Blake Lively's kitschy e-commerce website is shutting down

Blake Lively

Vittorio Zunino Celotto/Getty Images

Blake Lively

Last summer, celebrity Blake Lively launched a twee and kitsch e-commerce site called Preserve.Us.

She's not the first celebrity to launch such a website - Gwyneth Paltrow founded lifestyle company GOOP and Jessica Alba co-founded an organic e-commerce company called The Honest Company.

Lively hadn't talked much about Preserve since writing a rather strange letter at its launch last summer, but Preserve was part-lifestyle blog and post-e-commerce store. You could buy things on the site like $10 salt and a $95 wooden bike crate.

Now it appears the website is shutting down.

Lively told Vogue that Preserve is closing down on October 9 because the website has not "caught up to its original mission":

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!" 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?

But Lively is not done with her entrepreneurial endeavors forever. She tells Vogue she's done research into Jessica Alba's Honest Company and wants to create a "shoppable lifestyle," which may or may not involve more ventures into e-commerce in the future:

"Our goal has always been to touch millennials through storytelling, and the idea is to create a shoppable lifestyle. 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."

You can read the full Vogue story here.

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