From ‘Gossip Girl’ to Preserving On The Web | #WebCrushWednesday

URL copied to clipboard.
  • Serena van der woodsen serena van der woodsen 18060716 500 237

    We all remember Blake Lively as the often lost and confused Serena Van Der Woodsen on the CW’s hit show, “Gossip Girl.” Her time on the show very well could have inspired her to start her newest project, Preserve.

    Preserve is Lively’s new lifestyle website, most widely compared to Gwyneth Paltrow’s Goop. While Martha Stewart has been vocal about thinking Lively should focus more of her energy on her acting career, Preserve has something for everyone.

    While we do have to agree that it’s synonymous to Paltrow’s Goop, it’s definitely a lifestyle site and e-commerce hub geared toward the younger crowd, with things in the shop that normal people can actually afford.

  • Screen shot 2014 07 29 at 4.35.50 pm

    The site has a simple, yet cozy design that pulls you in. Off the bat, you’re presented with the site’s featured posts. The great thing about the site’s design, is that the entire site is built from the core of wanting to preserve and tell stories.

  • 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.

    I’ve been fortunate enough to travel. I’ve been all over the world and all over this country. There’s so much life teeming out of every pocket of this nation. There are people creating magic with their bare hands. Creating things which land at that 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 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.

    Preserve is a creative space. A space which honors both tradition and innovation — a space which honors the future, while having a love affair with the past…

    As for how we operate, we haven’t looked at Preserve as a new website, but rather as a new street. A sort of greatest hits of “Main Street, USA”. While the whole world races to keep up with technology, we tighten our laces, join the race, but our end goal is to preserve what’s already there.

    A pretty lofty goal, a pretty lofty statement, but 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 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,


  • Screen shot 2014 07 29 at 4.55.55 pm
  • Screen shot 2014 07 29 at 4.56.40 pm
  • While you might not need a California shaped cutting board, every piece in the Preserve shop has a backstory and a “Meet the Artisan” section, so you get to learn about the person who crafted each piece, which we think is pretty cool. As Lively stated in her editor’s letter, she’s not any of the artisans, and she is not Preserve, and just wants the website to be a collection of stories worth sharing.

    Even if the “Gossip Girl” star isn’t Preserve, Preserve is hers and we think it’s a great curation of tales to lose ourselves in when we’re browsing the Internet. We also think it’s really great that it doesn’t feel like this is just another website by some A-list celebrity looking for a new hobby, but a place where people can discover new artists and learn their story.

    What do you guys think about Blake’s new site? Let us know in the comments below or tweet us @WhatsTrending! Also, let us know who our next web crush should be, and your suggestion could be on the site!

    Until then,

    xoxo What’s Trending

More headlines