Tik Tok fame Jools Lebron’s rise to fame was nothing short of meteoric, all thanks to a single word - DEMURE. On August 2, 2024, Lebron, a transgender creator, set Instagram ablaze with her viral video titled “How to be Demure at Work.” The word "demure" became an overnight sensation, flooding social media with memes, statuses, and celebrity mentions. Lebron’s follow-up series, “Very Demure, Very Mindful,” took the internet by storm, racking up millions of likes and shares. But just as swiftly as her star soared, things took a drastic turn. On August 25, Jools revealed a crushing blow: she had lost the trademark rights to her beloved phrase. It turns out, Jefferson Bates from Washington had beaten her to the punch. The news left Lebron in tears, as her plans for “Very Demure, Very Mindful” merchandise were dashed. ‘Very Demure, Very Mindful’: Netizens Want Jools LeBron To Stop the Viral TikTok Trend, Flood Social Media With Memes!.

In an emotional TikTok post, Jools expressed her heartbreak. “I’ve invested so much money and time into this,” she lamented, “and I feel like I did it wrong, like I didn’t try hard enough.” Her words were raw, reflecting a deep sense of frustration and regret. “I wanted this to do so much for my family and provide for my transition. I just feel like I dropped the ball.” From Kim Kardashian to Lindsay Lohan, Hollywood Stars Join the ‘Very Demure, Very Mindful’ Viral TikTok Trend (See Pics & Videos).

Jools LeBron’s ‘Demure’ Merch Dreams Dashed

What Is Trademark System?

The trademark system protects brand names, logos, words, signs, or anything by granting exclusive rights to their use. To secure a trademark, one must register it with the relevant authority, go through an examination process, and address any opposition. Trademarks require periodic renewal and enforcement against infringements. The trademark system doesn’t favour the first to market but rather the first to file, intensifying the competition.

We’re hoping Jools is doing alright because, right now, things are anything but demure.

(The above story first appeared on LatestLY on Aug 27, 2024 10:22 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).