Lively explains her vision for the site in an editor's letter. The former Gossip Girl star is quick to point out that she's "no editor, no artisan, no expert...and certainly no arbiter of what you should buy, wear, or eat." She also explains that Preserve is not a solo effort, but rather a "creative space" produced with the help of others.
Lively says she sees Preserve as a platform for "people, stories, essays, videos, and goods which hopefully inspire your home, your style and your tongue."
"There's expensive stuff," she writes. "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."
A scan at the site's e-shop seems to back that up. There's a curry ketchup for $7 and black truffle salt for $14. The priciest item is a wood-block map of the world that lights up — yours for $2,000.
There's a philanthropic aspect, as well. With each purchase, Preserve donates 5% of the sale to the Covenant House, a charity for homeless, trafficked, and abused children.
A selection of nice things to buy? A charitable purpose? Content that doesn't feel preachy? We could get used to this.