Over 300 Saudi entrepreneurs have chosen to take their first step into the world of business from the expo. Some are participating to improve their talent, while others want to fight unemployment. All are adamant on achieving success.

Rabab Mahmoud, a Saudi graduate in administration from King Abdulaziz University, is participating at the expo to promote her handmade wedding decorations, and garden and home designs that she makes using natural flowers.

“We want to promote our project by providing models of the items that we produce. I work with a number of Saudi male and female designers and engineers to create beautiful gardens. I use both natural and artificial flowers. We import the materials and flowers from France,” she said.

According to Mahmoud, flowers and garden designs are not popular in Jeddah, and so participating in an expo like this will help generate business.

Hadeel Abu Luban, a Saudi businesswoman who is also participating in the expo for the first time, is displaying a collection of designer clothes. “I received a call from the expo organizers asking me to participate. They gave me the opportunity to showcase my talent and advertise my own business,” she said.

“The registration procedures were very easy and the payments were, in addition, very low. It costs SR1,500 a day,” she added.

Sarah Othman, a 23-year-old Saudi who studied international business administration at university, is taking part in the expo to promote her sister’s children’s clothes business. “I graduated from university last year. I tried to find a job, but wasn’t lucky. Being unemployed encouraged me to work with my sister and now I’m here showcasing her products at the exhibition,” she said, adding that they import clothes from the US.

Aalaa Al-Harazi and Hala Ajeeb are two young designers who are showcasing their handmade abayas and dresses. “We graduated recently with degrees in human resources from King Abdulaziz University. We started a fashion design business from home four years ago. We were designing and selling products from home,” said Al-Harazi.

Ajeeb said that they finally managed to open their own shop two months ago. “We are financing our project ourselves and not receiving any help from anyone. We work with out tailors on a daily basis. This is an opportunity for us Saudi women to prove our talent,” she said, adding that although they receive moral support from their families, wider society frowns at what they do.

“We started when we were 18. People were making fun of us because we were so young. They were also surprised when they discovered that we want to work alone without the help of any men. Four years ago, the concept of women working was unacceptable,” said Ajeeb.

Shireen and Noura Abdrabu, two young Saudi businesswomen who graduated from King Abdulaziz University with degrees in English literature, sell good quality children’s clothes that are also imported from abroad.

“We work from home. It is a little difficult to manage all our business from home, but we cannot open a shop in a mall because of the high rents. The rents range between SR150,000 and SR250,000 a year,” said Shireen.

“I am trying to fight counterfeit goods that are sold for hefty sums. But, unfortunately, selling in expos and bazaars is not enough. This can be profitable during busy periods like Eid, but Saudis still prefer to visit malls,” she added.

In the interior design section of the expo is Howaida Hassan Simsim. “I am showcasing interior home decorations and designs. I did not formally study this at university; I used to have an interest in it. Although I launched my business four years ago, this is the first time I am participating in the show. I sell from home as I find it difficult to open a shop. The wider society doesn’t look favorably at women opening shops. I will, in addition, not be able to mange with staff because I am a woman,” she said.