Photo Credit: Mike Marsland/Getty Images for Hayu
When Craig Conover launched his “sewing lifestyle brand” on April 1, 2018, some people thought it was an April Fools’ joke. Seven years later, Sewing Down South is still going strong. Since then, the Southern Charm star has expanded his line of colorful accent pillows to include home accessories, candles, blanket throws and even dog harnesses.
Then in March 2025, Meghan Markle brought fans into her home with her Netflix series, With Love, Meghan. She brought in celebrity friends like Mindy Kaling and Abigail Spencer for tea parties, sleepovers, cooking and crafting. Netflix has already signed her up for a Season 2.
Just prior to the series’ premier, the Duchess of Sussex announced the release of her As Ever food line. The limited collection of jams, honey and tea sold out in record time. Lifestyle gurus like Martha Stewart and Gwyneth Paltrow are not happy about Meghan moving onto their block. But how does Craig feel about the competition?
Does Craig Conover see Meghan Markle as lifestyle brand competition?
Just this month, Meghan announced the launch of As Ever’s first rosé, to be released this summer. On June 27, when Craig was asked on The Toast podcast whether he thought As Ever was “in competition” with his company, he replied, “No, no, no!”
“I truly believe that the more collaborative you are, the higher you will go,” he added. “I operate in a way that even though we are so far apart, one day I might be in the same room as Meghan. The last thing I want is to, like, burn a bridge with her for no reason. Burning bridges with people is not the way to the top.”
Additionally, Craig laughed that people have been comparing him to Meghan on social media, since they both keep bees and harvest honey. “I think we’re both racing to be the next Martha Stewart, probably,” he joked.
All is good between Craig and the Duchess then. She’d just better not start making colorful throw pillows.
All episodes of Southern Charm are available on Peacock in the US and Hayu in the UK and Ireland. With Love, Meghan is available on Netflix.
