Zara Jo Beauty Supply: Building Community Through Black Excellence

In the heart of Seattle's Central District, Zara Jo Beauty Supply is redefining the beauty product shopping experience for the Black community. Focusing on representation and Black-owned brands, the store's owner Jamal Wilson and Director of Events and Community Development Autumm Coles shared the inspiring journey behind their business and its commitment to the community.

The idea for Zara Jo Beauty Supply sparked from a disheartening shopping experience. "Autumm and I were at another beauty supply store and we were shopping for my daughter, Zara, and the experience left a lot to be desired,” he said, noting feeling "followed," and observing prices were “maybe twice as high as they should have been." 

In that moment, he looked at Coles and said, "We can do this better."

Coles elaborated on the desire to create a welcoming and open environment, contrasting it with the discomfort of walking into stores like Ulta and Sally Beauty Supply.

"We really wanted to create a good feeling,” she said, wanting the Black community to feel excited and at home walking into the Central District storefront.

Wilson described his young daughter Zara, after whom the store is named, and whose big personality inspires its aesthetic.

“You see that there's vibrant colors because we wanted to be full of life. We wanted the place to create accidental collisions with other people in the community in the neighborhood,” Wilson said.

A core commitment of Zara Joe Beauty Supply is its focus on products from Black-owned and founded brands, which make up about 95% of its inventory. 

“Whether it's local or our larger community, we wanted to create a place that was for us and represented us,” he said. By being extremely intentional about the products on the shelves, Wilson and Coles make it easier for shoppers to find what they need.

The store carries a depth of products that are often unavailable in other places, according to Coles. They also highlight smaller brands like Soap Distillery, a Black woman-owned brand from Chicago, and Buff Experts, a Black-owned skincare line from Canada, alongside larger ones like Camille Rose, Curls, and Thank God It’s Natural.

Beyond products, the store acts as a knowledge hub. In historically underserved communities, customers often struggle to find advice about their hair, Coles said. 

"One thing our community needs right now is knowledge. A lot of people in our community do not know how to do their hair." She noted that the store's welcoming atmosphere facilitates those necessary conversations. "You can walk in and just be yourself, walking in the bonnet, and we're going to talk to you the same," she said. 

Choosing the Central District for their location was a deliberate, heart-felt decision. 

"We put Zara Joe in the Central District because we have roots here,” he said. “We have a foundation here and we have history here and I think that we have a shared responsibility to come back and continue to grow that."

Looking ahead, the owners are focused on community development and expansion. Coles discussed their monthly industry mixer for local salons, stylists, and barbers, and an upcoming youth cohort. The cohort aims to help young people transfer their natural skills to an entrepreneurial setting. The team is also planning a braid bar, which would be a "one-stop shop" for hair services, while also training young stylists.

For Wilson, supporting the store is about more than just business. 

"I believe wholeheartedly we have the best prices. We have the better service and it's a better vibe,” he said. “By showing up here, you're not only supporting us but you're supporting yourself."

Coles added her own perspective on what Zara Jo Beauty is all about. 

"Black beauty is our community walking in our own confidence,” she said. “When you feel authentically you, you can walk into a room and own it without even speaking a word. And that is Black excellence."

Stop by Zara Jo Beauty Supply at 1143 Martin Luther King Jr Way in the Central District on Tuesdays, Wednesdays, Fridays and Saturdays from 10 a.m. to 8 p.m., and Sundays from 11 a.m. to 6 p.m. Visit zarajobeautysupply.com for more information.

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