* That was about three years ago, and there weren't a lot of places to find the colorful toppers used, like bumper stickers, to personalize a car or as a means of self-expression. There was Jack in the Box, the fast-food chain with its popular "Jack" balls. And there was the gas company Union 76 - but Sievers thought its orange and blue colors clashed with her car.

"I was frustrated and it was getting too expensive to go down to Disneyland," said Sievers, 36. "I wanted something for my car that represented me."

So Sievers started her own antenna ball business. In 1999, she founded Coolballs^®, a niche retail and online company based in San Carlos. The foam antenna balls come in more than 80 designs including U.S. flags, dolphins, shining suns, race-car drivers and cowboys, and sell for about $2.50 apiece.

"People want to personalize their vehicles," said Sievers.

Antenna balls first appeared in the 1960s, notably when Union 76 unveiled its rotating globe design at the Seattle's World's Fair. Union 76 distributed more than 300,000 of the balls during the 1960s and 1970s, and now gives away more than 3 million a year, said company spokeswoman Julie Igo.

The retro cool of antenna balls was a big hit for Jack in the Box, which started offering its toppers in 1995, with a likeness of "Jack," the clown-faced fictional founder of the company. Since then, more than 17 million of them have been handed out to customers purchasing special combo meals. "People really like them," said Jack in the Box spokeswoman Kathleen Finn. "It's a way for customers to show their loyalty and to have fun with the brand."

Sievers says she's targeting the customers who don't necessarily want to advertise a particular brand or product, but instead want to express themselves and their personalities.

Sherry Gazay, 35, of Sunnyvale, is one such customer. "They looked so cute and so darling," said Gazay, who ordered 20 of the sports-themed balls for her family and friends. "It's an alternative to personalizing your car without ruining the finish with a bumper sticker."

Sievers' antenna balls, made at a factory in China, are gaining global popularity through the Internet. Coolballs^® had sales of about $750,000 last year, primarily online, and expects to do about $2 million this year, Sievers said.

Some called them stupid
"When I first started, some of my family members told me it was a stupid idea," she said. "But I'm just trying to make a difference and this makes people happy." Sales had a big spike after the terrorist attacks of Sept. 11 as people around the nation sought out emblems for expressing their patriotic spirit, including antenna balls decorated with the U.S. flag and firefighter designs.

But at least one expert thinks the potential for long-range growth in antenna ball sales is limited. "These things come and go," said Gerald Celente, director of Trends Research Institute in New York. "We're starting to see the American flag on cars fade away rapidly and it's on its way out."

Antenna balls also seem to appeal to a certain socioeconomic demographic, he said.

"More people in middle America making $40,000 to $50,000 probably put antenna balls on their cars," said Celente. "More affluent people usually don't want these things on their Saabs or BMWs -- and what about the problem of retractable antennas?"

Before starting Coolballs^®, Sievers worked as an electrician. She and her husband owned and managed A&E Electric in San Carlos for seven years. She said making the transition from selling a service to a product was a challenge.

"It was a real learning process and struggle," Sievers said. "I had to make sure to copyright and trademark my products."

With that she began to focus on artwork and designs for her Coolballs^®. She gave them catchy names and birthplaces such as Cool California Sunshine, Cool Big Apple and Cool Brunette from Boise, Idaho. She also tries to reflect ethnic diversity with a line of minority antenna toppers including Cool Girlfriend and Cool Brother, which are dedicated to Rosa Parks and Martin Luther King Jr. And she offers international flag balls representing countries including Mexico, Italy, Peru, Ireland and African nations.

"These balls represent people," Sievers said. "We have a cool ball for everyone." Most customers find Coolballs^® through the Internet (www.Coolballs.com), but Sievers also sells through some convenience stores, such as Long Drugs, and some gas stations.

Being aggressive
"We're taking an aggressive approach in introducing our products to major retailers," Sievers said. Nowadays, Sievers has upgraded her car and drives a Dodge Durango sport-utility vehicle adorned with her favorite Coolball: Cool Girl wearing a pony tail and blue baseball cap, dedicated to Olympic Softball player Dot Henderson.

"I get to see my end product out on the road," she said. "That's way cool and there is such a proud feeling."

* Copy provided by Kamika Dunlap of The Mercury News, April 1st 2002.