After the news that Blake Lively's hotly anticipated lifestyle site Preserve would launch July 23, we've all received a big surprise today: it went live two days early.
Found at >>> Preserve.us <<<, the site delivers what we expected: commentary on the meaning of "home," a detailed list of the site's philanthropic efforts, recipes, and etheral videos dedicated to properly branding Lively's latest effort. But by far our favorite part of the site is Lively's debut editor's letter:
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...and 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 poorly.
I've been fortunate enough to travel. I've been all over the world and all over this country. I've walked, listened, and gathered my way through countless incarnations of "Main Street, USA.” There's so much life teeming in every pocket of this country. There are people creating magic with their bare hands. Creating things that land at the amazing intersection between art and function.
I've found that when approached with a curious spirit, people are kind. They’re generous, they answer - if asked. They'll often open their doors and hearts and let you in. Because people with wisdom have stories to tell, and want them heard.
Everyone has a story to tell.
This idea is the cornerstone of Preserve.
So, here at Preserve, there are people, stories, essays, videos, and goods that hopefully inspire your home, your style, and your tongue. There's expensive stuff. Inexpensive stuff. And everything in between. But their value, that’s up to you. We romanticize it, calling it treasure. What we're simply saying is that we see their 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 (simply put) people.
Preserve is a creative space. An indulgent space. A space for pleasure and fun. But also a space for knowledge. A space that honors both tradition and innovation—a space that honors the future, while having a love affair with the past...
In essence, what we're really doing at Preserve isn't making jam, but creating a space in which we attempt to preserve elements of what makes life beautiful to us.
Most of that, though, can't be bought or sold. We can't bring it to you or take it away from you. What we can do is talk about it, document it, and preserve it by sharing our connection with the people and moments that hold life's real value.
As for how we operate, we haven't looked at Preserve as a new website, but rather as a new avenue. A sort of greatest hits of "Main Street, USA." While the whole world races to keep up with technology, we may tighten our laces and join the race, but our end goal is to preserve what's already there.
A pretty lofty goal, a pretty lofty statement—but one with a group of determined hearts behind it.
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 far more often than I tell them (they've saved my tail!). I won't push you into severe eye roll motion by calling our team a family. However, I will say that although we may be tightly 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, Preserve.us isn't just the U.S. It's all of us.
We're insignificant now. Our impact is just a small imprint. But our dreams are great.
Hoping you take this trip with us.
(Or at least lie and tell others it was awesome...)
With excitement and sincerity,