Mississippi Entrepreneurs: Learn From Someone Else's Mistake
by Mary Margaret Gay, GJK Attorney
June 2, 2026
I hear it all the time.
“We are just a small business in Mississippi. Nobody will notice.”
“We can’t rebrand now.”
“I already paid someone to do my logo and website.”
More and more small Mississippi businesses, especially those marketing and influencing on social media, are getting cease and desist letters, or worse, a lawsuit!
Then suddenly, all the money you spent building your business is GONE!
❌ The logo has to change.
❌ The website has to change.
❌ The social media accounts have to change.
❌ The store signs have to change.
❌ The merchandise has to change.
A company called Coastal Caviar in South Carolina is going through this mess right now. They have to completely rebrand because they didn’t think registering the name mattered. LAGOS jewelry sued them for TM infringement after they built a loyal following and signed a lease on their first storefront!
Their marketing team is trying to turn a bad decision into something that ends up being a growth point, but the fact Coastal Caviar is having to hire lawyers, marketing teams, and accountants to change an unchecked name is a huge waste of time and resources. Save your mental health and invest in an asset of your business that will outlast the cute logo or the fun name.
Branding is an asset of your business. Protect it from day 1. You can sell a registered mark - even if it is your only asset.
Trademark searches aren’t expensive. Even if you don’t register, pay an experienced lawyer to tell you what you can’t Google or ask ChatGPT.
TM registration is a lot less than a total rebrand. Before you spend thousands on a logo, website, signs, packaging, or social media marketing, spend a little money making sure you actually have the right to use the name.
Get a quote on TM registration costs from a lawyer you know and trust. It is too important not to know before you grow.