Apostrophe in field used as email subject ends up & # 039 ;

See http://chrishajer.com/gravity/apos.png

I have a form with a text field, requesting the Subject. I use that field as the subject for the email. In Gmail (and maybe other email clients?) the apostrophe gets converted to & # 039 ; and looks funky. In the body of the email, it looks fine (rendered as HTML.) Any way around that?

[edit - spaced out the html entity characters to prevent conversion here. It really looks like it does in the screenshot]

Thanks