On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry, which is why we launched our weekly Wednesday Women series, where we profile the stories of the inspiring women in this great and wide industry.
Today we speak to Zara Madrusan who, for more than a decade has been at the creative helm of one of Australia’s most influential hospitality collectives, The Everleigh Group.
Having started with the award-winning venue The Everleigh, Zara and husband Michael went on to open celebrated Melbourne bars Heartbreaker and Bar Margaux. In addition, the pair have launched The Everleigh Bottling Co., Navy Strength Ice Co., and most recently authored The Madrusan Cocktail Companion.
Zara told The Shout that there is a deeply personal connection with each venue and venture the group has taken on.
“It feels as if each concept we’ve birthed has been a reflection of where we were at in our lives, both personally and professionally at the time of its inception, and a response to what we identified was missing in the local landscape,” she said.
“So much of what we created was functional – with Navy Strength Ice Co., our bars needed premium hand-cut ice at a larger scale than we could produce in the cool room. With Heartbreaker, we needed somewhere to let loose post shift at The Everleigh.
“We have trusted that as a duo, if we feel passionate about something, others like us will too. We have put our whole hearts into it all. I guess that’s the difference between our ‘group’ and some others. We don’t apologise about the emotion we bring to the table in our businesses, we lean into this trait and try to harness it as a strength. With each concept we’ve gone the whole nine yards, no stone left unturned.”
People before drinks
That personal and human approach is also at the heart of The Everleigh Group’s DNA. Zara explained: “’People Before Drinks’ has always been at the heart of our philosophy, and we still stand by it. The guest deserves to assume that the drink we put forward will be great; it’s connecting with people and catering to their diverse and ever-changing needs that we must continue to master as hospitality professionals.
“We’re driven by achieving excellence. We challenge ourselves as leaders and innovators to go the extra mile, and equally, we ask our people to reach further into the freezer for the coldest glass. We take creative risks, don’t tend to follow trends, and lead with passion and heart.
“I think people who have experienced our venues and products associate our work with quality, bravery and attention to detail.”
Delving deeper into her creative process, Zara said a big part of it, particularly in the early build and design stages, is to imagine each concept as a living, breathing character.
“I draw on historical figures, fashion, art, music, and build a world in which they live – where they like to go, who they’re friends with, what they love and hate. In doing this the venue’s persona really comes to life, and once this identity feels like it hits the mark for Michael and me, it begins to inform all the other decisions we make about the concept. It also helps us connect with our audience more authentically, both in-venue and via social channels.”
Setting a standard for hospitality
With so much personality infused into each venue, Zara said she is very proud of what The Everleigh and Bar Margaux became for Melbourne and for the hospitality industry globally.
“Both grew incredible communities and inspired so many other great venues.
“The Everleigh undoubtedly set the bar for classic cocktail culture and personalised drinks service here in Australia 14 years ago and its influence is undisputed.”
Zara Madrusan
It’s so heartwarming to see our alumni going on to open a new generation of incredible bars and restaurants across the city – One or Two and Bar Bellamy to name a few.
“Bar Margaux gave Melburnians permission to drink and dine the way New Yorkers do, with oysters, steak frites and petit Martinis until the early hours of the morning. It invigorated late-night dining culture and made French fun.
“I hope both venues set a standard for hospitality that can be upheld long into the future. This city is bursting with creativity and talent and deserves to remain on the global stage.”
While Zara feels huge pride in what the venues became, there is also sadness after taking the difficult decision to close The Everleigh and Bar Margaux earlier this year.
“It’s been a year of pain, recovery and growth,” Zara told The Shout. “I can hand on heart say it’s been one of the hardest, but it’s the hard stuff that forces evolution. As a couple of self-diagnosed highly perfectionistic control freaks, letting go is really hard.
“Much of this year the motto has been, ‘do the next right thing’, and it’s been challenging not to look too far into the future as we are used to doing. We have been humbled by the closures and it’s helped us get in touch with what we really care about and what really matters. I see ‘failure’ very differently as a result, and know now that professional success is not a one-size-fits-all journey.”
The freedom to pivot
The Everleigh Group has achieved its success despite not having the financial backing that others in the industry enjoy.
“Few people acknowledge we’ve been entirely self-funded along this journey, besides a small loan from friends and later in the piece, devoted regulars,” Zara said. “That meant putting every penny the businesses earned back into the business for the benefit of growth.
“It’s a much more challenging route but equally, we got to make all the decisions ourselves and didn’t rely upon third-party investors.
“I think this also allowed us to be more creative and follow our gut when ideas struck.”
Zara Madrusan
“For example, when Covid hit we launched The Melbourne Mixtape via The Everleigh Bottling Co., supporting seven leading Melbourne venues to continue trading during extended lockdowns by distributing their bottled cocktails. This initiative managed to raise a whopping $110k, split evenly amongst each of the venues involved. An incredible achievement on behalf of our community.
“Another event I’ll never forget is the Bar Bushfire Shake Up we hosted at The Everleigh in Jan 2020, recruiting eight of Melbourne’s best bars to pop up across one night to raise money for the bushfire relief effort. Between beverage sales and an auction we hosted, The Everleigh raised $51k for the Red Cross.
“I’m proud of how we’ve always been brave in our business. We’ve trusted each other, pivoted quickly when required, and launched projects that we care about and feel will make a difference.”
The book, 20 years in the making
The newest venture for the group is the launch of The Madrusan Cocktail Companion, a project that combines two years of writing and 20 years of research into an encyclopaedia of cocktails.
“Bringing this tome together was really an enormous undertaking for us both, and we’re relieved to say we’re so proud of the final product. What’s even more special is how it unites the industry on a global scale.
“Not only does it bring all of the best cocktails published over the past 150 years under one roof, but it showcases what’s exciting in the world of drinks right now around the world, with contributions from over 100 of the best in the business. We look forward to seeing where this project takes us, and we have some exciting plans post launch.”
With the launch of the book, and work already underway on a new venue, LB’s Record Bar, set to open on Meyers Place in Melbourne’s CBD in November, Zara shows no signs of slowing down.
Through every project, she continues to embody what Wednesday Women celebrates: creative leadership, authenticity, and a deep care for the community she serves.