Lizz Khabazashvili became a mother at seventeen, raising her daughter in the Republic of Georgia, a country rebuilding itself in the post-Soviet years, yet deeply rooted in an ancient belief that “every guest is a gift from God.” While modern service culture was still emerging, this philosophy shaped Lizz’s early understanding of what hospitality truly meant: connection, care, and humanity at the center of every experience.

As her daughter grew into adolescence, Lizz began building what would eventually become Concierge Tbilisi, one of the first luxury concierge and experiential event companies in the region. She stepped into a blank landscape, a culture where the word “concierge” was unfamiliar and introduced fully realized concepts: turnkey services, strategic event direction, curated travel experiences, and integrated branding.

What began as a company soon became an ecosystem. Young creatives, interns, freelancers, and emerging professionals gravitated toward Concierge Tbilisi. Many later launched their own companies, continuing to collaborate within the culture Lizz helped shape. Her core team, together for more than a decade, became living proof of her philosophy: Great hospitality starts with how you treat the people behind the scenes.

Over the years, she elevated Georgian hospitality with international structure. Her projects included high-visibility assignments such as Forbes events, large-scale activations, cultural festivals, and private experiences for global travelers. Her ability to merge emotional generosity with operational precision earned her a reputation as one of the region’s most trusted experiential strategists.

Meanwhile, her daughter was building her own hospitality career in the United States, working at Forbes Five-Star properties including The St. Regis. Their time spent apart created a new kind of bond one built around a shared professional language. They found themselves constantly comparing service cultures, studying guest psychology, and imagining how Georgian hospitality could live on a global stage.

That vision ultimately led them to California. After spending time in San Francisco and connecting deeply with the coastal lifestyle, they discovered Beach Now, a boutique beach concierge company poised for growth. It immediately felt like the natural continuation of everything Lizz had built: experiential hospitality, emotional connection, and beautifully curated moments all expressed through Southern California’s beachfront culture.

Lizz and her daughter acquired the company and began shaping its next chapter.

Leading Beach Now: Crafting Coastal Experiences for a Global Audience

Today Lizz is the Owner & CEO of Beach Now, a luxury experiential hospitality brand serving Los Angeles and the broader Southern California coastline. The company specializes in curated coastal experiences from private beach days and intimate celebrations to brand activations, estate events, rooftop gatherings, and immersive experiences beyond the sand.

Under her leadership, Beach Now has become a trusted partner for institutions and companies including: UCLA, BeachLife Festival, California Surf Club, Fiesta Hermosa and a growing network of hospitality and destination partners.

Beach Now’s new “Beyond the Sand” product line expands the brand’s signature hospitality into city venues, private estates, rooftops, and custom-designed events across Los Angeles.

As a member of the Beverly Hills Chamber of Commerce, Lizz plays an active role in enriching the city’s business and cultural landscape through collaborative experiences and community-driven programming. Her 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.

Her Chamber presence reflects her leadership style: internationally informed, creatively driven, and rooted in community impact.

Building the Future: Orange County, World Cup 2026, and LA28

With more than 15 years of global experience in hospitality, experiential design, events, and brand strategy, Lizz is now preparing Beach Now for: Expansion into Orange County in 2026, Major cultural moments including the FIFA World Cup 2026 and Los Angeles hosting the LA28 Olympic & Paralympic Games

Her vision remains consistent to build a platform where creativity, operational excellence, and the warmth of human-centered hospitality come together to create unforgettable experiences.

About Beach Now

Beach Now is a luxury concierge and experiential hospitality company serving the Southern California coastline. We deliver turnkey coastal experiences, curated private events, and innovative brand activations on the sand and beyond from beaches and rooftops to estates, venues, and immersive off-site locations.

Whether along the Pacific or within the city, Beach Now brings the gold standard of coastal luxury to every celebration.

📎 BeachNow.me | info@beachnow.me | (323) 628-4220

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