Barely a year after it began, Blake Lively is closing down her website, admitting "it's not making a difference in people's lives" and that dissatisfaction is what led her to announce she's shutting it down completely on October 9.
Now, the 28-year-old actress, who recently admitted she launched the site prematurely, tells Vogue that she plans to shut down the project on October 9.
"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 the magazine.
"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 mother of eight-month-old daughter James, says she plans to rebuild and re-brand the site so it is in line with her original vision.
"It's very exciting and it's also incredibly scary," the Gossip Girl actress says of shutting down the site. "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."
She says she anticipates backlash for looking like a "failure" but will jump back on the horse regardless.
"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!" she says. "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!"
..... Devashree Goenka