Swirk Jewelers

Swirk Jewelers has been a fixture in Kansas City, Mo., since 1910, but only in the past 15 years has the Swirk family taken advantage of its surname in advertising. "We just knew it would work," says owner Brian Swirk. He tested the concept of using the name creatively with the tagline "Swirk of Art," and customers noticed. They told Swirk the ads were "catchy and cute." To ratchet up momentum, Swirk hired Jim Robinson, president of Robinson Advertising, also in Kansas City, to hone the concept. Robinson suggested using the Swirk surname as a verb. He thought a campaign based on the name would turn it into a brand by quickly grabbing a lot of attention. Initially reluctant, Brian Swirk finally agreed to try it. Robinson's first ad featured a professionally photographed female model with the tagline "Swirk Me." "There are lot of ways to read that headline," Robinson says. The taglin

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