Grand Opening, Grand Closing: Blake Lively Just Made A Smart Move

Eric Lively/Preserve.com

Last year, Blake Lively was labeled a Gwyneth Paltrow wannabe for launching “Preserve,” a lifestyle website charged with connecting consumers with creators of (mostly expensive) fashion, beauty and home decor items. Above all, the intent was to make “a difference in people’s lives, whether superficially or in a meaningful way,” says Lively in an interview with Vogue.

Fast forward to just over 12 months later and the relatively new website is already shutting its doors…at least for now. Blake, who once juggled her lifestyle gig with a pregnancy and film roles, is surprisingly open about how a premature debut ultimately stunted Preserve’s growth in the freshmen quarter.

“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,” she says.

“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…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 that plan.”

Watch out now!

Photo: WENN

With this misstep officially behind her (Oct. 9 is the close date), the mother of one is looking into the history of successful companies like The Honest Company, Instagram and others with her new mission statement in mind: to create a “shoppable lifestyle” and “touch millennials through storytelling.”

Whether it be called “Preserve” or something completely different, we have a feeling Blake’s impending comeback will be nothing short of amazing. This girl has been in the spotlight for years and we don’t think she would own up to her mistake in a public setting if there wasn’t something bigger under her sleeve.

Jessica Alba, whose Honest Company just expanded to beauty, makes for an incredible reference point, so it’s possible that these two have already exchanged advice along with the less glamorous tech companies who have successful track records.

If there’s one immediate benefit to the website shutdown, it’s the massive sale happening right now. Let’s hope Blake lowers the price points for Preserve 2.0. Shop everything here and read the entire Vogue exclusive here.

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