If you watch Bravo's Southern Charm, then you know all about star Craig Conover and his burgeoning home decor business. What started out as a sewing hobby rapidly grew into a pillow line and then some. Now Conover's brand, Sewing Down South, has two brick-and-mortar stores—one in Charleston, South Carolina and the other in Nashville, Tennessee.
And now, Conover is partnering up with Belk department stores to expand on the brand's business with a Crown & Ivy x Sewing Down South collab that will be in-store and online at Belk.com.
Crown & Ivy is Belk's own private label brand, and they seem like the perfect fit to team up with Sewing Down South, since both really embrace their southern roots. But what's cool about this for Conover's fans is that while the collection will of course include plenty of home decor, it will also feature apparel for both men and women. And the prices? Well, those will start as low as $10.
Keep in mind, the collab isn't available for purchase until June 4, when it will hit both stores and Belk.com. So you'll have to wait a beat before you can get your hands on the collection. And even though we still have to wait a couple of weeks before that happens, there's already a holiday version of the Crown & Ivy x Sewing Down South collab in the works. That will hit stores in October 2025.
"Collaborating with Belk is a huge milestone for Sewing Down South and it's been a ton of fun from the start," Conover says. "From the first days of working together on color concepts, to aligning on our creative direction, to developing the line, we've created a collection that we're proud of and are excited to see go to market."
