Blake Lively appears to be turning the lights off on her home-goods, clothing and lifestyle website Preserve, which the actress just launched last summer.
"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 told Vogue, which reports the site will shut down Oct. 9.
The website was down as of Wednesday afternoon, but it's unclear if that was the result of a business decision, an online traffic surge as news spread of the pending shutdown, or another reason altogether.
With a mission to highlight "artisans behind the goods we love," Preserve was unveiled in July 2014 on the Internet, where some users compared it to Gwyneth Paltrow's Goop and otherwise didn't quite know what to make of it.
"I love the name Preserve," Lively told the magazine. "But then, I never thought people would think Preserve had something to do with jam! Like, 'Oh, you sell jams!' '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."
Lively — who's used the site to announce her pregnancy in October and reveal a dress she designed in May — added that Preserve was not meant to be built around her celebrity, but acknowledged "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."
Since Sept. 22, Preserve's Instagram account has advertised at least three sales of at least 30 percent to its nearly 440,000 followers.
Preserve, as we know it, may be coming to a close, but it could return in another form someday. Lively "may rebuild, rebrand, and eventually reveal" her vision for the lifestyle site in the future, according to Vogue.
"It's very exciting and it's also incredibly scary," she told the magazine. "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.'"
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