Blake Lively Shutting Down Lifestyle Site Preserve: 'It's Not Making a Difference'

Blake Lively is shutting down her website Preserve – at least for the time being.

“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—how do you catch up?” the 28-year-old actress told Vogue.

Blake says she plans to rework the site and reopen on her own time.

“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, ‘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,’” Blake added.

The site is planning on shutting down on October 9.

Click inside for more of Blake Lively’s statement on Preserve…

“I know what it’ll look like, what I’m facing publicly, that people are just going to have a heyday with this … 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. I love the name Preserve. But then, I never thought people would think Preserve had something to do with jam! … These are all of the things you don’t think of when you’re too intimate with something.”