Since arriving in New London from Haiti in 2005, Ederjson Pierre saw an opportunity to build a life and a business. Together with his wife, Majan, he opened a cleaning company and later, a Caribbean restaurant that has become a local favorite.
“It felt like [New London] was a place for me,” Ederjson Pierre said. “It was almost a second home.”
Over the past two decades, New London has emerged as a hub for immigrant entrepreneurs. The southeastern Connecticut city’s post-pandemic recovery has been largely fueled by newcomers opening businesses and revitalizing once-vacant storefronts.
This stands in contrast to national trends. A June Gallup poll showed that 55% of Americans believe immigration should be reduced—the highest level of support for such views since 2001.
However, New London’s history tells a different story. The city has long been shaped by immigrants, from the Italian and Eastern European arrivals of the early 20th century to today’s diverse mix of Middle Eastern, Asian, African, Caribbean, and Latin American communities.
“By the time of World War II, New London was a richly diverse city with many cultures, religions, and cuisines,” said local historian Tom Schuch. “That diversity has only grown since then.”
Today, Hispanics make up 29% of New London’s population, the second-largest demographic after white residents. Approximately 17% of the city’s population is foreign-born, according to U.S. Census data.
“A simple drive around the city will reveal this richness in restaurants, churches, and people on the streets,” Schuch added.
A Business Boom Led by Immigrants
New London’s revitalized downtown is a testament to the increasing presence of immigrant entrepreneurs. Muddy Waters Cafe, a local favorite, was purchased in 2020 by David Preka, who emigrated from Albania. The Pierres’ Favorite Bistro Bar, which opened last year, has helped elevate the city’s dining scene.
“These are hard-working individuals eager to showcase their talents and skills,” said Felix Reyes, the city’s director of economic development. “They’re excited to be part of the community.”
An analysis of recent zoning permits reveals a significant rise in businesses owned by immigrants, racial minorities, and women. In 2023, applications for such businesses tripled compared to 2019, with 15 new permits issued. While the city did not specify how many of these businesses were owned by immigrants, many reflected cultural diversity, including a Dominican salon, an Egyptian art gallery, and a Thai massage parlor.
“We’re seeing many immigrants eager to open their own businesses,” said Adriana Reyes, New London’s grants coordinator.
These businesses often cater to the city’s diverse immigrant population by offering familiar foods, products, and services in their native languages, fostering a sense of belonging.
A Personal Journey of Overcoming Struggles
Carol Balbuena, 28, knows the importance of community. She moved to New London from Peru as a teenager in 2011 and struggled with fitting in, especially as English was her second language.
“They weren’t very open,” Balbuena said of her American peers. “They would somehow make fun of you, but you don’t know they’re making fun of you. You could just feel it because of the way they pointed.”
Despite the challenges, Balbuena thrived. While attending Connecticut State Community College Three Rivers, she faced periods of homelessness but received support from local nonprofits.
“No one had ever just handed me food and items,” she recalled. “The support from the community helped me get through college.”
Today, Balbuena is the owner of BR Insurance Group, an auto, home, and business brokerage that serves about 600 clients, mostly Spanish speakers. She is committed to New London’s future and proud of the city’s growing diversity.
“The diversity is impactful,” Balbuena said. “You have an Italian restaurant, a Dominican restaurant. All of these things are so important to me, and that’s why I want to stay in New London. I want to see it grow.”
Facing Challenges, Immigrants Keep Moving Forward
The Pierres’ journey also reflects the resilience of immigrants in New London. After moving to the U.S., they started TrueMaid Cleaning in 2005 and expanded in 2010.
Despite facing setbacks, including former President Donald Trump’s false and disparaging comments about Haitians, the Pierres remain focused on their goals.
“What he said was horrible, and it’s affecting the lives of Haitians,” said Majan Pierre, referring to Trump’s remarks. “But guess what? In two years, three years, five years, Haitians will remain. They will continue to do what they do best: survive, grow, and build.”
City officials remain optimistic that immigrants will continue to be a driving force in New London’s recovery.
“Whether an immigrant has been here for two days or 50 years, they are 100% part of our economy and the revival of New London,” said Felix Reyes.
For Ederjson Pierre, New London has not only become home—it’s also become a place where dreams are realized and communities thrive.
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