Here’s why Taylor Swift’s Eras Tour friendship bracelets have a deeper meaning for women and girls

While I sit at my desk with my laptop open, my 10-year old daughter is beside me on the floor with spools of elastic thread, scissors and trays of beads spread out around her. Like many girls her age, inspired by the cultural phenomenon of Taylor Swift’s The Eras Tour, she dedicates hours thoughtfully stringing tiny beads onto colorful bracelets for her friends; a ritual reminiscent of the many generations before us who have bonded over these timeless craft practices.

Swift’s tour has not only enthralled audiences and ignited economic revitalization but has also sparked a revival of an ancient tradition—the exchange of handcrafted bracelets that symbolize shared experiences and connections among attendees, especially women. 

As the founder of Nest, a nonprofit that supports artisans and makers worldwide, I see the bracelets as evidence that the handcraft revolution continues on in another generation. The timeless act of crafting, often a centerpiece in the lives of women, both historically and presently, transcends generations and cultures, embodying stories and connections.

Today my daughter’s best friend joins her on the floor and hums “You’re On Your Own, Kid” as she strings the beads together. Every once in a while, they pause to share a thought and giggle. It’s a scene reminiscent of the one I’ve observed hundreds of times through my work at Nest. Women, often in emerging economies, where handcraft is a leading source of employment, sit together and swap stories while crafting jewelry, weaving baskets, or knotting rugs for fashion and home designers.

What my daughter is learning and feeling as she crafts these bracelets dates back to our mothers, grandmothers and generations before us. 

For centuries, women have turned to craft for their livelihoods, as well as community, culture and connection. And, the social and economic power of craft has only grown over time. One estimate suggests the global handicraft market was valued at $526B in 2017, and will be worth as much as $984B in 2023. While it is hard to know exactly how many people earn an income through craft because many are hired through subcontractors and work from their homes, some researchers suggest the sector may employ as many as 300M women worldwide.

In the context of motherhood, this supplementary income plays a vital role, often providing a safety net and means of navigating uncertain times. CNN recently reported on Jamie Tompkins, a 46-year-old mother who sold over 5,000 Taylor Swift-themed friendship bracelets through her Etsy shop this summer, bringing in about $16,000 in sales. “There were weeks that making bracelets paid more than my full time job,” Tompkins said. 

Jamie is learning what millions of other women in the United States and around the world already know–that craft income, which is often the result of a “side hustle”, is incredibly important. 

It is this additional income that allows many women to save, endure crises and build resilience in an age of uncertainty.

Yet, despite these opportunities and well-documented growth, especially in recent years, handcraft has been stereotyped as “niche” or “non-scalable,” allowing it to be ignored or rejected by those investing in micro- and small-businesses. In the coming months, as we reflect on and measure the social and economic impact of the Eras Tour, we cannot overlook the sub-trends that emerged from it. When we consider the resurgence of friendship bracelets, let us take a closer look at what this seemingly simple craft can teach us about connection locally and globally through using our hands to create.

In the words of Taylor Swift, “So make the friendship bracelets, take the moment and taste it / You’ve got no reason to be afraid.” Embracing this ageless craft allows us to see that we’re part of a larger, interconnected story—one woven together by the timeless thread of crafting, nurturing and bonding.

Nest’s MAGIC WE MADE Collection of ethically handcrafted friendship bracelets is made by talented women artisans in Guatemala. All proceeds will go to support Nest’s programming—ensuring artisans across the world can live their “Wildest Dreams.” Each bracelet set helps Nest build a brighter, more thoughtfully connected future.