Reality to Retail: Belk and Craig Conover Deepen Partnership

CHARLOTTE, NC – April 22, 2026 – Department store chain Belk is doubling down on its Southern roots, today launching its third exclusive collection with Sewing Down South, the rapidly growing lifestyle brand co-founded by reality television personality and entrepreneur Craig Conover. The new "Coastal Collection," a collaboration with Belk’s premier private label Crown & Ivy, introduces over 120 new items that aim to capture the essence of a Southern spring.

The extensive line spans women's and men's apparel, home goods, and accessories, and for the first time, introduces a jewelry component. Featuring vibrant coastal prints, tropical motifs like palm leaves, and soft pastels, the collection is designed to evoke the relaxed elegance of Charleston, where Sewing Down South is based. With prices starting at an accessible $14, the collection is now available in Belk’s nearly 300 stores across 16 states and online.

"Our coastal line represents the perfect evolution of our ongoing partnership with Sewing Down South," said Jon Bollman, Senior Vice President and General Merchandising Manager at Belk, in a statement. "We've brought together everything we love about Southern charm – the colors, the playful prints, the quality. It's a collection that works for any occasion."

The collaboration's continued success is a testament to the powerful synergy between the two brands. "There's something special about springtime in Charleston, and we wanted to bottle that magic into this new collection," added Craig Conover, co-founder of Sewing Down South. "We can't wait for our customers to experience the quality and creativity we've poured into every piece."

From Reality TV to a Retail Empire

The partnership's strength is built on more than just a shared aesthetic; it's anchored by Craig Conover's remarkable transition from a reality TV personality on Bravo's Southern Charm to a formidable business force. When Sewing Down South launched in 2018, it was born from Conover's personal passion for sewing. Today, it has blossomed into what reports describe as an "eight-figure business."

Initially focused on pillows, the brand has expanded its product lines and distribution channels significantly. Beyond its flagship store on Charleston's historic King Street, Sewing Down South products are now found in major retailers like Kroger, demonstrating a broad consumer appeal that transcends its reality TV origins. Conover, who holds a one-third stake in the company alongside partners Jerry Casselano and Amanda Latifi, has cultivated a brand that stands on its own merits for quality and design.

His entrepreneurial drive extends far beyond textiles. With an estimated net worth approaching $1.5 million, Conover has diversified his portfolio with strategic investments across hospitality and media. He is a co-owner in several popular restaurants, including Carriage House in New York and By the Way in Charleston, and in 2025, he launched Plaid Horse Productions, a television production company aimed at developing new reality and competition series. This business acumen makes him a valuable partner, bringing not just a famous name but a proven track record of building successful consumer-facing brands.

The Cornerstone of a Southern Strategy

For Belk, the collaboration with Sewing Down South is a strategic masterstroke that reinforces its core identity. Founded in 1888, the Charlotte-based retailer has long positioned itself as the "modern Southern department store." In a fiercely competitive retail landscape, this regional focus is not just a marketing slogan—it's a crucial business strategy.

Private labels are the engine of this strategy. Brands developed in-house, like the popular Crown & Ivy, currently account for approximately 32% of Belk's total merchandise mix. These exclusive lines offer significantly higher profit margins—between 150 and 250 basis points more than national brands—and are vital to the company's financial health. Belk has stated its goal is to increase private-label penetration to over 40% of its softlines sales by the end of 2026.

Launched in 2014, Crown & Ivy quickly became Belk's largest and most successful private brand by perfectly capturing the colorful, preppy, and vibrant aesthetic of the Southern lifestyle. Partnering this powerhouse brand with Sewing Down South, a company that embodies the same Charleston-inspired charm, creates a powerful and authentic narrative that resonates deeply with Belk’s core demographic of suburban families in the Southeast. This move helps the department store chain differentiate itself from national competitors and solidify its position as the go-to destination for Southern style.

The Influencer Playbook in Modern Retail

Belk's continued investment in its partnership with Conover is reflective of a wider trend across the retail industry, where department stores are increasingly turning to influencers and celebrities to drive sales and cultural relevance. This model has proven highly effective for competitors, demonstrating that a well-chosen personality can generate immense commercial success.

Nordstrom, for example, has seen massive returns from its influencer collaborations, with one collection reportedly generating $1 million in sales in a single day. Kohl's has a long-standing strategy of building its brand portfolio around celebrity lines from figures like Lauren Conrad and Vera Wang, with its proprietary brands now accounting for nearly half of its annual sales. Even regional players like Dillard's are engaging college ambassadors and fashion influencers to create capsule collections and drive social media engagement.

These partnerships are more than just marketing campaigns; they represent a fundamental shift in how brands connect with consumers. Influencers act as a bridge, providing fresh design perspectives and direct feedback from their engaged communities. For legacy retailers like Belk, these collaborations offer a way to inject new energy into their offerings, attract younger demographics, and prove that the department store model can adapt and thrive in the digital age. By renewing its successful partnership with Sewing Down South, Belk is not just selling clothes and home goods—it is solidifying a proven strategy for modern retail success.

To celebrate the launch, Belk has reopened its limited-time pop-up shop at 489 King Street in Charleston, strategically located next to Sewing Down South's flagship store. The pop-up offers customers a unique, immersive opportunity to shop the full "Coastal Collection" and experience the brand's Charleston-inspired aesthetic firsthand. The shop will remain open through the end of July, providing a physical touchpoint for the collaboration throughout the spring and summer seasons.