Nora Misfer feels good when she sees other Saudi women at various events and occasions carrying pots of coffee, implicitly challenging tight social norms with their new jobs that provide them with fixed, high incomes.

Nora manages a specialized project that works to train teams of Saudi coffee vendors. "The profession is relatively new, and women used to refuse work in the project in the past, because it was thought to be unsuitable and below social standards. But during the last two years, some Saudi women have begun working as coffee vendors at female-only events, wedding parties, birthdays and official events such as conferences and forums," she said.

Nora noted that the move has shorn away the stigma attached to the profession. In order to train her staff, she encourages them to enroll in etiquette programs and hospitality training in how to respond to the needs of guests, especially during occasions attended by top personalities.

She said that normal salaries in the industry range between SR3,000 and SR4,000 with the possibility of getting more money during special seasons such as weddings. The women are also paid a higher portion during overtime work, just as in many other traditional jobs.

"I felt nervous and awkward at first, especially when I was wearing the uniform, because we work at various occasions and I was worried that one of my relatives or friends might recognize me. But after trying the job for two months — and because I work inside the facility — it felt fine," a hostess said.

"The owner of the project enrolled us in training programs which focused on encouraging us and removing the obstacle of shame and fear. Because of this, a group of Saudi girls and I have continued to work with confidence here," she said.

The women's work is based upon implementing hospitality methods and proper distribution of coffee, in addition to learning the methods of brewing coffee and mint tea. Sometimes work involves packaging sweets and putting them decoratively on plates, according to demand.

Salma, another hostess, said she finds her true self in the coffee hostess work, and feels especially good when she walks among guests holding the cup and the pot with confidence. She said she hopes to become a supervisor shortly, adding the job is not shameful, and that she acquired her job as a hostess after being unemployed for a long time.