In a digital age where fast-paced lifestyles and constant connectivity prevail, a growing number of young women are finding solace in the comforting embrace of "grandmacore," a lifestyle trend gaining traction on TikTok. Characterized by activities reminiscent of simpler times, grandmacore encourages its followers to indulge in hobbies like knitting, crocheting, baking, and gardening. This movement, popularized by Millennials and Gen Z women, allows individuals to step back from the hustle and bustle of modern life and find peace in the nostalgia of "granny" pastimes.
Allie Gardner, a 26-year-old self-proclaimed "serial hobbyist," exemplifies this trend. Embracing hobbies such as sewing, baking, gardening, and woodworking, Gardner finds joy in what she affectionately refers to as her "grandpa" hobby. Her journey into these pastimes began at an early age with her participation in a weekly sewing club alongside her mother and sister. Gardner believes young people are drawn to these hobbies because they offer a much-needed breather from the pressures of contemporary life.
Hannah Arnold, 38, discovered embroidery in 2019 and has since turned it into a thriving business. Initially balancing her part-time work as a physical therapist with raising a two-year-old, Arnold explored embroidery as a creative outlet. During the pandemic, she taught embroidery classes via Zoom and continued to take commissions. Today, her business, Sherwood Forest Creations, is more lucrative than her previous full-time career.
"I felt like I had no hobbies," said Hannah Arnold.
Arnold's story is one of transformation and renewal. She recalls feeling envious of her husband's rich hobby life, which included hunting, fishing, and woodworking. Seeking a similar passion for herself, embroidery emerged as her creative escape.
"My husband has a really rich hobby life − hunting, fishing, woodworking, that sort of thing. I felt like I didn't have anything like that, so I was just kind of praying for a creative outlet, something to kind of dive into for myself and embroidery just popped into my head," Arnold shared.
Madison Vaughn, known as The Grandma Cottage on TikTok, has amassed 65,400 followers who enjoy her grandmacore content. Her dimly-lit maximalist home evokes feelings of nostalgia reminiscent of a centerfold in "Country Living Magazine." Vaughn treasures the art of cooking homemade meals for her family and hunting for vintage home décor. Her connection to this lifestyle is deeply personal.
"Growing up, my grandma was truly my best friend," Vaughn reflects.
The grandmacore movement is not just about the hobbies themselves; it's about finding tranquility amidst the chaos. Arnold observes that the trend resonates with those who wish to integrate leisurely pursuits into their lives now rather than waiting until retirement.
"I think part of it is… the desire to kind of find some slowness in your day, versus the constant (fast)-paced rat race of what we were kind of taught was what we should be doing," Arnold explained.
Gardner's "granny" hobby has now become her full-time occupation. She recalls attending Wilton baking classes at her local Michael's Craft Store during elementary school and being the youngest participant by far.
"I vividly remember going… and being the only one under 40," Gardner reminisces.
Arnold has encountered mixed reactions to the term "granny hobbies," with some viewing it as derogatory while others see it as endearing. She emphasizes that grandmacore is inherently cozy, whimsical, and full of nostalgia.
"I had a lot of people… offended by the use of the term 'granny hobbies.' I think with people who are a little bit more chronically online, (they) know that that is a term of endearment," Arnold remarks.
The grandmacore lifestyle offers more than just hobbies; it fosters a sense of warmth and contentment. Arnold underscores that these activities are not limited to elderly individuals but are embraced by all seeking comfort in cherished memories.
"'Granny hobbies' is a good thing. It's warm. It's cozy. It makes you think of your grandma. It makes you feel happy. Not like a, 'only little old ladies kind of do this' thing. It's… not a negative term," Arnold asserts.
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