Help me to understand. The Mens Jewerly store is a TM, but at the same time is a generic term used by millions of consumers and Jewerly business. So.. how that it can be a brand ?.. How you can avoid use "Mens Jewerly store".. if you whant sell Mens Jewerly in an online store, i mean, having this term is giving you an big advantage over any other competitors. Final question : Can you sell Mens Jewerly store, on the Mens Jewerly store dot any extension ? However, at the same time It assumes that can not exist trademark with generic terms, APPLE for apples ----- best regard.