While it seemed like her lifestyle site, Preserve, was doing well, and we were living for the fashion on it, it turns out our girl didn't feel the same and is shutting it down for now.
"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," she said in an interview with 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 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 good news is, as a result of the closure, many of the to-die-for looks we saw Blake rock on Instagram are up to 50 percent off on the site...and it won't be gone for good (whew).
Blake said she plans to revamp the site to get it closer to her original vision and relaunch it at a later date. "It's very exciting and it's also incredibly scary," she 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.'"
The Age of Adaline star does anticipate some teasing about closing down the site, but she's planning to take it all in stride as it comes. "I know what it'll look like, what I'm facing publicly, that people are just going to have a heyday with this," she said. "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," she continued. "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! 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!" We're so with her on that.
Preserve will shut down on Oct. 9 and when it returns it might even have a different name. "I love the name Preserve," she continued. "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."
Blake is hoping to "touch millennials through storytelling" with the relaunch and create a "shoppable lifestyle." Mostly though, she wants to be proud of the product she's putting out, which we can totally respect.
"I've finally summoned the strength to take on whatever anybody says because I know I'm going to come back with something stronger," she said. "I just want to make myself and my family proud. And this time around, I really think I've done that."