de-mure / dĭ-myo͝or
1. quietly modest, reserved
She must be a woman of complicated character, and there was something dramatic in the contrast of that with her demure appearance.
From “Moon and Sixpence” by W. Somerset Maugham, 1874 – 1965
2. suggestive of modesty or reserve to impress others; coy
The little black dress must be luxurious, rich, sensual, diaphanous, exotic, severe, lush, demure, demanding, frivolous, amusing, and it must linger in memory, but above all, it must be simple and little and black.
Carolina Herrera, 1939 –