Measuring 178cm, with a cascade of wavy brunette hair, bronze legs and a short dress bejewelled in sequins, she's not your usual mum at the primary school gates.
Kelly Coe breaks up the humdrum of school road patrol and standard fashion. She never needs an excuse to glam it up.
The 34-year-old tilts her iPhone up and down on Facetime showing off the dress she wore to Tuesday school drop-off, a black sequined number with LOVE inscribed in white, from her latest collection.
"I think they think I'm way over-dressed sometimes," she quips of other school mums.
Coe, one of Otumoetai College's most successful graduates and creator of fashion label Augustine, has forged a lucrative career here and over the ditch.
She hasn't got a personal assistant and is terrible at keeping a diary, but somehow makes time for everything, including this 10am interview. She answers her phone on Facetime while walking around in white sneakers in her Auckland office. She's lived in Auckland since she was 21.
A chock-a-block clothing rack flashes up on the screen before she arrives at her desk.
"My nanny is away this week," she tells me. "I just had a text [from a friend] looking after my baby to say she hasn't gone to sleep. So I'm like, okay, call me if I have to come home again."
The baby, Havana Alaska, is 8 months old, waking twice a night, and going through a clingy stage. But it's all perfectly manageable for Coe.
She talks on the phone like she runs her life, fast and measured. The phenomenon which is Augustine has seen Coe amass 140,000 Facebook followers on her page Augustine by Kelly Coe.
She established the brand in 2008 and it now has three sister clothing labels: Charlo, Stella Royal and Pretty Basics. All are stocked in their stand-alone stores in Mount Maunganui, Ponsonby, Newmarket and Noosa, Australia; as well as 70 boutiques.
She also has a necklace line and is starting a shoe line: "Because I can't find shoes with enough sparkle in them or copper sneakers with a pink bow on them."
She won't say if Augustine has made her wealthy - "ahh, I don't want to go into that" - but agrees it's "obviously successful."
"I'm not driven by money. When I get asked what drives me, it's never been about the money for me. I'm lucky I get to go to work every day and do a job that I love."
She is the face and creator of Augustine, but husband Nathan Coe, is the "business brains" behind it. He knocks on a glass window between their offices a few times when Coe asks him a question during our interview or he hears something that amuses him.
He does this when I inquire after his age. He's 41 and "really stylish" himself.
"He gets it right most of the time," she teases.
Coe is down-to-earth and relaxed given her fast-paced life. She doesn't tolerate excuses and it's what drives her to work harder.
"I get really frustrated with people who don't get a lot done. I have staff that work the same as me ... They work at a high intensity."
How would her friends describe her in one word? "Crazy" springs to mind first, but then she wrestles between "fun" and "busy."
"They all think that I work way too much, and that I'm just the busiest person."