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      <liveTestFlag>LIVE</liveTestFlag>
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        <confirmingCopyFlag>false</confirmingCopyFlag>
        <returnCopyFlag>false</returnCopyFlag>
        <overrideInternetFlag>false</overrideInternetFlag>
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      <filer>
        <credentials>
          <cik>0001085163</cik>
          <ccc>XXXXXXXX</ccc>
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      <periodOfReport>09-30-2023</periodOfReport>
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      <reportCalendarOrQuarter>09-30-2023</reportCalendarOrQuarter>
      <isAmendment>false</isAmendment>
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        <name>SIGMA INVESTMENT COUNSELORS INC</name>
        <address>
          <ns1:street1>186 E MAIN ST</ns1:street1>
          <ns1:street2>SUITE 200</ns1:street2>
          <ns1:city>NORTHVILLE</ns1:city>
          <ns1:stateOrCountry>MI</ns1:stateOrCountry>
          <ns1:zipCode>48167</ns1:zipCode>
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      <reportType>13F HOLDINGS REPORT</reportType>
      <form13FFileNumber>028-04089</form13FFileNumber>
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      <secFileNumber>801-9529</secFileNumber>
      <provideInfoForInstruction5>N</provideInfoForInstruction5>
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    <signatureBlock>
      <name>Robert M. Bilkie, Jr. CFA</name>
      <title>CEO</title>
      <phone>248-223-0122</phone>
      <signature>/s/  Robert M. Bilkie, Jr.</signature>
      <city>Northville</city>
      <stateOrCountry>MI</stateOrCountry>
      <signatureDate>10-23-2023</signatureDate>
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