Word: sanson
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Dates: during 1970-1979
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Boston's Sanson Institute of Heraldry puts coats of arms on everything from blazer patches ($14.95) to watches ($49.95). The American Heraldry Foundation in Clearwater, Minn., has a different approach. For a $39.95 fee, customers can suggest the motif of their shields. The Beihoffers, a farming family from Buffalo Lake, Minn., for example, picked a horse and plowshare and a spool of thread (sewing is Opal Beihoffer's hobby) for their coat of arms; because marriage and the home are important to the family, they also chose a pair of intertwined rings and a front door...
...vast majority are ordinary citizens, most of them without any noteworthy lineage. Explains Halbert's Haslinger: "People get their shields because they are turned off by being a social security number. They want to remind themselves that they are something special." Adds Ken Kandler, president of Sanson's: "We sell instant...