reportedly involves researching Jessica Alba’s Honest Co., along with other successful social media sites and apps.

Read more Perfect Specimen David Beckham Makes Pasta From Scratch

She also has a trick for forgetting the haters and fear, since Lively says, "I’m totally terrified out of my mind! 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!"

comments powered by Disqus