When Blake Lively announced the launch of her lifestyle website/e-shop, Preserve, in the summer of last year, there was the inevitable backlash that comes with a celebrity taking on a new business venture, let alone one that sells artisanal ketchup. So when the actress announced Wednesday morning via Vogue.com that she'll be shutting down Preserve, we were not entirely surprised. Her explanation:
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.
In June, Lively did admit in an interview with Time that the site was launched prematurely — to coincide with the promotion of her August Vogue 2014 cover — and didn't meet her expectations. "If I had my dream, I'd put it on hold for six months or a year and then relaunch it," she told Time, which is exactly what she's doing. On Oct. 9, the website will shut down so that Lively can rejigger and revamp it into what she's always wanted Preserve to be.
We reached out to the Preserve team for comment but have not yet heard back. Lively was tight-lipped with Vogue.com on exact details or plans for when the site will go live again and what she'll come back with. In the meantime, you can snag items from Preserve's remaining inventory on sale. (There's also a discount promo code on the homepage.) You can shop clothes, accessories and home goods on the site, but unfortunately, there are still no actual preserves to be found.