Husband-Wife Team Belt It Out to Gel(l) Passion and Purpose

October 18, 2017

The goal of Ashley and Richard Perkin was to create a business that gelled together their commitment to philanthropy, past experience and entrepreneurial drive.  Leveraging Ashley’s background in fashion and Richard’s in business, they designed a line of colorful belts for the whole family and launched Gells.  Why start with a belt?  Richard says the ultimate goal was to bring attention to the causes they support, “We found that because of the designs and colors, our belts served as a good conversation piece – thus creating a platform to raise awareness about causes we feel strongly about.”  5% of all sales is donated to charitable organizations they have partnered with.

Breast Cancer Alliance (BCA) is one of their Partner Charities.  Ashley and Richard have unfortunately been affected by Breast Cancer with Ashley’s grandmother and Richard’s mother both being diagnosed.  Says Richard, “My mother was having surgery for breast cancer on the same day and in the same hospital as the birth of my first son.  I literally was taking an elevator between recovery rooms.” According to BCA Executive Director Yonni Wattenmaker, “Not only have we been the beneficiary of proceeds, through their marketing they have built some awareness about our cause.  They have donated belts to events of ours and always try to attend our events, as well.  They could not be nicer to deal with and we are so appreciative.”

However, Gells goes beyond simply donating 5% of all sales – they donate time and energy too.  Ashley, who serves as Chief Marketing Officer, says “We’ve participated in everything from beach cleanups to charitable runs – our boys and strollers included!  It’s important to us that they are a part of this too.” 

About Gells

The mission of Gells is to deliver high quality apparel that is functional and impactful, yet fun. Their Partner Charities include: Breast Cancer Alliance, the National Canine Cancer Foundation, the Arthritis National Research Foundation, ThanksUSA and the Blue Ocean Society for Marine Conservation.  Designed and assembled in the USA, Gells belts are available via the company web site and in various boutique retailers.  In addition, they have crafted custom belts for companies and school sports teams.  To find out more visit their web site at .

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