The American consumer seems to be taking to the new First Family. And investors are taking notice. J. Crew is looking almost as stylish on Wall Street as their clothes looked on Pennsylvania Avenue Tuesday. Shares for the retailer jumped more than 10% yesterday off of reports like this: President Barack Obama wore a white satin bow tie to all the Inaugural Balls Tuesday night. First lady Michelle Obama wore J. Crew gloves, a sweater and skirt from the company to different events. And daughters Malia and Sasha wore coats, dresses and other items from the retailer to various occasions celebrating their father's inauguration. Earlier this year Canadian tech manufacturer Research In Motion, the good folks who brought you that ubiquitous, tether to the office helpful handheld the Blackberry, got a boost with all the reports of Obama's reliance on their chief product. Marketing experts told the New York Times that Obama's affiliation with the Blackberry is worth $25-50 million to RIM. Mr. Obama is an ideal marketing representative, other agents say - popular, constantly in the news and explicit about his attachment to the product. "You always want the celebrity to be a good fit with your brand, and is anybody considered a better communicator right now than Barack Obama, or a better networker?" said Fran Kelly, the chief executive of the advertising agency Arnold Worldwide, who estimated that an endorsement by Mr. Obama would be worth $25 million. "It couldn't have a better spokesperson." Mr. Shabelman put the value even higher, at $50 million or more, because the endorsement is worldwide. So will we see a new breed of day traders try to gauge the manufacturers of the products the Obamas use?