“Kim. You’re doing amazing sweetie.”

It’s been 13 years since Kris Jenner uttered that legendary phrase, digital camera in hand as she snaps shots of daughter Kim Kardashian-West provocatively posing for her Playboy shoot, wearing nothing but pearl necklaces and heels. Since then, the phrase has become a common saying, part of contemporary lexicon and memed and repeated across the internet. It was even referenced in Ariana Grande’s “thank u, next” video in which Jenner made an appearance in character as Regina George’s over-enthusiastic mom from Mean Girls. 

Now, the world’s most famous momager (Jenner trademarked “momager” in 2015, obviously) is trying to trademark the phrase. First reported by Page Six, the trademark was filed on August 20 and will reportedly cover a wide range of products including  “clothing items such as coats, dresses, footwear, headwear, jackets, jumpers, loungewear, rompers, scarves and even baby onesies.” As well as “hairbrushes, home decor, baby carriers, journals, calendars, greeting cards, accessories and cosmetics.”

Given that it took Kylie Jenner mere moments to trademark ‘riiise and shiiine’ after her sing-song phrase went viral, we're honestly shocked it’s taken Jenner this long to stake a legal claim on her most famous catchphrase. And what could be next from the Kardashian-Jenners? “Kim, there’s people that are dying” from Kourtney? “Bible”, with added vocal fry?

As they say: the devil works hard, but Kris Jenner works harder. How long until she tries to trademark that?