Meet the Trendsetters Leading the Charge in Modern Lifestyle Choices

Lovely doilies, partially burned candlesticks, and retro ceramic platters overflowing with homemade baked treats adorn Madison Vaughn’s Kentucky cottage.

The 31-year-old, recognized as The Grandma Cottage on TikTok, has 65,400 followers who eagerly consume her “grandmacore” material. Vaughn’s clips showcase her dimly-lit maximalist residence that some may anticipate seeing in the centerfold of “Country Living Magazine.” She delights in preparing homemade dishes for her husband and three children and discovering vintage home accessories through thrifting.

Vaughn represents numerous young individuals, mostly Millennial and Gen Z women, who have discovered pleasure in “grandma” or “granny” pastimes like knitting, crocheting, baking, and gardening − activities traditionally linked to one’s grandmother. A multitude of videos featuring the “grandmacore” hashtag on TikTok highlight young women opting out of typical twenty-something pursuits such as nightclubs to relax beside a wood-burning fire (or a store-bought candle).

Here’s what to understand about “grandmacore” and why young individuals are adopting hobbies reminiscent of a more straightforward, leisurely time.

What is ‘grandmacore’?

“Grandmacore” signifies an aesthetic driven by the home, style, and way of life of a conventional grandmother. Grandmacore typically embodies coziness, whimsical nature, and nostalgia. Envision homemade cookies, an uncompleted quilt beside the sewing machine, and tailor-made dresses.

Hannah Arnold owns Sherwood Forest Creations, an embroidery venture she operates from a shed in her Michigan backyard. Last summer, she shared a video illustrating her work in the shed on her embroidery, which she labeled a “granny” pastime. Arnold stated she faced varied reactions due to her terminology, “granny.”

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“I had numerous individuals … perturbed by the reference to ‘granny hobbies.’ I believe those who are somewhat more chronically online recognize that it’s a term of affection,” Arnold remarked. “‘Granny hobbies’ is a positive expression. It’s heartwarming. It evokes memories of your grandma. It instills happiness. Not just a, ‘only little old ladies partake in this’ scenario. It’s … not a derogatory term.”

In various respects, grandmacore can be connected to the trad wife and homesteading movements that have gained traction in recent times, wherein women (and their families) opt for a more “traditional” lifestyle. However, they differ in their breadth. While a homesteader may live off the grid, a trad wife might embrace more Christian conservative values, women drawn to “granny” hobbies may simply relish a peaceful evening crocheting after a regular 9 to 5 job.

Nostalgic Reflections

For numerous individuals, engaging in “granny” hobbies evokes cherished memories of their grandmothers.

“Throughout my childhood, my grandmother was genuinely my closest companion,” Vaughn recalled. “I cherished every moment I could share with her and my papaw (grandfather).”

Allie Gardener, 26, describes herself as a “serial hobbyist” who relishes sewing, baking, gardening, and woodworking—her “grandpa” pastime. Each memory includes her 90-year-old grandma, whom she refers to as an “original crafting legend,” and her 91-year-old “Poppop.”

From an early age, Gardener showed interest in these activities, participating in a weekly sewing group with her mother and sister while also attending Wilton baking lessons at her nearby Michael’s Craft Store during elementary years.

“I distinctly recall attending … and being the sole participant under 40,” Gardener stated about the baking lessons.

Embracing a slower pace

Arnold, 38, began her journey with embroidery in 2019. At that time, she was balancing part-time work as a physical therapist while raising a two-year-old.

“I felt as though I had no personal interests,” she expressed. “My husband has a richly fulfilling hobby life − hunting, fishing, woodworking, and related activities. It felt as if I didn’t have anything similar, so I was essentially hoping for a creative outlet, something to immerse myself in, and embroidery just came to mind.”

Since Arnold didn’t know anyone who embroidered, she ventured to her local craft shop, invested about $15 on introductory supplies, and commenced her new endeavor. She began sharing her completed projects on social media and quickly garnered positive responses.

Fast forward a year to 2020; during her maternity leave with her second child, Arnold faced layoffs. She started earning some side income selling her embroidered creations online, and she described it as the “ideal chance” to seriously consider running a crafting business.

During the pandemic, Arnold conducted embroidery classes via Zoom while continuing to accept commissions. Fast forward five years, and Arnold claims she earns more through her embroidery business today than she would have as a full-time physical therapist.

Although her “granny” hobby has transformed into her full-time job, Arnold believes that younger generations are attracted to these hobbies because they provide a necessary pause.

“I think a part of it is … the aspiration to find a sense of slowness in one’s day, as opposed to the relentless (fast-paced) rat race that we were conditioned to believe was what we should pursue,” Arnold articulated. “I sense that Millennials and Gen Z are beginning to recognize, ‘Hold on, I don’t want to toil endlessly … throughout my entire life and only then have room for these hobbies. I wish to weave them into my life now, so I can relish them all through my lifetime, not just when I’m aged and gray.’

Editor’s note: This narrative was updated to include an image.

Greta Cross is a national trending reporter at USA TODAY. Connect with her on X and Instagram @gretalcross. Idea for a story? Shoot her an email at gcross@usatoday.com.