Turns out the online whispers were true.
On Friday, May 2, Craig Conover returned to Instagram to address the circulating “rumors” about his next business move. The Southern Charm-er shared the post just a day after teasing the partnership between his Sewing Down South brand and American department store Belk.
“I know I have to get on here and clear things up,” he said in a video filmed on the beach. “Just thought I’d come on here and clear things up. I know you’ve seen the rumors online. But, yes, we are doing a collaboration with Belk.”
Craig Conover shares a peek at Sewing Down South's new collaboration
Craig then handed his phone to someone off-camera and shared a quick look at what the collaboration would offer.
“Here, look at my back,” he said before turning around to show off his seafoam-green hoodie.
The sweatshirt featured a small chest graphic that fused the Sewing Down South logo with Crown & Ivy branding. The latter company is Belk’s private label that sells everything from apparel and accessories to footwear and home goods.
Craig Conover reveals what's next for Sewing Down South
Craig touched on the collaboration in late 2024, when he celebrated several big wins for Sewing Down South.
“There’s a lot of collabs in the works,” he 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.”
Craig has not confirmed the collaboration’s exact drop date, but reassured his fans the pieces “will be available this summer.”
Craig Conover launches Sewing Down South summer 2025 collection
The update came just weeks after Sewing Down South launched its summer 2025 collection. The range included cooking aprons, pot-holders, koozies, graphic tees, tote bags, and, of course, decorative pillows, most of which featured lemon prints with blue and yellow patterns. Craig said the pieces were inspired by his “travels to Europe and love for the season.”
“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 a statement announcing the collection. “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.”
