Many at that time, she explained, looked at women setting up a business, especially those in selling a product, as a salesman — or woman — with a suitcase with products making door-to-door sales.
But she strove to break this mindset and set up Nayyara Company Ltd. For Conferences, Banqueting and Exhibitions, a company that enabled her to foray into business that was for long a man’s domain in the Saudi society.
Her break into the business world was at a time when women did not recognize the horizons that could open for them.
“They never saw it as an investment, independence and economic solution,” says Nouf. Nouf bint Faisal, who is the executive director of Nayyara, sees a new age for businesswomen. “The challenges are there, in every society and every country — both for men and women, but it is important to take advantage of what the society, the government and the family is giving women — that is more space to prove herself,” she said, adding, that what women in Saudi society really need to believe in themselves and grab the chance to make a difference.
Trade is now open for women, Nouf points out, but what they need is to build awareness and examine new spheres.
“Unemployment is a global problem, but people cannot just blame the circumstances, and expect other sectors to provide for them. They need to find channels,” says Nouf while stressing the importance of education and awareness.
She also emphasizes that along with education and awareness the society’s concept of work needs to change on the whole. Both men and women should be given opportunities to excel in their fields, not only joining the workforce but also setting up businesses.
Awareness builds responsibility
“Awareness, awareness and more awareness is the solution, in my opinion, to eliminating unemployment,” said Nouf, elaborating that upbringing determines how responsible a person becomes toward his or her neighborhood, society and country. Responsibility, Nouf believes, builds one’s appreciation of the value of work and the value of commitment — a point that is held against Saudis, both males and females by the private sector.
“As a part of the private sector, in my line of work, I am suffering from Saudization. Even though I offer on-the-job training, I hardly find Saudi girls to take on the tasks that is required, such as two shifts and evening attendance,” said Nouf, stressing that the blame should not be put on the Saudi workers, as they have not been adequately prepared for the realities of employment.
Providing training is one of the private sector’s responsibilities, especially businesswomen, said Nouf, as per the job demands. There are other sectors that provide training, Nouf pointed out, yet what is more important in her opinion, is enhancing women’s understanding of the job demands and educate them regarding commitment.
Ambition can defy unemployment
“Many new and unorthodox jobs are springing in our new and promising society, but the new generation should comprehend the value of grading in a job,” said Nouf, specifying that most young Saudis who come to her expect flexible working hours, high positions and less effort. In hospitality, banqueting and conferences jobs, Nouf pointed out, there are small jobs that need to be fulfilled, as well as occupational jobs, that are not acceptable by some Saudi women.
“Ambition defies unemployment, in my opinion. Therefore it is important that the young Saudi women understand that to reach somewhere you have to start climbing the ladder from the bottom. To be a supervisor in a hospitality job, one can start from tea-girl to chef and work her way up,” said Nouf, adding that although she is responsible for the training center at Al-Nahdah Philanthropic Society, the same girls she trains do not apply to work for her company. “At the training center we start by educating them on the behaviors at job, professionally and ethically,” said Nouf.
Chambers of commerce helpful?
The chambers of commerce and industry in the Kingdom, according to Nouf, are doing a great job in opening horizons for businesswomen, supporting them and providing training through courses and workshops.
“The chambers provide valid and valued information and chances to interconnect with countries of the region as well as international ones, which present Saudi businesswomen with a great chance to explore possibilities of new business domains,” said Nouf. Yet although she commends the chambers’ courses and describes them as useful in developing businesswomen’s knowledge, she acknowledges that she had to take 21 courses in the field of business long before the chambers started to organize them.
