Blake Lively is closing down her lifestyle website, Preserve.us.
The 28-year-old actress, who launched the ecommerce site in August 2014, has announced she is shutting it down next week because “it’s not making a difference in people’s lives.”
The ‘Savages’ star explained: “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. 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!’ ”
Blake believes she will be branded a failure, but hopes to prove people wrong by reworking and relaunching the site in the future.
She told Vogue.com: “I know what it’ll look like, what I’m facing publicly, that people are just going to have a heyday with this … 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 that plan.
“It’s very exciting and it’s also incredibly scary. 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.’ ”
Preserve will officially close on October 9, and the blonde beauty admits she might even change the name before she relaunches it.
The former ‘Gossip Girl’ star said: “I love the name Preserve. But then, I never thought people would think Preserve had something to do with jam! … These are all of the things you don’t think of when you’re too intimate with something.”
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