Craig Conover has joined forces with a beloved Southern retailer.
Just weeks after launching the Sewing Down South summer 2025 collection, the multi-hyphenate returned to Instagram to tease his company’s collaboration with Crown & Ivy, a proprietary brand of the famed department store Belk. The video featured a shot of the Pineapple Fountain in Charleston’s Waterfront Park, and then cut to a textile design featuring a playful pattern inspired by The Holy City. The print included golf carts, palm trees, and Southern architecture illustrations.
Craig Conover teams up with a department store chain
“We’re Sew Excited,” the May 1 Instagram read. “Stay tuned for a big announcement, y’all! Something exciting is coming your way soon.”
It’s unclear what the collaboration will deliver, but fans can expect to find out within the upcoming weeks. Craig mentioned the Belk partnership in December 2024, saying he had big things in store for the following year.
“There’s a lot of collabs in the works,” the Southern Charm-er told The Daily Dish. “We’re in over 500 Kroger-owned stores with our home line collection, and we’re doing a big collection with Belk, which will be out this spring, which is fun, and some smaller things. [I’m] just keeping it all organized and [putting] one foot in front of another.”
Belk launched Crown & Ivy in 2014 as a womenswear brand. It has since expanded its offerings to other departments, including menswear, kids' apparel, shoes, accessories, and home goods.
Craig Conover reflects on his "eight-figure" Sewing Down South business
Since its inception in 2019, Sewing Down South has evolved from a pillow line to an “eight-figure” lifestyle brand with multiple flagship stores. The Delaware native spoke about the venture in a February interview with KARE 11, saying he launched Sewing Down South after becoming frustrated with his career development.
“Like, you’ve been on television for five years and you have nothing to show for it,” he recalled thinking. “I’m just lucky that the company happened organically, rather than me forcing something or a product I didn’t believe in. But sewing became this therapeutic escape for me and it was just different enough to work.”
But Sewing Down South isn’t Craig’s only business. He also co-owns the By the Way restaurant with Austen Kroll and is an investor in Spritz Society and NYC’s Carriage House eatery.
Learn more about Craig’s career background, including his stint as a practicing lawyer.
