Blake Lively is shutting down Preserve, her sad, pro-Antebellum lifestyle site

wenn22408436

Sad news, you guys. No more pro-Antebellum editorials from Blake Lively! Blake is shutting down her lifestyle/shopping site Preserve on October 9th. Blake teased the site for more than a year, then complained that Anna Wintour “made” her launch the site before it was ready (to coincide with a Vogue cover). Still, Blake shilled hard for Preserve. She even claimed she was a lot better at lifestyle-siting than she was at acting (that might even be true, in which case… sad). Blake announced the death of Preserve to Vogue:

“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,” Blake Lively says, on the phone from New York. “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?” Which is why, in an attempt to do just that, all of Preserve (from objets to home decor, accessories and clothing) is currently on a very deep and very inviting sale, to prepare for its October 9th closure, so that Lively may rebuild, rebrand, and eventually reveal—on her own timeline—what her project was always meant to be. (See? Savvy.)

“It’s very exciting and it’s also incredibly scary,” says Lively of shuttering Preserve. “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. And I’m not going to continue to chase my tail and continue to put a product out there that we, as a team, are not proud of.’” While she anticipates a certain amount of backlash—“Failure! Folly! We knew she couldn’t do this, too!”—Lively feels ready this time around. “I know what it’ll look like, what I’m facing publicly, that people are just going to have a heyday with this. But it’s so much worse to continue to put something out there—to ask my team to put something out there—that isn’t the best we can do. 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. 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!” She laughs, “I’ve asked my assistant to just play ‘Shake It Off’ on a loop—it feels really good to listen to it on a loop!”

[From Vogue]

There’s much more at Vogue – Blake is already shilling her mysterious comeback project which I’m sure will just be another hipster lifestyle site, only this time with slightly fewer pro-Antebellum editorials. While I think there is something to the idea of being brave enough to publicly fail, to publicly admit that you made a bad call (or a series of bad calls), I do wonder if Blake really learned much from this experiment, considering she’s probably going to do the same thing all over again, just six months from now (or whenever).

wenn22408433

Photos courtesy of WENN.

You can follow any responses to this entry through the RSS 2.0 feed.

112 Responses to “Blake Lively is shutting down Preserve, her sad, pro-Antebellum lifestyle site”

Comments are Closed

We close comments on older posts to fight comment spam.

  1. Sumodo1 says:

    Our long national nightmare is over.

  2. INeedANap says:

    She makes it sound like she tried to single-handedly create a multi-billion dollar tech industry from the ground up.

    Honey, you made a stupid shopping website. It’s not that momentous or “brave”.

    • Tiffany :) says:

      Truth!

    • funckes says:

      I’m sure there was a whole staff of people doing all the work. Blake just attached her name to it.

      • laura in LA says:

        Mmm, yeah, but I’m pretty sure she wrote those purple-prose editorials and alliterative nonsensical descriptions herself, “bacchanalian bbqs” and all…

        So I at least give Preserve credit for showing all writers how not to write – and amateur web startups how not to design an eye-straining site.

      • belle de jour says:

        @ laura in LA: Your purple prose comment got me to actually visit the site and read. Now I hate myself. And blame you, because that’s fair.

        Good god, what a swirling lavender-scented cesspool of copy. (You were right about the contagious abuse of alliteration.)

    • belle de jour says:

      A self-dramatizing actor. Who’d a thunk it?

      “I know what it’ll look like, what I’m facing publicly, that people are just going to have a heyday with this.”

      Yes, those four humans are in heyday heaven as we speak. I feel sorry for the employees who needed the gig… and now have THAT on their record in resumé hell.

      • JenniferJustice says:

        We pleebs don’t care, but I bet Goop and Alba are dancing around right now in celebration of her fail.

        I wonder if this “fail” is more like “I quit because I want to stay home with my baby.” It happens all the time.

      • Misti64 says:

        @JenniferJustice

        I wonder too. Goop has been running at a loss, yet her site is till up. And Blake has actually being working MORE post baby, not less.

    • yellow says:

      Why does she think it will or should change anyone’s life? Self-important approach. It’s just another website. Why not just give it a 2nd incarnation?

  3. Lee says:

    Thank God! won’t miss that.

  4. Abbott says:

    But where will I get my $90 chip dip bowls from?

  5. paola says:

    So basically nobody wanted to buy some overpriced stuff sold by another celebrity quacker, so she closed it down.
    What a waste of space these people are.

    • Bridget says:

      No background in design, e-commerce, and all she knows about fashion is what other people give her to wear (as evidenced by her early red carpet appearances when she was truly self-styled) – why on earth does this woman need to have a lifestyle site at all? I don’t get it.

  6. The Eternal Side-Eye says:

    Imagine if celebrities actually took the time to learn about the industry they want to get into and work on creating something unique rather than just throwing money at an idea till they’re sick of it or someone else makes it turn a profit.

    I never got the idea she had a strong plan other than posting pretty pics of bowls and shoes along with some Antebellum nonsense. For her sake I hope she can find something that makes money since her and her husband’s film careers are both lacking.

    • ell says:

      ryan has deadpool coming, and that’s very likely to be quite a hit.

    • original kay says:

      I think Tyra is a good example of what you are saying. She’s done so many different things, took courses at Harvard, and I think works really hard to create something worthwhile.
      or maybe I just really like Tyra.

      • Josefa says:

        Tyra, narcissistic and crazy as she may be, always seems (at least) to be very passionate and well-meaning with her projects.

    • lucy2 says:

      YES on educating themselves on the other careers they want to pursue. I think some of them expect that since their name is attached, it will just magically work.

  7. Naya says:

    Hahahahahaa. I love to see a slave-era obsessed rat-faced jerk fail. By the way, this is the woman who got married on a preserved slave era plantation, she knows what she likes and its antibellum crap. Her tip to her new staff will go something like “when in doubt just add more slavery chic. More, more, always more.”

    • Prince Valiant says:

      Are you aware of the fact that also African-Americans choose that venue for wedding receptions? I have seen a photo of one of such receptions. Are you going to infer that those people are crazy and insensitive to the point of having a wedding reception in a place where their ancestors suffered unspeakable pains? That simply might be the most architecturally beautiful and convenient site for people living in the area, black or white. For heaven’s sake, do you really believe she belongs to the Klan?

      • Mo cheeks says:

        I want to see these supposed pictures of non “white pro antebellum” types getting married at Boone Hall plantation.

      • Naya says:

        Please, Blake didnt chose that venue because it was architecturally pleasing or convinient. She had an entire editorial on how sophisticated the slave mistress was, for Gods sake. She probably has fantasies about riding up to the great house in her carriage, with views of “happy” slaves singing as they pick cotton and a genial housekeeper waiting at the end of the drive way with a smile and freshly squeezed lemonade. So sophisticated those antibellum Southern belles.

      • Bridget says:

        Good lord. That editorial was in very poor taste, but you’re also making a pretty wild supposition there. We’re talking about a Canadian and a Californian. Chances are they chose the venue because it was pretty and didn’t really think about what it truly meant that it was a former plantation.

    • QQ says:

      “slave-era obsessed rat-faced jerk” So you want my Fanclub Tithes By regular Mail or will A wire to your account Suffice, Naya??

      LOLOL Me Too Mo, I want to see those.. is like the fictional Black/Gay friend some people have

      • Prince Valiant says:

        The photo appeared in a tabloid when this nonsense about the wedding at a southern mansion came out first. It was a very small picture, which was reportedly taken at the Lively/RR wedding. They were also blamed for polluting the environment by liberating lit balloons in the air. Since I know that RR is an environment freak, out of curiosity I magnified the photo and discovered that the group in question was in fact a group of African-Americans. Why are you people surprised? Haven’t you seen Denzel Washington’s Oscar film, American Gangster? What kind of house does he buy for his family? Gosh, why not? I do hope you don’t suspect that I keep a catalogue of pictures such as the one you people want to see, or that I am a hard fan of Blake Lively. I like her though, that’s true. I shall ignore your comment, QQ.

  8. The other paige says:

    How is she still a thing??

  9. Birdix says:

    Are men accused of shilling (other than George Clooney and tequila)?
    I wonder if she has people working for her who will be out of work. If so, they’re likely less thrilled by her “bravery” in shutting it down.
    A nicer thing: I would think she has learned something from this, and although the next one still might not be right, I’m all for promoting female entrepreneurs. No point in telling her “Stop. You’re just pretty. Don’t bother trying anything beside acting/modeling/shilling.”

    • teacakes says:

      I’m all for encouraging female entrepreneurs too but I draw the line at encouraging shoddy work, poor stock selection (aka what Preserve would call “curating”), lowkey racism and being laughably amateur just because the producer of said shoddy work has a XX chromosome.

      There are lifestyle blogs run by women with a tiny fraction of Blake’s resources and connections who still manage to do better when it comes to selling things/having an editorial point of view. She could take tips from some of them.

  10. TessD says:

    I’m actually considering to buy something from there now… Maybe it’s the whole point of this “shut down?”

  11. BooBooLaRue says:

    My imagination? But she looks to be channeling one of the Duggars in that last photo.

  12. Jayna says:

    Why does she leave out that she’s throwing money into a bottomless pit, and at the end of the day, it is a business venture that is meant to be profitable? If it isn’t, then it has to close. She hopes to re-open with a better business model in the future that potential customers will like and that will be profitable. That’s honesty.

    And using the word “brave” in this announcement, oh, my.

  13. layla says:

    “Which is why, in an attempt to do just that, all of Preserve (from objets to home decor, accessories and clothing) is currently on a very deep and very inviting sale..

    Just checked the website. NOPE. Not “ALL” is on sale at all. Most of the leather bags are still at their full ridiculous prices.

    So she can’t even get the close down of the website correct either.

  14. lila fowler says:

    I always thought that she started Preserve because she couldn’t get work. I guess now that she is back to getting acting jobs, she no longer needs or cares about the website.

    • kairos says:

      Strangely, Hollywood as an entity loves Blake and she’s always been able to get work. Producers just really like the idea of some actors. She was getting a lot of offers post-Sisterhood, pre-GG but pretty much just wanted to bake and hangout with her then boyfriend. After GG she was still getting material that better actresses would kill to have, but I think she had A-list attitude at that point so didn’t bother with most. Blake isn’t like Mischa Barton who can’t get decent work. She’s just always been indifferent about acting. She booked her first audition for Sisterhood, she was the top choice for the lead GG, she comes from a wealthy family… I think she liked acting well enough to take the money and fame people insisted at throwing at her, but she never had to fight to book parts. I don’t generally care for her specifically because I’ve long known her as someone who cut the line in front of more talented actors, but I believe she’s one of the few who wasn’t using her lifestyle brand as a life raft and that it genuinely suited her interests more.

      • teacakes says:

        I actually think you’re right when you say she was indifferent about acting. She’s always come across as into it for the attention, freebies and magazine covers that come with prestige projects, rather than the work itself.

    • laura in LA says:

      I thought she started it more because she liked the idea of being a homemaker and wanted to work from home.

      Most believe this is the easy way to do it, but it’s actually pretty hard to conceptualize, design and get your own website up and running, takes a lot of motivation and drive, then also to build a viable business platform. As Goop discovered, it’s expensive to pay other people to get it done, especially if the website’s not seeing profits.

      So she had an idea that she was excited about but was maybe too naive and tonedeaf as to how it would be received.

  15. Amy M. says:

    Well it takes a lot of courage to admit you were wrong and start from scratch. I never went on her site so I really have no opinion though maybe I will with this so called sale. Maybe she’ll launch something better whenever she rolls out Preserve 2.0. Though I think Blake should do some kind of cooking show on Youtube/TV. Isn’t she a super great cook or something?

    • Tilly says:

      I think she’s a baker more than a cook … cupcakes and macarons have been done to death but I’m sure she could pave the way for the next big thing :-)

    • original kay says:

      see, I didn’t read she admitted she was wrong- Vogue was wrong, but not her.
      I read it as she is blaming everyone but her bad idea in the first place.

      • Sam says:

        Did you read the interview? Vogue was wrong? Wrong about what…
        She called it a failure and said she’s going to try to fix the mistakes and come back with something else. Admitting to mistakes is the same as admitting that you are wrong. I don’t understand why people are so hard on this woman when let’s be real…95% of celebrities wouldn’t even admit that there were any mistakes to begin with. Most would have quietly let it go away (I probably would have too) but at least she’s owning up to it failing.

      • Naya says:

        @Sam

        The woman who declares herself brave for doing what every successful entrepeneur has had to do at least once (and by that I mean, being forced to rethink strategy for a loss making venture probably by her financial backers), should get no points whatsoever.

        And she has blamed Vogue for “making her” push up her launch date.

      • Sam says:

        @Naya
        She gets points from me because as you’ve noticed especially on this site everyone has laughed at her and her failures. So yes in order to be successful you need to admit that you’ve failed but to admit that you’ve failed publicly and to endure everyone’s public shaming takes a lot of guts. How many people actually like to admit that they’re wrong or that they’ve failed to people that they know? In society failure is seen as something negative unfortunately instead of being seen as trying. So while admitting to failure maybe normal for the typical entrepreneur remember the typical entrepreneur also doesn’t have their personal life micromanaged by gossip columns. Again it’s not the idea of admitting that she failed. It’s the fact that she’s publicly come out and said so knowing that she was going to get trashed by people. She could have let the website waste away and no one would have said anything about it. But that’s not what she did and for that I applaud her.

  16. Merritt says:

    Good. Celebrity lifestyle cites should not be a thing. They just shill overpriced crap that looks like something you can buy for less than $20 at Target or wherever.

  17. Cindy says:

    My God, that third picture of Blake is just magical to me. I wish her the best, or not, I don’t care, but THAT PICTURE……..

  18. kairos says:

    Please tell me we’ve finally reached the critical mass of lifestyle brand over-saturation.

    If she’s serious — OK, eat this, marinate on it. Fail harder, as they say. Come back with something people care about instead of an overpriced curated vanity project that just looks like Blanthropologie. Otherwise she’s already making the same empty promises she did before she launched.

  19. HK9 says:

    Somewhere in the world, Martha Stewart is laughing hysterically.

  20. Matador says:

    Ha ha ha ha ha ha ha.

  21. Rainbow says:

    I think she’s shutting her site down but we will never see her “special” project.I believe she has not plans for another site.
    She made that announcement for her new project in order to not completely admit her failure, but believes (and hopes) people will forget about it, no one ever cared for Preserve after all.

  22. Wren33 says:

    I’ve checked out her website a few times, and I find it strangely soothing. I like the jewelry, but that’s the only thing I’ve contemplated buying. It is pretentious, but pretty. Obviously the pro-antebellum stuff is tone-deaf and horrible, but frankly, I’m surprised that itself put people off, our country being what it is. I think it is more that it was always a very limited collection, so if you are looking to buy a t-shirt, there are only one or two to choose from, etc. People might check it out for the novelty factor, but after that, it is just too random and limited.

    • Tilly says:

      The jewellery was exquisite … she had some gorgeous druzy rings which weren’t too badly priced at one point.

  23. Vanessa says:

    I see people laughting at her, but she is still winning at Life, i hope she does her research well before throwing herself into business she knows nothing about.

    • Neah23 says:

      How is she “winning at life”

      • Josephine says:

        She seems pretty happy to me. Husband, child, as much acting work as she seems to want.

      • Sam says:

        She’s got millions to the point where she can fail at a business, own up to it and continue on with her life. She has a baby, a husband and surprise she actually gets offered movie roles. I’d say she’s winning at life at the moment despite having just closed down a business.

      • Neah23 says:

        The assassination is that posters here aren’t “winning at life” and Having millions does not mean you “winning at life”

        The whole “winning at life” phrase just seems stupid to me.

      • Naya says:

        Husband and baby equals winning at life? Woe is us then, the many losers on this site.

      • Sam says:

        For many people in this world having a stable job aka making money and having a family constitute “winning at life.” What one person sees as success could be considered failure by other people but I know I wouldn’t be complaining if you told me that I could have Blake’s life. Do I hate my life? Nope. Love it actually. But when her biggest worry is a failed business that has no real impact on her life…yea I’d take that in a heart beat. Now to you personally this could all be a failure but to me and others this is called “winning at life.”

      • Bridget says:

        Just going to point out, she likely wasn’t spending her own money on this website. As this wasn’t some homegrown, organic entity, but something that was started with an intention to be a player in the lifestyle business, she would have had money backing her on the endeavor. There’s a lot that goes behind this kind of thing – keeping the website up, managing stock and supply chains, lots of accounting, shipping… Preserve may have been a flop, but Blake lost someone else’s money.

    • me says:

      naya, being healthy + having a healthy baby + a good mariage + still getting movies roles + millions in the bank account is actually winning at life for me, like what do you need more in life ? she has a job and a family and is a multimillionaire.

    • Brittney B. says:

      Damn, it’s already down! I wonder if interest in the sale/closure crashed the site, or it’s just gone for good.

  24. Jlo3704 says:

    Now if we could get rid GOOP

  25. Sea Dragon says:

    She’s talking but all I hear is blah, blah, blah.

  26. May it rest in peace, although I can’t say I’ll miss it. It was like looking at a really overpriced version of Etsy, minus the artistic ingenuity and craftsmanship. They probably sourced a lot of that stuff from Etsy.

    • Just Me (and my Bobby McGee) says:

      Her products were actually from Etsy sellers. Which is why I don’t get the hate. She lent her voice and celebrity to help sellers and artisans sell their wares. I don’t get why that’s such a bad thing. Do we also hate the Artisans behind the product as well?

      • minx says:

        Meh, I don’t think it’s hate, just laughing at someone who seemed pretentious.
        I personally don’t hate her. I just think her talent is very average and her looks are only above average because she had rhinoplasty and a boob job.

      • laura in LA says:

        I think it’s the way she presented the products. Her intentions for the site were good, donating a portion of profits to causes, but the execution never really worked.

        Also, doing or directing much of the writing, imagery and curating of items herself did not help. And the antebellum theme? Not good.

        I don’t know why, with all her money and resources at hand, she didn’t have (or listen to) consultants? Oh, well, Etsy already does it better anyway.

      • Jayna says:

        @Laura in LA, you hit the nail on the head on what was wrong with the site. I actually like GOOP’s site. Everything you said about Blake’s site is spot on. I wasn’t wishing for failure when she announced it. I like Blake. I was just so underwhelmed by everything about it when I went on. After trying it few times, I gave up.

  27. BobaFelt says:

    So brave, so strong. #blessed #TotesAntebellum #Barf

    • Saywhatwhen says:

      So #slaverychic, #sostepfordhollywoodwifewithtoomuchtimeonherhands. That poor Blake Not So Lively. God bless her.

  28. Tilly says:

    Interesting …

    I thought it had potential – she’s an accomplished, likable actress who looks to have a great life (well, I think so), so people look up to her and want some of what she’s having … but I was disappointed in her offering. It just seemed like another shopping site, rather than a full lifestyle blog as I was expecting. It would’ve been great if it was along the lines of ‘My Domaine’.

    Ah well; good on her for giving it a go – you don’t know unless you get out there and give it a stab. She should probably take a leaf out of Jessica Alba’s book and partner up with some experienced business people for her next project – she could still be the ‘face’ of whatever she chooses to do, but having skilled people backing her will ensure its success.

    One venture that could be improved upon is make-up boxes … I can’t think off the top of my head what you guys in the US call them, but Rachel Zoe has one I think (?), and Giuliana Rancic promotes one – as does Tori Spelling – where you pay a monthly subscription, and each month a little box of make-up and skincare goodies turns up in your letterbox … usually trial-sized versions but sometimes full-sized ones … of new releases or just things that need plugging. Where I live, there were two operating – one is still going, but the other one went bust and towards the end offered some pretty crappy products for a whole $39/month … it just wasn’t worth it (and is probably the reason why a lot of people cancelled their subscriptions and in turn, it went broke). Anyhoo, I digress … I think this sort of thing would be perfect for Blake! And even better if she offered worldwide shipping.

    I wonder if Reese’s site will be next … HERS is even worse in terms of shopping and pushiness (bombarding of emails) … and it always seems to be having a sale which isn’t a good sign.

    • Nude says:

      The thing is, these celebs get all kinds of people bombarding THEM with “great business ideas” all the time. Everyone is talking about how they can make more money and if you’re not shrewd, you buy into the bubble. However, I think Preserve was something that Blake wanted to do anyway.

  29. teacakes says:

    She should have started small, with a lifestyle blog and not a whole e-commerce site), she had enough of a following for that.

    This shutdown is basically the Hollywood equivalent of being laughed out of the room, no one takes her seriously now. But if she does choose to relauch, I hope she learned from her mistakes.

    • laura in LA says:

      This would make Martha Stewart laugh, but I do think Blake should stick to what she loves, cooking and baking, and maybe start a kitchenwares site or product line like Buffy the Vampire Slayer is already doing.

    • Nude says:

      Exactly. She should have stuck to just featuring products and designers, not all this ecommerce stuff. Videos, articles, interviews. Simple and cheap to generate.

  30. Mimz says:

    I went into the website once in the beginning and i followed their Ig account and they had nice posts. But didnt post as often as they should. I think its great that she put herself out there and admitted that its not making a difference in anyone’s life. She could have justified closing the website for any sort of reason other than admitting that.
    I like Blake and contrary to most people i think she’s a decent actress and her performance in the movie Adaline was critically acclaimed (not widely but still they said she did well). I know its easy to hate on her but i can easily think of 5 “actresses” out there getting tons of work being minimally – and i mean MINIMALLY talented. Even freaking Emily Rataj is in movies because….??? Boobs?
    Hollywood, like any industry, is allowed to have Great, Good, Acceptable and mediocre Actresses. And to me she is nowhere near the bottom of that ranking.

    • Pondering thoughts says:

      You are probably right.
      What irks me about Blake is that she tries to sell herself too hard. There is too much advertising about her and not enough substance. Her website was an example for that, too.

  31. lucy2 says:

    Translation: It was losing money and closed.

  32. Tacos and TV says:

    Funny because I forgot SHE and her site existed. Thanks for the reminder, Blakey!

  33. Betsy says:

    Eesh. I hadn’t heard/read about her pro-Antebellum post. How do people not hear their brain klaxons blaring “slavery! slavery!” when they talk about the beauty of the Old South? How? How?!

  34. Sam says:

    I’m probably in the minority but I actually appreciate it when someone comes out and admits that they stunk it up or whatever. I didn’t read the interview but I read about it on Lainey and she actually somewhat praised her for owning up to it failing. If she did that I applaud her and wish her the best of luck.
    Personally I think it all sounded like a good idea especially because she had just gotten married and what not but then Blake soon realized that it probably wasn’t worth the time with what she was getting out of it…if anything. In other words, she has a few movies coming out in the next year, has a baby to take care of and is the face of a couple brands…why waste time on something that’s failing when you can waste time on things that can be successful. Jump off the ship before it sinks.
    Lastly I think she has a future in fashion like designing her own line but making it affordable. I think that would be a huge hit for her and I wouldn’t be surprised if that’s what she does next.

    • Sam says:

      Oh and I just wanted to add one last thing…I hope she can tell Goop that it’s okay it admit that you’ve failed and that you don’t have to keep the charade going for appearances sake. If she can get the Goop nonsense to go away I’ll forever kiss the ground she walks on. Keeping my fingers crossed!

      • CR says:

        “I actually appreciate it when someone comes out and admits that they stunk it up or whatever. I didn’t read the interview but…” READ the interview!
        “I hope she can tell Goop that it’s okay it admit that you’ve failed.” FAILED? Blake Lively? No way! She is so full of herself…
        Read this:
        “[The news will] blow up and I’ll look like a jerk and everyone will be really horrible. And then the new news will come out and I’ll look like a hero and everyone will be really nice, and then the new site will come out and half will be nice and half will be mean again. I mean, champagne problems – thank God these are the things I get to complain about.”

    • Nude says:

      I agree with this comment. At least she tried. Her website was horrible (design) and the things she sold on it were horrible and overpriced. I think she should have stuck to online publishing and just featured stuff (for commission of course) instead of getting into the mess of ecommerce and all the expensive backend stuff with staff and stock. But at least she tried and was passionate about the stuff, even though no one else was.

  35. iheartgossip says:

    Well it shouldn’t have ever started. She has zero experience, and too small of a name (regardless of her hubby) to garner tons of fans. Nope.

  36. Cinderella says:

    It took way too many words for her to say she couldn’t preserve Preserve.

  37. Fluff says:

    Impactful is not a word.

  38. Josefa says:

    I laughed at the fact she really thought her site would change people’s lives and that it could be impactful in any way. Honey… the whole thing was basically a catalogue. How much depth could it possibly have?

    But I actually like her attitude, she’s admiting the whole thing was a failure and knows people will make fun of her. Good for Blake, I guess.

    • CR says:

      Hey, but it’s e-commerce. It could change your life!
      But her new site is much better. She will look like a HERO (according to herself). It will ROCK people.

  39. Pondering thoughts says:

    Her openness and frankness about this are admirable on the one hand.
    On the other hand she uses this “crisis” of her to advertise herself / her next project.

    She is cunning and clever and has some courage. Good for business. But for private life?

    I still despise her website and her “business idea” and her acting, though.
    Well, if she tries again to become a testimonial for commercial products then who is to stop her? Most actresses who advertise for commercial products are approached by companies. Like Nicole Kidman for Chanel.
    But Blake? She had this one Chanel campaign but that wasn’t that impressive?

    So the failure of the website is Anna Wintour’s fault because Wintour made Blake publish her website too early? Blaming Wintour… Now that is social skill, Blake! Who else would manage to blame Anna Wintour if not Blake Lively?

    Something about her irritates me. And it is not that she earns her own money. It is more the way how she tries to earn it. There is too much advertising to her and not enough substance.

  40. Castor & Pollux says:

    The very fact that this woman refers to herself as a “hero” is enough to put me off of any project of hers – period. No honey, heroes are the doctors saving lives, soldiers risking theirs, firefighters, teachers, social servants.** People actually giving back to society and (for the most part, doctors excluded) getting paid pennies to do it. A hero is not some spoiled actress willing to take down and relaunch a lifestyle site. Her level of delusion actively offends me, i.e. ‘Yay, my ridiculously over-priced crates are going to change lives! I’m a brave hero because I’m taking down my website and talking to the media about it!’ No. Just no.

    **My short list of everyday heroes is by no means conclusive. There are many more (nurses, social workers, et cetera), too many to name!

  41. Wentworth Miller says:

    I like Blake. What she should or could have done was creat a site along the lines of Olivia Palermos site. She’s unbearable, to me (or, at least she was on that reality show) but her site is really cute.