Business mogul and Skims founding partner, Emma Grede, has recently faced a wave of backlash following her candid remarks about being a “three-hour mum” on weekends. In an interview with The Wall Street Journal, the 43-year-old mother of four explained that her time with her children is limited to three hours each weekend, prompting a significant public outcry. In a later appearance on the Today show, Grede addressed the criticism head-on, asserting that women are often held to unattainable standards in both parenting and professional life.
Challenging the Norm
In her original interview, Grede described her weekend routine as being with her children only from 9 a.m. to 12 p.m., dedicating the remainder of her time to personal pursuits. This revelation sparked controversy online, leading many to question her commitment as a mother. However, Grede remains unfazed, stating she was not taken aback by the response. “That headline would never be written about a man,” she argued, highlighting the disparity in societal expectations for mothers compared to fathers.
Grede emphasised the unrealistic pressures women face, both in parenting and their careers. “What I’m trying to do is be really honest about what it takes and be really honest about the things I don’t do,” she explained. As a busy entrepreneur, she feels it is crucial to share the realities of her life rather than perpetuate the myth of the ‘supermum’.
Redefining Parenting
Grede elaborated on her “max three-hour mum” philosophy, noting that after a demanding workweek, she is often too fatigued to spend all weekend with her children. “Anyone who has children knows that you don’t spend eight hours on a Saturday and Sunday with them. You have errands to run, things to do,” she said. This approach, according to Grede, is not detrimental to her children; rather, it teaches them independence and self-sufficiency.
She believes it is essential for children to learn how to entertain themselves and develop autonomy. “We’re teaching our kids to be independent,” she asserted, advocating for a parenting style that balances quality time with personal freedom for both parents and children.
A Supportive Network
Grede’s ability to juggle her career and family life is, in part, thanks to a robust support system at home. She and her husband, Jens Grede, who have been married since 2012, employ a team that includes nannies, cleaners, and a chef. This arrangement allows her to focus on creating memorable experiences with her children—activities that she describes as “high-impact core memories” like fishing trips and family vacations.
Grede’s unique perspective on parenting reflects her desire to avoid what she calls “overparenting.” For her, trivial tasks like cutting sandwiches into fun shapes simply do not resonate. Instead, she prioritises meaningful moments that foster a strong familial bond.
Empowering Women
In addition to her parenting insights, Grede encourages women to articulate their aspirations and identify their non-negotiables. “I hold a vision for myself, and I’m uncompromising,” she stated, underscoring the importance of self-advocacy and clarity in personal goals.
Her journey is a testament to the balance many modern mothers strive for—navigating the complexities of work, family, and self-care. Grede’s message is clear: it’s not about doing it all; it’s about making choices that align with your values and circumstances.
Why it Matters
Emma Grede’s comments resonate deeply in today’s world, where many women grapple with the dual pressures of career and motherhood. Her candidness about her parenting style challenges societal expectations and encourages a broader conversation about what it means to be a mother in the modern age. By sharing her experiences and advocating for honesty in parenting, Grede empowers others to define their own paths without the burden of unrealistic standards. This dialogue is crucial, as it not only highlights the need for balance but also supports the narrative that women can be successful in both their personal and professional lives.
