On this episode, we sit down with Princess Noura bint Faisal Al Saud, the visionary behind Saudi Arabia’s first-ever fashion week and CEO of JAY3LLE. She shares the journey of building a fashion industry in the Kingdom from the ground up navigating risk, resistance, and ultimately proving that Saudi talent can compete on the global stage. Drawing from her years living and studying in Japan, she explains how that experience shaped her global mindset and approach to entrepreneurship.
Princess Noura also reflects on her transition from the private sector to contributing to the strategy of the Saudi Fashion Commission, helping lay the foundation for a thriving creative ecosystem. The conversation explores the impact of Saudi Vision 2030, the rise of Saudi soft power, and the country’s shift from being consumers to becoming innovators. She also discusses fashion as a form of cultural storytelling, from Founding Day to Saudi Cup and what it takes to build a sustainable global brand while preserving authenticity.
On a more personal level, she opens up about risk-taking, self-doubt, and the values instilled in her by her parents. Princess Noura shares her perspective on success beyond titles and achievements, offering insight into the mindset required to lead meaningful change and position Saudi Arabia as a growing force in global fashion and culture.
0:00 Intro
2:47 Building an Ecosystem Before the Fashion Authority
8:11 Facing Resistance and Calculated Risk-Taking
14:57 The Fashion Supply Chain & Job Creation
16:14 Evolution of the Abaya & Saudi Design
19:03 International Reactions to Saudi's Fashion Movement
21:38 Fashion as Soft Power & Saudi Storytelling
24:37 Founding Day & The Saudi Cup Dress Code
29:53 Preserving Authenticity in a Changing Saudi Arabia
32:04 Background: Studying in Japan
36:37 Building Cultural Bridge
44:22 Returning Home for Vision 2030
47:10 Introducing JAY3LLE: A Saudi Fashion Brand
49:41 Golf as Lifestyle & The Brand's Vision
53:27 What It Takes for Saudi Brands to Compete Globally
56:04 The Business of Fashion & The Saudi Fashion Fund
1:00:03 Competing in a Demanding Saudi Market
1:01:22 Arab Brands Going Global
1:03:16 Defining Personal Success
1:05:59 Self-Doubt, Imposter Syndrome & Seeking Mentors
1:10:00 Lessons from Parents
1:12:19 No Regrets, Growth Through Mistakes
1:16:26 Closing Reflections
