Blake Lively finally launches her ‘Preserve’ site: not bad or budget Goop?


Blake Lively launched her Goop-esque blog/shopping/lifestyle site Preserve yesterday. I only got a chance to look at it later in the evening, which was actually a nice was to acquaint myself with it. At the end of the day, it’s just a fancy online shop. She actually did make an effort to put items in Preserve’s online shop that are not fancy, big-name designer. They are “artisanal” and “hipster”. These are items you would most likely see in one or two boutiques in Martha’s Vineyard or Charleston or Key West or whatever. You can see the shop here. I’ll admit it: I like a few pieces of jewelry (especially this $55 lapis necklace) I really want this $400 map-light-art piece.

So, on the level of Goop (the worst, most elitist) to a really nice online shop, where does Preserve fall? I’d say it’s closer to the “really nice online shop.” Some of the stuff is overpriced, but not to Goop-levels. And Blake isn’t such a label-whore either, she really did select stuff that is “artisanal” I guess. The write-ups of the designers/artisans/artists aren’t even that eye-rolly. Plus, as she notes in another section, she’s contributing some of the profits to charity – go here to read about it. My biggest complaint? The shop could be better organized. She needs to add a way to sort the products by jewelry, clothing, food and home accessories.

Blake also wrote an “editor’s letter” which is the worst part of my Preserve experience. A highlighted section:

Sitting down to write this editor’s letter has been the hardest thing I’ve done yet on my Preserve journey. I’m more intimidated than I should probably admit. I’m no editor, no artisan, no expert. And certainly no arbiter of what you should buy, wear, or eat.

I am hungry, though… not just for enchiladas.

I’m hungry for experience.

I’m comfortable with the knowledge that I’m not a teacher, but rather, a student. I don’t do any one thing perfectly. I do a lot of things though. Some well, some not-so-well.

… So here at Preserve there are people, stories, essays, videos and goods which hopefully inspire your home, your style and your tongue. There’s expensive stuff. Inexpensive stuff. And everything in between. But their value, is up to you. We may romanticize it, calling it treasure. What we’re really saying is, we see worth on every level.

The function of Preserve is part magazine, part e-commerce hub, part philanthropic endeavor and above all, a place to showcase the power of imagination, ingenuity, quality, and above all, people.

… As I wrap up, I have to recognize who Preserve really is now, before we’ve met you. “Preserve” isn’t me. It’s a handful of the most dedicated, soulful, wise, patient people I’ve ever had the honor of working alongside. People who’ve filled the pages of this site with a force of passion, talent and integrity. I’m grateful for our countless late nights building a home out of pixels, light and imagination.

We have a true team at Preserve, one that I acknowledge and thank my lucky stars for more often than I tell them. Although we may be tight knit, there will be no one more influential to the direction of Preserve, than you.

We’ve created this space to multiply our experiences. So isn’t just the U.S. It’s all of us.

With excitement and sincerity,


[From Preserve]

I guess we were supposed to think “enchiladas” was the laugh line? Ugh, Blake. I can’t believe we went through all of this drama for what turned out to be a rather mundane online shop.


Photos courtesy of WENN, Fame/Flynet.

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104 Responses to “Blake Lively finally launches her ‘Preserve’ site: not bad or budget Goop?”

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  1. Godwina says:

    Yeah, I’m too distracted by her ridiculously perfect legs to read anything. Those legs are fame-worthy.

  2. Abbott says:

    The whole site looks like Zooey Deschanel’s dream book was sent through a Pumpkin Spice Lattee filter.

  3. GiGi says:

    Hm. Not awful. I loathe a black background, though. I’m not sure why it took a team and a lot of work to launch this… it looks like a very basic shopping cart site. Good photography. But it’s dark. Idk. Not as insufferable as I thought it’d be, but also not as lovely.

  4. eliza says:

    I am in the minority but I like Blake and hope her site does well.

  5. Amelia says:

    Mmm, not bad.
    Bonus points for the charity ventures. She’s already beating Goop by a country mile, but then again, that’s no great surprise.

    • Bernice says:

      The site is too dark, it’s not comfortable to browse through. I looked at it on my ipad. Boxes pop up all over. Small typeset. Too dark, I think I said that once. Websites should first and foremost be clean, bright and easy to read and navigate……

  6. Tiffany27 says:

    It looks like a more pretentious Urban Outfitters. Nope.

  7. escondista says:

    We’ve seen tons of sites like this already. It’s like Blake Lively’s souped-up pinterest.
    I live in Austin and can find better stuff downtown.

  8. INeedANap says:

    I think you’re very generous in saying the descriptions aren’t that eye rolly. From the necklace:

    “As if mined directly from a deep blue dream state, lapis lazuli’s intensity is only heightened by its shimmering golden inclusions…rest regally at the crook of your collarbone.”

    That prose is so purple it went ultraviolet. I read some of the others…ack.

    • Abbott says:

      “The well-crafted chapeau has since receded into the clutches of the impossibly cool” <<< One of my favorites (outside of the enchilada quip).

    • CleaK says:

      I’m not particularly impressed with the quality of the necklace at all. I design is so easy but not in a less-is-more way, more in an amateurish way. I find I am not impressed with 98% of the jewelry on the site. I know she’s looking for things that are simple and elegant but all I’m seeing is lazy design and mediocre execution on a lot of these pieces.

    • Tiffany :) says:

      I love your comment about the prose being so purple it went ultraviolet. LOL!

      Did anyone else notice this about the intro:
      “The function of Preserve is part magazine, part e-commerce hub, part philanthropic endeavor and above all, a place to showcase the power of imagination, ingenuity, quality, and above all, people.”

      Using “above all” twice in ONE SENTANCE? Grammar isn’t my thing (as I am sure you’ve all figured out by now), but that was a bit much! Did she have anyone review it for her? Proofread?

  9. Prospect1 says:

    Won’t go near that site. Have never visited GOOP either.
    Damn girl … This Lady sure knows how to walk a up step. Blakes Legs are too die for Gorgeous.
    Stunning lady.
    Beginning to see why she’s so popular with some fashion people. She wears their clothes well. Legs for days…

  10. Jayna says:

    I’ve always like Blaked and wish her well also. I like finding things that aren’t in the big box stores so I will check the site out when I have time. I love that she made it clear she wasn’t an expert, a teacher, etc,, LOL.

    • kaligula says:

      Yes but she went a bit overboard in clarifying that, I think. I get why, though. She’s trying to set an unpretentious tone and ward off the kind of criticism that gets sent Goop’s way. Still…if you have to spell it out like that…doesn’t it inevitably come across as a protesting too much kind of thing?

  11. Talie says:

    I love sites like this, so I wanted to love it, but OMG… the design is terrible! It looks so amateur and why is it so dark!

    The best thing is the video — great quality. Other than that… sites like this demand a light, airy feel. Why do you think The Line, Goop, Net-a-Porter, Everlane, etc. all exist in white space? It’s because people like a minimalist feeling when they shop. It makes the products look better as well.

    • Brittney B says:

      I think you hit the nail on the head: these are the sites they’re trying NOT to be.

      I agree that the dark background wasn’t the way to go about it, but I’m almost certain that the layout was 100% derivative… in that they picked sites they didn’t want to be copy, and did the exact opposite (at least in key areas: the look, the prices, etc.).

  12. Tiffany says:

    I am always on the lookout for a good bloody mary mix or recipe. I am also a condiment and
    spice whore so it has that going for it. So I went in expecting the worse and did not receive it.

  13. Brittney B says:

    Hopefully there’s more to become, because I agree: I can’t figure out the hype or the effort it took. Maybe it was mostly a PR team, carefully maneuvering around all hints of Goop:

    “We are aware that a lot of what we are selling is outlandish in a world where people are starving and have nowhere to sleep. This is a real problem. One that even on our high horse we can’t ignore.”

    Giving meals, blankets, and hoodies to American kids is absolutely better than nothing, though, and the perspective is refreshing… even if it’s quite controlled. I hope she can do good things with this concept.

  14. maybeiamcrazy says:

    I wish her well. Like her or not, she is one of the most famous fashion girls in Hollywood so there are many teenagers/young women who will geniunely consider her advices about fashion.

  15. mandygirl says:

    Meh. I went to the site & my 15-year old daughter said, “What is that? Hipster Etsy?” I think she pretty much nailed it.

  16. poppy says:

    she called what she sells STUFF. :roll:
    disorganized artisanal stuff with flowery descriptions sounds like older sundance.
    black website sounds like amateur.

    at least she isn’t pretending she did this on her own. cough *goop* cough

  17. Jen says:

    That “enchiladas” line, combined with the mess in Vogue, makes me think that she views herself as a super HILARIOUS person. Like….everyone should laugh at all her shitty jokes, and we’re just lame if we don’t.

  18. MeeMow says:

    She lost me at $95 for a wooden crate.

  19. Adrien says:

    Not bad. It’s not intimidating although I think she only has a small part in the creative process of this site. I can’t see her personality. I think the “hungry for enchiladas” line wasn’t even her output. Love or hate Goop, you know it’s Gwyneth’s handiwork – bland, elitist, boring.

  20. Shay says:

    It took her two years to creat this site? 😳

  21. Megan says:

    Her site looks like a knock off of the Sundance Catalog.

  22. Karen says:

    I’m not too fond of the layout of the site. I like sites that have a nice clean uncluttered look with a white background. I scoped it out yesterday and honestly won’t be headed back.

    I actually liked her editor’s letter.

  23. Laura says:

    So I wanted to dislike it…but it’s totally affordable goods and I love the completely impractical cutting boards. Some girls may dream of a wedding I dream of the house I want to get myself one day and fill it with cutesy impractical things ;)

  24. OTHER RENEE says:

    Black backgrounds irritate my eyes. So… there’s a section marked CAREERS which let’s you know there aren’t any available at Preserve. Just in case you were looking for employment.

  25. Wallamalooo says:

    I like the letter, it’s sweet and humble. Her legs are to die for.

  26. Ag says:

    the dlisted write-up of this site is hilarious. :)

  27. mia says:

    “The gathering involves communal seating, shared plates, festive music and fire-prepared victuals shoved into food-messed face-holes sans cutlery.”
    “The crunch of corn flakes, the nuttiness of granola, the warmth of oatmeal. Everyone has a favorite cereal to top off with the creamy goodness of milk, be it soy, nut, hemp, or moo cow. The spoon is key for scooping just the right amount of liquid with each bite. After many bowls on many mornings, you’ve earned the right to possess a utensil that kills breakfast – stylishly.”
    “We were immediately Beliebers of Caleb Owens”
    “There is hardly a more fitting place for a subtly suggestive hint than the bowl of a vintage silver plated spoon. A request for the very love act named for its curvature is hand engraved here in an innocent old-time typewriter font. In case there was any question, a tiny heart seals the deal. Food useable, this special bit of flatware is a constant reminder to cuddle up.”
    My non english brain is BLEEDING!

  28. magpie says:

    The site is taking a really long time to load and is coming up all wonky. I don’t see the black background y’all are talking about. It’s white and the pop up thing in “wood” is covering the banner and menu.
    Also, couldn’t she have found a name to have a .com?

  29. baby says:

    “I’m no editor, no artisan, no expert.” So like a goop version of Brian fellows

  30. Jackson says:

    Not the topic at hand, but I absolutely love the dress in the top pic, the ivory with lilac beading. If she puts that on her site I will buy it!

  31. bcgirl says:

    What the hell is that supposed to mean?

    makes me think of jam.
    tons of buzz on this site for this launch, eh?

  32. Becks says:

    I need that lapis necklace in my life!

  33. sesame says:

    Will this turn out to be PippaTips/Celebrate 2.0? Time will tell!

    Blake’s endeavour to re-write her own narrative as not just another forgettable mocktress is admirable though it feels like the project tries too hard. It sounds so self-righteous at times for an alternative Etsy! Yeah, we get it, it has a soul, it’s dedicated to craftsmen, it would neeeever pretend to be pretentious, and it partners up with an organization benefitting from Ryan R.’s long-time support. Where’s the unique-without-a-genre storytelling about curated things? :)

  34. Kat says:

    Pretentious + elitist = Preserve

  35. prettylights says:

    I really, really, really, want this:

    So tempted!

    $300 for a handcrafted leather purse really isn’t that bad! Her prices are so much better than Goop.

  36. Becks says:

    PS. When I was in New Orleans this past April, i bought some beautiful jewelry from one of her” artisans”. It was for alot less than advertised on her website!
    I recommend y’all check out Restrung Jewelry when in NOLA. Either the French Market or Frenchman St. Art Market. Their prices are very fair and all jewelry is made from recycled guitar strings! I believe proceeds help support music classes for youngsters.

  37. Chem says:

    I don’t see the amazing body, where I come from an amazing body is a small waist and large hips, butt and thick legs, she seems to have a very manly body and manly face.

    And her letter is the worst thing I’ve read in my life I can’t believe they let her show that, that letter should be removed, I’m not even trying to make fun of her. Does she ever read something????? It’s so embarrassing, so, so embarrassing. If she writes like that I will never take her seriously.

    I don’t find her relatable, she seems very spoiled and dumb, no offense, like she has never been through anything difficult in her life.

  38. Mela says:

    Excuse me while I yawn. I took a look at the Shop section, and there wasn’t anything special or “Must Have.” It just looked like a bunch of artsy pictures of things I wouldn’t even take a second look at in Target or on Etsy. Boring.

    The only remarkable thing was there was an adorable piglet in one of the pictures. The item was a wall decoration (???), but that piglet was freaking cute. It just goes to show how memorable those products were.

  39. Liz says:

    Preserve is such a dull ordinary name. At least Goop is distinctive and sounds a little catchy. It’s going to be very interesting to see how her site does. Very curious about Reese’s too. I’ve only visited the Goop site a couple times but never purchased anything.

    300 dollars for a leather purse is overpriced. Sometimes I feel shows like Sex and the City drove up the price of luxury goods, but maybe it was the euro.

  40. Ciria says:

    I scrolled through.

    A teensy candle votive for $180 and a white t-shirt for $132.

    Yeah, really relatable, Blake.

    “I’m hungry…for enchiladas and experience.”

    Not exactly Hemingway, is she?

  41. Emelu says:

    Except for using the trusty thesaurus to find 30 different words for ‘hat’, the article wasn’t half bad. However, there was no indication of price point for the hand made hats. However, after growing up in the South, and living in England, I’m assuming the cost runs about $Astronomical.

  42. Jarredsgirl says:

    I like Blake and I think her site is ok. It definitely has potential and I’ll check back now and then to see what’s there. I’ll be interested to see how it comes along after a year or two, she’ll probably make improvements and what not. I think Blake has good taste so I’m interested to see the products that she curates :) Also want to add: I just read the ‘greater good’ section and I think it’s beautiful. I’m pretty conscious that celebs often say things they don’t mean, but I believe Blake when she says she wants to help… I just think she’s a good soul.

  43. Nikki L. says:

    I dunno, I definitely like it a lot better than GOOP. I disagree with another assessment here though, it’s not nearly twee enough to be Zooey Deschanel-ish.

  44. I Swear says:

    I think she does too much explaining. She should have just launched it and kept to her instincts. If an item is quality, you don’t need to oversell it over-the-top prose / sales copy. Pare down the writing. She should just stick to her guns because whatever she does she’ll going to attract criticism – like anyone in anything.

  45. Val says:

    Looked at it, was bored. *yawn*

  46. anne says:

    Hmmm…I don’t really know much about her and so I could prove to be totally wrong.. BUT to me, she does seem genuinely excited about it and as if it means something to her in rather a sweet way to share with others. Time will tell I guess. And yes she is absolutely lovely. Trust me, though there are TONS of little tips and tricks (for those of us who can’t afford all the professional hardcore things – gazillions – that glam squads, personal trainers and dermatologists, plastic surgeons, etc. can do) for making much mentioned above :-) legs look a lot better. So if you aren’t happy with yours or just want to glam it out for a special occasion etc. you can! Just do a little research, check reviews, talk to sales clerks etc. and you can find some very affordable lotions, potions and even homemade exfoliating and tanning, color evening, simple exercises if want, type of shoes, color shade, sheen etc. – whatever you want for yourself (or another :-) And no big bucks/surgery,drama required so if it will really make you happy go for it for yourself! Hey – just got an idea…we could see how “real” and nice she really is (plus serious and sincere about providing a site for us) – we could ask her what HER “leg” secrets are, and what she does, her advice AND less expensive alternatives would be and see if she comes through with some honest and thoughtful solutions for us or some BS answer!

  47. gooner says:

    Looks like a glorified Instagram account. Zzzzzzzzz