Reading Time: 9 Minutes
This interview appears in NEWMARKET. Spring 24 edition. For more, click here.
NEWMARKET. How did you get into the hair industry?
JOSEPH. I started to explore opportunities as a backup to my football career when I left school at 15, being a working-class individual and football being my alternative path, I opted for an apprenticeship at a hair salon where my old lady (mum) got her hair cut. So hairdressing is my original background.
MATTHEW. I had thought about cutting hair when I was a young man but followed a career in sales under my father, it wasn’t until I arrived back in NZ, looking to start again, that my mother pushed me to pursue it. I went into a barbershop in Kingsland to get my hair fixed by Joseph and asked to watch him cut hair while I cleaned up and swept the floors. The rest is history as they say. You’re never too old to start something new!
N. This is your first ever store; what sparked the idea to open Urban Goose and can you tell us a little bit about your journey in getting here?
J. Starting Urban Goose was primarily motivated by the arrival of my son, Bristol. I realised that opening my own shop would give me more flexibility and time with him, something I might not have had working for someone else. In saying that, the journey since then has taught me that you don’t own a business you own your job, so there has still been long hours in and out of the shop. To help assist with these long hours I brought Matthew on board. Him joining the team was absolutely essential; his fresh perspective has been invaluable in evolving both our business and the environment we operate in. Matthew excels at moulding the team, turning Urban Goose into a sought-after workplace where barbers feel motivated to work, unleash their creativity, and have confidence in their abilities. His precise selection process and nurturing of staff underscores that it’s not solely about haircuts; it’s about fostering a supportive environment and ensuring each team member’s success. In terms of the location, I used to walk past 77 Broadway frequently, and it’s unlike anything else in Auckland. Instead of being drawn to nature and sunsets, I’m fascinated by man-made structures, buildings, and concrete—anything that reflects human creativity and design. I was instantly drawn to the uniqueness of the area in that it’s surrounded by the different art sculptures in Lumsden Green, so I knew this was the area where I wanted to open Urban Goose.
N. Your store opened almost three years ago now - congratulations! What’s something you’ve learnt over this time that’ll you’ll carry with you for years to come?
J. Honestly, over the past two years, I’ve learned that you’re capable of whatever you put your mind to. If I can open a business, anyone can. It’s all about treating people how you want to be treated, showing up, being polite, working hard, and listening to those who know more than you (you know who you are). These principles are invaluable and need to be used every day going forward.
M. I’ve learnt that you should never be fearful of being the first. We knew we wanted to be different and this is what we have achieved, from the name to the layout, to how we structure our services from start to finish. As Del Boy says, “he who dares, wins.”
N. What was one of your biggest challenges in opening your first physical store?
J. One of the biggest was balancing the demands of entrepreneurship and the pressure of “faking it till you hopefully make it.” Matthew and I prioritise authenticity in our creations rather than doing things to please others. Despite this, we still found ourselves second-guessing a lot, so I think being honest to yourself while being honest about the realities of owning a business was the biggest challenge. Finding the right staff was also a challenge as we knew we wanted to build a team that could easily navigate through any challenge. Having Jaime, Jose, and Matthew on the team has been a major win for not only our business but for our clients.
N. Urban Goose is a unique name, is there a backstory behind it?
J. I get this question at least twice a day. The 'Urban Goose' was a character I created which gave me a sense of escapism from a crazy reality. I created this as a persona to channel lots of different creative outlets without getting the blame if they were a bit out there. For example, I could choose whatever furniture, lighting, or art in the store but the 'Urban Goose' character gets the blame. The whole idea was initially influenced from Baxter Dury’s song, 'Miami,' so once you give it a listen it’ll probably make a lot more sense.
N. How do you differentiate yourselves from other businesses?
M. Urban Goose sets itself apart through its unique contemporary design and artistic fit-out. What we offer is more than just cutting hair. We aim to help men feel refreshed and confident while in a space that brings elegance and exclusivity to everyday gents. We understand that value for money has never been more important, so it’s imperative to us that you are getting the best for what you are paying for. We achieve this through our team's skills, the luxury environment, and the elevated experience we hope every customer feels.
N. You have built Urban Goose from the ground up. What do you love most about the business you have created?
M. The aesthetic. The store's minimalistic design with sharp contrasting colours brings elegance to a concrete jungle. We also love the location – our store sits above Dear Deer Coffee with elevated views of Newmarket, so it allows you to be in privacy while feeling open and free.
N. Have you had any ‘pinch me’ moments along your journey?
J. I think for me, one of those ‘pinch me’ moments was when Baxter Dury tagged us on Instagram because the shop was named after his song, Miami, which I mentioned before. Also, whenever people compliment the uniqueness of Urban Goose and want to come in for a haircut, it’s definitely another pinch-me moment.
N. Your store interior has a distinctive level of class and elegance to it, what influenced these design choices?
J. I’m heavily influenced by furniture, lighting, and abstract art, and I owe my deep fascination for interior design to a dear friend, Maria Pomirska. I am also an abstract painter myself, so you could say this has creatively impacted a lot of our design choices for the store. The space began as a blank canvas, and since then, we have been able to create a store that feels different from any other barbershop based on these creative elements. Matthew thinks more practically, so our collaboration brings together niche design elements with functional aspects. We’re also planning a refurbishment later this year that will transform Urban Goose into a very different barbershop.
N. What is one thing you love about your Newmarket customers?
J. One thing I love about them is their genuine appreciation for the unique atmosphere and experience we offer at Urban Goose. Also, being part of the community in Lumsden Green is amazing, from the guys at Safran to the team at the Lumsden Freehouse to Gareth who does our laundry at Super Tub Laundromat. M. We have immense gratitude for our client base as they allow us to do what we love. We have such a nuanced variety of society walking through our doors, so it’s really encouraging to know they all believe in us. They are a reflection of the vision we have, so the relationships we share with them are crucial.
N. You’ve built a successful business during a tough economic time, can you provide any wisdom for other business owners who may be struggling in the current financial climate?
M. Urban Goose has been in operation for nearly three years, and we’ve had our fair share of significant challenges. From the beginning, we knew the importance of assembling a team that aligned with our brand and vision to drive us forward. Having a team working towards this common goal meant Urban Goose’s potential as a business was always going to grow, but it also meant our staff would have the ability to advance their skills. It’s really important that your team share your vision, goals, and ambition because this is what will help you get through it when times do get tough. We certainly know our team has played a vital role in Urban Goose’s success today.
N. What can we expect to see next from Urban Goose?
M. Urban Goose will be entering a new chapter built on its already strong foundations. A renovation will help us to complete our vision, and with two new highly skilled (handpicked) artists onboard, we believe we can only grow and bring a new level of service and luxury to the community, setting a new benchmark in men’s grooming. Watch this space – this Goose won’t be flying south anytime soon!
URBAN GOOSE | 77 BROADWAY
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