By Les Ong on November 26, 2025
Walk into Short Stuff Personalized on Bank Street in New London, Connecticut, and you’ll immediately sense something different. This isn’t just another print shop. Behind every custom t-shirt, personalized tumbler, and carefully crafted gift is a story of faith, perseverance, and genuine community connection that owners Hilbert and Johnna Gibbs have built together over the past five years.
The story of Short Stuff Personalized begins with a nickname and a penguin. Johnna Gibbs, who stands a bit shorter than average, earned the affectionate nickname “Shorty” when she and Hilbert first met. As their relationship grew, so did the nickname, evolving into “Short Stuff.” Combined with her love of penguins and her distinctive penguin-like walk, the couple found their business identity. Their logo features a penguin, and their tagline, “Chilling with the Penguins,” perfectly captures the laid-back, welcoming atmosphere they’ve created.
“When you see Johnna walk, she really does walk like a penguin,” Hilbert shares with a laugh. “And penguins are one of her favorite animals. So when we started this business, there was no question what we’d call it.”
Like many small businesses, Short Stuff Personalized’s origin story includes an unexpected chapter written during the 2020 pandemic. Before COVID-19, Hilbert and Johnna operated a thrift store in West Warwick for seven to eight years. When the pandemic forced them to close their doors, they had to reimagine their future.
“My sister and niece were already in the printing business,” Hilbert explains. “We’d been working with them, taking orders and having them do the printing. But we weren’t making much from it. So we decided to learn how to do it ourselves.”
What started as a cricket machine purchase quickly evolved into something much bigger. The couple transformed their home into a makeshift print shop, giving up bedrooms, their kitchen, living room, and garage to make their dream work. For three years, they learned the craft through online courses, videos, and hands-on experience.
“I’m old school,” Hilbert admits. “I don’t know computers like that. Even today, before I print something, I’ll still take online courses to learn how to do it right. It’s an ongoing thing.”
After outgrowing their home operation and a brief stint at Slate Mill Mall in Jewett City, where they operated one day a week, the couple knew they needed a permanent location. The search wasn’t easy. Many towns didn’t accept them, but New London saw their potential.
Working with the New London Chamber of Commerce, the city’s mayor, and realtor Bill Cain, they found a property on Bank Street. While the space was initially beyond their budget, the community rallied around them. The building was split in half to suit their needs, and the town offered grant assistance in exchange for creating promotional items for the city.
In April of last year, they moved in. By June 7th, Short Stuff Personalized officially opened its doors to the New London community.
What sets Short Stuff Personalized apart isn’t just their product quality but their philosophy. In an industry where minimums and setup fees are standard, Hilbert and Johnna took a different approach.
“We don’t have any minimums,” Hilbert emphasizes. “If you want one shirt, we do one shirt. If you want a thousand, we do a thousand. We don’t charge setup fees. We’re people people. We don’t limit ourselves.”
Their services extend far beyond basic custom printing. They offer:
The couple works both face-to-face in their storefront and online through their website and various e-commerce platforms including eBay, Mercari, and Poshmark.
In August 2022, Hilbert graduated from ULC Ministry Church to become a minister, a milestone that deepened the couple’s already strong faith. This spiritual foundation isn’t just a personal matter but has become integral to how they run their business.
“We pray and leave everything up to God,” Hilbert shares. “There have been times we thought we’d have to close our doors, but we left it in prayer, and He answered. Our faith is what’s gotten us this far.”
Their Christian values translate into how they treat everyone who walks through their door. “We are Christians and we love everyone,” Hilbert says simply. “No matter their religion, political views, whatever. We’re people people.”
This inclusive approach extends to their customer base, which spans all ages, sizes, and backgrounds. “We don’t limit ourselves to just one set of people,” Hilbert notes. “We work with everybody.”
Short Stuff Personalized’s commitment to New London goes far beyond business transactions. The couple has established themselves as community champions, offering generous discounts to those who serve:
During the holidays, they go even further. From the day after Thanksgiving through Christmas Eve, families can visit the shop for free photo shoots with Santa Claus. Each child receives a complimentary 4×6 photo in a frame and a wrapped gift, no purchase necessary. They repeat this tradition for Easter with the Easter Bunny and candy, and again for Halloween.
The couple also supports local churches by printing event materials, often as gifts. They’ve partnered with Mitchell College in New London for event shirts and merchandise. Recently, they completed the Entrepreneur Academy program through the New London Chamber of Commerce, further cementing their role in the local business community.
Perhaps most meaningful to Hilbert is the opportunity to mentor young entrepreneurs. “We’ve helped three people get their businesses together, and now they’re out doing their business,” he says with pride. “That makes us happy. We get to teach other people and watch them grow. It’s not always about the dollar bill with us.”
Currently, they’re working with a young man who recently left incarceration, designing his logo and helping him build a legitimate business. “I told him, ‘You got something good, kid. Don’t go backwards to lose it,'” Hilbert recalls. “We’re mailing two or three pieces out a day for him, and he’s been selling them left and right.”
This mentorship extends to many young people in the New London area. “There’s a lot of young kids here that need to be taught and guided,” Hilbert observes. “We talk to them, try to teach them, guide them. That’s part of what we do.”
When asked about the next five years, Hilbert’s response is characteristically grounded in both ambition and faith. “We’re hoping to have another location five years from now,” he shares. “And a few employees, so we can take a couple days off.”
But he’s also realistic and humble about the uncertainties ahead. “Five years from now, whatever the Lord has written for me, that’s what it’s going to be,” he says.
What’s certain is that Short Stuff Personalized has found its home in New London. The couple believes the city has tremendous potential for rebirth and growth, and they’re committed to being part of that transformation. With Ocean Beach nearby, the Naval Submarine Base, and an influx of new businesses, New London is poised for positive change.
At the heart of Short Stuff Personalized is a simple truth: this is a true partnership. When asked how he and Johnna share duties, Hilbert jokes, “She’s the boss. I just do what she tells me to do.” But then he clarifies: “Everything we share equally. There’s no boss between both of us. Everything is shared equally. We work together. That’s the way to make it work.”
After 10 years together and countless hours spent side by side building their business, their partnership serves as the foundation for everything Short Stuff Personalized represents: dedication, faith, community, and genuine care for others.
Whether you need one custom shirt or a thousand, Short Stuff Personalized is ready to bring your vision to life. With no minimums, no setup fees, and a commitment to personalized service, Hilbert and his team treat every customer like family.
Visit Short Stuff Personalized at: 573 Bank Street, New London, CT 06320
Contact them:
Phone: 860-574-9452
Email: shortstuffpersonalized@gmail.com
Website: www.shortstuffpersonalized.net
Connect on social media:
Facebook: @short.stuff.personalized.ink
Instagram: @shortstuffpersonalized_ink
Stop by their shop today and experience the difference that comes from a business built on faith, community, and genuine care. Whether you’re looking for custom gifts, promotional materials for your business, or just want to say hello, you’ll find a warm welcome at Short Stuff Personalized.
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