She only launched the lifestyle website a year ago, but Blake Lively has announced she is shutting down Preserve.
Speaking to Vogue, the Gossip Girl star said the website wasn’t as impactful as she wanted it to be.
“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,” she said.
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“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?”
The actress went on to say that shutting down Preserve might be scary, but she proud of the decision.
“It’s very exciting and it’s also incredibly scary,” says Blake. “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.”
Blake said she does have plans to relaunch the site someday.