An Iconic Tower in the Heart of Sydney. Welcome to The Maybelle

Almost a century before construction began, two sisters unknowingly inspired one of Sydney’s newest residential addresses.

Local landowner and developer John Henry Schroeder combined his daughters’ names, Isobel and May, to create Ismay Avenue, a street name that has become part of the area’s identity, still visible today in Ismay Reserve. The Maybelle borrows that story rather than inventing one. It takes its name from Isobel and May, drawing a direct line between the development and the history sitting right outside its front door.

More than simply another apartment building, it reflects a vision of creating homes that honour the past while looking confidently to the future.

Developed and built by Omaya, a family-owned company with more than 35 years of experience, The Maybelle reflects a commitment to craftsmanship, quality and creating communities that stand the test of time.

Located beside Ismay Reserve, the boutique collection of one, two and three-bedroom residences combines timeless architecture by Squillace Architects, premium interiors and exclusive resident amenities within one of Sydney’s most connected Inner West locations.

Location is one of The Maybelle’s defining strengths, residents are moments from train stations, bus services and the M4 Motorway.

Positioned just moments from North Strathfield, Bakehouse Quarter, Sydney Olympic Park, Parramatta and the Sydney CBD, residents enjoy the perfect balance of green open space, vibrant local amenity and exceptional connectivity.

Surrounded by cafés, restaurants, leading public and private schools, shopping and parklands, The Maybelle offers a lifestyle where everything is within easy reach.

Designed to embrace its unique park-side setting, many residences enjoy expansive balconies overlooking Ismay Reserve, while selected homes capture elevated views across the Sydney Harbour Bridge and city skyline.

Spacious open-plan layouts, premium fixtures and finishes, and two carefully curated interior schemes create homes that are both beautifully refined and designed for everyday living.

The lifestyle extends well beyond each apartment. Residents will enjoy exclusive access to a full-level Garden Pavilion on Level 8, featuring beautifully landscaped spaces for entertaining, recreation, remote working and gathering with family, friends and neighbours.

Complementing this is the elevated Sky Terrace on Level 14, where sweeping Sydney Harbour Bridge and city skyline views create a tranquil setting to relax, recharge and enjoy the remarkable outlook.

As both developer and builder, Omaya oversees every stage of the project – from planning through to construction – ensuring quality, accountability and meticulous attention to detail throughout.

Buyers can also purchase with confidence, knowing The Maybelle is protected by 10-Year Latent Defects Insurance, providing additional peace of mind long after settlement.

With construction nearing completion, buyers will be moving into their brand-new homes by the end of the year, offering a rare opportunity to secure a premium residence without the lengthy wait often associated with off-the-plan developments.

For those seeking more than just a new apartment, The Maybelle offers something increasingly rare – a home with an authentic story, a genuine connection to its surroundings and a lifestyle that brings together heritage, nature, connectivity and contemporary design in one exceptional address.

Now selling premium one, two and three-bedroom residences. To learn more or book a private appointment, visit www.themaybelle.com.au or call 1300 066 292.

The Sydney developer-builder, which typically retains its projects, is offering 54 residences off the plan on Spencer Street, with prices starting at $3.9 million.

HSN Property Group has launched Maison Jolene in Rose Bay, giving buyers a rare opportunity to purchase off the plan from a developer-builder that has spent more than two decades building a predominantly build-to-hold portfolio in Sydney’s eastern suburbs. HSN values that portfolio at $4 billion.

Located at 2–16 Spencer Street, Maison Jolene comprises 54 residences, including house-sized two- and three-bedroom apartments, sub-penthouses and penthouses. Prices start at $3.9 million, according to HSN, with many residences designed to capture views across Rose Bay, Sydney Harbour and the city skyline.

James Nixon, head of projects at The Rubinstein Group, is handling the sales campaign alongside agency founder Gavin Rubinstein. He says the launch is an unusual opportunity for buyers who have followed the developer’s work.

“HSN is renowned for building entire projects and rarely selling a single apartment to the open market, so Maison Jolene really is a first for potential buyers who have been following the brand across previous projects,” Nixon says.

HSN worked with architecture practice MHN Design Union and interiors studio The Unlisted Collective on the development. A rhythm of arches and deep-set openings gives the building its presence on Spencer Street, while the residences are positioned to make the most of natural light, privacy and outlook. Landscaping frames the arrival and carries through to the shared outdoor spaces.

“Maison Jolene was conceived to bring a touch of European elegance to Rose Bay, drawing on the understated charm of Mayfair and the romance of Paris while remaining grounded in the relaxed character of Sydney’s eastern suburbs,” says Rafi Assouline, founder and director of HSN Property Group.

The apartments were designed with established Rose Bay downsizers in mind. Large kitchens, generous storage and flexible living areas are intended to ease the move from a family home, with layouts that can also accommodate families and professionals looking for more space in an apartment.

The shared amenities are designed as an extension of those homes. Residents will have access to a lounge, private dining room and landscaped alfresco entertaining area. A wellness retreat brings together a magnesium pool, cold plunge, sauna, steam room and heated stone recovery bench, alongside a gym and dedicated space for Pilates and yoga.

Inside the apartments, the curves of the façade recur in the cabinetry and balustrades. Custom wall sconces, tapware and patterned parquetry sit alongside carved marble basins, hammered-glass shower screens and recessed stone niches. Timber veneer wardrobes have leather-clad drawers, while an Art Deco-inspired motif appears in the raised ceiling detail, joinery and built-in velvet bedheads.

“Maison Jolene is at once contemporary and old world, with custom-designed parquetry flooring and an art deco-inspired motif juxtaposing with the curvature of the arched facade, balustrade and internal cabinetry,” Assouline says.

The kitchens bring several of those ideas together in a sculptural, bubble-shaped island. Assouline helped design and engineer the curved form and personally selected the marble, which is bookmatched so the veining mirrors across adjoining pieces.

“With each of our projects, I look for symmetry in design,” he says. “Crafting the apartments is like solving a puzzle of one thousand pieces; one little detail wrong could mean the picture doesn’t translate correctly once it’s finished.”

HSN will develop and build Maison Jolene, overseeing the project from design through to construction. The family-owned company says it has delivered more than 270 homes, has 200 apartments under construction and has a 100 per cent completion record.

“As a private, integrated developer-builder, we maintain close control over every stage of a project,” Assouline says. “We see our projects as collaborative partnerships with our architects, interior designers and specialist trades with whom we have refined a very unique aesthetic, to ensure every detail is considered for those who will live there.”

For Nixon, the developer’s involvement in both design and construction is part of the pitch to buyers. “The attention to design excellence, combined with HSN’s proven track record in delivering ultra-high-end developments, ensures a level of rarity and enduring quality seldom seen in today’s market,” he says.

“To purchase an HSN property is to acquire a property that will not just hold its value but stand the test of time as a timeless piece of Sydney real estate.”

The Spencer Street address puts residents close to Rose Bay’s village cafés and restaurants, foreshore walks and ferry service, with beaches, golf courses and schools nearby. Maison Jolene is now selling off the plan through James Nixon and Gavin Rubinstein.