Sewing Down South is worth at least $10 million. Craig Conover shared the number himself at the Southern Charm season 9 reunion in January 2024, calling the pillow company he started in his dining room an eight-figure business. Eight figures covers anything from $10 million to $99 million, and the brand has kept building since then: it sells in Kroger stores across the country, employs about 30 people with health insurance, and reopened its renovated Charleston flagship in May 2026 on the store’s five-year anniversary.
Conover does not keep all of that value, though. He owns about a third of the company. This article breaks down what the business is worth, who owns it, where the money comes from, and how it all feeds into Conover’s own net worth.
How much is Sewing Down South worth?
The company holds a valuation of at least $10 million. That figure comes straight from Conover, who told Andy Cohen at the season 9 reunion that he had grown Sewing Down South into an eight-figure business in four years, with products in Kroger stores nationwide and 30 employees on health insurance.
Sewing Down South is a private company, so it does not publish revenue or profit figures. That means there is no exact public number, only the eight-figure floor Conover has confirmed. What is clear is the direction. Since that reunion aired, the brand has added a national grocery footprint, a partnership with Belk’s Crown & Ivy label, and a second retail store, all of which point to a value at or above that $10 million mark today.
Key takeaway: Sewing Down South is valued at $10 million or more, and Craig Conover owns roughly one third of it.
Who owns Sewing Down South?
Craig Conover owns about a third of Sewing Down South. His two business partners, Jerry Casselano and Amanda Latifi, hold the rest of the company between them.
Giving away two thirds was a deliberate choice. Early on, Conover’s father framed it as a simple question: keep 100 percent of a company with zero sales, or take 33 percent of a company that might turn into something. Conover took the smaller slice of the bigger bet, and the partnership has run the business since it launched in 2018. Casselano packed the first orders himself from Washington, D.C. in the early days, back when Conover was still boxing pillows in his own house.
How does Sewing Down South make money?
The business earns through four main channels: its own online store, two retail shops, national wholesale accounts, and licensing style partnerships.
| Channel | What it covers |
| E-commerce | Direct sales through the brand’s own online store, its highest-margin channel |
| Retail stores | The Charleston flagship on King Street, plus a Nashville location opened in 2024 |
| Wholesale | Kroger grocery stores nationwide, HomeGoods, and HSN |
| Partnerships | Co-branded lines such as the 2025 Crown & Ivy collaboration with Belk |
The product line has moved well past pillows. The pillows themselves are still printed and sewn in the Carolinas, but the Sewing Down South store now covers blankets, kitchenware, candles, apparel, totes, and even dog gear. The Charleston flagship at 493 King Street opened in May 2021 and has become a stop on the Bravo fan trail, complete with in-store pillow signings. A second store followed in June 2024 in Nashville’s 12South neighborhood.
Wholesale is where the scale lives. An HSN partnership in 2020 gave the brand its first national audience, HomeGoods placement followed, and by early 2024 the products had reached Kroger grocery stores across the country. In summer 2025 the company added a collaboration with Crown & Ivy, the flagship private label at Belk department stores.
From a dining room to eight figures
The company went from a hobby to an eight-figure business in about six years. Conover taught himself to sew during a rough stretch on Southern Charm, and the hobby was mocked on the show before it made money. The milestones tell the story:
- 2018: Sewing Down South launches from Conover’s Charleston home, with orders packed by hand.
- 2020: An HSN partnership takes the pillows to a national TV shopping audience.
- May 2021: The flagship store opens at 493 King Street in downtown Charleston.
- 2022: Conover publishes his memoir, Pillow Talk, adding book royalties to the mix.
- January 2024: Conover confirms an eight-figure valuation, 30 employees, and Kroger distribution.
- June 2024: A second store opens in Nashville’s 12South neighborhood.
- May 2025: Conover presents the company to Congress at a House Small Business Committee showcase.
- Summer 2025: Sewing Down South partners with Belk’s Crown & Ivy label.
- May 2026: The Charleston flagship reopens after a full renovation on its five-year anniversary.
That last public milestone mattered beyond Bravo. In May 2025, Conover presented Sewing Down South to members of Congress at a House Small Business Committee showcase, one of roughly 25 owners invited to brief lawmakers. That is a strong signal the company is treated as a real employer, not a reality TV side project.
What about Craig Conover’s personal net worth?
Conover’s personal net worth is estimated at roughly $1 million to $1.5 million. That sounds low next to a $10 million company, and the gap comes down to three things.
First, he owns about a third of the business, so his stake is worth a few million dollars on paper at most. Second, a valuation is not cash. His shares are illiquid, meaning he cannot sell them easily, and a growing company tends to reinvest its profits instead of paying big distributions to owners. Third, personal net worth estimates count what someone actually holds after taxes and spending, not the headline value of a brand.
The rest of his money comes from a mix of income streams. He earns an estimated $25,000 per episode of Southern Charm, which adds up to more than $3 million in gross pay across 130 plus episodes since 2014, before taxes and fees. He bought a home in Mount Pleasant, South Carolina for $460,000 in 2017, and the property is now worth close to $900,000. He is also an investor in Spritz Society, the canned wine spritzer brand that rolled out nationally in April 2025 with a lemon iced tea flavor he helped design, and he co-owns the Charleston restaurant By the Way with his castmate Austen Kroll.
Frequently asked questions
Is Sewing Down South still in business in 2026?
Yes. The company renovated and reopened its Charleston flagship in May 2026 for the store’s five-year anniversary, and it continues to sell online and through national retailers like Kroger and Belk.
How much of Sewing Down South does Craig Conover own?
About one third. His partners, Jerry Casselano and Amanda Latifi, own the rest. Conover has said he preferred a third of a company with real sales over full ownership of one with none.
What is Craig Conover’s personal net worth?
Roughly $1 million to $1.5 million by current estimates. It combines his Southern Charm pay of about $25,000 per episode, his stake in Sewing Down South, real estate, book royalties, and other investments.
Where can you buy Sewing Down South products?
Online at sewingdownsouth.com, at the flagship store at 493 King Street in Charleston, and through retail partners including Kroger, HomeGoods, HSN, and Belk’s Crown & Ivy line.
When did Craig Conover start Sewing Down South?
In 2018, from his home in Charleston. He taught himself to sew, started selling pillows packed by hand, and grew the company to an eight-figure valuation by early 2024.
Conclusion
Sewing Down South is worth at least $10 million, on Conover’s own account, and every move since that January 2024 reveal points upward: Kroger shelves, a Belk partnership, a second store, and a freshly renovated flagship. Conover owns about a third of it, which is why his personal net worth sits in the low millions rather than matching the company’s value. The short version: the pillow business everyone laughed at is now the most valuable thing he has built.
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