FROM STARTUP TO STANDOUT

Joseph and Angela Bellantoni launched their decorating business in December 2023. Like many others, they spotted a local gap in fast-turnaround, fashion-forward custom apparel. However, what began as a side project quickly evolved into a thriving small business. This was thanks to a sharp focus on service, style and efficient fulfilment.

Angela Bellantoni, Spirit Wear and Team Co-Ordinator of the company, was a full-time operating room nurse with a fashion background. As a result, she brought a unique eye for retail style into the mix.

She comments, “We also saw a stagnation in the market, with the same designs everywhere year over year.” As a result the couple launched Sew N Pressed Customs in Holtsville, New York. They partnered with Joseph’s father, Pat Bellantoni – a disabled veteran who now serves as Company President. Their aim was to produce on-trend custom merchandise without clients needing to buy in bulk or hold inventory. To support that model, the company invested heavily in in-house capabilities. These included DTF and UV printing, embroidery, laser engraving and heat presses, equipped with advanced-placement technology.

Their creative vision and commitment to customer service helped them gain early traction. However, it was their investment in technology and workflow that enabled the company’s rapid growth.

From their second-floor space above an office building, the Bellantonis service schools, sports teams, small businesses and community organisations with spirited, retail-style apparel.

Angela says, “We focus on making pieces that stand out by being different and not doing what’s already been done.” She continues, “Using mixed media keeps us relevant and puts us at the forefront with 
a lot of different stores.”

Rather than invest in screen printing, the couple chose DTF printing as their core decoration method. Joseph states, “It’s our most popular option and the biggest driver because it’s the right price point and works on so many different apparel items.” He goes on to say, “If someone wants a higher-end shirt, we can do a full-colour DTF print and still keep the cost down.”

Angela adds, “With a DTF print, you can have as many colours as you want. With screen printing, each colour requires a different screen, so it can be more costly. With DTF, you can have one colour or 42 – 
it’s the same price and still high quality.”

Much of the shop’s growth is rooted in the Bellantonis’ visibility in the community. Angela comments, “If I’m on the sports field waiting for my daughter, people come up to me and tell me what they want for the next year.” She adds, “We’re out networking and on social media a lot, posting about customers’ successes and our family to show we’re local and give back to the community.”

“Their aim was to produce on-trend custom merchandise”

Shortly after launching, the couple created and donated custom sweatshirts to raise funds for the family of a local police officer who died in the line of duty. It was one of many efforts to keep their business personal and purpose-driven.

As order volume increased, managing the complexity of store orders, tight turnaround times and varied decoration methods became a real challenge. Joseph and Angela turned to an automation platform that would soon become the backbone of their production operation.

Joseph first encountered STAHLS’ Fulfill Engine at an industry event. He says, “This was a no-brainer solution to take care of the back-end ordering of our garments.” He continues, “When someone orders from one of our stores, Fulfill Engine orders the garment or product for us. When the item arrives, we simply scan the matching QR code to see the order details with the associated artwork.”

They paired the system with Hotronix ProPlace IQ – a projection-based alignment tool for heat pressing. Joseph explains, “When we’re ready to print, the projector shows the operator exactly where to place the transfer.” He adds, “After that, we can do a quality check to make sure it’s the right size, colour, garment and print before we ship it. For a start-up shop like ours, we were attracted to Fulfill Engine because it’s an extra level of protection to help us decrease errors and risk.”

“The couple chose DTF printing as their core decoration method”

The system automatically routes artwork files for DTF production, tags each with a unique identifier and helps the team pair transfers with the correct garments. Angela says, “It helps us stay lean, efficient and still keep that personal touch customers love.”

Integrating Fulfill Engine was not without its learning curve. Angela explains, “That’s because we’re rookies in the decorating field. There are people out there who’ve been doing this for 30 or 40 years and inherited their parents’ businesses.” She concludes, “We aren’t those people. That’s why ProPlace IQ is such a security blanket for us.”

Angela manages the store operations and customer service, while still working hospital shifts. Meanwhile, Joseph handles production five days a week. Joseph comments, “Without Angela here using Fulfill Engine, I’d be here till two am every day,” He adds, “And it would still be, ‘Why isn’t our production running smoothly?’”

The system was tested early when one school spiritwear store quickly grew from 20 to over 600 pieces. Angela says, “Since we were outfitting kindergarten through seventh grade and their families, the average order was four to six pieces.” She continues, “We had all these bins and tried to separate all the different items, but we didn’t need to do that. After scanning an order’s QR code, we just had to pull the blank and pair it with the right transfer after you’ve printed and organised them.”

Angela also keeps production flowing smoothly by limiting apparel choices and planning store layouts thoughtfully. As she says, “We don’t offer the same t-shirt with 15 prints because we’re such a small workshop.”

Customers appreciate the speed and simplicity of the Bellantonis’ store setup process. Angela explains, “Back in the day, a school or business had to buy thousands in inventory they hoped would sell. Now they don’t have to buy or stock anything.”

“With a DTF print, you can have as many colours as you want”

Clients are impressed that their stores can include, not only popular apparel brands such as Nike and Under Armour, but also hard goods such as tumblers and pad folios, all decorated in-house. Joseph says, “Most of our customers aren’t used to that. They’re used to waiting two or three weeks before they even see something.”

In addition, when buyers receive their products, there are no surprises. Joseph comments, “They’re not going to get the shirt and say, ‘Wait, I wanted the logo three inches to the left and lower.’”

Even personal events benefit from the platform. “We used Fulfill Engine to streamline our daughters’ Wicked-themed birthday party, with favours for more than 60 guests from infants to adults,” Angela says.

From August to December 2024, Sew N Pressed generated €60,000 ($70,000) in revenue from their online stores. In the first three months of 2025, the company doubled its sales. With nearly 40 stores live – many for schools, PTAs and emergency services – Sew N Pressed is showing no signs of slowing down.

Angela explains, “For some schools, we run PTA stores where we switch out a fall line, a fall-winter line and a spring-summer line.” She goes on to say, “Town teams run all year. Companies like having stores open all year so new employees can grab gear or staff can shop when there’s an event coming up.”

“The Bellantonis hope to continue doubling revenue each year”

Because the software batches orders and routes inventory automatically, Joseph can focus on decorating. He says, “It’s a beautiful thing. When I come in, we start up the DTF printer and the heat presses, and log in to the system to see what’s on tap as the UPS guy arrives with the new set of blanks.”

The Bellantonis hope to continue doubling revenue each year. They are considering a second DTF printer, a multi-head embroidery machine and eventually hiring staff.

Angela sees their future in spiritwear and team stores. She says, “I’d like us to be known as the go-to for PTA, team and spiritwear shops because that’s the language I speak as a fellow sports mum.”

Joseph is equally enthusiastic – “Everyone needs a shirt and it’s an easy conversation to have with prospects.”

While they may be early in their journey, their approach – smart, personal and tech-enabled – offers valuable insights for decorators everywhere. Their success shows that with the right tools and mindset, even the smallest shops can grow big, fast and with heart.