CHARLOTTE, N.C. — This past weekend, Charlotte fans got a real treat when Southern Charm star and entrepreneur, Craig Conover made a special appearance at Belk in SouthPark Mall. Known for his easygoing charm, creative spirit, and of course, his breakout lifestyle brand Sewing Down South, Craig was in town to celebrate the launch of his new summer collection—and to meet the fans who’ve been cheering him on from the very beginning.
What Went Down:
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Exclusive Book Signing (Belk Rewards+ Elite Only)
From 2 PM, Belk Rewards+ Elite members got the VIP treatment with a private signing session — a much-anticipated perk that sold out fast. -
Fireside Chat
At around 3:15 PM, Craig and a select audience held a cozy “fireside chat,” diving into fashion inspirations and behind-the-scenes stories from his Crown & Ivy x Sewing Down South collab. Seats were limited — but the highlights were major! -
Public Meet & Greet
By 4 PM, the event opened to the public. Fans lined up for autographs, selfies, and the chance to meet the charming designer behind the Southern-inspired line.
The Fashion Focus
This event doubles as the official launch for Craig’s brand-new Sewing Down South x Crown & Ivy collection, featuring over 100 bold, pastel-ish pieces for men, women, and kids — including home goods, accessories, and more. Craig described it as his "dream come true," aiming to bring the laid-back, coastal charm of Charleston to everyday wardrobes.
Why It Matters
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Real‑Talk With Fans
Craig’s engaging, down-to-earth conversations — both casual and chat-show style — let fans peek behind the curtain, adding personal depth to the fashion showcase. -
Strategic Partnership
By collaborating with Crown & Ivy (Belk’s private brand), Craig expanded his reach beyond TV into retail, aiming for a collection that resonates with the Southern aesthetic he’s known for. -
Mall Experience Reinvented
More than a sign‑and‑greet — Belk turned the day into an immersive pop-up event. From private sessions to public access, fans got a polished, multifaceted brand experience.
What Fans Loved
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Interaction & Connection
Attendees praised Craig’s warmth and authenticity, saying it felt like chatting with an old friend. -
Exclusive Access
Elite book signings and intimate discussions provided VIP vibes in a friendly, relaxed setting. -
Fresh & Versatile Collection
From coastal pastels to bold prints, the collection drew admiration from fans seeking stylish, Southern-inspired looks.
Final Take
Craig Conover’s Belk SaintSouthPark event wasn’t just another mall appearance — it was a strategic blend of fashion launch, fan interaction, and brand storytelling. With his charismatic presence and a vibrant new line, Craig didn’t just show up — he elevated the entire shopping experience.
Lines wrapped through the store as excited shoppers waited for a chance to chat with Craig, snap a photo, and get a firsthand look at the collection that perfectly blends Southern style with comfort and practicality. From decorative pillows to pastel button-downs and thoughtfully designed swimwear (say goodbye to scratchy mesh liners!), Sewing Down South has grown into a full-blown lifestyle brand that reflects Craig’s Charleston roots.
“I wanted to create something that embodies what the South means to me—especially in the summertime,” Craig said. “This collection is a return to that classic Charleston style—bright colors, light fabrics, and fun design.”
What started as a hobby—and a punchline among some of his Southern Charm castmates—has become Craig’s passion project. “Don’t wait for permission,” he said with a grin. “I had this vision when I was 24. I’m 37 now, and I’m proud of how far we’ve come.”
True to form, Craig took time to meet with every fan in line, sharing stories and encouraging people to embrace their creative side. “It’s how I stay grounded,” he explained. “Crafting used to be something people kept private. I love hearing people proudly say, ‘My grandma taught me to sew.’ That’s what this is all about.”
You can shop the new Sewing Down South (sewingdownsouth.com) collection at Belk SouthPark Mall (belk.com) or online—and stay tuned, because Craig and the cast are currently filming Season 11 of Southern Charm!
