escape character in a function

Howdy
How do I do an escape character in a function to for a word that has an
apostrophe like: RICH'S. I tried ''RICH\'S'', but when I run my function,
I get back mismatch parentheses.
TIA

REATE FUNCTION "sp_updaterlg"() RETURNS "int4" AS '
begin
update bcp_cust
set div_name = ''RICH\'S''
where
div_store is not null
and instr(div_store,''RICH\'S'',1) >0;

return 1;
end;
' LANGUAGE 'plpgsql';

Patrick Hatcher
Macys.Com