What Happened to Sewing Down South?
Sewing Down South is a lifestyle and home décor brand founded in 2018 by 'Southern Charm' star Craig Conover. What began as a passion project for sewing pillows grew into a multi-million dollar enterprise with a flagship store in Charleston, a second location in Nashville, and extensive partnerships with major retailers like Kroger and Belk. The company continues to expand its product lines and retail presence, with its Charleston flagship undergoing renovations in May 2026.
Quick Answer
Sewing Down South, founded by Craig Conover of Bravo's 'Southern Charm' in 2018, has evolved from an online pillow shop into a prominent lifestyle and home décor brand. It now boasts a flagship store in Charleston, South Carolina, a second location in Nashville, Tennessee, and significant partnerships with retailers such as Kroger and Belk. As of 2026, the company is an eight-figure business, employing 30 staff with healthcare, and recently completed renovations on its Charleston store in May 2026, while also restructuring its collections for more intentional growth.
📊Key Facts
📅Complete Timeline11 events
Sewing Down South Founded
Craig Conover, star of 'Southern Charm,' founds Sewing Down South as a passion project focused on sewing pillows.
E-commerce Site Launched
The official Sewing Down South e-commerce website is launched on Shopify, allowing for online sales of its initial pillow collections.
Charleston Flagship Store Opens
Sewing Down South opens its first brick-and-mortar flagship store at 493 King Street in Charleston, South Carolina, becoming a destination for fans and shoppers.
Product Line Expansion and Manufacturing Details
The brand expands its offerings to include candles, apparel, and a RumHaven collection. Conover states the company has 15 employees and manufactures products in the Carolinas, supporting local businesses.
Kroger Partnership Launched
Sewing Down South partners with The Kroger Co. to launch the 'SDS for HD Designs' home décor collection, making products available in Kroger stores nationwide.
Achieves Eight-Figure Revenue
Craig Conover confirms that Sewing Down South has grown into an eight-figure business, employing 30 staff members with health insurance.
Belk Partnership and Nashville Store Opening Announced
Belk announces a partnership with Sewing Down South for summer and holiday collections under its Crown & Ivy brand. It is also revealed that a second Sewing Down South store has opened in Nashville, TN.
Belk x Crown & Ivy Holiday Collection Launch
Following the summer collaboration, the exclusive holiday collection with Belk's Crown & Ivy brand is launched, featuring over 100 styles.
SDS Textiles Partnership with Missouri Star Quilt Co.
Sewing Down South launches SDS Textiles in collaboration with Missouri Star Quilt Co., further expanding its textile offerings.
Company Restructures Collections
Sewing Down South announces a restructuring of its collections to offer more clarity, intentionality, and deeper storytelling, focusing on new textures, color exploration, and home categories.
Charleston Flagship Re-opens After Renovations
The Sewing Down South flagship store in Charleston re-opens after extensive renovations, celebrating its five-year anniversary and introducing a new layout and a 'locals corner' for other entrepreneurs.
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🔍Deep Dive Analysis
Sewing Down South was established in 2018 by reality television personality Craig Conover, known for his role on Bravo's 'Southern Charm'. The brand originated from Conover's personal passion for sewing, a hobby that was initially a source of jest on the show but which he steadfastly pursued. The e-commerce site officially launched on Shopify in April 2019, marking the formal beginning of the business.
A pivotal moment for the brand was the opening of its flagship brick-and-mortar store on King Street in Charleston, South Carolina, in May 2021. This physical location allowed customers to experience Conover's Southern and Bahamian-inspired designs firsthand and often offered opportunities to meet Conover himself. The company's growth was further fueled by strategic partnerships. By November 2022, Sewing Down South had expanded its product offerings to include candles, apparel, and even a RumHaven Caribbean rum spirits collection, with plans for a sleep collection. At this time, the company employed 15 individuals and focused on manufacturing products within the Carolinas, supporting eight small family businesses.
The brand's reach significantly broadened in April 2024 with the launch of the 'SDS for HD Designs' home décor collection, exclusively sold at Kroger Family of Stores nationwide. This collaboration brought Sewing Down South products, including kitchen accessories and entertaining items, to a much wider audience. By December 2024, Conover confirmed that Sewing Down South had become an eight-figure business, employing 30 staff members with health insurance, a testament to its rapid success and expansion.
Further expansion continued into 2025 with a major partnership with Belk. In May 2025, Belk announced a collaboration with Sewing Down South for summer and holiday collections under its Crown & Ivy private label, featuring nearly 100 styles across apparel, home, and accessories. A second retail store was also opened in Nashville, Tennessee, offering exclusive Nashville merchandise alongside brand favorites. In Fall 2025, the brand launched SDS Textiles in partnership with Missouri Star Quilt Co., further diversifying its offerings.
As of 2026, Sewing Down South continues to thrive. In March 2026, the company announced a restructuring of its collections to bring more clarity, intention, and deeper storytelling, focusing on expanding categories and exploring warm neutral color palettes. Most recently, on May 15, 2026, the Charleston flagship store re-opened after several days of renovations, coinciding with its five-year anniversary. The updated store features a prominent pillow wall, apparel, and a 'locals corner' dedicated to highlighting other Charleston entrepreneurs, reinforcing its community ties and commitment to an evolving customer experience.
What If...?
Explore alternate histories. What if Sewing Down South made different choices?