A Homie Through and Through

With creativity and a passion for hometowns, TownieSwag gets a boost with an MCRC Business Operating Grant

August 20, 2026

Killingworth, CT resident Annette Cook knows what it means to feel hometown pride and community spirit. Especially when locals can relate to insider knowledge, jokes, and fun facts about their town.

Annette has also always been what she calls “crafty.” In 2021, while COVID-era exhaustion and anxiety were still pervasive, she decided to use her business experience and creativity to work on something fun, hoping to make people smile.

“One afternoon, it occurred to me that there are so many quirky, funny, silly things about our little town of Killingworth that only insiders—local people—would know about.”

Annette made a list of phrases and used a fabric printer to create a few totes, which she sold at a local craft fair. The response was immediate. “They just took off,” Annette recalls. “People started asking if I could make totes about their town. Who knew I’d be at this point five years later?”

Capturing Community Culture

That initial demand snowballed into TownieSwag, a woman-owned business creating handcrafted products including totes, pillows, tea towels, wine bottle bags, aprons, matted prints, T-shirts, mugs, and baseball caps inspired by the places, phrases, and personalities that make each town unique.

“It has absolutely floored me that our products have resonated with so many people,” admits Annette. “It made me think: we’ve really got something here.”

The demand continues. Today, TownieSwag features more than 300 towns across New England and beyond, with new communities continually being added.

“We have eyes and ears everywhere helping with the research,” explains Annette. She especially enjoys talking with locals, whose input helps capture the small details that individualize each town, and welcomes input from locals who have inside intel.

Annette had started businesses in the past, but she says nothing has had quite this level of impact. “It’s really fun. I can’t wait to get up in the morning and get to work.”

She describes that feeling as ikigai, a Japanese term she learned from a longtime friend who lived in Japan. The concept refers to when you find a job you love, and you’re good at it, and it’s profitable and makes a difference.

Annette has witnessed her products creating nostalgic moments for many customers. One woman told Annette that her mother, who suffered with dementia, spent more than an hour reading a TownieSwag tea towel with “a big old grin on her face.” Another time, at a tradeshow, a customer approached Annette to tell her how much it meant to see her uncle, “Joey the Bus Driver,” featured on one of the town products.

But Annette’s favorite story happened about a year after the business launched. At the Connecticut Flower & Garden Show, she watched an older woman and what appeared to be her daughters pick up a Glastonbury, CT pillow.

“They saw ‘The beloved Dr. Henry’ in the word collage and became emotional,” Annette recalls.

Dr. Henry was a beloved local pediatrician who had cared for generations of families in the community and had recently died from COVID. The women were the doctor’s wife and daughters.

“They were crying. I was crying,” she says. “The moment meant so much, I gave them the pillow.”

For Annette, it was a powerful reminder that the items she’s creating are more than souvenirs—they capture the people, places, and memories that make communities special.

From Grant to Growth

As TownieSwag continued to gain momentum, Annette knew she needed to invest in better equipment to take the business to the next level. She had her eye on a direct-to-garment printer she knew would help improve quality and streamline production. The problem was it cost $17,000.

Annette’s husband, Geoff, did some research and discovered the Middlesex County Revitalization Commission (MCRC), which offers grants to small businesses in Middlesex County.

“If you’re serious about starting a small business and need funding, why wouldn’t you apply? I did, and I received $17,000, which was amazing.”

Annette found the grant application process relatively easy. “Everyone, particularly MCRC Administrator Rebecca Mead, has been so supportive in helping me grow,” she notes. “Yes, there’s competition, but if you can demonstrate your passion, know your business, and clearly explain what the funding will help you accomplish, you’ve got a really good shot of getting funded.”

Annette says the impact was tremendous. “It’s like a stepping stone that keeps on giving.” Since receiving the funding, TownieSwag was nominated and named the 2026 Retail Business of the Year by the Middlesex County Chamber of Commerce and received recognition from Senator Chris Murphy—which Annette has proudly framed in her office.

Expanding the Possibilities

Annette says she likely would have purchased the first printer regardless, but the grant enabled the business to invest in a second machine, which significantly expanded their capabilities.

“It moved us to a whole other level—from doing local craft shows to doing wholesale trade shows,” she says. “With the funding, we could move to a higher-quality printing process and produce at a much larger scale.”

The investment helped the business expand into wholesale, with more than 100 small shops and more than 20 Big Y stores across Connecticut carrying TownieSwag products. The increased volume has also created work for several independent contractors who help with research, printing, and production, and restocking Big Y displays.

“It’s been a total game changer,” Annette emphasizes. “We couldn’t have kept up with that if we hadn’t received the grant.”

What’s Next?

For Annette, the goal is simple: keep growing.

“Our business model is highly scalable. I would love to get into some of those bigger retailers,” she says.

With plans to add more equipment and expand production space, she sees plenty of room to grow. The business is already taking its next step with a new shop planned for Clinton, CT.

“It’s really exciting,” says Annette. “We’re going to ride this wave as long as we possibly can.”