The sad truth is, in the time it took me to write that headline, the meme became old news.
But in case you’ve missed it, let’s dish: A couple of weeks ago, Jools Lebron, a beauty influencer on TikTok, posted a video in which she shared this advice: “See how I do my makeup for work? Very demure, very mindful…. I don’t do too much. I’m very mindful while I’m at work. See how I look? Very presentable…. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma. Not demure.”
And so the word demure caught fire, and if you haven’t seen some mention of it on your social feed, you’re living under a rock—or doing something right.
Lebron has been making TikTok content for several years, but now that she found a hit with this phrase, she’s getting more exposure and brand opportunities. So maybe the real message here is to take stock of how you present yourself to the world, find what works for you, and embrace it.
Jewelers and other businesses typically need to jump in right away with their own takes on the internet’s latest phenomenon—a few minutes late and you risk looking (gasp!) not “with it.” And while this particular meme’s popularity may already be dwindling, the idea of “very demure, very mindful” style isn’t going anywhere.
Jewelry will always have its demure and mindful options—we just call them “classic.” In earrings, that might mean studs or small drops, in gold, with diamonds or another precious gem. Here are several new pairs that fit the bill.
Top: Lanka earrings in 18k white gold with 0.25 ct. t.w. sapphires and 0.6 ct. t.w. diamonds, $1,539; Noora Shawqi
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