Preserve is the latest e-commerce site to pop up, pushing the Brooklyn inspired, artisan lifestyle where each object is handmade and small batch, imbuing it with special meaning. The site also strives to be a blog with content featuring the artisans and pieces about culture, taste, style, and wellness. With Blake Lively at it's helm, the site has received a lot of media coverage over the past week, ranging from positive reviews in her Vogue feature to harsh criticism targeting Blake's motivations as inauthentic, or a copycat of Gwyneth Paltrow's Goop.
Featuring some of our favorite makers like Coil + Drift, Imogene + Willie, Shaina Mote and Blackbird Letterpress, we cannot fault the actress for her dedication to creating a new space for these artisans to gain more exposure. Currently, the site's launch includes a small collection of products under ladies, gents, home, taste, and jewelry, with a few "Summer Issue" features such as a summer style editorial and book reviews with words written by Amber Tamblyn. Preserve is also dedicated to a greater good, by donating a 5% of every purchase in taste, style, and home to Covenant House, an organization that protects and serves homeless, trafficked, and abused youth.
Blake writes in her editor's letter: "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."
All product images from Preserve
"People want to get back to the magic of smaller, special, and handmade. We grew up getting every bit of information we needed instantly. So we want to know the backstory; we want to know why something is the way it is. And if there’s no answer other than because it’s big, because it makes money, because it’s corporate—we don’t connect with that. People want things with meaning. I know that because I want that. This space doesn’t exist, so I’m creating it.”
In a world filled with fast fashion and mass-produced produced goods, Americans are embracing a return to the handmade for it's quality and responsible manufacturing. Amber Valletta is another celebrity who has recently launched her own fashion-forward lifestyle brand and one-stop-shop site Master & Muse, for conscientious shoppers. Supporting small businesses that are passionate about the creative and unique goods they make is what inspired us to start Young & Able in 2013. With celebrity support, we hope a wider audience will get to discover these companies and become educated consumers.
Check out Preserve and let us know what you think about celebrity-backed lifestyle sites.