BUFFALO, N.Y. -- As a new season kicked off for the Bills Sunday, Jim and Jill Kelly have launched their own endeavor to give back with a local business.
Partnering with Reeds Jenss, the couple have launched a new line of Hunter's Hope Jewelry.
Jill says the jewelry line is meant to encourage others to stay strong. 100 percent of the profits from jewelry bought will be given to the Hunter's Hope Foundation.
Jim and Jill founded Hunter's Hope in 1997 after their infant son, Hunter, was diagnosed with Krabbe Leukodystrophy, an inherited fatal nervous system disease.
Hunter died on Aug. 5, 2005.
The Kelly's have continued to run the foundation to provide encouragement and hope for families with loved ones diagnosed with Krabbe disease.
Jewelry in the new line will help support the Foundation's mission and Kelly added that she hopes it will encourage others to be 'Kelly Tough.'
"It's a constant reminder that you can wear for you to press on and have that hope no matter what your circumstances are," Jill said.