TheFace: Deema Al-Jaafari, Saudi entrepreneur

Deema Al-Jaafari with her family. (AN photo by Ziyad Alarfaj)
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Updated 24 January 2020

TheFace: Deema Al-Jaafari, Saudi entrepreneur

  • I truly believe that if you set limits to your abilities you will never be able to exceed them
  • I founded Teak Woodwork in Alkhobar which has extended its services to cities including Jeddah and Riyadh

For nine years, I was the only child in my family. My father was a very independent, strong character and I learned a lot from him.

Having started from zero, he taught me to work hard, seek perfection and always believe that anything was possible if you set your mind to it. 

My mother was very easy going and encouraging. She really believed in me and was always supportive. There was a balance at home for me with these two different characters.

Some people might think that being an only child for quite some time, I was spoiled and dependent. But that was never the case and I have an amazing relationship with my little sister Maha; she is my best friend.

My father works in pharmaceuticals and is chairman of the board of directors at Al-Dawaa Medical Services.

My mother was a schoolteacher before entering the world of business, and my sister is a chemical engineer. Though we are a very diverse family, we all have an appreciation for art which is evident in our household. My mother is an artist and art collector too.

I do not have a role model; there are many people I look up to in the business world and in my social life. 

I studied software engineering and worked in that field for almost a year, but although I learnt a lot I wanted more from my career. Software engineering made me think and solve problems in a different way and it played a major role in how I operate in the field of business.

I worked at Al-Dawaa for almost two years and found that I was more attracted to business and marketing than the technical side of things. That is when I decided to take on the family business, Waleed Al-Jaafari Establishment.

I run PIECES, a retail store I founded in Alkhobar in 2012 and later opened a branch in Riyadh in 2014. Now, we are working to make it an online business too.

I noticed that there was a demand in the Kingdom for custom-made furniture, and although some stores offered the service there was little choice. So, I decided to provide high-quality furniture made in Saudi Arabia.

In 2015 I founded Teak Woodwork in Alkhobar which has extended its services to cities including Jeddah and Riyadh. My father has other branches dealing with different fields, but I opted to run the retail store and woodwork services. 

I truly believe that if you set limits to your abilities you will never be able to exceed them. Once you realize that there are no limits, all doors will open for you.


Turning a new leaf: Saudi Arabia’s Jazan region ditches qat crops for coffee trees

The growth of the educational landscape in the region, in addition to the success of the coffee industry, are some factors that help the authorities combat qat abuse. (SPA/Supplied)
Updated 24 February 2020

Turning a new leaf: Saudi Arabia’s Jazan region ditches qat crops for coffee trees

  • The Khawlani coffee bean is being offered to UNESCO for inclusion on a heritage list

JAZAN: Efforts to draw the younger generation in the Kingdom’s Jazan region away from the harmful and addictive substance qat are succeeding, with even the crop being replaced by coffee trees to support the booming coffee business.
Qat, a plant that is native to the Horn of Africa and the Arabian Peninsula, is a stimulant that triggers excitement and alertness. But it can also cause anxiety, insomnia and aggravate pre-existing mental health conditions.
It grew in the Jazan region along with coffee trees. But the strength of the coffee industry, combined with an increased awareness about the harmful nature of qat, has led to its gradual disappearance.
The governor of Al-Dayer, Nayef bin Lebdah, said the people of Jazan were proud of the Khawlani coffee bean. He also said that coffee beans were much more economically beneficial than qat.
“All newly planted qat trees have been completely uprooted,” he told Arab News. “All the people have found that planting coffee beans is much more feasible and rewarding than qat. Attempts to smuggle qat have also dropped thanks to the security efforts along the border with Yemen. Add to that, young people themselves have concluded that their future will be in coffee beans.”
Teacher Yahiya Shareef Al-Maliki viewed qat as an “intruder’’ and said the coffee tree was the region’s indigenous product.
“In 1970, there were only four people who used to chew qat in the entire governorate,” he told Arab News. “It then started to become common among the people here in 1995 due to opening the borders that caused importing qat from abroad.”

FASTFACTS

• In 2014, people reconsidered coffee as an alternative crop and young people started to grow coffee beans with the help of unlimited support from the governorate.

• Some 50,000 seedlings were distributed and farmers began to restore the profession of their fathers.

• The governorate replanted more than 10,000 genuine Khawlani coffee seedlings and gave them to the farmers.

The increase in qat cultivation affected the planting of coffee beans, he added, but in 2014 people reconsidered coffee as an alternative crop and young people started to grow coffee beans with the help of unlimited support from the governorate. “Some 50,000 seedlings were distributed and farmers began to restore the profession of their fathers.”
People in Jazan used to waste their time and money on qat, he said. They would gather and chew qat for many hours, he added, hours that could have been spent working. But the growth of the educational landscape in the region, in addition to the success of the coffee industry, was a factor in combating qat abuse, as young people were able to access more opportunities and improve their prospects.
The Khawlani coffee bean is being offered to UNESCO for inclusion on a heritage list.
“The preparation of the file related to the skills and knowledge pertaining to the cultivation of Khawlani coffee in the Jazan region has been completed before presenting it to UNESCO,” the Kingdom’s Culture Minister Prince Badr bin Abdullah said. If listed, he added, it would be the Kingdom’s fourth intangible cultural heritage and eighth among the total heritage items included in the UNESCO heritage list.
Saudi columnist Hamood Abu Talib said the Jazan region was the only place the beans were grown. “This festival (Coffee Beans Festival), which is being held in collaboration with the governorate (of Jazan), the farmers themselves and Aramco, is an important national economic investment,” he told Arab News.
“Many countries’ economies, such as Brazil and Ethiopia depend mainly on this product — coffee. It needs professional marketing through the media to attract visitors from inside and outside the Kingdom. This is an essential strategic transformation.
“We know that the Faifa Mountains Development and Reconstruction Authority’s strategic goal was to uproot the harmful trees of qat and replace them with profitable crops that are beneficial to the farmers as well as the whole region. These were also intruding, invasive trees. We replanted more than 10,000 genuine Khawlani coffee seedlings and gave them to the farmers.”