Who is Jools LeBron and why can’t she trademark her viral TikTok trend?

Jools LeBron is left heartbroken as news emerges that her viral catchphrase, “Very Demure .. Very Mindful ..” has been trademarked by someone else. 

The transgender woman from Chicago, who had hoped to use the proceeds from her online success to support her family and fund her gender transition, now finds herself in a state of emotional turmoil. LeBron, a former cashier at Mariano’s, skyrocketed to fame on TikTok with her “demure” trend, which involved advising her 1.2 million followers on how to behave modestly and mindfully in various situations. From sashaying into work with an air of polished perfection to gracefully letting others shine at a drag show, LeBron’s infectious catchphrases quickly caught on. The trend, initially poking fun at stereotypical ideas of femininity, evolved into a satirical meme, with people using it to describe extravagant or exaggerated behaviors.

By applying the label of “demure” to a wide range of behaviors, from the genuinely modest to the outrageous, the trend highlights the absurdity of trying to fit everyone into a narrow definition of what is considered appropriate or acceptable. The trend has taken on a life of its own, extending far beyond LeBron’s original TikTok videos.

Even the glitterati couldn’t resist, with luminaries like Jennifer Lopez and Penn Badgley jumping on the bandwagon. However, despite the viral success of her trend, LeBron now faces a major setback. According to TMZ, an individual named Jefferson Bates from Washington State has filed to trademark the phrase “Very Demure .. Very Mindful ..” In a now-deleted TikTok video, LeBron broke down in tears, expressing her frustration and disappointment over the situation. “I’ve just invested so much money and time into this, and I feel like I did it wrong. Like, I feel like I didn’t try hard enough,” she said.

“I wanted this to do so much for my family and provide for my transition, and I just feel like I dropped the ball.” The news has ignited a storm of outrage and indignation, with many expressing their frustration at Jefferson Bates for allegedly stealing her phrase.

Fans can now relax a bit, though, as Jools has recently shared some reassuring news. In a new video posted on Tuesday, LeBron addressed her followers with a much more positive tone, letting them know that the situation is under control. Starting her brief 17-second video, LeBron confidently said, “Divas, on the trademark front, I feel like I have to say something. We got it handled. And I’m gonna leave it at that. We got it handled. Mama got a team now. It’s getting handled, you know, I appreciate you guys tagging me, I appreciate all the mentions, it’s getting handled. Keep an eye out.” This update suggests that LeBron now has a team working with her, and they are actively managing the trademark issue.

Trademark lawyers, commenting on the situation, have indicated that Bates’s application is likely to fail and that Lebron would maintain priority over the trademark due to her original use and the phrase’s association with her persona and brand. Lebron’s experience also brings to light the issue of originality in digital content. 

The case raises important questions about the nature of intellectual property in the digital age. How can we ensure that content creators, particularly those from marginalized communities, are able to protect their work and benefit from their success? It’s a conversation that needs to be had. There needs to be a faster response mechanism within intellectual property laws to address the rapid dissemination of phrases and ideas in the digital world. We need legal frameworks that not only keep pace with technological advancements, but also address the disparities in power and resources that can disadvantage independent creators.

So, to all you budding TikTokers, remember: in the rush for internet gold, it pays to be quick on the draw—or you might just find yourself saying, “I should’ve seen this coming!” …But don’t be crazy, don’t do too much.