Craig Conover Makes a Huge Declaration About His Career: "Holy Airball”

Craig Conover has proven his doubters wrong.

After rediscovering his love for sewing more than six years ago, the Southern Charm cast member decided to turn his passion into a full-fledged business. Craig acknowledged that the move was met with skepticism, criticism, and mild ridicule, but he refused to let the negativity derail his dreams.

In 2019, the former practicing attorney announced the launch of Sewing Down South, a decorative pillow company he started in his home. Since then, the business has evolved into an eight-figure home goods brand with multiple stores in the U.S. Craig reflected on the success in a June 24 Instagram Reel, reminding fans to remain resilient and never abandon their goals.

Craig Conover reflects on Sewing Down South's success

“I told them sewing was my hobby… and I wanted to turn it into a business,” he wrote in the video. “HOLY AIRBALL.”

The post included photos and videos of Sewing Down South’s early days and its relatively rapid expansion. Craig included footage of his brick-and-mortar openings, his various home and garden show speaking engagements, and behind-the-scenes looks at collaborative campaigns.

“Keep every stone they throw at you,” he captioned the Instagram. “You’ve got castles to build.”

How Craig Conover's business landed him in the U.S. Capitol

2025 has been a banner year for Craig and Sewing Down South. Weeks after launching the brand’s summer collection, the Southern Charm-er headed to Washington, D.C., for the Small Business Showcase at the U.S. Capitol. Craig and other business owners presented their companies to several lawmakers, explaining how their efforts have contributed to the local and nationwide economies.

“OK, everyone, that was awesome. Just presented Sewing Down South to the small business committee in the Capitol building, and Spritz was there, too,” he said, referring to the sparkling cocktail brand he’s invested in. “So, two companies today in the Capitol, pretty awesome. I hope I get the chance to come back… One foot in front of the other.”

Craig Conover reaches a career milestone with a Belk collaboration

The career wins didn’t end there. In early June, Sewing Down South dropped its first-ever collection with Belk’s private label, Crown & Ivy. The partnership delivered a wide range of bold and colorful products, including everything from women’s and men’s apparel to footwear and beach towels to hats and, of course, pillows.

Craig shed more light on the collaboration in a recent interview with Entertainment Now, saying it was always his “desire” to make clothing.

“I had never been taught how to actually do that — only how to make a pillow in home [economics],” he said about garment-making. “But to be able to finally do a clothing collection is a dream come true… This is kind of my return-to-Charleston collection. [Crown & Ivy] really understands the pastel palette and lifestyle that I love about this city.”

Craig Conover shares a peek at his off-the-clock lifestyle

But make no mistake, Craig also understands the importance of a healthy work-life balance. In between running his lifestyle brand, the Delaware native enjoys spending time in his incredible backyard and maintaining his fitness. He shared a look at those activities in a series of recent Instagram posts, highlighting his home's outdoor pool area and his intense workout regimens. 

Look back at Craig’s extensive work history, including his venture into the restaurant business.