When you think of roses on Valentine's Day, you may think of that special someone. But at the Maimonides NICU, they're going to parents.

It's a sweet tradition in its 10th year. It all started with a little boy with a big heart named Matthew Fetzer. Matthew was diagnosed with cancer when he was just 3-years-old.

News 12 spoke with Ann Fetzer, Matthew's mother and president of the Matthew Fetzer Foundation about the tradition.

“It was Valentine’s Day, him and I were sleeping, and he gets out of his bed, he walks around the room and I asked 'Matthew what are you doing?' And he reaches behind the curtain and he pulls out a silk rose," said Ann.

Matthew passed away in 2003, but his love can still be felt in the halls of Maimonides' NICU.

“I still have that rose. I still wrap it in cellophane to keep it fresh. And that's one of the reasons for coming to Maimonides today on Valentine's Day. It means so much to us," said Ann.

In addition to handing out roses, kids also get their pick at a toy. Matthew's father and vice president of the Matthew Fetzer Foundation Bill Fetzer says it was another idea inspired by Matthew.

“He said when I get better I wanna do this. And when he passed, we jumped on it and said this is what we’ll do. I’m not gonna go and disappoint him," said Bill.

Parents at the NICU, like Riccardo Badalamenti, tell News 12 it goes a long way.

“It’s very important, especially today relationships with all your loved ones, I think it’s important to spend it all together," said Badalamenti.

Click here to learn more about the Matthew Fetzer foundation.