After a challenging year marked by critical exposés on its workplace culture, Justin Hemmes’ Merivale hospitality group is poised for a potential turnaround in 2026. The billionaire bar magnate is pressing forward with ambitious projects, including a major expansion in Byron Bay and a strategic move into Melbourne, backed by local officials.
Despite the hurdles, Hemmes’ empire remains robust, thanks in part to a select group of influential women in his inner circle. These women, both in his personal and professional life, play crucial roles in maintaining the smooth operation of his hospitality ventures.
The Women Behind the Scenes
In his personal life, Hemmes is supported by his girlfriend Madeline Holtznagel, with whom he shares a son, and his former partner Kate Fowler, the mother of his daughters. Professionally, two women stand out as key figures in Hemmes’ business world: Vanya Z Tuarau and Holly Kaiser.
Vanya Z Tuarau: The Queen of Level 6
Vanya Z Tuarau, a former model and actress, has been a pivotal figure within the Merivale group for over a decade. As the VIP and entertainment manager, she is known for her role in managing Level 6 at The Ivy, an exclusive penthouse nightclub catering to Merivale’s elite clientele.
Insiders describe Vanya as essential to ensuring the satisfaction of Merivale’s highest-spending patrons, with her loyalty and discretion being her greatest assets.
Vanya’s background is as eclectic as it is impressive. She studied music and English literature before training at the National Institute of Dramatic Art. Her career in entertainment has seen her transition from acting to managing some of Sydney’s most exclusive nightlife experiences.
Holly Kaiser: The PR Powerhouse
Holly Kaiser, formerly Holly Asser, brings a wealth of public relations expertise to Merivale. With a background that includes working for high-profile clients and serving as second-in-command at a prominent PR firm, Holly joined Merivale in 2023 as the head of PR.
Her role focuses on crafting the upscale image of Merivale’s venues, a task she handles with finesse, as evidenced by her meticulously curated social media presence.
Challenges and Opportunities
The announcement of these projects comes as Merivale seeks to recover from a tumultuous period. The group’s reputation took a hit last year following reports of a toxic workplace culture, prompting a need for strategic repositioning.
According to sources, the company’s focus is now on high-end experiences and premium venues, with an emphasis on quality and exclusivity.
Hemmes’ expansion into Byron Bay and Melbourne represents both a challenge and an opportunity. While local opposition in Byron Bay poses a potential hurdle, the enthusiastic support from Melbourne’s city officials signals a promising venture.
Looking Ahead
As Merivale navigates its path forward, the roles of Vanya and Holly will likely become even more critical. Their influence and expertise are integral to the company’s strategy of reinforcing its brand while expanding its reach.
With a blend of seasoned management and innovative projects, Merivale aims to emerge stronger, setting a new standard in the hospitality industry. The coming year will be pivotal in determining whether these efforts will translate into a successful revival for Justin Hemmes’ empire.
