Craig Conover is getting into the holiday spirit — Southern style. The “Southern Charm” star and Sewing Down South co-founder has teamed up once again with Belk’s Crown & Ivy brand for an exclusive holiday collection filled with festive color, cozy classics, and timeless charm.
Craig Conover Brings ‘Southern Charm’ to Belk’s New Holiday Collection
The limited-edition line features more than 100 styles across women’s and men’s apparel, home goods, and accessories — all designed to capture the warmth of Charleston during the holidays. “Collaborating with Belk to curate this collection has been an incredibly exciting journey,” Conover told Entertainment Now. “We’ve created a line that beautifully blends Southern charm and warmth with the joy and festivity of the holiday season, and we’re thrilled to share it with everyone.”
Now available in stores and online at Belk.com, the collection includes stylish sweaters, party-ready dresses, cozy home décor, and playful ornaments — all crafted in deep reds, greens, blues, and golds. “The new holiday line builds off the success of our summer collection and captures the essence of the season with its bold designs and whimsical styles,” said MaryAnne Morin, Belk’s President and Chief Merchandising Officer.
The Sewing Down South Owner Opens Up About His Favorite Pieces and Family Traditions
When Conover sat down with Entertainment Now, he admitted this holiday line might be his most personal one yet. “My favorite piece is actually the sweater I was wearing during the interview,” he said with a laugh. “My mom found an old photo of my dad wearing almost the exact same one years ago. It feels full circle.”
He added that he’s been living in one of the collection’s lightweight vests, while another standout for him is a “stunning red and green dress” that’s “a total classic — something you’d expect someone to have custom ordered.” His mom, a longtime supporter of Sewing Down South, has been one of the collection’s biggest fans. “She texted my assistant to make sure she got certain pieces before they sold out,” he joked.
Conover said the holiday campaign shoot was one of his favorite parts of the project. “It was like Christmas in the summer,” he shared. “We had models wearing Sewing Down South x Crown & Ivy, we were decorating a tree, and the whole day just felt joyful.”
As for his own holiday plans, Conover plans to spend ten days in Delaware with his family after his brother reminded him to make more time for home. “He gave me a stern talking to,” Conover admitted. “So I promised I’d be there this year.”
Reflecting on how his sewing journey began, Conover said it all started by accident. “It was actually a fluke that the unboxing of my first sewing machine was caught on camera,” he recalled. “My girlfriend at the time, Naomie Olindo, was running late from school, and I told producers, ‘Well, I can unbox this sewing machine. Put a camera on me for a while, and something interesting will happen.’ Turns out, they were right.”
