Could Sarah Jessica Parker make or break your business?

A couple of weeks ago we posted about whether a celebrity endorsement could really provide a substantial boost to a company's profits. My take? It's not quite the cash cow many entrepreneurs think it is. That's why it will be interesting to see what happens in the coming weeks with the small Seattle company Bag Borrow or Steal. The company, which rents luxury accessories, is banking on a major boost in sales as the result of a mention in the new Sex and the City film, which is being released nationally on Friday. According to a Wall Street Journal blog today, Bag Borrow or Steal has made sizeable investments to prepare for what they think will be a huge jump in sales—although the company won't disclose how much. As far as celebrity mentions go, this is a subtle one—one of the characters in the film remarks about the company by name in a line of dialogue. While the Sex & the City phenomenon did help $400-a-pair shoemaker Manolo Blahnik become a household name (or in some homes, as the WSJ points out)—will just a single mention do the same for Bag Borrow or Steal? More on this in the coming weeks.