Meet Lizz Khabazashvili of Beach Now

Today we’d like to introduce you to Lizz Khabazashvili.

Hi Lizz, please kick things off for us with an introduction to yourself and your story.
I became a mother at seventeen, raising my daughter in the Republic of Georgia at a time when the country was still finding its footing in the post-Soviet era. Georgia has a timeless belief that “every guest is a gift from God,” and even though modern service culture didn’t yet exist, that philosophy shaped the way I understood hospitality deeply emotional, human, and generous at its core.

When my daughter, Masho Khabazashvili entered adolescence, I began building what would eventually become Concierge Tbilisi. I stepped into a landscape where luxury service was still unfamiliar, and I found myself managing complex experiences and slowly elevating standards in a culture just beginning to explore contemporary hospitality. From an events management perspective, this meant designing and executing projects with no existing blueprint, where expectations were global, but infrastructure and precedent were still forming. One defining example was the VimpelCom 100 CEOs Meeting in Tbilisi. The brief was clear and demanding: to create an unforgettable experience, one that would remain with participants long after the event ended. To achieve this, we opened the Rustaveli National Theatre for an exclusive private dinner, transforming one of the country’s most iconic cultural institutions into an intimate, high-level setting. We curated a bespoke Georgian cultural program, designed specifically for the guests, and organized private Tbilisi tour through the city’s hidden gems places inaccessible to the public, yet rich with story and meaning. Every detail was deliberate, thoughtfully composed, and emotionally driven.

Through projects like this, I learned that true luxury lies not only in aesthetics or access, but in precision, flexibility, adaptability, and problem-solving under pressure.

During this journey, I met Marijke Mohr, Head of Events & Facilities at VEON Amsterdam, whose words stayed with me: “No is not an option.” That sentence became a powerful validation of how I was already doing business. I’ve always believed that there is another way, another solution if you’re willing to think differently and lead with determination. Those words guided me throughout my career and motherhood; they shaped how I raised my daughter, encouraging her never to stop chasing her dreams. I even hung them on the wall of my office in Tbilisi. They became my guiding principle a reminder that there is always a solution, whether in business or in life. As I pioneered this new professional path, my daughter grew up beside me, learning through observation and hands on work that the service and hospitality industry demands dedication, creativity, strategy, and precise execution.

In 2014, I officially launched Concierge Tbilisi, one of the first luxury concierge and experiential event management companies in Georgia.

At a time when the word “concierge” still felt foreign, I introduced a new way of engaging with clients one that went beyond execution to include turnkey experiences, fully built event concepts, strategic planning, marketing integration, and end-to-end delivery. One of the earliest examples was the HUGO BOSS Tbilisi flagship store opening, which I led alongside a comprehensive PR and influencer campaign. At the time, most event management companies in Tbilisi focused solely on executing a client’s brief. However, HUGO BOSS headquarters requested the creation of an engaging influencer-led campaign, an approach that was entirely new to the local market. We identified and engaged key cultural and influencer figures within the Georgian community, introducing a structured approach to influencer strategy and campaign management something largely unfamiliar in the city at that time. The launch culminated in the temporary closure of Rustaveli Avenue, transforming one of Tbilisi’s main streets into a high-impact brand moment and generating genuine buzz across the city.

What started as a service quickly evolved into a community. Freelancers, creatives, young professionals, and interns gravitated toward the environment we created many eventually founding their own companies while continuing to collaborate with us. At Concierge Tbilisi, there were no “former employees”; once someone joined, they became family.
Over the next decade, I focused on elevating Georgian hospitality through global structure merging the emotional generosity of my heritage with international service standards. My work centered on humanity first. That trust allowed me to lead large-scale and high-visibility projects, including Forbes events and other major activations. My core team, still together after more than 11 years, remains a testament to my experience that great hospitality always starts behind the scenes.

While I was building a business, my daughter was building a career in hospitality in the United States. Years spent apart while she pursued her studies created a new bond when we reunited, one shaped by a shared professional language. With Masho’s experience at Forbes Five-Star establishment, the St. Regis and her own entrepreneurial foundation, together we constantly compared cultures, discussed our experiences in hotels, restaurants and other establishments and imagined how Georgian hospitality could live on a global stage.

That conversation eventually led us to California. After spending time in San Francisco and falling in love with the coastal lifestyle, we discovered Beach Now, a boutique beach concierge business on the rise. Coincidentally, it felt like the natural next step in our professional careers. In Beach Now, I recognized the same human-centered philosophy that has guided my work for years, now expressed through California’s coastal culture. Together, we acquired the company and began shaping its next chapter.

Today, I serve as the CEO of Beach Now, a luxury concierge and experiential hospitality brand serving Los Angeles and the broader Southern California coastline. We deliver effortless, turnkey coastal experiences from curated beach days and private celebrations to estate gatherings, rooftop activations, and brand-driven events. Under my leadership, Beach Now has become a trusted partner for institutions and brands including, BeachLife Festival, California Surf Club, Fiesta Hermosa and others.

My work extends beyond the beach. As a member of the Beverly Hills Chamber of Commerce, I actively contribute in enriching the city’s business and cultural landscape through collaborative experiences and community-driven programming. My recent contributions include co-creating the Pamper & Reset Experience under NEW Lounge L.I.F.E. (Lifestyle, Immersion, Freedom & Experience) alongside NEW Lounge US founder Rachelle Bravo, participating in the Future of Beauty & Business initiatives, and partnering in the upcoming Women Who Shine: International Soirée 2026. Through my role within the Chamber, my contribution focuses on bridging an international perspective with community driven leadership.

With more than 15 years of global experience in hospitality, events, and experiential strategy, I am now shaping Beach Now’s expansion into Orange County and preparing the brand for major cultural moments ahead including the 2026 World Cup and the LA28 Olympic & Paralympic Games.

For me, hospitality is not just a business.
It is heritage. It is memory. It is connection.
And today, through Beach Now, it lives on the California coast shared with every guest who steps onto the sand and beyond.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Not at all. I don’t believe anyone who has built something meaningful has had a smooth or comfortable road. My journey began in a post-Soviet society that was deeply judgmental and highly structured, where personal and professional choices were rarely private and often scrutinized by family, extended circles, and the community. In many ways, you were expected to follow collective expectations rather than individual ambition.

I was fortunate that my parents always stood by me. Their support gave me confidence and the belief that I could build a life on my own terms. That foundation mattered deeply in an environment where opportunities were limited and resources were scarce. Those early years taught me discipline, resilience, and the ability to move forward even when conditions were far from ideal.
Professionally, one of the biggest challenges was working in male-dominated environments where women’s voices were often undervalued. Progress required patience, consistency, education, and results. I learned early on that the only way forward was to outperform expectations and deliver with precision.

One experience that stayed with me happened early in my career, when my English was still limited. I was tasked with inviting 120 banks and financial institutions from Europe and the U.S. to a business forum in Tbilisi. I had no tools, no templates, no AI — just an official letter, a phone, and determination. Many of the institutions didn’t even know where Georgia was. With the help of friends and teachers, I built a communication plan from scratch and spent countless hours calling, explaining, and promoting Georgia’s investment potential, culture, and long-term vision. In the end, we brought 70 international institutions to Georgia a major success at the time. We worked around the clock, often sleeping only a few hours a night, but the result was one of the most memorable forums of that period. That experience taught me that belief, persistence, and clarity of purpose can overcome almost any limitation.

At the same time, I was navigating motherhood. I didn’t have the resources for help, so every day required careful coordination early mornings, long workdays, and relying on my parents’ support. Balancing responsibility, ambition, and survival during a time when the country itself was still rebuilding was one of the most challenging chapters of my life.

Looking back, those challenges shaped my leadership more than any success ever could. They taught me how to build systems where none existed, how to communicate across cultures, and how to lead with both empathy and discipline. Just as importantly, they shaped who I am as a person grounding my values, strengthening my resilience, and giving me a deep understanding that with conviction and consistent work, very little is truly out of reach.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
I am the founder of Concierge Tbilisi, Georgia’s first luxury concierge and event management company in the Caucasus region, and the owner and CEO of Beach Now, a luxury beach concierge and coastal events company based in Southern California. Across both businesses, my focus has always been the same: designing and curating elevated experiences that feel personal, thoughtful, and effortless whether that’s a private beach setup, a large-scale corporate retreat, or a curated lifestyle moment.

What I’m most known for is my ability to merge operational precision with emotional intelligence. I don’t believe luxury is about excess; I believe it’s about care, trust, anticipation, and detail. Every experience we create is built from the inside out, understanding the client, the environment, and the story we’re trying to tell.

What sets me apart is my background. I come from a place where hospitality is cultural, not transactional. Growing up in the republic ofGeorgia, hospitality wasn’t a service, it was a way of life. That perspective shaped how I lead, how I build teams, relationships, partnerships and how I approach clients. I bring that philosophy into modern, scalable businesses while maintaining authenticity.

I’m especially proud of building businesses across different countries and systems while staying true to my values. I’m proud that I built my career while being a mother, and that my daughter has grown into a professional partner who shares the same respect for hard work and integrity. And I’m proud that everything I’ve built came from belief, discipline, and consistency not shortcuts.

Ultimately, what I do isn’t about beaches or events. It’s about creating environments where people feel seen, relaxed, and connected. That’s what I specialize in, and that’s what continues to drive my work and life forward.

Is there anyone you’d like to thank or give credit to?
No journey is built alone, and I’ve been fortunate to have support at different stages of my life and career.
My family deserves the greatest credit. My parents’ steady support and belief in me allowed me to make independent choices, take responsibility for my decisions, and keep going even when the path wasn’t clear. Alongside them, my sister has been an important part of that foundation. While I was pursuing my studies in Business Administration in Cyprus, she was building her own life abroad, gaining independence and perspective early on. Carrying the roots and values of our grandmother and family heritage, her resilience and adaptability influenced how I understand people, cultures, and connection both in life and in business.

I was also shaped by an important mentor early in my career, someone who played a defining role in who I became professionally. From my early twenties, he consistently challenged me, pushed me beyond my comfort zone, and brought out the best in me, even when it wasn’t easy. He held me to high standards, never lowered expectations, and supported my growth with honesty and discipline. Looking back, I understand how rare that kind of guidance is. People like that enter your life at exactly the right time and shape you in ways that stay with you long after.

My teams have played a critical role as well. Concierge Tbilisi would not be where it is today without Nino Skhirtladze and Ruska Kurdovanidze, who now manage the company. Their commitment, professionalism, and shared responsibility allowed the business to grow while staying true to its values. Learning to trust others and build together has been essential.
Friends have also been one of the most important parts of my life. While family gives you stability, friends often understand you on a different level, they relate to the pressures, reflect who you are in real time, and help you better understand yourself during both strong and uncertain moments.

And yes, clients continue to shape my work every day. While many relationships are confidential, each client brings new expectations and challenges that push us to refine how we operate. Whether through Concierge Tbilisi or Beach Now, every project is approached with fresh focus and determination, and that ongoing exchange keeps the work evolving.
And my daughter has been a constant source of strength. Her presence gave me perspective during difficult moments and reminded me to keep moving forward, even when things felt uncertain. That grounding influence has stayed with me throughout the journey.

Looking back, I see how each of these influences showed up not just in my work, but in everyday life and relationships as well. They shaped how I lead, how I build teams, and how I approach responsibility with consistency, care, and intention.

Contact Info:

• Website: https://www.BeachNow.me
• Instagram: https://www.instagram.com/beachnowsocal/
• Facebook: https://www.facebook.com/BeachNowLA
• LinkedIn: https://www.linkedin.com/in/lizz-khabazashvili-mba-ab643520/
• Other: https://www.conciergetbilisi.com

Image Credits
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