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Go Inside Craig Conover's New Sewing Down South Store in Nashville
The Southern Charm-er hosted a two-day grand opening event for the 12 South flagship store.
It's official. Craig Conover has set up shop in Music City.
After months of growing anticipation, the Southern Charm cast member finally opened the doors to Sewing Down South Nashville, which marked the second brick-and-mortar for his ever-growing lifestyle brand. In celebration of the big launch, Craig hosted a two-day grand opening event in the city’s 12 South neighborhood, where hundreds of fans gathered to see the charming space and to get their hands on Sewing Down South products.
The grand opening, held from June 15-16, included a meet-and-greet with Craig and some exclusive Nashville-centric merch. The first 100 customers also received a free canvas tote emblazoned with the brand logo and the phrase, “Welcome to Sew Country.”
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Craig Conover hosts private friends & family opening event
Craig shared his expectations for the new shop on Friday, June 14, just hours after he and his business partners, Jerry Casselano and Amanda Latifi, hosted a private friends and family event.
“Hey, everyone, just got back from the friends and family party at the new Sewing Down South Nashville,” he said in an Instagram Story. “Can’t wait to meet everyone tomorrow. It’s gonna be a lot of fun and hopefully the energy matches the energy of the day we opened in Charleston, which I know it will, if tonight was any indication.”
Craig takes fans inside his new Sewing Down South store
Well, it’s safe to say Craig was not disappointed. As shown on the Sewing Down South Instagram, Day 1 drew a massive and quite enthusiastic crowd. Craig and the company documented the festivities with multiple photos and videos, which showed dozens of people inside and outside the charming flagship.
The interior perfectly reflected the Sewing Down South brand: modern country design with a touch of quirk and kitsch. Highlights included multi-tiered chandeliers, rustic wood shelving and displays, wicker baskets, floral arrangements, and a large brick wall featuring the phrase, “We’re sew glad you’re here.”
Craig thanks Nashville for welcoming his team: "We love it here"
“Well, that was something else,” Craig said on Instagram after concluding Day 1. “Just got back to my hotel. Y’all came to support from as early as 7 in the morning, and there was a line until 5:30 [p.m.]. So, I think you have successfully made us feel at home, Nashville. We love it here.”
He continued: “If there was ever anywhere to have a second store, I knew it was going to be here, and 12 South was the perfect fit. We’ll see what our future holds but, right now, Charleston and Nashville are the focus… Thank you to everyone that came out today. Hundreds of y’all were amazing.”
Craig reflects on Sewing Down South's success
Craig founded Sewing Down South in 2018 as a decorative pillow business. He spoke about the venture in a 2020 interview with BravoTV.com, admitting he was initially a bit lost.
“I was stuck in a room in my house, a sewing room, with my assistant not really sure how to fill any orders,” he recalled. “I knew we had something, but I wasn’t sure what direction to go in and I had really no guidance.”
Since inking a deal with HSN four years ago, Craig has expanded his business into a full-fledged lifestyle brand, offering everything from kitchenware and candles to pet accessories and blankets. He reflected on the impressive growth while speaking to BravoTV.com, saying he hoped his success would inspire others.
“Don’t let anyone ever tell you what your passion is, and don’t be scared to chase it just because it’s not a societal norm,” he said at the time. “It took me until I was 30 years old to start this. It’s never too late to go out and do what you want.”
