What’s it mean to be a coastal grandmother in SC? Whether you’re 22 or 73 you might be one
You don’t have to be a grandma, or anywhere close to it, to achieve this title. In fact, you can be any age and live practically anywhere to channel your inner coastal grandmother. Chances are if you live in South Carolina, you might be one.
Exactly what is the coastal grandmother aesthetic?
To be a coastal grandmother here in South Carolina means to live a lifestyle based primarily out of necessity — a natural way of living, but for many, it is an aspirational lifestyle inspired by Nancy Meyers films, or more specifically the romantic comedy, “Something’s Gotta Give.”
“Coastal grandmothers are those who are effortlessly stylish (but in a comfy way), have a put-together presence (without trying too hard), know how to be the best hostess (while never breaking a sweat,) and appreciate the finer things (yet still feel approachable,)” according to Southern Living Magazine.
The lifestyle embodies the love for clean, light, simplistic beachfront properties, white button-down shirts, Ina Garten, cozy interiors, fresh flowers, white wine, going to bed early and a laid-back, minimalistic, coastal feel. For those here in South Carolina, it’s an instinctual way of interior style and dressing relative to the climate.
Epitomized by Diane Keaton’s linen-clad 2003 movie character, who frequents farmer’s markets and drinks white wine in an all-white kitchen and oceanfront Hamptons estate, the coastal grandmother style is one that is chic, comfortable, light and airy.
The style has recently monopolized trends and lifestyle goals, ranging from fashion to interior design, to a whole perspective on life and way of living.
The typical coastal grandmother does not decorate her home as a maritime museum, but rather, he or she gravitates toward coastal neutrals, light-colored breezy linens, minimalistic style and light-colored, chunky knit sweaters.
When it comes to creating a home that fits this coastal aesthetic, luxury furniture and accessories maker Serena & Lily describes the coastal grandmother style as “white knits, ocean blues, classic designs mixed with relaxed rattan.”
Rattan is a good accent choice to pair with neutral decorations as sold by Serena & Lily and offered in many South Carolina furniture boutiques, and investing in some freshly cut flower arrangements, like hydrangeas or peonies, would offer a further coastal grandmother aesthetic similar to the home featured in “Something’s Gotta Give.”
As for fashion, the coastal grandmother is described as being chic yet simply arranged. The pieces in his or her closet are ones that could always be in style. White jeans are a must, as are knit sweaters, cashmere, linen, tortoiseshell hair clips and straw hats. Whites, blues, khakis, creams and pale neutrals are the go-to colors. Comfort and appearing effortless are the two most important things to remember when dressing like a coastal grandmother. Looking comfortable, clean and put together as though ready to relax on the back patio, dock or garden with your favorite glass of white wine is the goal.
“That 45 and up woman around here is, it’s all about three things. Staying cool because it’s so hot here. Being stylish, but they want to look effortless. Every woman wants to throw it on and they don’t want to be too fussy about their hair and their accessories. They want it to kind of look like they just woke up like this,” said Hilton Head Island’s Birdie James owner and creative director, Michelle Taylor, when asked about the coastal grandmother style in South Carolina.
Birdie James can be found in Shelter Cove Towne Center at 28 Shelter Cove Lane, Unit 111, Hilton Head Island, SC 29928.
“I’ve noticed around here, 70 and 80 years old on Hilton Head is like no other place I’ve ever seen. These women are busy, and they’re fit. They are golfing, they’re lunching, they’re volunteering and fundraising and so they want to be dressed for every occasion.”
“Our clients typically come to us for our monochromatic collection.” Taylor continued. “We have some color and we have picked up patterns and pops of color. Currently, we’re the most colorful we’ve ever been.”
“I really feel like Birdie James was really strong in that sort of grays, beige color scheme and so we have collections that offer those beiges, grays, light blues, light greens, anything that’s really sort of like minty but sort of cloudy.”
While you can be a coastal grandmother anywhere, the mantra fits in seamlessly with that of the Palmetto State and its warm, coastal climate and classic timelessness that the state represents. One cannot usually help but be caught up in the simplicity of life among the breezy salt marshes, beautiful landscapes and ocean views.
This story was originally published June 8, 2022 at 5:00 AM.
