Craig Conover is sharing new updates on his pillow company, his investments in Spritz Society, and his life as a lawyer. The Southern Charm cast member has been incredibly busy with his career over the last few months, and his latest announcement on Sewing Down South is proof of this.
On April 17, Sewing Down South officially launched its Summer 2025 collection. This collection includes home decor, kitchenware, and merchandise all centered around the essence of "European travel." This means that the decor will include fresh florals, lemon motifs, and other timeless patterns, approved by Craig himself. And of course, this is something that he is very excited about.
"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 about the new collection. "At Sewing Down South, we're all about bringing those easy, laid-back, vibes of coastal living into your every day life. We want you to feel like you're on vacation every time you walk into your home."
Craig gave a sneak peek at all that was to come from the Summer 2025 collection during a preview party held at The Emeline Hotel in Charleston. He took to his Instagram Story on Wednesday, April 16, where he showed off the gorgeous light blue and white pillows from the launch, as well as the beautiful floral arch that decorated the preview party.
Craig Conover shares the inspiration behind his pillow company, Sewing Down South
Sewing Down South came out of Craig's dream to own a company. In a February interview with KARE 11, Craig admitted that by Southern Charm Seasons 4 and 5, he would "beat [himself] up so much" that he didn't have a company of his own.
"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," he said. "But sewing became this therapeutic escape for me and it was just different enough to work."
How much of Sewing Down South does Craig Conover own?
Craig owns the pillow business with two partners, Jerry Casselano and Amanda Latifi, and they have split the business three ways.
This was a "big decision" for Craig, as he told KARE 11 that he was aware that he shouldn't have given away so much of his brand.
"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 recounted. "When my two partners came on, that's when it turned into a real business. And that was a little over five years ago."
