“Grandmacore” is a style influenced by the traditional home, fashion, and lifestyle of grandmothers. It is characterized by a cozy, whimsical, and nostalgic vibe, reminiscent of homemade cookies, unfinished quilts, and handmade garments. Hannah Arnold owns Sherwood Forest Creations, an embroidery business based in a shed in her Michigan backyard. Last summer, she shared a video of herself working on her embroidery projects in the shed, referring to it as a “granny” hobby. Arnold received mixed reactions to using the term “granny,” with some people finding it offensive. However, she explained that to her, “granny hobbies” are endearing, warm, and bring about feelings of happiness and coziness associated with grandmothers.
The term “core” has been popular in slang lately with terms like Barbiecore and Cottagecore. Arnold believes that for those who are frequently online, “granny hobbies” is a positive term that evokes a sense of warmth and happiness rather than being dismissive of older individuals. Grandmacore shares similarities with trends like trad wife and homesteading, with women choosing more traditional lifestyles. However, grandmacore enthusiasts may simply enjoy relaxing activities like crocheting after work rather than fully committing to a homesteading lifestyle.
For many people, engaging in “granny” hobbies serves as a way to remember fond memories of their grandmothers. Madison Vaughn, known as The Grandma Cottage on TikTok, finds joy in activities like baking, crocheting, and thrifting vintage items. Similarly, Allie Gardner, a self-described serial hobbyist, embraces sewing, baking, and gardening as her “grandpa” hobbies. Gardner’s memories of crafting with her grandmother and grandfather are deeply intertwined with her hobbies.
Arnold, who started embroidery in 2019, discovered it as a creative outlet while juggling part-time work and parenting. Feeling the need for a hobby of her own, she picked up embroidery, initially investing in beginner supplies and sharing her work online. Following positive feedback, she turned her embroidery into a small business. Despite facing challenges such as being laid off during maternity leave, Arnold found solace and fulfillment in her craft.
“Perfect opportunity” to try managing a crafting business more seriously.
Hannah Arnold, the proprietor of Sherwood Forest Creations, is engrossed in an embroidery piece within her crafting shed in Michigan. Throughout the pandemic, Arnold conducted embroidery classes via Zoom while also carrying on with commissioned projects. Fast forward five years, and Arnold reveals that her earnings from the embroidery business today surpass what she would make as a full-time physical therapist.
Even though her former “grandma” hobby has now become her primary occupation, Arnold perceives a growing attraction among the younger generation towards such pastimes, viewing them as a respite from the fast-paced norm. She reflects, “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 further opines, “I feel like Millennials and Gen Z are kind of being like, ‘Wait, I don’t want to work, work, work… my whole life and then find time for these hobbies. I want to integrate them into my life now, so I can enjoy them throughout my lifetime, not only when I’m old and gray.”
Editor’s note: This story was updated to add a photo and correct the spelling of a name. Greta Cross is a national trending reporter at USA TODAY. Follow her on X and Instagram @gretalcross. Story idea? Email her at gcross@usatoday.com.
This article originally appeared on USA TODAY: ‘Grandmacore’: Here’s who’s embracing the latest lifestyle trend.
