(Wines&Vines) - Napa Valley has long enjoyed a reputation for low-key elegance, but some recent additions to the valley have introduced a more flamboyant style.

Jean-Charles Boisset transformed staid Raymond Vineyards into a must-see destination featuring a room where wines are served from Baccarat decanters under crystal chandeliers, a private room echoing a 19th-century bordello, amenities for visitors’ pets and the Biodynamic grapegrowing processes.

Now, Kieu Hoang has opened for business in the former Michael Mondavi family winery blending his KHKMY Fashion, KHKMY anti-aging cosmetics and RAAS Nutritional connections in a way the valley has never seen.

The grand opening Saturday featured celebrity singers and an actress called the “Angelina Jolie” of China, slinky blond models, over-the-top décor and food, and a most-unusual after-dinner presentation promoting Hoang’s cosmetics, fashions and nutritional products as much as his wine.

About the new winery owner

Hoang, who is worth almost $2 billion according to Forbes, was born in Vietnam, but spent his career here and is a U.S. citizen.

He is the CEO and owner of Rare Antibody Antigen Supply Inc. (RAAS), an Agoura Hills, Calif.-based blood plasma and derivatives business. RAAS owns 37% of Shanghai RAAS Blood Products, which is traded on the Shenzhen Stock Exchange. Kieu Hoang is also a philanthropist, having pledged $1 million to the Fund-a-Need round at Auction Napa Valley in June.

The same month, he spent about $12 million to buy a winery and 20 acres (13 planted in vines) in Carneros from the Michael Mondavi Family as a home for his Kieu Hoang Winery, which had begun selling wine under the Kieu Hoang Winery brand in 2012. The inaugural vintage (2011) was produced mostly at The Ranch Winery, a custom-production facility in St. Helena.