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."
How much is Sewing Down South worth?
During Part 1 of the Southern Charm Season 9 reunion, Craig admitted that Sewing Down South is worth quite a bit of money.
"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 to host Andy Cohen. "We have 30 employees with health insurance."
Craig Conover celebrates Spritz Society's expansion
Sewing Down South isn't the only one of Craig's businesses that has an exciting new announcement. The alcohol company that Craig invested in, Spritz Society, has now launched nationwide as of April 16.
Craig took to his Instagram Story that same day to congratulate his business partner Ben Soffer, who spent the morning at the New York Stock Exchange celebrating the accomplishment.
"Look at my partner at the NYSE today! Couldn't be more proud," he wrote in the caption of the post. "Collaboration will always win. Good teams will always win. Find good partners. Win together. It's 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. Let's embrace them."
How Craig Conover got involved in Spritz Society
Craig originally got involved with the wine spritzer brand in April 2024, when he took to Instagram to announce what inspired the business move. "I first found out about Spritz Society when me and [ex-girlfriend] Paige [Desorbo] were on our way to [a Taylor Swift] concert at MetLife and the party bus was stocked with these delicious wine spritzers," he wrote. "One sip was all it took for me to realize they were onto something and I needed to learn more about the brand — I loved the concept of a refreshing wine based drink & how they brought everyone together...I'm so excited to be in the Spritz Society family and for y'all to see the amazing projects we've got in the works."
He has even helped develop the brand's lemon iced tea flavor. "I wanted to create a flavor that represented my southern roots, tasted refreshing, and was the perfect to-go drink on all occasions," Craig noted on the company's website.
Is Craig Conover a lawyer?
Although Craig has a law degree, he is not a practicing lawyer at this time. Longtime Southern Charm viewers will recall that Craig's original passion was the law, which he pursued during the early seasons of the show.
After passing the South Carolina Bar exam in 2017, Craig continued to pursue other passions. In 2021, however, he announced he had opened his own law firm. "Don’t get run over, call Conover! You may have seen me on TV, but my clients know me as their personal injury lawyer," he wrote at the time. "Conover Law Firm can help YOU with your personal injury or workers’ compensation case."
Although it seems the firm is now inactive, Craig is still exploring law in some way. On April 16, he shared an Instagram Story photo sitting in a conference room while listening to a lecture.
"The lawyer side of my life," he wrote over the powerpoint presentation about "avoiding impasse."
Craig Conover admits he would be a lawyer if not for Southern Charm
During a Dec. 12, 2024 episode of Watch What Happens Live with Andy Cohen, Craig admitted that he would "be a lawyer" if he had never joined Southern Charm. "Like, a practicing attorney," he noted.
A month earlier, in November, Craig took to his Instagram Story, where he revealed that a "proud day" for him was when he got sworn into the South Carolina Bar Association. "I loved law school," he noted, over a throwback of him from his lawyer days. "A very proud day for me. I was passionate to pass the first time, but there's nothing wrong with taking the Bar as many times as you need."
