Craig Conover, the “Southern Charm” star turned pillow mogul, is making waves with his business ventures. And he’s not shy about sharing the numbers. Conover has a knack for turning his hobbies into cash. Here’s the scoop on his growing empire — and the details of just how much his company, Sewing Down South, is worth.
‘Southern Charm’ Star Craig Conover Launches His New Collection
Conover launched his pillow company, Sewing Down South, in 2018 from his Charleston dining room. Fast forward seven years, and his latest collection features everything from pillows to home decor to kitchenware.
He recently hosted a preview party for his latest release at Charleston’s Emeline Hotel. In the photos Conover shared on Instagram, the summer 2025 collection has florals and lemons with a European theme.
“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 published on The Daily Dish.
“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.”
Sewing Down South Is At Eight Figures and Counting
During season 9 of the “Southern Charm” reunion, Conover said that his company had soared to an eight-figure valuation. That $10 million mark is a milestone that got fans buzzing at the time, and the numbers have likely gotten better in recent years.
“In four years, I’ve been able to take Sewing Down South to an eight-figure business, and we’re in Kroger stores across the country,” he explained. “We have 30 employees with health insurance.”
Partnerships with Kroger, HomeGoods, and HSN have fueled this company’s growth, allowing him to expand from pillows to kitchenware and blankets.
Conover doesn’t own Sewing Down South outright. Instead, he holds a third of the business, with partners Jerry Casselano and Amanda Latifi splitting the rest. In an interview with KARE 11, he recalled his dad’s advice about owning a business.
“Do you want 100 percent of this company with zero sales, or 33 percent of a company that might turn into something?” Conover said. “When my two partners came on, that’s when it turned into a real business. And that was a little over five years ago.”
What Is Craig Conover’s Personal Net Worth?
Sewing Down South isn’t Conover’s only business venture. He is also an investor in the wine spritzer brand Spritz Society. It just launched nationwide with his lemon iced tea flavor, a nod to Conover’s Southern roots.
When his business partner Ben Soffer visited the New York Stock Exchange to mark the national rollout, Conover celebrated on Instagram.
He wrote, “Look at my partner at the NYSE today! Couldn’t be more proud. Collaboration will always win. Find good partners. Win Together. It’s way more fun that way. I didn’t think I’d ever design a beverage that ended up on the trading floor. Life is about twists and turns. Embrace them.”
Conover also co-owns Charleston’s By the Way restaurant with his co-star, Austen Kroll, and holds a law degree. Between his businesses, investments, and “Southern Charm” salary (an estimated $25k per episode), Conover has an estimated net worth of $1 million, according to Celebrity Net Worth.
