Peace out, Preserve. Blake Lively‘s lifestyle website officially shut down after one year on Monday, Oct. 12, bidding farewell to its fans with a message of gratitude on Instagram.
“Thank you for sharing your stories and Preserving with us,” the note read, alongside a snap of a sunset landscape. “Preserve.us is now closed, but keep an eye out for our future projects. If you have any questions, please reach out to firstname.lastname@example.org. XO Blake and the Preserve team. #PRSRV.”
As of Tuesday morning, the same photo is all that’s visible on the website, along with a message directing any questions to the same email address. The products, including womenswear, household items, and other offerings on the site, are no longer available.
Prior to Preserve shuttering, Lively, 28, gave several weeks of forewarning to its fans, even promoting 60 percent off final sale items. The Age of Adaline actress made the announcement on Sept. 30, revealing that she was already developing her next endeavor.
“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 told Vogue. “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.”
Lifestyle maven Martha Stewart, who gave Lively (a friend and Bedford, N.Y. neighbor) advice in the beginning stages of the project, spoke to Us Weekly about Preserve shutting down at the 17th Annual Hudson River Park Gala in NYC on Oct. 8.
“I’m sorry! I’m sorry! I know she made a big effort,” Stewart, 74, told Us. “Sometimes shuttering is good. Listen, she’s a movie actress. Why bother with commerce right now? She’s at the top of her career… I’m totally supportive, but you know what? Maybe you can’t do everything at the same time.”
Lively echoed these sentiments in an Instagram post last week. “One day I’ll stop wearing so many hats,” the mom to baby James joked, alongside a snap of herself wearing a pile of three hats. “But …I’ll probably be dead by then, so… I’m just doin’ what mama taught me 😉 She’s my idol. Who’s yours?”
Watch her discuss Preserve’s mission above with Stewart last fall.
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