BY CINDY KRANZ
The Cincinnati Enquirer
What began as a canvas wrist band in a Michigan church, WWJD? (What Would Jesus Do?) is now a national empire spawning sterling silver necklaces, key chains and Bible covers.
Once sold only in Christian bookstores, WWJD? bracelets exploded in popularity last year and have become part of popular culture. They're now found in service stations, discount stores and clothing specialty shops.
Steve VanWagoner, public affairs coordinator for Meijer in Grand Rapids, Mich., said the chain started carrying WWJD? just before Christmas. The jewelry has moved beyond a passing fad, he said.
"It's been a real hot item for us," he said. "While the intensity of the sales might diminish over a period of time, we think it will remain as a basic item."
The bracelets have become so commonplace, however, that religious leaders fear the message may be diluted or distorted.
Half of the people who wear WWJD? bracelets don't know what the acronym stands for, said the Rev. Chris Shively, youth pastor of Love and Faith Christian Fellowship, Cherry Grove.
The pastor recalled that a church member, who wears his bracelet to Amelia High School, was approached by a classmate who said, "I though you were a Christian. How come you're wearing a "We Want Jack Daniels' bracelet?"
In response, the Christian community is moving to re-emphasize the WWJD? message with books and study guides.
WWJD? was created in 1989 by a church youth-group leader at Calvary Reformed Presbyterian Church in Holland, Mich. The concept is based on In His Steps, a novel written in 1896 by Charles Sheldon in which he asks how Jesus might react to problems and situations in life.
Lesco Corp. in Holland, Mich. began manufacturing the bracelets in the early 1990s. Christian bookstores began ordering them in 1996, making them widely available for the first time. Now, other companies also are producing jewelry and other WWJD? products.
One reason the bracelet sells well is its affordability -- $1.50 for the original canvas bracelets.
