Haifa Himoud, chairwoman of the Businesswomen Committee at the Abha Chamber of Commerce and Industry, led the show wearing a traditional dress. She was followed by two of the region’s most famous businesswomen, Nura Al-Ghamdi and Muna Al-Biraik.

The clothes they modeled were designed by Aisha Al-Qahtani.

The event was held to involve businesswomen in marketing their products at locations apart from malls and supermarkets. Himoud said the next step for businesswomen is to invest in women-only cafés. “Other women business projects that will soon be launched include centers for computer maintenance and repair, dates factories and health clubs,” she said.

She added that the concept of having legal male representatives — something that Saudi law requires women to have in order to appear on their behalf in court and at government departments — impedes businesswomen from entering investment projects.

She added that businesswomen in the south of the Kingdom were the first to sell and buy inside old open markets, which still operate. She also promised to remove hurdles faced by businesswomen when launching new projects, especially in the setting up of health clubs.

Himoud said the businesswomen agreed to establish a nationwide souq to market their products. "They also agreed to establish a factory for handicrafts which will revitalize an old and traditional industry and provide young women with employment," she said.

Himoud also called on women in the region to go beyond the traditional female-oriented business of establishing tailor shops and beauty parlors, adding that they need to enter new forms of business.

Muna Al-Biraik, chairperson of the South Women League, said women have moved beyond the business of beauty parlors and gone into house designs and internal décor, a field in which Saudi businesswoman Jumaa Al-Qahtani has excelled.

Asked why young Saudi women are not very enthusiastic to work in beauty salons, she said low salaries are the main reason for this. She also said most girls tend to quit after being trained and qualified. “This puts owners in embarrassing situations," she said.

Al-Biraik said Asir omes behind other regions of the Kingdom in terms of investment activity as most people opt to invest money in other areas.

Al-Qahtani, who owns the Attractive Company for Paints and Internal Décor, said the exhibition which followed the meting should have been called "Investment Corners" instead of The Bazaar because it contained architectural designs and was not limited to handicrafts and beauty salons.