Jools Lebron, a Chicago-based plus-size content creator, sparked a huge trend this month with her “very demure, very mindful” motto. It quickly became a viral sensation, captivating even celebrities like Jennifer Lopez, Kim Kardashian, and Lindsay Lohan, who joined in the fun by posting their own videos.
However, Lebron’s chance to profit from her creation may be at risk due to an unexpected trademark.
On August 23, TMZ reported that a man known as Jefferson Bates, from Washington State, had filed to trademark LeBron James’ viral catchphrase, “Very Demure … Very Mindful …”. The application seeks to use the phrase for advertising, marketing, and promotional purposes.
Initially, it was uncertain if Bates had any ties to LeBron, as the filing had a Nevada phone number. What’s more, Washington is far from the content creator’s hometown.
However, Lebron later posted a now-deleted video for her over two million followers after learning of the trademark debacle. She expressed regret for not securing the legal rights to her viral phrase earlier. In her own words, she had “dropped the ball.”
“I didn’t have the resources” Lebron admitted through tears as she also talked about spending her own money and time to drive the trend further. Yet, she felt like she hadn’t tried “hard enough.”
Luckily, there’s always hope, no matter how awful things seem. Raluca Pop, the founder of the social media app Hive Social, has also entered the trademark race by filing for “Very Demure Very Cutesy” in California.
Pop intends to help by holding onto the trademark until she can transfer it to the TikToker. “[Lebron] is the one that created it and popularized [the phrase]. Like, she should be the one to reap the benefits,” Pop revealed to NBC News.
She decided to act after seeing Bates’ attempt to claim the phrase. Pop has since contacted Lebron and is in the process of transferring ownership of the trademark.
Additionally, TikToker and lawyer Ashley Nkadi, known by the username “bellewoods,” offered further encouragement. She explained that trademark approval takes time, and priority is given to the person who actively uses the trademark for goods and services.
Screenshot of Ashley Nkadi’s TikTok where she explains more about trademarking and Jools Lebron’s situation | Source: TikTok/bellewoods
Since Lebron has been doing just that, Woods believes she would likely be placed over Bates.
“So, in conclusion, Jules has nothing to worry about,” she said on her social media. “[…] It will be no issue for her to continue being the demure diva that we all know and love.”
Despite what some may believe, finding fame as a TikToker can change your life. Lebron opened her account a few years ago and started posting beauty product reviews and small glimpses of her life. In 2023, she shared her transition story after being influenced by other creators.
Her recent trend exploded, with thousands of other TikTokers using her sound. Her videos simply explain how to be “very demure” and “very mindful” in various situations, and have captivated more than just online fans and celebrities.
The creator, who had a previous job as a cashier before her internet fame, has collaborated with brands like Kombucha, Verizon, and Lyft. She even made a notable appearance on “Jimmy Kimmel Live!”
Moreover, these newfound opportunities have enabled her to finance the remainder of her gender transition and provide crucial assistance to her best friend, who had a troubling home life.
Therefore, Lebron remains resilient despite the trademark issue. In her most recent video update, she shared her approach to recovering from her “weekend depression.”
“I don’t do ‘let’s make a lot of posts’; I do very simple: I cry in front of 4 million people, I wake up from a three-day nap, I have a good cookie, I do a little water, I have my little zhuzh, I watch my little YouTubes and I come back,” she explained. “I don’t let it keep me down for four, five, six, seven months at a time.”
The internet is simply in love with her! Many pledged to boycott any unauthorized merchandise using her catchphrase. One user wrote, “We will NOT be buying any merch from anyone that isnt you love [sic].“
Another stated, “About to boycott any merch I see with “Demure” on it since the proceeds aren’t going to Jools [sic].“
