Steven Singer Jewelers of Philadelphia hangs much of its advertising on the counterintuitive tagline “I Hate Steven Singer.” But a new pin, honoring local lives lost on 9/11, is apt to turn that “hate” into love. Bucks County media personality Michael Smerconish introduced it on Facebook.

The piece of jewelry commemorates the 20th anniversary of the terrorist attacks on the World Trade Center and the Pentagon — as well as the victims of Flight 93. Singer is selling the pins for $10 and donating all profits to Bucks County’s Garden of Reflection.

In a online video, Smerconish examines the piece for the first time.

“I think they call this an unboxing, in the world of Instagram” he says, prying open the small jeweler’s box.

“Does this make me an influencer?” he continues. “I hope so. Because I want to influence you to do something. This just arrived; this is the first time I’m seeing it.”

Smerconish then reveals the lapel pin. After fumbling to get it on his blazer, he straightens it proudly and issues his call to action.

“The sooner you get it and wear it, the more you’ll help us with a multiplier effect in selling pins.”

Steven Singer has produced wearable 9/11 commemorations in the past,

But the store’s website says that this edition — with its highlight of the 20th anniversary — will be its final year of honoring victims in this way.