If you really want to use single quotes in the outermost layer, remember that you can glue both kinds of quotation. Example:
alias rxvt="urxvt -fg ""'"'#111111'"'"' -bg '"'"'#111111'"'"
# ^^^^^ ^^^^^ ^^^^^ ^^^^
# 12345 12345 12345 1234
Explanation of how '"'"'
is interpreted as just '
:
'
End first quotation which uses single quotes."
Start second quotation, using double-quotes.'
Quoted character."
End second quotation, using double-quotes.'
Start third quotation, using single quotes.
If you do not place any whitespaces between (1) and (2), or between (4) and (5), the shell will interpret that string as a one long word.