Craig Conover is sew excited about the latest updates on his ever-expanding lifestyle brand.
The Southern Charm-er spoke exclusively to Bravo’s The Daily Dish about his eight-figure business, Sewing Down South, at DIRECTV’s Plot Twist – Featuring Bravo event in New York City on August 12. Joined by BFF and fellow SC entrepreneur Austen Kroll, he shared new details about the company as well as his clothing line with Belk’s private label, Crown & Ivy.
“It was fun to get into the crafting space. We launched a fabric line, which will be available to everyone soon. You can buy it online right now. But getting into the quilting and creating world has been exciting,” Craig said. “I’m about to start tutorials and I’ve got a garden line, so I’m just trying to stay busy.”
So far, Craig has yet to reveal how customers can purchase the new line in-store, though in May, he announced Sewing Down South (in partnership with Belk) already had placement in “over 500 Kroger-owned stores,” further teasing “a lot of collabs in the works.”
One month later, he announced the brand would soon include 100+ apparel items for men, women, and children.
What to know about Craig Conover’s fashion line
With his hands in many business ventures and collaborations, a fashion line is just the latest for Sewing Down South, renowned for its decorative pillows. Since the brand launched in 2019, it has branched into European travel-esque home decor and kitchenware, plus totes, candles, koozies, blankets, and towels.
Still, Craig wanted to share his passion for fashion.
Related: Craig Conover and Naomie Olindo Shed New Light on Their Friendship Today
“My desire was always to make clothes,” he told EntertainmentNow in May. “I had never been taught how to actually do that — only how to make a pillow in home [economics]. But to be able to finally do a clothing collection is a dream come true … This is kind of my return-to-Charleston collection. [Crown & Ivy] really understands the pastel palette and lifestyle that I love about this city.”
The Sewing Down South website features apparel based on his flagship store on King Street and a host of pale-colored tees, crew necks, and long-sleeved shirts. Charleston’s legendary symbol for hospitality, the pineapple, as well as Craig’s now-famous catchphrase, “What’s wrong with my sewing?” served as just a few inspirations behind his 2025 collection.
Craig Conover and Austen Kroll reveal why they ventured into the wedding industry
At the same DIRECTV and Bravo event, Craig and Austen — who jointly own Charleston restaurant By The Way and have a stake in Manhattan’s Carriage House NYC — also touched on the real reason they developed The Waverly, a premier wedding and event space in the heart of Charleston.
Related: Craig Conover & Austen Kroll Reveal New Details on Their Wedding Venue: “Just the Beginning”
“Our story’s just beginning, you know? Our fairy tale is the beginning of the movie,” Craig explained at the August 12 event. “But we want to help people celebrate the middle chapter of their fairy tale, and it all coming together.”
Craig said he “got to see the challenges” of wedding parties traveling to separate locations for events when his brother and sister-in-law got tied the knot in October. He added, “We’re just expanding our footprint in Charleston, investing in our backyard.”
And if supplying an all-in-one destination for one’s nuptials wasn’t enough, the Pillows & Beer podcasters toyed with the idea of becoming ordained to officiate weddings of their own.
“Well, I’m gonna do one,” Craig lightheartedly teased to The Daily Dish. “I’m gonna do one.”
Learn more about Craig’s own love life with the dating update he recently revealed.
— Reporting by Stephanie Gomulka
