‘Demure and mindful’ – you’d have to be living under a rock to miss these phrases circulating across social media lately. Popularized by TikTok creator Jools Lebron, these terms have been embraced by brands, celebrities, and even the White House.
However, the internet was anything but demure or mindful when it learned that Jefferson Bates filed a trademark for the phrase without Lebron’s consent. Lebron, heartbroken, expressed her frustration in a now-deleted TikTok, sharing her fears of having ‘dropped the ball’ by not securing the trademark herself. She tearfully explained how much she invested in the phrase, hoping it would provide for her and her family.
Fans quickly rallied to her side, denouncing Bates’ move. One fan commented, ‘If my money isn’t going directly to Jools if I buy merch that says ‘very demure,’ then I’m not buying it.’ Another fan expressed hope that Lebron could challenge the trademark process, emphasizing that she deserves to benefit from the phrase she made viral.
The trademark application, filed on August 20 by Bates, seeks to use the phrase for advertising, marketing, and promotional services. However, many experts believe Lebron has a strong case to oppose the trademark, thanks to her documented use of the phrase in her content.
Adding to the controversy, Bates has a history of filing trademarks for popular phrases. His name is associated with several other controversial filings, including phrases tied to the NFL’s Denver Broncos and Washington Commanders. Some of these applications have been abandoned, while others are still pending, showing a pattern of attempting to capitalize on popular trends.
As the trademark process unfolds, Lebron’s supporters remain hopeful that she will come out on top, ensuring that the phrase ‘Demure and mindful’ stays with the creator who gave it life.
Keep tuned with the blog to read about any updates to this case.
