(PARIS) — Alexander Boecker and his wife, Julia Schwartz, were surprised to wake up last Sunday to headlines about their company’s equipment. A Boecker AgiLo furniture lift was used in a jewel heist at the Louvre Museum in Paris. Images of the lift positioned beneath the museum's balcony quickly spread across social media. The heist, which occurred last week, involved four masked thieves who stole eight pieces of jewelry valued at $102 million. The audacious crime took only seven minutes, raising questions about how such a secure museum could be breached so quickly. Boecker's company, based in Werne, Germany, is a third-generation family business with over 600 employees and annual earnings of about 150 million euros ($174 million). The firm specializes in lifts designed for moving furniture, pianos, and scaffolding, not for transporting valuable items. "At first we were shocked," Boecker said. "It was a reprehensible act. They had used our device to do it." As the day progressed and it became clear that no one was harmed, the couple began to find humor in the situation. Boecker mentioned that they created some slogans that they found amusing. His wife, who leads the marketing department, suggested a catchy line that soon went viral: "When you need to move fast." On Monday, the company shared the now-famous photo of the heist featuring their lift, along with the slogan. "We expected maybe a few laughs," Boecker said. "Not millions." By Thursday, the post had garnered 4.3 million views, a significant increase from their typical 20,000. Other slogans were considered, such as "Return on investment in only seven minutes" and "Even professional criminals rely on the best machines." However, the couple decided against using them. "We didn’t want to cross the line," Boecker explained. "Of course, it’s a crime — a very serious one. We didn’t want to make fun of that." The AgiLo lift in question was sold to a French rental company in 2020. On October 15, 2025, the thieves posed as clients, attended a brief demonstration, learned how to operate the lift, and then drove away with it. The rental company reported the theft to the police that same day. Boecker described his machines as "safe, reliable, durable — and as quiet as a whisper." He noted that over 99% of the reactions to their post have been positive. Some commenters even remarked, "Who says Germans don’t have a sense of humor?" While the company may consider halting the campaign to avoid crossing any lines, Boecker reflected on the incident with a smile. "Quite a story, and quite a lift," he said.