If you have been scrolling through social media for the past two weeks, you have most probably come across the phrases “very mindful, very demure, very cutesy”. The phrase is originally from Tik Toker Jools Lebron, a transgender woman from Chicago.
Jools shared a satirical video of how women should dress while going to work in August 15,
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
The video gained 47 million views and over 4 million likes, with everyone commenting on the phrase. Celebrities like Kim Kardashian, and Jennifer Lopez, and K-pop stars like New Jeans and Zero Base One joined the demure trend.
Jools was gaining massive attention from brands such as Netflix, and also attending the Jimmy Kimmel Show due to her overnight success. She revealed in her videos that a silly video she made while going to work has changed her life and she can help her family and fund her transition.
Who is Jefferson Bates
On August 23, TMZ reported that a guy named Jefferson Bates had filed to trademark the catchphrase “Very Demure, Very Mindful”. According to court documents, Bates is from Washington State and wants to use the phrase for advertising, marketing, and promotional services.
When the news of the trademark broke out, people condemned Bates who is unknown publicly for trying to reap where he did not sow. They also plan to boycott any merchandise with the phrase sold from any person apart from Jools.
Jools recently shared a video of crying with disappointment with the caption “When you didn’t trademark fast enough”. Her fans have been encouraging her to contest the trademark before it’s too late as she has every right to own the phrase.
There is no information about who Jefferson Bates is and seems to have no connection with Jools.
Who is Jools Lebron?
Jools Lebron is a TikTok celebrity who has been creating content around skincare and beauty. She has cited transgender influencers like Nikita Dragun, and Gigi Gorgeous as her inspiration for coming out as a transgender woman. Jools is of Puerto Rican descent from Chicago.
