Friends of Superette:
Zoe Clark
Zoe Clark founded INCO Studio on a simple idea. That everyone who walks through the door should feel like they are in good company. Eight years, three kids, and a full life later, she is still building on that idea. We sat down with her in Ponsonby to talk business, style, and what drives her.
Zoe Clark wears a lot of hats. Founder of INCO Studio, mum of three, and somehow the person holding it all together day after day.
By the time she arrives at the salon each morning, she's already tackled school drop-offs, navigated the morning rush, and set the day in motion. Life is busy, but it's a pace she's grown to love.
INCO Studio reflects a lot of who Zoe is. The name itself comes from "In Good Company" – a simple idea that has shaped the business from the beginning.
"Everyone that walks through our doors should feel like they are in good company. That is the whole idea."
From clients to team members, creating a welcoming environment has always been at the heart of what she does. After years working in the industry, Zoe saw an opportunity to create something different, a space where people felt supported, valued and genuinely excited to be.
Eight years on, that vision still guides everything at INCO.
Leading a team, Zoe says, is the side of the job most people never see. The conversations, the support, the decisions made behind the scenes. Looking after her team, her clients, and the day-to-day running of INCO means there's always something happening.
She spends hours on the salon floor each day, but there's just as much work that happens outside of it. It's a role that asks a lot of you, and one she takes seriously.
Style has always been part of Zoe's world. She plans her outfits for the week ahead, a habit that helps make busy mornings a little easier, and one she's encouraged her team to adopt too. Fashion and hair have always gone hand in hand for her. Having worked across both industries, she sees them as two parts of the same story.
"Hair finishes an outfit. It can make or break depending on what you have going on below."
Whether it's the neckline of a dress, the shape of a blow wave, or the overall silhouette of a look, Zoe thinks about how everything works together.
Travel has also played a big role in shaping her style. Years spent living overseas exposed her to different cities, cultures and ways of dressing. From architecture and interiors to the effortless way people move through certain places, those influences have stayed with her and continue to inform how she dresses today.
Her relationship with Superette is a natural one. With the International Store just down the road, it's become a regular stop for everything from wardrobe updates to thoughtful gifts, team birthdays, goodie bags and last-minute candles.
It's the familiarity she loves most, knowing the team, popping in when she needs something, and always finding pieces that feel considered.
Looking ahead, Zoe is focused on growth. After eight years of building INCO, she's excited for what comes next and feels ready for the next chapter.
She's surrounded by women who inspire her, people taking chances, backing themselves, and building businesses and lives they're proud of.
"There is something powerful in taking risks and making bold decisions to benefit yourself and your life."
It's an outlook that motivates her, and one that's reflected in everything she does.
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