Saudi Women Creatives Take the Global Stage

Saudi Arabia is witnessing a creative renaissance, and at the forefront are empowered women telling their own stories. Princess Noura Al-Saud, founder of Rukun Creative Exchange and AlMashtal Creative Space, emphasized this shift at the Creative Women Platform’s annual forum in London.

“Finally, now, we are taking ownership and writing our own stories,” she said. “We’re not trying to fit into other people’s expectations.”

Princess Noura, a patron of the Creative Women Platform, spoke alongside global female leaders, entrepreneurs, and changemakers. The event focused on sustainability, innovation, and the evolving role of women in shaping the future. Attendees included figures from diverse industries—sports, food, steel, philanthropy, and tech—united by a mission to spark meaningful change.

Founded in 2019, AlMashtal in Riyadh has become a cornerstone of the Kingdom’s cultural shift. It offers creatives four specialized labs—creativity, business, glass, and sound—and provides workshops, mentorship, and a collaborative environment. The goal is to nurture talent in a space that reflects Saudi identity.

“Nature is a major inspiration for me,” Princess Noura said. “AlMashtal, which means plant nursery, helps creatives build strong roots to thrive in the world.”

But beyond building spaces, she stressed the importance of creating a sense of belonging. From the interior design to the background music, every detail is carefully chosen to foster cultural connection. “It’s not just about a creative hub—it’s about feeling seen and heard,” she added.

Princess Noura urged Saudi women in science, tech, and entrepreneurship to share their stories. “Be proud of what you’ve achieved—it inspires others,” she told Arab News.

Saudi Vision 2030 has played a pivotal role in reshaping the lives of Saudi women. Since 2016, a wave of reforms has opened doors in business, the workforce, and especially creative sectors like design, film, and fashion. A 2024 Harvard Business Review report noted Saudi Arabia’s “major strides” in culture, rooted in a drive to celebrate its heritage and national identity.

During a dialogue with Olga Balakleets, founder of the Creative Women Platform, Princess Noura said, “Creativity is essential. It grounds us and connects us.” Balakleets added, “Creative women are united by the belief that they can make a positive global impact.”

Also present was Aswar Kadie, CEO of Aswar Sports Agency, who works with top football talent and recently collaborated with the Saudi Ministry of Sport. “Coming to this event, I feel inspired,” she said. “These women are role models.”

The Creative Women Platform will return to Riyadh next November, showcasing Saudi innovation and leadership across industries. Since its 2016 launch, the forum has celebrated women from over 50 countries, building a global network of female trailblazers.

Princess Noura’s message is clear: the time for Saudi women to lead, inspire, and create is now—and the world is ready to listen.