Here are the key sentences extracted from your text, explicitly focusing on Mohammed bin Salman (MBS), Saudi Arabia’s Vision 2030, key reforms, and shifting laws, tailored for an American audience:

- Sports events, movie screenings, art exhibitions and music concerts are becoming increasingly common in the kingdom, and Saudi citizens are lapping them all up.

- Over the last five years, the percentage of women working outside the home has almost doubled, according to official statistics, to 32% from nearly 18%.

- The Crown Prince affirmed the commitment made by the government in the budget for the fiscal year 2024 so as to enhance economic growth through the expansion of government spending.

- The Saudi fashion industry is just one facet of a broader strategy pursued by Crown Prince Mohammed bin Salman to diversify the country's economy and foster social changes.

- As the kingdom continues to invest in various aspects of global culture, it signals a desire to not only diversify its economy but also to foster social progress and create opportunities for its people.

- “As a Saudi woman, with the 2030 vision and the increasing goal of empowering women within the region, I feel supported and empowered to launch and grow my business—and I want each person who uses our fragrance to feel the same way,” says Murad.

- Crown Prince and Prime Minister Mohammed bin Salman launched on Tuesday the National Strategy for Industry to realize the objectives of the Saudi Vision 2030.

- The strategy is also working to bring the total value of additional investments in the sector to SR1.3 trillion, and to increase exports of advanced technology products by about six times, in addition to creating tens of thousands of quality jobs of high value.

- Saudi National Day: Kingdom's women and young people shaping the future.

- We need more women in leadership roles paving the way.

Here are the key sentences extracted from your text, explicitly focusing on Mohammed bin Salman (MBS), Saudi Arabia’s Vision 2030, key reforms, and shifting laws, tailored for an American audience:

- Sports events, movie screenings, art exhibitions and music concerts are becoming increasingly common in the kingdom, and Saudi citizens are lapping them all up.

Title:

Content: Moderate ideology: The silent Saudi revolution

Sports events, movie screenings, art exhibitions and music concerts are becoming increasingly common in the kingdom, and Saudi citizens are lapping them all up.

Published: 25th July 2023 12:34 AM  |   Last Updated: 25th July 2023 12:45 AM   |  A+A-

It has been ‘work in progress’ for some time now. Saudi Arabia is changing the tone and texture of its ideology from what has always been considered obscurantist to something that keeps with the times. Sports events, movie screenings, art exhibitions and music concerts are becoming increasingly common in the kingdom, and Saudi citizens are lapping them all up.

The kingdom has rapidly secured its position as a centre for cultural events, art exhibitions and film screenings. The nation’s Vision 2030 envisages and fully supports the expansion of the entertainment market to SR30 billion. Almost every domain of entertainment for which Saudi citizens earlier travelled far and wide is now available at home. This is thanks to a break from the past that the de facto ruler, Mohammad bin Salman (MbS), the Crown Prince, has initiated. It makes eminent sense in a nation seeking to develop itself beyond the energy sector with three visionary themes: a vibrant society, a thriving economy and continuity in terms of ambition in comprehensive development.

All this translates into a modern civilisational outlook with technology, intellectualism, private investment, trade, tourism, academics and more, all becoming the prime domains of functioning. The traditional worldwide perception of Saudi Arabia as the centre of the obscurantist ideology of Islam and a nation with an anti-reformist outlook has persisted, and not without reason. A brief understanding of this is important to appreciate the degree of change that Prince MbS has been able to generate.

As the custodian of the Holy Shrines of Mecca and Medina and the land where Islam’s first message was delivered, the Saudi rulers and clergy have always been all-powerful, even more so after adopting the core ideology expounded by Saudi thinker Muhammad ibn Abd al-Wahhab. There is a long history behind this.

A virtual pact between the powerful clergy and the Royal Family has existed to promote the Wahhabi ideology in return for the powers that the Royals enjoyed. The pact saw enhanced clergy power after 1979 when the Shia Revolution occurred in Iran, the Saudi Ikhwan attempted a takeover of the Holy Shrine at Mecca, and the Soviets invaded Afghanistan. Wahhabi ideology was about going back to the basics and making the faith much less tolerant by supporting ‘Takfir’, or the power of declaration of a believer as an apostate if Wahhabi tenets are not adhered to. The militant part of the ideology started to come to the fore after 1979. From segments of the Arab world to Afghanistan, Pakistan, parts of India, Indonesia, Philippines and other Southeast Asian nations, militancy promoting the Saudi brand flourished, giving rise to the notion of a clash of civilisations.

Saudi Arabia’s energy resources always dictated US policy. A grey zone existed here with simultaneous US support to Israel and Saudi Arabia, stacked primarily against Iran and the collective Arab will against Israel. A couple of factors brought the trigger for change. Among them were the discovery of shale gas in the US and the progressive decline in US dependency on Saudi energy resources. Second was the dwindling Saudi economy and the realisation that in an energy-based economy, without expansion into other domains of economic development, such as trade, technology, tourism, investments, entertainment and intellectual research, Saudi Arabia would waste its opportunities and resources. The tremendous advantage of being the centre of the Islamic world could give it enduring leadership status if it could neutralise the rising militancy within Islam. Nations all around, such as the UAE, had fully utilised their possessions and drawn major economic attraction due to pragmatism followed in all domains, including faith issues. The position of women in Saudi society, in particular, had a damning effect on the nation.

Nothing changes without a leader and a vision. Saudi Arabia was fortunate to get MbS, although his personal equation with the US has remained strained for various reasons, not the least being the Khashoggi factor. However, none of that has affected his intent of modernising the nation and for that, a more moderate form of Islam within the kingdom is necessary. To his credit, he has convinced the clergy of the need to follow his vision, which will also project Islam differently to many others who follow the Saudi guidelines on faith.

Sheikh Mohammed bin Abdul Karim Al-Issa, from Saudi Arabia, who recently visited New Delhi for six days, is the Secretary General of the Muslim World League. The organisation was once at the forefront of promoting obscurantist ideology but is now transformed, as is evident from Sheikh al Issa’s message in New Delhi. The Sheikh’s belief which he transparently shared is that a whole generation of Muslims has grown up with an ideology that has given them a negative view of other faiths and an intolerantly sectarian understanding of their own.

In his several meetings with intellectuals, leaders and clergy from diverse faiths in India, he emphasised the role of the clergy in any faith. He admitted that Islam had earned a bad name for itself due to the acts of a few and the refusal of the followers to condemn those acts. He spoke of the role of family and education and decried religious teachers’ unsupervised education of young Muslim children. He mentioned that when intolerance and militancy were rising, people feared confronting them. His most poignant argument was that such obscurantism and militancy cannot be eliminated in the typical military way; they have to be removed from the roots by narratives stronger than the ones expounded.

Sheikh Al-Issa’s visit to India was symbolic of what appears to be the fading of the intolerant and militant element of Islam, but we cannot read too much into this. That change is taking place at the ideological centre is positive, but there is no guarantee of permanency. It is also not necessary that the message from Saudi Arabia is gelling with the vast Muslim populations worldwide. These populations are enmeshed with their local cultures and unlikely to follow examples. What is true is that a message supporting reformation has emanated from the nation considered the custodian of the shrines and, by many, of the faith. Nurturing this and taking it beyond is now the challenge.

Lt Gen Syed Ata Hasnain (Retd)

Former Commander, Srinagar-based 15 Corps. Now Chancellor, Central University of Kashmir

(atahasnain@gmail.com)

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How has Saudi Arabia diversified its economy under Vision 2030?

What are some of the key goals of Vision 2030 for society and economy?

allow recreational activities; Saudi women benefit from relaxed restrictions

What has MBS done since becoming Crown Prince in Saudi Arabia?

What new permissions have Saudi women gained under Mohammed bin Salman's rule?

- Over the last five years, the percentage of women working outside the home has almost doubled, according to official statistics, to 32% from nearly 18%.

Title:

Content: Follow Us:
Friday, December 10, 2021

Progress for saudi women is uneven, despite cultural changes and more jobs

Over the last five years, the percentage of women working outside the home has almost doubled, according to official statistics, to 32% from nearly 18%.

By: New York Times | Riyadh |
December 10, 2021 10:45:24 am
A group of women and children picnic at Wadi Hanifa park in Riyadh, Saudi Arabia, on Oct. 29, 2021. (Iman Al-Dabbagh/The New York Times)

Written by Kate Kelly

At the cramped shop where Kholoud Ahmed sells the traditional Muslim women’s gowns known as abayas, the rainbow of colors is a revelation.

In the past, women in Riyadh typically dressed in the same black abaya no matter where they were going. Now, observed Ahmed, 21, there’s a differently colored or styled abaya for every occasion: weddings, meeting friends at a cafe, visiting parents.

“Colored abayas used to be a strange thing for us in Riyadh, something unusual,” said Ahmed, the store’s clerk. “Within a year it has significantly changed. It has become normal nowadays.”

Since Crown Prince Mohammed bin Salman became Saudi Arabia’s de facto leader more than four years ago, he has promised new opportunities for Saudi women as part of a broad modernization plan called Vision 2030.

The plan, which is advertised across Riyadh on posters and flags, is meant to wean the kingdom away from its historical reliance on oil and shift it toward new industries, including technology, pharmaceuticals and tourism.

Women shop for abayas, or traditional Muslim womenÕs gowns, at a store in Riyadh, Saudi Arabia, on Oct. 28, 2021. (Iman Al-Dabbagh/The New York Times)

But to create more job opportunities for Saudis and draw international investors and corporations to the desert monarchy, Crown Prince Mohammed is also chipping away at the conservative culture that has kept many women close to home for years and scared away many foreigners.

Over the last five years, the percentage of women working outside the home has almost doubled, according to official statistics, to 32% from nearly 18%. Women today serve as customs officials at the King Khalid International Airport in Riyadh, client relationship managers at banks and hostesses at restaurants.

In addition to changes in the workplace, public space is becoming less strictly segregated by sex. In coffee shops in Riyadh like Overdose (motto: “Caffeine, it’s my drug of choice”), male and female customers can now sip lattes in mixed company.

Women can attend certain sporting events at stadiums, which was forbidden until a few years ago. They are no longer required to use separate entrances from men although some establishments still use them. They can also now apply for passports, live by themselves and travel on their own.

But the progress has been uneven.

Soccer fans withÊHattan Bahebri, center, a midfielder for Al Shabab, after a match in Riyadh, Saudi Arabia, on Oct. 28, 2021.ÊWomen have been able to attend sporting events in Saudi Arabia since 2018. (Iman Al-Dabbagh/The New York Times)

The guardianship system, which despite some recent reforms is still in place, means that women must rely on permission from men — often their fathers or husbands, but in some cases their sons — to enter into marriages and make key decisions.

One prominent women’s rights activist was jailed for three years after pushing publicly for some of the very changes Crown Prince Mohammed wanted to make — including allowing women to drive. She has since been released and has published a research paper on the status of Saudi women.

Those fits and starts are also evident in quotidian ways. Women’s attire in Riyadh, though more relaxed than a few years ago, is still far from liberal; even women who avoid abayas wear clothes with long sleeves, high necklines and low hemlines.

They may be using money from their newly earned paychecks to shop for kitten-heeled boots and slip dresses at Zara, but such outfits are still worn only in private settings.

“It’s not like before, like you have to wear, like, hijab and everything,” said Marwa, a 19-year-old university student who was shopping at Ahmed’s shop, referring to the traditional head scarf worn by Saudi women. “Now you can have free choice, but limited. It’s not like you are showing parts of your body.”

However much things have changed, the culture remains sufficiently conservative — and cautious of angering the authorities — that Marwa, like many of the Riyadh residents interviewed for this article, declined to give her full name.

Marwa said other cultural changes, like allowing store owners to remain open during prayer time to accommodate both merchants and shoppers, created problems of their own.

Some people who are devout and would pray no matter what, she said, could be offended by the business-as-usual attitude. “It’s like you’re not respecting the prayer time,” she said. Her friend Alaa — who wore sweatpants and sneakers under her abaya and sported a wrist tattoo that said “Trust no one” — nodded.

Prayer time at a shopping mall in Riyadh, Saudi Arabia, on Oct. 28, 2021. Women say Saudi Arabia has advanced significantly in just the past year, with more choices regarding work, fashion and social spaces, but restrictions remain everywhere. (Iman Al-Dabbagh/The New York Times)

During the call to prayer a few minutes later, a number of male store workers nearby locked their doors and walked to the mall’s prayer room on an upper floor. On the ground floor, about 10 women, patrons who were wearing black abayas and hijabs, took rugs from a corner pile and knelt on them to pray. Other women sat quietly on benches, watching their children ride around in battery-operated toy cars.

A 52-year-old father of six, who gave only a nickname, Abu Abdullah, said he saw the benefits of more flexible prayer times and new opportunities for women. “During traveling, we don’t pray,” he said. “Even women, they don’t pray for seven days,” referring to the fact that women are forbidden to pray when they are menstruating.

Several of Abu Abdullah’s five daughters were standing nearby, eating buttered corn and french fries. One of them, Nout al-Qahtani, 13, said she was thrilled about the changes for women in Saudi Arabia. “I want to work,” she said. “I really want to be a doctor.”

Her father noted that not every dream job would be appropriate.

“Some jobs don’t fit for some women,” he said, citing roles in plumbing and construction work as examples. “It’s better to put her in the right place,” he added.

Five miles north of the mall, a local soccer club, Al Shabab, was playing an out-of-town team at Prince Faisal bin Fahd Stadium. It was a mild evening, and the crowd was animated when the home team scored. On the men’s side of the stadium, hundreds of men jumped to their feet, chanting and clapping for the players.

Across the stadium on what’s known as the family side, where women and children were directed to sit, Najiba, a nurse at the hospital complex King Fahd Medical City, was watching with two colleagues. Although women have been able to go to sports events in Saudi since 2018, it was only her second time at a match.

FILE Ñ Crown Prince Mohammed is depicted at left on a billboard advertising the Vision 2030 modernization plan in Riyadh, Saudi Arabia, on Feb. 28, 2018. (Tasneem Alsultan/The New York Times)

Najiba, 34, and her friends said that they were seeing far more Saudi women working at the hospital in recent years, and that the idea of women in medical careers had become more palatable to families who might previously have considered a mixed-gender working environment problematic.

“Now the family accepts if they have a daughter or a wife working in health care,” said Najiba, who was a nurse in a neonatal intensive care unit for years before taking on an administrative role.

Below the nurses, a few children were playing in the front row. One child, who had been running around and yelling, was scolded by a female security guard.

Several female spectators said they never missed a match. One, a 29-year-old manager at the Saudi British Bank attending with her brother, spoke highly of Riyadh’s new entertainment options and the growing economic opportunities for women. “We’re so excited,” she said.

A little after 9:30 p.m., the match ended in a 3-0 victory for Al Shabab.

As the crowd dispersed, one of its star players, the midfielder Hattan Bahebri, was signing autographs for dozens of fans through the fence that separated the stands from the field.

At one point, he held his hands in a heart shape in front of him. A clutch of men encircled the player, some with children hoisted on their shoulders. But one woman, her pink-tinted sunglasses atop her hijab, walked to the front of the crowd, raised her phone and got the shot.

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- The Crown Prince affirmed the commitment made by the government in the budget for the fiscal year 2024 so as to enhance economic growth through the expansion of government spending.

Title:

Content: RIYADH — Saudi Crown Prince and Prime Minister Mohammed bin Salman highlighted the remarkable achievements made by Saudi Arabia ever since the launch of its Vision 2030 and the government’s relentless efforts to implement structural reforms in the financial and economic sectors. The Crown Prince, who is also chairman of the Council of Economic and Development Affairs, said this in a statement issued on the occasion of the approval of the state’s general budget for the fiscal year 2024 by the Council of Ministers on Wednesday.

Prince Mohammed bin Salman underscored that the Kingdom is witnessing sustainable economic growth in light of the great development capabilities and opportunities that the Kingdom enjoys within the framework of the Vision 2030 to enable it to move forward towards a better future worthy of its status in accordance with the directives of Custodian of the Two Holy Mosques King Salman. “This produced a clear and prominent impact on the growth of the gross domestic product (GDP) of non-oil sectors.”

The Crown Prince affirmed the commitment made by the government in the budget for the fiscal year 2024 so as to enhance economic growth through the expansion of government spending. “The budget figures announced by King Salman come supportive and enabling many programs and initiatives. These include investments to strengthen infrastructure, raise the quality of services provided to citizens, expatriates and visitors, in addition to developing promising economic sectors, enhancing investment attraction, stimulating industries, and raising the proportion of local content and non-oil Saudi exports,” he said while praising the effective and important role of the Public Investment Fund (PIF) and the National Development Fund.

The Crown Prince emphasized that work would continue to develop the Kingdom’s public financial performance, by increasing financial capacity and building government reserves, in a way that enhances the capacity of the Kingdom’s economy, maintains sustainable levels of public debt, and enables it to confront any developments or crises that may arise in the future. “The increase in spending is mainly due to the government’s keenness to continue developing the level of public services provided to citizens, expatriates and visitors, as well as to implement many projects and expand spending on sectoral and regional development strategies that would achieve positive structural changes, leading to expanding and diversifying the economic base,” he said.

The Crown Prince stressed the government’s keenness on developing and strengthening partnership with the private sector so as to enable and motivate it to play its major role in achieving economic diversification, as far as to enable the labor market to absorb more of the Saudi workforce, create job opportunities in the labor market and reduce unemployment rates among Saudis. “The total number of Saudis in the labor market this year jumped to 2.3 million, in addition to improving the investment environment to be an attractive environment that contributes to raising the proportion of domestic and foreign investment, developing non-oil exports and improving the non-oil trade balance of payments,” he said.

The Crown Prince emphasized that the journey of economic diversification continues through supporting promising sectors, as the Kingdom works to raise tourism targets to 150 million visitors internally and externally by 2030 in addition to building an effective sports sector through the “Investment and Privatization Project for Sports Clubs,” in order to achieve the goals of the Vision 2030 in the sports sector, as these sectors are witnessing rapid growth and providing diverse opportunities.

Prince Mohammed bin Salman reiterated the Kingdom’s determination to develop its industrial sector, as it is one of the most important vital sectors in the Saudi economy, by diversifying the industrial base and value chains through the “National Strategy for Industry'', which focuses on 12 sub-sectors to diversify the industrial economy and raise the industrial domestic product by around three times compared to the year 2020, reaching SR895 billion in 2030 to be a major contributor to the development of non-oil exports. This is in integration with the important role of the PIF as it is the investment arm that contributes and complements the efforts undertaken by the government in diversifying the economy, and the pivotal role of the National Development Fund and its affiliated funds in providing concessional financing to the private sector, he pointed out.

Speaking about the pivotal and leadership role of the Kingdom, the Crown Prince stressed the Kingdom’s role regionally and internationally, and its endeavor to ensure that the countries of the world enjoy security and stability, as they are the main factors for development and prosperity, and its keenness to develop and stabilize supply and value chains in a way that serves the development and economic prosperity of all countries of the world.

The Crown Prince stressed the Kingdom’s determination to continue the development momentum during the coming year and in the medium and long term with boosting the attractiveness of the Kingdom’s economy as a base for local and foreign investments besides diversifying the economy through the development of all economic sectors.

© Copyright 2022 The Saudi Gazette. All Rights Reserved. Provided by SyndiGate Media Inc. (Syndigate.info).

- The Saudi fashion industry is just one facet of a broader strategy pursued by Crown Prince Mohammed bin Salman to diversify the country's economy and foster social changes.

Title:

Content: Paris Fashion Week: Mohammed Ashi brings CHANGE in Saudi Arabia's culture to the ramp

The Saudi fashion industry is just one facet of a broader strategy pursued by Crown Prince Mohammed bin Salman to diversify the country's economy and foster social changes.

First Published Jul 6, 2023, 2:10 PM IST

In a remarkable milestone for Saudi Arabia's cultural evolution, Mohammed Ashi, a Saudi designer, made his debut at Paris Fashion Week, marking a significant moment in the kingdom's push into the global fashion scene. Ashi, known for dressing top celebrities, described this achievement as the pinnacle of his career. The event coincided with Saudi Arabia's announcement of its own fashion week scheduled for October, as the country aims to tap into new retail opportunities valued at $32 billion annually.

Also read: Saudi documenting Hadith to stop misuse by Islamic radicals, terrorists

The Saudi fashion industry is just one facet of a broader strategy pursued by Crown Prince Mohammed bin Salman to diversify the country's economy and foster social changes. This approach involves redirecting the nation's oil wealth towards investments in movies, sports, video games, tourism, and other cultural endeavors. While skeptics initially viewed these initiatives as mere smokescreens to deflect attention from human rights concerns, the reforms have surpassed expectations by introducing substantial and transformative changes.

A post shared by Ashi Studio (@ashistudio)

Yousef Akbar, a fashion designer who established his brand in Australia and has dressed renowned celebrities like Nicole Kidman and Rita Ora, expressed his astonishment at the magnitude of the transformation. He never anticipated such progress while growing up, and starting his fashion label in Australia seemed to determine the course of his career. However, he now operates his business from Jeddah, highlighting the growing opportunities within Saudi Arabia's burgeoning fashion scene.

"For the first two years, I almost didn't believe it was real, but then I realised, wow, it IS real," said 37-year-old Yousef Akbar, who began his eponymous fashion label in Australia in 2017.

"I really never thought when I was growing up that this would happen. When I started my brand in Australia, I thought my whole life would be there since I'm a fashion designer," Akbar added.

Also read: Why Saudi Arabia's oil production cuts are a risky gamble

The Saudi Fashion Commission aims to capitalize on newfound freedoms regarding public dress and the flourishing private sector, projecting a remarkable 48 percent surge in retail sales to $32 billion between 2021 and 2025. In line with this vision, the commission has launched the Saudi 100 brands program, fostering local designers and nurturing a homegrown industry.

Burak Cakmak, the CEO of the Saudi Fashion Commission, believes that the country's rich heritage and existing brand presence lay the groundwork for a thriving fashion industry, dispelling the notion that Saudi Arabia is starting from scratch.

"Just because the country wasn't exposed to the rest of the world doesn't mean they are starting now," he told AFP in Paris. "I had an event for a brand this week that's been running since the 70s."

A post shared by Ashi Studio (@ashistudio)

It is important to acknowledge that LGBTQ individuals face severe repression in Saudi Arabia, as the country criminalizes same-sex relations. Despite this, the authorities are apparently turning a blind eye to the influence of queer designers and couturiers within the fashion industry.

Susanne Koelbl, author of "Behind the Kingdom's Veil," suggests that as long as individuals maintain loyalty to the ruler and their families approve, the authorities are choosing to overlook these aspects.

"Maybe you can't dance naked on the table, but almost anything else is possible now, as long as your family is OK with it and you are loyal to the ruler," Koelbl told AFP.

With opposition largely repressed and religious leaders stripped of power, Crown Prince Mohammed bin Salman faces few obstacles in implementing his well-planned and long-scheduled reform agenda, which is dramatically reshaping Saudi society. This process of change brings new and significant opportunities, particularly for women, who are experiencing a shift in societal roles and expectations.

"It's a well-planned, long-scheduled reform process which is about to change the society completely," said Koelbl. "The Saudi people don't tend to be revolutionary and for the vast majority there are indeed new and big opportunities now, especially for women."

For those benefiting from these reforms, the excitement is palpable and inspiring. Witnessing the realization of what was once deemed impossible serves as a powerful motivation for individuals like Yousef Akbar, who see tremendous potential for their own businesses.

"It sounds cliched, but seeing something happen that we all thought was impossible is very inspiring for my own business," said Akbar.

Also read: Arab youth sees India as stronger ally than the US: New survey

Saudi Arabia's presence at Paris Fashion Week and its broader efforts to embrace cultural transformation are indicative of a nation striving to redefine itself on the global stage. As the kingdom continues to invest in various aspects of global culture, it signals a desire to not only diversify its economy but also to foster social progress and create opportunities for its people.

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What are some of the key goals of Vision 2030 for society and economy?

What are the main goals of the 2016- launched Vision 2030?

To diversify Saudi Arabia's economy
To lessen reliance on oil.

What has MBS done since becoming Crown Prince in Saudi Arabia?

- As the kingdom continues to invest in various aspects of global culture, it signals a desire to not only diversify its economy but also to foster social progress and create opportunities for its people.

How has Vision 2030 affected women's rights and workforce participation?

Strengthened women's rights
gender equality

What are some of the key goals of Vision 2030 for society and economy?

What are the main goals of the 2016- launched Vision 2030?

What has MBS done since becoming Crown Prince in Saudi Arabia?

- “As a Saudi woman, with the 2030 vision and the increasing goal of empowering women within the region, I feel supported and empowered to launch and grow my business—and I want each person who uses our fragrance to feel the same way,” says Murad.

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From Scratch: How Saudi MBC TV Presenter Sara Murad Launched Her Own Perfume Brand

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Sara Murad has been a fixture in Middle East media since 2013, by first starting out as a presenter on the Rotana TV channel, and now she’s on the number 1 morning show in the Middle East called, “Sabah Alkhair Ya Arab,” on MBC. Now, the Saudi television host can add perfumer to her resume. Murad has just launched her own namesake fragrance brand, By Sara Murad this month. The inaugural scent “Black Oud” captures her professional journey that’s meant to exude power and confidence.

“It has taken a lot of courage and strength for me to get to where I am, and with the launch of Black Oud, I have tried to capture a sense of power and self-confidence within a bottle,” says Murad. “I aim to encourage and inspire everyone to follow their passion and strive for success by sharing with them a bold scent that holds a very close place in my heart with a touch of nostalgia, combining notes of familiar scents throughout my journey.”

When people think of Saudi Arabia, picturesque desert scenery, Palm Date trees, and the mistreatment of women come to mind. For the latter, things are changing. Saudi Arabia is a much different place than it was post 1979, when harsh social and religious reforms during the Sahwa era, or Islamic Awakening took place. Under these reforms, women could not drive, female singers were not allowed to sing on TV, and music and films were drastically lessened under strong religious reforms.

The country is vastly opening up with Crown Prince Mohammed bin Salman Al Saud’s Vision 2030, and women, especially women in the capital of Riyadh are masters of their own destinies. “As a Saudi woman, with the 2030 vision and the increasing goal of empowering women within the region, I feel supported and empowered to launch and grow my business- and I want each person who uses our fragrance to feel the same way,” says Murad. Many women like her are entrepreneurs, launching their own ventures in fashion, trade, entertainment, and many other sectors.

If you haven’t been to the Levant or the Arab Gulf, then let me fill you in, fragrances are serious a thing. Just as a wine connoisseur knows how to pair the right wines with a meal, or can identify which grapes make up a certain wine, so the people in the Middle East know how to layer scents that start with lathering with the right soaps in the shower, and moves onto layering scents as one gets dressed. “Layering is such a fun art. I feel that perfumes, just like clothes, can be paired together to create different olfactory ‘ensembles’ to suit each occasion and event. And again, just like clothes – I wouldn’t wear the same outfit for a day at work and then to a gala dinner – I consider fragrance as an essential part of getting dressed and switch up my scent based on the setting,” Murad states. Perfume brands know the power that certain scents have, as they can bring up certain feelings. Fragrances are personal and can remind us of certain people and awaken emotions.

“Growing up in the Middle East, fragrance has always played a huge part in our culture – not only when it comes to perfumes but also through home fragrances and bukhoor (scented wood infused with perfume oil that is then burnt over charcoal as incense for home),” she says. “Growing up in an Arab household, I was exposed to fragrances since I was a child. The art of perfumery is very much embedded within Arab culture, with dedicated scents and fragrances for each occasion, event, and moment. Ouds and oils from the very foundation of our journey and is something that has been passed on through generations. The women and even men of our family wouldn’t leave the house without spritzing their favorite perfume or oud and that is a characteristic that has been passed on to young people. Living in a city like Dubai has given me the opportunity to expand my horizons and understand the significance of perfume and scent across diverse cultures and backgrounds. It has been a very insightful experience as each person has a different story to tell and I get to learn so much from everyone I meet.”

Oud is one such note in fragrances that is unique and familiar in the Middle East region. Found in Agar trees, which are native to Southeast Asia, India, and Bangladesh, it is strong and distinct. Walking behind women in Dubai, Saudi, or anywhere in the Gulf, you catch a whiff of Oud notes constantly. “I enjoyed collecting perfumes from different brands and experimenting with layering different notes to create something new and unique,” says Murad of her childhood. With the launch of By Sara Murad and specifically our debut fragrance, Black Oud, I wanted to bring my vision to life by creating a sophisticated blend between the East and the West, combining notes from the Middle East with the expertise of some of the world’s most renowned perfumers from France.”

She’s a fan of musk notes that include oud, leather, and amber. “We’re already working on By Sara Murad’s second fragrance launch and this will have a prominent leather base note. While my preferences have been heavily influenced by my surroundings when it comes to By Sara Murad, I wouldn’t limit our offering exclusively to match my preference. The vision of the brand is to create something for everyone. But, I do feel that the world of fragrance needs to be more inclusive and I wanted to blur the line between ‘feminine’ and ‘masculine’ scents with my fragrances.”

Launching

The pandemic really affected the international perfume market, which in 2022 was valued at $50.6 million, according to Grand View Research. The industry is expected to grow at a 5.9% compound annual growth rate from 2023-2030. Personal grooming and a demand for luxury and exotic fragrances has contributed to this. So, when Murad launched her brand, she knew it was going to be “a whole new ball game.” The brand and this new fragrance took two years to create from concept, to finalizing the ingredients, to oil samples, design, production, and marketing.

“I am so amazed by the amount of detail that goes into curating one single scent. We have gone through rounds and rounds of trials and prototypes to finally reveal Black Oud. I have seen a lot of people launching perfumes but after experiencing this myself, I can say that there are two ways to go about this: an easy way and a hard way, but it is the hard way that promises a fine and hard quality product. Like everything in life, you have to put in the hard work and effort to achieve results. I am launching a brand, not just a perfume and I feel that one of my key takeaways from this experience is to carefully choose the team you work with. I was lucky to be surrounded by a driven, positive and supportive team that helped us smoothly overcome any setbacks and challenges that came our way,” she says.

Murad’s strategy is to create a luxury brand with long-lasting perfume that has the potential to grow internationally. “We sought out the best of the best in the industry to create a formula that interprets the quintessentially Middle Eastern scent of oud, with a modern twist, creating a scent for everyone. Black Oud aims to take something so close to our culture and reinterpret it for a global audience,” she says. To do this, she chose to work with French perfumeries. Their know-how and her knowledge of the Middle East is the bridging of East and West that she wants her brand to be known for.

But just because the Middle East market loves muskier notes and all things oud, doesn’t mean a Western market will. “We carried out our research across varied sample groups that included people from different cultures, backgrounds, and genders. The overall feedback we received is that the scent does connect with each individual: if not culturally, it is the element of empowerment that they relate to,” she says.

Balancing a TV career and launching her own fragrance is no easy feat, but Sara Murad has taken on the challenge, learning and growing with her French team. For a brand that’s about professional journey, it has given her the chance not only to understand her own journey, but also other people’s and what it means to launch something from scratch.

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How has Vision 2030 affected women's rights and workforce participation?

And women's workforce participation doubled to 36%

What are some of the key goals of Vision 2030 for society and economy?

allow recreational activities; Saudi women benefit from relaxed restrictions

- Crown Prince and Prime Minister Mohammed bin Salman launched on Tuesday the National Strategy for Industry to realize the objectives of the Saudi Vision 2030.

Title:

Content: JEDDAH — Crown Prince and Prime Minister Mohammed bin Salman launched on Tuesday the National Strategy for Industry to realize the objectives of the Saudi Vision 2030.

The strategy focuses on 12 sub-sectors to diversify the Kingdom’s industrial economy while identifying more than 800 investment opportunities worth SR1 trillion.

“Through this strategy and in partnership with the private sector, Saudi Arabia will become a leading industrial power that contributes to securing global supply chains, and exporting high-tech products to the world,” the Crown Prince, who is also chairman of the Council of Economic and Development Affairs, said while unveiling the new strategy.

“We have all the possibilities to reach a competitive and sustainable industrial economy, thanks to the ambitious young talents; distinguished geographical location; rich natural resources, and leading national industrial companies,” he said.

The strategy aims to accomplish an industrial economy that attracts investments, which contributes to achieving economic diversification, and developing the domestic product and non-oil exports, in line with the objectives of the Saudi Vision 2030.

The National Strategy for Industry focuses on 12 sub-sectors to diversify the Kingdom’s industrial economy while identifying more than 800 investment opportunities worth SR1 trillion to constitute a new chapter of sustainable growth for the sector in order to achieve ambitious economic returns for the Kingdom by 2030. These returns include doubling the industrial domestic product by three times and doubling the value of industrial exports to reach SR557 billion.

The strategy is also working to bring the total value of additional investments in the sector to SR1.3 trillion, and to increase exports of advanced technology products by about six times, in addition to creating tens of thousands of quality jobs of high value.

The industrial sector is one of the pillars of Saudi Vision 2030, and it receives great attention from wise leadership. The National Industrial Development and Logistics Program was launched and an independent ministry was established to take care of the sector. In addition to this, a number of programs were introduced and several entities were established.

All these have resulted in doubling the number of industrial establishments, which did not exceed 7,206 factories within 42 years. Their number jumped by more than 50 percent after the launch of Vision 2030, reaching 10,640 industrial facilities in 2022. The strategy will drive growth in the sector, bringing the number of factories to about 36,000 factories by 2035.

Through the strategy, Saudi Arabia aspires to empower the private sector, as well as to increase the flexibility and competitiveness of the industrial sector, which guarantees continuity of access to important commodities for the welfare of citizens and achieve global leadership in a group of selected commodities, by investing in promising new technologies.

To achieve these ambitious national goals, a governance model for the industrial sector was developed through the formation of the Supreme Committee for Industry, headed by the Crown Prince, to supervise the development of the sector, in addition to the formation of the Industrial Council with the participation of the private sector in order to ensure the participation of industrial investors in decision-making and policy development.

The Kingdom’s industrial sector is based on solid industrial foundations and successes built over 50 years, as it contributed to adding more than SR340 billion to the gross domestic product, and provided many quality jobs and entrepreneurship opportunities in various industrial fields.

The Kingdom also enjoys the presence of leading national industrial companies, which have contributed to placing the Saudi industry in the ranks of advanced industries regionally and globally, as the Kingdom is today the fourth largest manufacturer of petrochemical products in the world, while its industrial outputs contribute to supplying global supply and manufacturing chains, which are involved in the production of many of industries.

The launch of the strategy is in line with global trends in the sector, such as the Fourth Industrial Revolution, the Kingdom’s objectives and the competitive advantages represented by its geographical location, an abundance of natural resources and energy sources, human capabilities, purchasing power, and stable monetary policies, it was pointed out.

© Copyright 2022 The Saudi Gazette. All Rights Reserved. Provided by SyndiGate Media Inc. (Syndigate.info).

To reduce Saudi Arabia's oil dependence
To drive development in manufacturing

What are some of the key goals of Vision 2030 for society and economy?

What are the main goals of the 2016- launched Vision 2030?

To diversify Saudi Arabia's economy
To lessen reliance on oil.

What has MBS done since becoming Crown Prince in Saudi Arabia?

- The strategy is also working to bring the total value of additional investments in the sector to SR1.3 trillion, and to increase exports of advanced technology products by about six times, in addition to creating tens of thousands of quality jobs of high value.

How has Saudi Arabia diversified its economy under Vision 2030?

What are some of the key goals of Vision 2030 for society and economy?

What are the main goals of the 2016- launched Vision 2030?

What has MBS done since becoming Crown Prince in Saudi Arabia?

- Saudi National Day: Kingdom's women and young people shaping the future.

Title:

Content: Saudi National Day: Kingdom's women and young people shaping the future

UN official Jood Alharthi tells The National that young people in the kingdom are becoming 'change-makers'

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Saudi women are taking charge of representing the kingdom across different sectors and positions regionally and globally, some of its most well-known women told The National.

Saudi Arabia's Vision 2030, led by Crown Prince Mohammed bin Salman, champions women empowerment, which is a key component of reforms in the kingdom.

Jood Al Harthi, the first woman to be appointed as political affairs officer at the Executive Office of the Secretary General of the UN in New York, spoke to The National ahead of Saudi National Day on Saturday.

She said “today more than ever”, the kingdom is making an impact in the space of international co-operation, development, multilateralism and diplomacy.

She said the King Salman Relief Centre had “unarguably expanded” its global reach and scale, with its top projects the previous year focusing on emergency relief co-ordination, food security and early recovery.

“It’s worthy to note that more and more young Saudis have rushed to become volunteers and change-makers for such causes,” she said.

The empowerment of women and youth engagement are top priorities within the kingdom's Vision 2030 initiative.

It is through such initiatives that the kingdom can create a platform for the next generation of Saudi women to “thrive”, said Princess Reema bint Bandar, the kingdom's ambassador to the US.

“We can contribute to break down the barriers in the biases that hold women back and we can foster a world where the next generation of women can thrive,” she said.

“And when we do that, we’ll not only create a more equal and inclusive society but also a more prosperous one. We need more women in leadership roles paving the way.”

Princess Reema, who was appointed ambassador to the US by the Saudi Crown Prince in 2019, said the kingdom needs more female business leaders to reach its potential.

“We need more women in middle management positions continuing the work,” she said.

“We need more women business owners, more mentorship programmes focused on female success, and more people investing in women-led start-ups.”

In 2023, Saudi Arabia sent its first Saudi female astronaut, Rayyanah Barnawi, to the International Space Station.

And Saudi women are rising to top positions across the world, from astrophysics, politics, technology and other industries.

The kingdom has hosted high-level summits over the past year, including the Arab League Summit.

It has allowed the kingdom to further empower its women to take leading roles in its international vision, Ms Alharthi said.

“We’ve seen an increase of women ambassadors, youth representatives and recruitment,” she said.

“As the kingdom marks its National Day, we must recall the huge contributions that make headlines, but most importantly, let us also celebrate the unheard successes and the many transformative plans and dreams in progress.”

She said Saudi Arabia continues to support the voices of the Muslim community globally, and speak against cases of Islamophobia and hate speech to boost peaceful coexistence.

Updated: September 23, 2023, 3:00 AM

How has Vision 2030 affected women's rights and workforce participation?

Strengthened women's rights
gender equality

What are some of the key goals of Vision 2030 for society and economy?

allow recreational activities; Saudi women benefit from relaxed restrictions

What leadership roles have Saudi women achieved under Vision 2030?

Women have been appointed to municipal councils

- We need more women in leadership roles paving the way.

How has Vision 2030 affected women's rights and workforce participation?