Elizabeth Entenman
September 30, 2015 1:56 pm

It’s a sad day for fans of Blake Lively’s website Preserve: After just a year, the project is coming to a close and will shut its doors on October 9. The website features men’s, women’s and children’s clothing, accessories and home decor, and profiles the stories behind the artisans who create them.

Why now? Lively has previously admitted she wishes she’d waited a bit longer to launch the project. She blames her busy schedule and her celebrity, telling Vogue that “it’s hard to build a brand when you’re running full steam ahead—how do you catch up?”

Lively continues, explaining that while she’s bummed, she’s also proud that she knew when to stop. “It’s very exciting and it’s also incredibly scary,” the actress said. “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.’”

Lively also admits she was too close to the project, and had a hard time seeing the bigger picture from the consumer’s perspective. For example, she loves the name Preserve, but didn’t anticipate people assuming she was running a jam company. (Yes, that really happens.)

How is she dealing with the site going dark? “I’ve asked my husband to just play ‘Shake It Off’ on a loop — it feels really good to listen to it on a loop!” she admits.

We’re bummed Preserve is shutting down, but we can’t lie — we’re pretty excited about the massive sale currently happening on the site. Go get some!

(Image via iStock.)

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