"After a spotlight from influencer Alix Earle, the business enjoyed " pretty instant success " during its first month live - $100,000 in sales from its reach on TikTok alone."
"The day they picked up the keys for their new store, Kelly received an email: Lagos, a jewelry brand founded in 1977, had filed a lawsuit against her business, alleging trademark infringement over use of the word "caviar." Lagos obtained a federal registration for its "caviar" line of jewelry in 1992."
""The following couple months were the hardest of my life," Kelly recalls. "I thought this was going to be the end of the brand. Because of social media and the brand awareness we'd generated, I felt like a name change would completely derail the business, and there would be no way to recover.""
""panic" and "complete devastation." "I thought this was going to be the end of the brand." "Because of social media and the brand awareness we'd generated, I felt like a name change would completely derail the business, and there would be no way to recover.""
A handmade jewelry company founded in 2024 gained rapid traction after influencer attention, producing $100,000 in sales during its first month from TikTok reach. As the founders prepared to open a flagship store in Charleston, South Carolina, they received notice of a lawsuit from a long-established jewelry brand alleging trademark infringement tied to the word “caviar.” The founders described intense fear that a name change would derail the business and make recovery impossible. The potential conflict had been identified earlier during trademark filing, but legal counsel had advised continued growth due to lack of evidence of customer confusion. The founders ultimately leveraged social media to maintain momentum and continued growing the business.
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