Jewellery brand Lagos has won a significant legal battle as a trademark infringement lawsuit against the Coastal Caviar brand, run by content creators Kelly and Colt Schneider, has been dismissed. The case, initially filed on 23 January 2026, revolved around Lagos’s allegations that Coastal Caviar had unlawfully used the term “Caviar,” which is trademarked by Lagos for a specific line of luxury jewellery. Lagos has had exclusive rights to the “Caviar” designation since it received federal trademark registration in 1992.
The lawsuit claimed that Coastal Caviar’s use of the word “Caviar” was not only infringing on Lagos’s trademark but was also intended to divert customers and harm Lagos’s established brand. Lagos sought a permanent injunction to prevent any further infringement along with damages related to Coastal Caviar’s actions. Coastal Caviar, launched by the Schneiders in December 2023, is known for their handcrafted charm necklaces and bracelets themed around nautical designs.
Coastal Caviar’s application for its name in 2024 prompted Lagos to reach out privately, requesting the name change due to potential confusion stemming from the similarity. The United States Patent and Trademark Office (USPTO) subsequently rejected the “Coastal Caviar” trademark request, leading the company to abandon their application while continuing to operate under the name.
In their response to the lawsuit, the Schneiders argued that Lagos’s claim lacked merit, insisting that there was no substantial likelihood of consumer confusion between the two brands. They highlighted their brand’s distinct identity, positioning Coastal Caviar as a more accessible and uniquely personal alternative to the luxury offerings from Lagos. Their approach differentiated the luxury market, which Lagos primarily occupies, contrasted with their own customer base.
Despite their initial determination to contest the lawsuit publicly, the couple re-evaluated their position. On 19 April, they announced in a TikTok video that they had decided to transition their brand from Coastal Caviar to Club Coastal. Kelly Schneider explained that although they had confidence in their stance, they came to realise that the prolonged dispute would have serious implications for their time and resources, outweighing the potential benefits of a legal fight.
Following the announcement, both parties filed a stipulation of dismissal with prejudice, which officially ended the lawsuit as of 21 April. In her video, Kelly shared her sentiments regarding the rebranding initiative, emphasising the integral role of their community, stating, “It was truly all of you.”
The decision to rebrand also included plans to update their website and social media platforms to reflect the new name, Club Coastal, which the couple felt better encapsulated their vision. Kelly expressed gratitude for the support received during this challenging period, particularly from their followers on TikTok, reaffirming their commitment to building upon the foundation they had established.
The couple’s pivot to Club Coastal marks a new chapter in their entrepreneurial journey, and they are enthusiastic about the possibilities that lie ahead. They expressed a sense of relief at resolving the situation and are now eager to focus on growth and innovation within their rebranded business model.
As for Lagos, which retains its trademark rights, it remains to be seen how the outcome of this case will affect its future operations and brand identity in the competitive jewellery market.
Legal representatives for Lagos have yet to provide statements regarding the dismissal of the case. However, the resolution opens the door for both parties to focus on their respective brands, highlighting the tensions that can arise in the world of intellectual property, particularly between established brands and emerging ventures.