The actress is shutting down Preserve, as of October 9.
The lifestyle site only just celebrated its one year anniversary in July, but Blake says it’s time for it to go.
Opening up to Vogue, she shared:
“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├óΓé¼ΓÇ¥how do you catch up?”
So while it sounds like Blake has come to terms with closing down her lifestyle site, she also explains:
“It’s very exciting and it’s also incredibly scary. I never thought I would have the bravery to actually do that, to take the site dark and to say, ├óΓé¼╦£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.'”
She’s just trying to be true to herself, you guys!
And for all her haters out there, Blake has this to say:
“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├óΓé¼ΓÇ¥to ask my team to put something out there├óΓé¼ΓÇ¥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, ├óΓé¼╦£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 assistant to just play Shake It Off on a loop├óΓé¼ΓÇ¥it feels really good to listen to it on a loop!”
Yep, that’s right!
Preserve may be over, but she’s got a new project up her designer sleeves — but will it have the same name?
“I love the name Preserve. But then, I never thought people would think Preserve had something to do with jam! Like, ├óΓé¼╦£Oh, you sell jams!’ ├óΓé¼╦£No! It’s like preserving things and us and life and artisans!’ These are all of the things you don’t think of when you’re too intimate with something.”
Gah! The suspense is too much!
Blake leaves us on this note, though:
“[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├óΓé¼ΓÇ¥thank God these are the things I get to complain about.”
Well, we’re definitely looking forward to her new venture, and hopefully she keeps it affordable!
P.S. If you were wondering, CLICK HERE to find out how Goop and Preserve are alike — and different!
P.P.S. CLICK HERE to see the $860 bag Blake designed, and named after her daughter!
[Image via WENN.]