NY Model Management is bolstering its staff.

The agency, which was created some 30 years ago by Heinz Holba as a sister brand to his LA Model business, has brought industry veteran Jen Rubinetti on board as its new women’s director. She succeeds Tony Vavroch, who has been with NY Model Management for eight years and was promoted to head of client services.

Rubinetti has close to 20 years of experience in the fashion industry, including 13-plus years at Women Management and the past six years as a senior agent at Elite Model Management in New York. Through the course of her career she is credited with playing an integral role in developing and managing some of the industry’s most recognizable talent, cultivating long-standing client relationships and helping guide models through every stage of their careers.

In addition to her work in the modeling world, Rubinetti is a wellness coach and somatic/sound practitioner. As she wrote on LinkedIn: “As many of you know, alongside my long career in model management, I’ve grown another passion: creating spaces for women to reconnect with themselves through retreats and wellness experiences across New York City and around the world.” The goal, she added is for women to “be present, be peaceful, be powerful.”

Last June, NY Model Management significantly expanded its menswear roster bringing former Wilhelmina executives Matt Trust, Gene Kogan and Jessica Rosenberg on board to bring its men’s division to the next level. The three had been recruited to Wilhelmina from DNA Models.