Saudi Creatives Now Telling Their Own Stories, Says Princess Noura Al-Saud

• Saudi creatives are now telling their own stories to the world
• This is a move away from past dependence on others' narrative-shaping
• It was said by Princess Noura Al-Saud in London

Saudi artists are more and more asserting ownership of their stories and telling them to the world, in a significant change from decades of seeking validation from beyond their borders, says Princess Noura Al-Saud, co-founder of two successful Saudi cultural incubators.

"Now we are proudly telling our own stories, presenting who we really are without attempting to fit into others' shoes," Princess Noura told the Creative Women Platform networking forum annual gathering at Plaisterers' Hall in London's Square Mile. She is a patron of the forum and founder of Riyadh-based Rukun Creative Exchange and Almashtal Creative Space.

Speaking to a crowd of entrepreneurs, policymakers, and business leaders from various industries such as food, steel, sport, and wellbeing, Princess Noura reiterated that more important than developing physical environments for creatives is the creation of a sense of belonging and quality shared experiences.

At Almashtal "plant nursery" in Arabic the environment is deliberately crafted with encouraging aspects like atmospheric tunes and considerate interiors to build cultural identity. "Similar to plants requiring the appropriate environment in which to develop robust roots, our intention is to grant creatives the platform to flourish outside of the space," she explained to ‘Arab News’.

Princess Noura motivated Saudi women in science, technology, and entrepreneurship to talk freely about their work. "I tell them to be proud, to share their journeys—it inspires others," she said. The Kingdom's Vision 2030 reform agenda has revolutionized prospects for women, particularly in innovative sectors like design, film, fashion, and the arts. A 2024 ‘Harvard Business Review’ report of Saudi Arabia's advancements in cultural development was rooted in a spotlight on national heritage and identity.

During an interview with Olga Balakleets, creator and CEO of the Creative Women Platform, Princess Noura stated, "Creativity is the essence of life—it earths us, unites us, and that has always been my reality. My purpose is to share with others that."

Other of the guest speakers marking the occasion included writer and philanthropist Sarah Ferguson, Duchess of York; Shaikha Fouz Al-Sabah, Kuwaiti creator of youth culture magazine ‘Khaleejesque’; and Tessa Clarke, co-founder and CEO of food-sharing app Olio aiming to cut down waste.

Daniela Baumann, CEO of LOFTI Studios, discussed how she became an entrepreneur in the process of starting pole fitness gyms, while Paula Owen, founder of ECO Action Games, discussed the resilience of climate education through interactive, non-critical approaches.

Also presenting was Aswar Kadie, founder and owner of Somali-Swedish Aswar Sports Agency that promotes youth footballers in Premier League and La Liga academies. Kadie, who traveled recently to Saudi Arabia, said that she will cooperate with the Ministry of Sport in the near future prior to hosting the FIFA World Cup in 2034. She described the Creative Women Platform as being inspirational and uplifting to work with, given its gender-sensitive arena within a men's-dominated environment.

The Creative Women Platform will return to Riyadh in November, spotlighting Saudi creatives and leaders across multiple industries. Since its inception in 2016, the forum has celebrated the achievements of women from more than 50 countries, driving collaboration and leadership for women across the world.