Saudi women must share their stories with pride, Princess Noura Al-Saud tells London forum

Arab News

09-05-2025

LONDON: Saudi creatives are writing and telling their stories to the world after years of borrowing the narratives of others, Princess Noura Al-Saud, the founder of two leading Saudi cultural incubators, said on Wednesday.
'Finally, now, we are taking ownership and writing our own stories. We are proud of it and are showcasing who we really are. (We're) not trying to fit into other people's expectations,' she said.
Princess Noura was speaking at the annual networking forum of the Creative Women Platform, of which she is a Saudi patron, at Palastiers' Hall in London's Square Mile.
She is the the founder of Rukun Creative Exchange and Almashtal Creative Space, a destination for creatives in Riyadh to receive support and nurture their talent.
On Wednesday, she joined dozens of entrepreneurs, policymakers and business leaders from the food, steel and sports sectors, as well as celebrities, philanthropists and fitness experts, to discuss sustainability and the role of women in shaping the future.
She acknowledged that building a space for creatives could be relatively easy but said that the most critical factor was creating a place of belonging where people could share meaningful experiences.
At Almashtal, which means plant nursery in Arabic, the focus was on the tiny details, such as the interior design and the background music, to foster a cultural identity in the space, Princess Noura said.
'Nature is a major source of inspiration for me. Plant nurseries provide the right climate and nutrition, so the plant builds strong roots to live in the outside world, and this is also our goal at Almashtal,' she told Arab News.
Almashtal, founded in 2019, has four labs focusing on creativity, business, glass and sound, and offers workshops, mentorship and other resources. The space has become essential for sharing ideas, networking and experimenting among Saudi creatives, Princess Noura said.
She told Arab News that Saudi women in the private sector who work in sciences, technology and entrepreneurship should 'speak more about their work and achievements, and show the efforts it took to reach this stage.
'I tell them to be proud and share their stories as it will inspire others,' she added.
Saudi Arabia's Vision 2030 has transformed women's lives in the Kingdom through a series of reforms since 2016 that empowered them to take part in the workforce and business. There are increased opportunities for women to pursue careers in the creative industries such as design, architecture, film, fashion and the arts. The Kingdom made 'major strides' in the cultural sectors, according to a 2024 Harvard Business Review report, driven by a 'commitment to preserving and showcasing its abundant history, national identity and heritage.'
During a conversation with Olga Balakleets, founder and CEO of the Creative Women Platform, Princess Noura said: 'Creativity is essential to life. It is what grounds us ... it is how we connect, and it has always been that for me, and my mission is to help others see and understand that.'
Balakleets told Arab News that her journey with the forum was 'an exciting one,' and added that creative women are 'united by their belief in making a creative impact,' contributing positively to society by finding solutions to global problems.
At Wednesday's event, speakers included author and philanthropist Sarah Ferguson, duchess of York; Shaikha Fouz Al-Sabah, founder of Khaleejesque, a Kuwait-based online magazine that covers the cultures of the Arab Gulf youth; and Tessa Clarke, co-founder and CEO of Olio, a community app designed to help people share food and reduce waste. Daniela Baumann, CEO of LOFTI Studios, spoke about the ups and downs that led her to establish a series of pole fitness studios, while Paula Owen, founder and CEO of ECO Action Games, highlighted the importance of raising climate awareness through games and avoiding tactics that induce guilt or fear.
Aswar Kadie, a young entrepreneur of Somali descent who grew up in Sweden, is the founder and CEO of Aswar Sports Agency, established in 2021. She told Arab News that Aswar's clientele includes football players under 18 and 21 in the Premier League and La Liga academies.
She recently returned from a visit to the Kingdom and said her agency is set to be involved with the Saudi Ministry of Sport as the country prepares to host the FIFA World Cup in 2034. She described the Creative Women Platform as a 'huge' opportunity for a woman entrepreneur in a male-dominated industry.
'I always worked with men in a very competitive environment ... coming (to this event), I feel really inspired and the women here have become role models and I'm learning a lot from them,' she said.
The Creative Women Platform will return to Riyadh next November to feature Saudi entrepreneurs and leaders from various sectors, according to organizers.
Since launching in 2016, the networking forum has celebrated the leadership and entrepreneurial achievements of women from more than 50 countries.