Belk’s premier private label brand, Crown & Ivy, is teaming up once again with Sewing Down South, the lifestyle brand co-founded by unscripted TV personality, author and entrepreneur Craig Conover, to launch a new, exclusive coastal collection. The new line marks the third collaboration between Belk and Sewing Down South, this time featuring vibrant coastal prints and playful tropical elements, charming beachy details like sailboats and palm leaves, and soft pastels to help customers embrace the spring season with Southern-inspired style.
The coastal collection features over 120 styles across women’s and men’s apparel, home goods and accessories, with a fresh addition: jewelry.
“Our coastal line represents the perfect evolution of our ongoing partnership with Sewing Down South,” said Jon Bollman, senior vice president, general merchandising manager at Belk. “Spring is the perfect time to refresh your style, and we wanted to make it easy and accessible for everyone. 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.”
Drawing inspiration from Charleston’s coastal beauty and springtime in the South, the new line captures the fresh energy of the season through thoughtfully designed apparel, home accents and accessories. Whether it’s for hosting garden parties, planning a beach getaway or just a simple night in, the coastal collection offers everything customers need to look and feel their best.
“There’s something special about springtime in Charleston, and we wanted to bottle that magic into this new collection,” said Conover. “Our coastal collaboration represents everything that Belk, Crown & Ivy and Sewing Down South stand for: celebrating Southern style with intention and creativity. We can’t wait for our customers to experience the quality and creativity we’ve poured into every piece.”
