Keep Stitchin’

CRAIG CONOVER’S SEWING DOWN SOUTH
LAUNCHES FLAGSHIP STORE

story by WENDY NILSEN POLLITZER           photos by SUSAN DELOACH

Success in commerce is driven by many components. Research, market analysis, advertising, and employee retention, to name a few. But how does one define success? Is it profit margin? Intrinsic reward? Customer satisfaction? Or does the fruition of a creative idea fuel an entrepreneur’s fire? A retail business recently opened its doors at 493 King Street in Downtown Charleston that weaves all of these metrics into the success of a desirable brand. Embroider that brand with an enthusiastic team of family and friends, a charming influencer, and even a kegerator in the store, and success turns into fun.

Sewing Down South, the e-commerce pillow business made popular by Southern Charm’s Craig Conover, opened its flagship brick and mortar store on May 15, 2021. Conover, along with partners Jerry Casselano and Amanda Latifi launched the brand on Shopify in April of 2019. “We sold nine pillows that day, and I was ecstatic,” smiles Casselano. “Everyone thought it was an April Fools’ joke, but I knew better,” jokes Craig.

The business is no joke indeed, and it started from a simple idea… pillows promoted by a well-liked guy. Jerry and Craig met at the College of Charleston, and Amanda is Jerry’s sister-in-law, so it truly is a friend and family adventure. The idea was born when Amanda lived in Nashville, Jerry in DC, and Craig in Charleston. In the beginning, the three personally printed labels, packaged and shipped pillows themselves from their homes. They started with low inventory and minimal expectations. Jerry knew it cost almost nothing to try out the concept, but after sales began picking up a bit, he thought, “Wait, Craig might not be wrong.”

After Cameran Eubanks, another cast member from Southern Charm, sported a Sewing Down South baseball cap on Instagram, sales spiked, and it was the company’s first successful marketing blitz… But it was a benevolent idea of Craig’s that would catapult the brand into the mainstream market… donating the net profit from sales of his Bahamian Lobster pillow to survivors of Hurricane Dorian, the catastrophic Category 5 storm that devastated the Bahamas for three days in September 2019.

Craig was at his parents’ house in Miami. They were congregated around the kitchen island for dinner, and Craig forgot he left his Shopify notification on. Its signature app sound is the satisfying ding ding of a cash register opening. His parents asked what it was, and he explained it goes off for each sale. The notifications kept coming. His parents loved it and asked him to keep it on. They celebrated the success of Sewing Down South that evening, and the company would later donate $40,000 to hurricane relief.

Craig understood the power of social media, especially Instagram, and started his Pillow Party tour to promote the brand. They visited 23 cities and held pop up markets at retail locations throughout the country, meeting three to four hundred people at each event. Sales continued to grow, and eventually, the company would sign contracts with HSN and Thomasville to expand their customer base.

Sewing Down South was ready for a flagship store, and where better to locate than Charleston, SC? The three partners signed the lease April 1, started working April 2 and for five weeks put every bit of sweat equity they had to finish the buildout… cutting every piece of shiplap for walls, laying flooring, even glueing the equivalent of 1.3 miles of yarn for the now infamous seventeen foot Yarn Wall.

And it is beautiful! With materials regionally sourced and labor locally contracted, the 2300 square foot space is definitive of authentic Lowcountry grit, from the craftsmanship of the porch swing bed to the architecture of custom lighting to the refurbished wood beneath the customers’ feet. And the 60-foot window that showcases Craig’s pillows to the passersby on King Street arguably is the most impressive storefront on Upper King and a testament that retail is not dead.

While Jerry and Amanda bring a profit-minded, realistic approach to the business, Craig brings the passion. And their team of dedicated employees threads their hospitality into final sales and happy customers. Madison Carlson and Marissa Connors both started as hourly employees who are now full-time managers. One from Baton Rouge and the other from LA, the two strangers who met in April, are now really good friends. “It’s because of the low stress and fun environment here. We even have a company volleyball league,” they both explain.

Though it may be fun, it is still a business; all involved are professionals pursuing the next segment in the retail cycle. So what does the future bring to Sewing Down South? Soon to be revealed, the company will introduce an exclusive travel-size toddler pillow, 100% organically made in Beaufort, SC…USA. They also recently signed a lucrative contract with Beachly to produce 30,000 pillows to be sold by box subscription. They will launch in December with two designs, one inspired by the West Coast and the other by the preferred East.

They also want to bring back Season Two of the Pillow Party. Pillow Talk, perhaps? They are focusing their energy on the storefront for now, but in the coming months, they want to see the country again, sell some pillows and meet fans.

Sewing Down South truly is a family-oriented business inspired by thoughtful attention to detail and a genuine approach to life. “Be smart and be a good person,” explains Jerry. “Good things happen to good people. Life is about growing and learning. If you don’t fail, you’ll never grow.”

And with Craig as the frontman, good things continue to come. Fans (and customers) are attracted to his friendly personality. His authenticity comes from a healthy upbringing and an appreciation for all people, no matter the degree of diversity. On my recent visit with him and Jerry, several customers approached Craig at the store. They spoke of seeing him at the Practice round at Kiawah, living in the same town in Annapolis as his grandad, asking about the show, etc. Craig listened to all with sincerity and a contagious smile as he gracefully chatted with as many people as he could in the store. One customer said, “Thank you for being so nice.” Madison and Marissa carefully balanced the flow of the shopping customers and the fans who wanted photos (including me). Just after he signed my pillow with his signature silver metallic sharpie, he saw a familiar face outside, a homeless man named Johnny. Craig hugged him and asked how he was doing, and Johnny simply said, “I just came by to say hi.”

Authenticity isn’t hard. And when paired with a desire to succeed, a real man will prosper. Every. Single. Time.

FUN FACT: Pillows made for Sewing Down South are manufactured right here in Beaufort at Harris Pillow Supply

When you are in Charleston, you absolutely must visit Sewing Down South. Not only do they sell pillows, but they have an assortment of apparel and gifts to choose from as well. And you may see Craig drinking a bud light from the kegerator or chatting with customers. He is at the store often eager to talk to fans and visitors of our precious Lowcountry. To keep up with Craig and his adoring charm, you must follow his weekly podcast, Pillows and Beer, a real treat for those who want to relax, laugh, and keep the simple life in perspective. As Craig says on his show to bid farewell, “Keep Stitchin’.”