Bold text in Bash and send mail

I have a sample script here I want to bold the word BOLD in the text and send through email. Tried several ways but not seems to working.


    
    BODY="Hello. I want to BOLD this"
    {
     echo "From: from@gmail.com"
     echo "To: to@gmail.com"
     echo "Subject: Texting"
     echo "X-Mailer: htmlmail" $VERSION
     echo "Mime-Version: 1.0"
     echo "Content-Type: text/html; charset=US-ASCII"
     print "<html><FONT COLOR=BLACK FACE="Geneva,Arial"SIZE=8><body>${BODY} </body>"

    print "<html><FONT COLOR=BLACK FACE="Geneva,Arial"SIZE=10> ${BODY} </html>"
    } | /usr/sbin/sendmail -t

see also

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