Ever since the late King Faisal gave Saudi women the right to an education, they have more often than not outshone Saudi men in many fields. Saudi women are also now proving they are a force to be reckoned with in business.
The Kingdom has witnessed a boom which has certainly had an impact on the country’s economic development. In the last decade, women from all social backgrounds, have set up their own businesses, which amount to well over 4 percent of the total number registered. Basma Al-Jazaery, a biochemistry graduate, worked nine years as an embryologist in the King Faisal Specialist Hospital before quitting and setting up her own business. Although she acknowledges that women’s potential is still grossly underused in the Kingdom, she recognizes the positive impact of the present business opportunities offered to women. Just like art and science, business gives women an opportunity to express their ideas and fulfill their ambitions.
Despite the Custodian of the two Holy Mosques King Abdullah’s commitment to empower women, businesswomen often face many difficulties. As a result, they have become resourceful and ingenious and have found new ways of doing business. “They have created a wide variety of home businesses, and this is one the areas where they have been doing great, “ said Al-Jazaery.
Six years ago, following the birth of her second child, Al-Jazaery decided to start a fashion business from her home. After she developed an understanding of the business as well as of the market and the customers’ needs, she decided to open her own store in specialized fashionable daywear, evening dresses and bridal gowns. “Basma Al-Jazaery Fashion” was born — and was soon followed by “Basma Al-Jazaery Bridal.”
“Our objective is to make fashion available and affordable to all different groups of society. We bring the most fashionable trends from around the word. We not only try our best to satisfy our customers’ needs but we also help our customers find the best dresses and act as consultants. We also make sure that our customers come to our shop and enjoy the whole shopping experience,” explained Al-Jazaery.
The road to success was not easy. Negative feedback and little encouragement nearly caused her to quit. In the first three years, parental support was invaluable and provided the most important encouragement to continue.
“In every book I read about clothing retail, on the first page it says, ‘If you have not gone into this business, we advise you not to. It is the worst business you can get into’. The competition is cutthroat. There are so many different products on the market, as well as so many stores and malls. However, if you work hard, and do proper planning, you have a good chance of succeeding.”
Although the impact of the global financial crisis began to be felt last year, Al-Jazaery is fighting back with more hard work and by increasing her customer base. She has also created a site on Facebook, “so that everyone has a chance to see our collection of clothes before coming to our shop. The response has far exceeded all our expectations.”
This young dynamic mother of four, sticks by her professionalism, dedication and commitment to maintain high business standards. She has managed to create a successful business while simultaneously being a mother and a wife.
However Al-Jazaery, as well as other women entrepreneurs, recognize that they had an easier time dealing with difficult procedures and a complex bureaucracy thanks to their fathers and husbands. Al-Jazaery acknowledges her husband’s constant support: “He has helped me in every step of my business. Thanks to his work experience and his knowledge of sales, marketing and business development, I was able to learn and apply basic management skills and programs to my business and be successful.”
Looking back on her decision to create her own business, Al-Jazaery thinks it has had a positive impact on her family life. Not having an 8 to 5 job gives her more control over time and even the additional stress is a price she is willing to pay. Reflecting on the effect of women’s work, she agrees that the empowerment of women is affecting the traditional way of life.
A perfectionist who wants everything to be neat and in its place, she recognizes that setting up and managing her fashion business, has been an incredible challenge: “However with persistence and determination all problems can be solved” she concludes.
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