Crossword Genius

Unassuming (6)

Ross

There are a few possibilities for this:

(Other definitions for demure that I've seen before include "Shy, prim" , "Coy, shy" , "(Affecting to be) quiet and modest" , "Staid" , "Rather shy" .)

I've seen this clue in The Sun, the King Feature Syndicate, The Guardian, The Independent, The Mirror and The Telegraph.
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