Blake Lively is shutting down her lifestyle and clothing website, The 28-year-old Gossip Girl actor and wife of Ryan Reynolds announced the news during a recent interview. She is planning on rebranding and the relaunching the site.

Blake LivelyBlake Lively appearing on Good Morning America in April 2015.

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Lively, following in the footsteps of such celebrities cum web entrepreneurs as Gwyneth Paltrow, launched in July 2014. The website was intended to connect discerning customers with manufacturers of one-of-a-kind and artisan products. It also featured original content including lifestyle videos, some of which featured Lively. From day one, the website and Lively’s role within the company was heavily scrutinised by the media.

Lively, speaking to Vogue during a recent telephone interview, explained her decision to close the site. She claimed it was because was not “making a difference in people’s lives”. She continued by explaining her decision to launch the website and Preserve as a brand had nothing to do with her celebrity status but she had gradually become the focal point of the brand. 

“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,” Lively revealed.

“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 site will close on 9th October and a closure sale is now on. However, users of the site should not despair just yet as Lively has a plan to revamp the site and ensure it remains true to her original idea of preserving a lifestyle which includes traditional and artisan crafts. In the interview, she was also keen to emphasise how she wanted the website to be about “storytelling” and not just about commerce. She’s also not certain if the website will continue to be called Preserve.

“Our goal has always been to touch millennials through storytelling, and the idea is to create a shoppable lifestyle,” Lively explained. “And that’s not to say to turn everything into commerce, but to make things easier: This is a thing that I created with my own two hands and this is how you can do it, or this is something that I found on my adventures and travels and this is how you can have it. It’s about creating a level of ease for the people who identify with us. We’ve focused in so much that it’s actually very simple, it’s very clean, it’s very direct.”

Lively is also prepared to face criticism for closing the site. Many commentators on the site’s launch doubted Lively’s ability to run the site successfully. Fortunately, Lively is prepared to face whatever her critics throw at her and she’s even using Taylor Swift as inspiration.

“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,” Lively said. “And I have that plan. And I’m so excited about it, and that’s what gave me the courage to do this, to say, ‘You know what, I’m going to give myself one more shot at this, and I really have to do it as well as I can do it this time.’ And that is the only thing that will impact people. And that’s what I’m doing. And I’m totally terrified out of my mind!” 

“I’ve asked my husband to just play ‘Shake It Off’ on a loop—it feels really good to listen to it on a loop!”

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