Zoe is a trade mark specialist with expertise and experience in the trade mark law of New Zealand, Australia, the UK and Europe.
As a trade mark specialist, Zoe devises protection strategies to suit her clients’ present and future needs, and meet their budgets and expectations. Her role involves managing client trade mark portfolios, filing and prosecuting local and international trade mark applications, and conducting trade mark availability and clearance searches. She also advises on trade mark assignments, licenses and infringement matters, and trade mark oppositions.
After nearly a decade working in trade mark law, I’m still encountering new situations that require new solutions. The right intellectual property solution doesn’t look the same for everyone; it’s about understanding what my client is working hard to achieve and tailoring the strategy to meet those needs.
Zoe has a solid understanding of trade mark law both in New Zealand and Australia, and in her clients’ key export markets including China, USA, European Union and other ASEAN markets.
Her clients range from large multi-nationals through to small, innovative New Zealand businesses, and represent a variety of industries including food and beverage, personal care, health, apparel, entertainment, educational, finance and industrial machinery.
Approachable, thorough and conscientious, Zoe likes to ensure things are done right from the start to give clients certainty that their trade marks will continue to provide long-term protection as their business grows and develops.
A proponent of open and clear communication, she enjoys talking clients through difficult issues and helping them navigate the often unfamiliar landscape of trade mark law.
'It’s important to build a great working relationship with a client based on mutual understanding and trust. This often leads to clients seeking our advice in the early stages of new developments, thereby avoiding issues further down the track.'
Before joining AJ Park, Zoe worked for the Intellectual Property Office of New Zealand as a trade mark examiner. She subsequently moved to London for four years and worked at Reddie & Grose LLP as a trade mark paralegal. During this time, she advised on aspects of trade mark law across the UK and European Union including strategy advice, clearance searching, trade mark filings and enforcement proceedings.
Zoe Dewhurst's insights
Article \ 1 Dec 2021
Unsolicited letters regarding trade mark renewals
There has been an increasing number of unsolicited letters which appear to be fraudulent.
Most recently, an organisation calling itself ‘Goldman Rosenstain &…
Article \ 10 Nov 2021
A new trade mark regime in Nauru
The Nauruan Trademark Act 2019 (the Act) was certified on 12 July 2019 and came into force on 10 November 2020 with…
Article \ 3 Jun 2021
Advertisement pulled due to incorrect pronunciation of Māori place name
In April 2021, the Advertising Standards Authority (ASA) of New Zealand upheld a complaint against a radio advertisement that mispronounced the Māori…
Article \ 1 Jun 2021
What on earth are NFTs and why do trade mark…
You’ve probably recently heard about something called “NFTs” and about various digital artworks and videos being “sold” for significant sums. According to…
Article \ 21 May 2021
The distinctiveness standard for stylised trade marks in New Zealand
In New Zealand, a trade mark must not be registered if it has no distinctive character under section 18(1)(b) of the Trade…
Article \ 24 Mar 2021
IP dispute between Taylor Swift and US theme park turns…
“Taylor Swift” (image cropped) by Eve Rinaldi licensed under CC BY-SA 2.0Does a scorpion sting when fighting back? Yes, according to the…
Article \ 23 Feb 2021
New Zealand signs the Regional Comprehensive Economic Partnership Agreement
This article discusses the impact of the Regional Comprehensive Economic Partnership (RCEP) Agreement on geographical indications (GIs) and Māori traditional knowledge in…