Craig Conover launched the summer 2025 collection of Sewing Down South this week — just as Spritz Society celebrated a major milestone.
Years after launching his pillow company and shortly after investing in Spritz Society, the 36-year-old Southern Charm cast member had quite the eventful week, business-wise, even sharing a photo from a conference room and mentioning his “lawyer side.”
“With this collection, we wanted to really use vibrant colors and elevated prints — where every porch, kitchen, and living space can really have that effortless style,” Craig said in an announcement, via The Daily Dish. “At Sewing Down South, we’re all about bringing those easy, laid-back, vibes of coastal living into your everyday life. We want you to feel like you’re on vacation every time you walk into your home.”
“In four years, I’ve been able to take Sewing Down South to an eight-figure business, and we’re in Kroger stores across the country,” he explained. “We have 30 employees with health insurance.”
While Craig’s pillow company is quite the money maker, it doesn’t belong exclusively to him. In fact, as he shared with KARE 11 in February, he only owns a third of the business — the rest is split between his partners, Jerry Casselano and Amanda Latifi.
Although Craig knew that was a large percentage to give away, he felt that bringing on a team was his best bet for success.
“My dad was like, ‘Do you want 100 percent of this company with zero sales, or do you want 33 percent of a company that might turn into something?'” he recalled. “When my two partners came on, that’s when it turned into a real business. And that was a little over five years ago.”
As for his investment in Spritz Society, a rival company of his friend, Kyle Cooke, 42, Craig got involved in early 2024 after discovering the “delicious wine spritzers” on the way to a Taylor Swift concert with his now-ex-girlfriend, Paige DeSorbo. From there, he helped develop the brand’s lemon iced tea flavor, which gave a nod to his Southern roots.
Formerly a small-scale business, Spritz Society launched nationwide on Wednesday, at which point Craig gave a shoutout to his business partner, Ben Soffer, who visited the New York Stock Exchange to celebrate, on his Instagram Story.
“Look at my partner at the NYSE today! Couldn’t be more proud,” Craig wrote. “Collaboration will always win. Good teams will always win. Find good partners. Win together. It’s more fun that way. I didn’t think I’d ever design a beverage that ended up on the trading floor! Life is about twists and turns. Embrace them.”
As if all that wasn’t enough for a single week, Craig, who got his law degree years ago, also seemed to return to the classroom, where he was seemingly seen attending some sort of lecture.
“The lawyer side of my life,” he wrote in the caption of a photo of a PowerPoint presentation about “avoiding impasse.”
No word yet on when filming will begin on a potential 11th season of Southern Charm.
