Southern Charm’s Craig Conover is bringing the North Pole to Sewing Down South.
The Charm-er decked the halls at his flagship store in Charleston, South Carolina as well as his second location in Nashville, Tennessee, as seen in a jolly Instagram video posted on Oct. 28.
Craig and his staff went all out this year decorating his pillow and home decor businesses, filling the space with Christmas trees, pine garland, and a ton of holiday-themed merch, including seasonal clothes and tumblers. Online, the brand unveiled several merry and bright collections, showcasing themes such as The Classics, Nutcracker, Après Ski, and Winter Blues. Pillows placed throughout the store featured cheery prints and solids of festive reds and mistletoe greens.
“Our stores are officially decked out for the holidays, and we’re ready to share the joy,” he stated on Instagram Stories, thanks to his “SewCrew.”
Details on Craig Conover’s new holiday clothing line
The store takeover comes just in time for Craig to announce, in an Oct. 29 Instagram post, a holiday clothing line as part of his longstanding partnership with the department store, Belk.
In an Oct. 27 press release, MaryAnne Morin, President and Chief Merchandising Officer of Belk — whose private label, Crown & Ivy, is a partner of the brand — stated, “Our continued partnership with Sewing Down South embodies the spirit of Southern style and hospitality.”
She continued, “The new holiday line builds off the success of our summer collection and captures the essence of the season with its bold designs and whimsical styles, offering our customers a variety of festive options at accessible prices.”
Related: Andy Cohen, Craig Conover’s Assistant & More React to the Southern Charm Season 12 Trailer
Craig Conover has a new holiday partnership with the Emeline hotel
Elsewhere, the entrepreneur joined forces with Charleston’s luxurious Emeline hotel for their one-of-a-kind Sewing Down South Holiday Suite, featuring the best of the new collection, as seen on the brand’s Instagram page.
Guests can indulge in decadent treats and champagne service near a fully dressed tree to enhance their getaway, plus a private shopping experience with Craig at his Charleston store (when available), a $250 gift card to Sewing Down South, and a reservation at his and Austen Kroll’s By The Way restaurant. Guests will also snag a take-home keepsake basket with a personalized Emeline x Sewing Down South monogrammed pillow cover set and merch with a $630 value.
Per the hotel website, “Settle in with holiday vinyl on the record player, indulge in nightly Santa turndown service with cookies, milk, and carrots for families, or enjoy build-your-own boozy hot chocolate and eggnog carts for adults. Personalized stocking stuffers add a thoughtful touch, while a handwritten note and curated Charleston weekend guide from Craig himself make this holiday escape truly unforgettable.”
Related: Salley Carson and a Newcomer Go Head-to-Head Over Craig Conover (VIDEO)
What other businesses does Craig Conover have?
In September, he announced his own reality TV production company, Plaid Horse Productions, with Sewing Down South co-founder and CEO Jerry Casselano at the helm. Moreover, his success continues with his and Austen’s multiple joint ventures, including their Pillows and Beer podcast and The Waverly wedding venue in Charleston.
In case that wasn’t enough, Craig teased a cookbook on the way. “Who’s ready for a cookbook?” he asked his followers in an Oct. 13 Instagram post with a photo of him baking in the kitchen. The news follows his 2022 book, Pillow Talk: What’s Wrong with My Sewing?
Keep up with Craig’s unceasing career moves, including the big milestone he celebrated with the cast of The McBee Dynasty: Real American Cowboys.
