A Southport couple looking to gel their commitment to philanthropy with their past business experience took the initiative and launched a company of their own. Aptly named Gells (pronounced Jellz), Ashley and Richard Perkin combined their mutual appreciation for well-made apparel and designed a line of colorful belts. Why start with a belt? “We found that the belt can be a good conversation piece – thus creating a platform to raise awareness about causes that are meaningful to us.” Gells is currently partnered with five different charities and their mission is to support each one through the belts’ sales. However, Gells goes beyond simply donating money to their partner charities – they donate time and energy too. “We’ve participated in everything from beach cleanups to charitable runs. We also do what we can to promote our partner charities through social media.” All belts are designed and assembled in the USA and include the use of local vendors here in Fairfield County. That said, Gells is continually looking for more ways to be socially responsible – even their new in-store display case comes from a charity that provides work opportunities for developmentally disabled adults. Despite Ashley’s duties as a stay-at-home Mom (they have two young sons) and Richard’s job in the investment management space, business is growing. “In addition to being sold online, we are now in a few local boutiques and have crafted custom belts for companies and school sports teams.”To find out more and to purchase one of these super cute belts (for yourself and for your kids – MONOGRAMMING available!), visit their web site at www.gells.org. Use code MOMS for 20% off your order!You may also find a variety of designs available at Wiggles & Giggles in Darien, and you may place custom orders there too!