This Is Inner Grandma
Inner Grandma is a lifestyle brand for people choosing intention over urgency without opting out of style, culture, or modern life.Â
It is built on the belief that how we move through the world matters. That the small, everyday choices we make shape how connected our lives feel.
Inner Grandma brings together familiar rituals and modern energy through thoughtfully designed collections and experiences. Everything we create is meant to invite more care into daily life encouraging people to slow down, make things with their hands, gather often, and show up as they are.
This is Inner Grandma: a modern lens on living that is warm, intentional, and fully present in the world around us.
Inner Grandma began when Alice James took her foot off the gas.
After years in a high-speed industry, Alice reached a point of burnout and chose to pause. She stepped away from the pace, the noise, and the constant push to produce.
She slowed her days.
She simplified.
She returned to small, grounding rituals.
Crocheting. Gardening. Cooking slowly.
Not because it was quaint, but because it worked.
That pause didn’t come from nowhere.
Before Inner Grandma, Alice spent 15 years in corporate retail and fashion, working across buying, global sourcing, product development, production management, and inventory planning. She understood the system deeply, how things are made, scaled, optimized, and sold.
She also saw where it broke people.
After being told she wouldn’t be promoted because she was a mother, Alice knew it was time to build something different. She founded an agency designed to help fashion founders launch and grow their businesses without burning out or going it alone often unlocking opportunities that felt out of reach.Â
That work clarified something for Alice.
Even as the industry became louder, faster, and more performative, people were craving something quieter and more grounding. Everything was optimized, but very little felt nourishing. Everyone was connected, but few people felt truly rooted.
So she asked a bigger question:
How could she use her experience to create more ease, connection, and care in a culture driven by urgency?
The name came from a feeling many people recognize instantly.
Warmth. Safety. Belonging.
The kind of comfort that softens your shoulders and lets you breathe more deeply.
But reimagined for now.
Not as nostalgia.
As an upgrade.
What began as a personal reset became Inner Grandma.
A modern brand built around presence, connection, and warmth, with a point of view.
