By Aseel Arbab
In recent years, Saudi Arabia has emerged as a thriving hub for entrepreneurial innovation, with women playing a pivotal role in shaping the country’s economic future. According to a report by the Saudi Ministry of Commerce, the number of female entrepreneurs in the Kingdom has surged by 35% since 2018, with women now accounting for 22% of all entrepreneurs in the country.
At the forefront of this movement has been Marriam Mossalli, a pioneering Saudi entrepreneur who has been instrumental in shaping the Kingdom’s modern identity over the past 15 years.
Mossalli began her career in the coastal city of Jeddah, when women constituted around 14% of the country’s workforce, and has since pushed boundaries, achieving numerous “firsts” within the industries of luxury, travel, fashion, and entertainment.
“When you are the first to do… anything–it’s both easy and terrifying,” she reveals, over a video call. “The first public female sports day. The first mixed fashion show. Sure, it’s easy because no one else was crazy enough to try it; but terrifying because you don’t know what to expect or
what the reaction may be.”
Mossalli accomplished all of these firsts as Founder and Managing Director of the Kingdom’spremier marketing and communications consultancy, Niche Arabia, which she established back in 2011. “It began with a desire to own our authentic narrative. I didn’t like the fact the region was being painted with a broad brush, reducing our diversity to a single stroke.”
Niche Arabia was consequently established to translate the complexities and nuances of the GCC market to companies and brands wanting to reach the enigmatic UHNW Saudi. With a portfolio consisting of established companies from the private sector, as well as multiple ministries and governmental authorities, Niche Arabia continues to spearhead the Kingdom in the direction of Vision 2030.
Her mission has garnered a series of accolades; her most recent is being the first name on a list of “Nine Trailblazing Women Shaping the Future of the Kingdom” by GRAZIA this year, to earlier recognitions such as, “50 Most Influential Women in Saudi Arabia” by Arabian Business (2021) and a 2018 induction into the “Business of Fashion’s 500” and “30 Under 30.”
Her passion for supporting businesses led to her latest venture, C-Suite Advisory, an exclusive consultancy specializing in market entry, business development, and investment access in
Saudi Arabia. Comprised of C-suite executives and industry leaders, C-Suite helps businesses navigate the local market,secure strategic partnerships, and connect with investors. By leveraging the team’s deep industry experience and high-level networks, Mossalli ensures that C-Suite Advisory provides clients with the insights, connections, and opportunities needed to thrive in the Kingdom.
As a female entrepreneur, Mossalli is acutely aware of the challenges women face in securing funding. According to the World Bank, women-led businesses receive less than 3% of global venture capital. She is determined to change this narrative, leveraging her experience as an entrepreneur to invest and thereby, sit on both sides of the table as founder and angel investor. Marriam’s investment portfolio reflects her commitment to empowering female entrepreneurs and promoting sustainable practices. “According to the most recent GEM report,” she adds,“75% of women-led businesses focus on social and environmental impact, emphasizing sustainability.”
Marriam’s first investment was in Kin Euphorics, a functional beverage company founded by Jen batchelor and Bella Hadid. Kin Euphorics aims to redefine social drinking with healthier,
non-alcoholic alternatives uniquely layered with adaptogens, nootropics, and botanics to nourish the mind and body; aligning with Mossalli’s belief in the potential of wellness-driven brands that contribute to improving the overall quality of life.
Her next investment was in Powder Beauty. Alongside co-founders Ayat Toufeeq and Amina Grimen, she recognizes the vast potential in the clean beauty industry, which is projected to be worth $2.6 billion in the GCC countries alone by the end of 2025. Powder Beauty is the first dedicated destination for clean beauty and wellness products in the region. Notably, the company’s first funding round was led by a group of Saudi female angel investors, marking a significant milestone in the region’s growing entrepreneurial ecosystem.
Most recently, Marriam invested in Ninjoo, an e-commerce and distribution company co-founded by Aurore Nio that aims to disrupt the regional fitness and sporting goods industry. Ninjoo
addresses the universal concern of longevity, catering to a discerning clientele with its designer weights and instagrammable kits. “I love that we are encouraging people to be more physically active and mentally centered.”
Recognizing that some investments have a bigger influence on the community, Marriam made a move on Playbook, a platform that empowers women leaders by providing opportunities for
networking, learning, and growth. Founded by Wafa Alobaidat and her partners Shreya Rammohan and Ismahan Al-Saad, Playbook has grown into a dynamic community that attracts
hundreds of attendees and offers resources for women in various industries. Marriam’sinvolvement underscores her belief in the importance of creating spaces where women can
connect, collaborate, and empower each other to succeed.
In addition to her financial investments, Marriam leverages her expertise to provide strategic guidance to female-led startups. She has taken on formal advisory roles with companies such
as Eight Movement, an eco-friendly wellness-driven activewear brand founded by Nathalie Ballout; Maison Safqa, an innovative brand management company focused on sustainable inventory solutions, founded by sisters Georgia and Lea Mehaweg, and their best friend, EstelleNasr; Oceanus, a luxury eco-friendly brand founded by Hanna Attalah, and Black Flamingo, a skincare brand that blends modern innovation with ancient remedies, founded by Mariam Abdellahi.
Mossalli’s involvement with these companies demonstrates her dedication to promoting sustainable practices and empowering female entrepreneurs. As Saudi Arabia continues to evolve as a global business destination, Mossalli remains at the forefront, driving innovation and growth in the Kingdom’s entrepreneurship ecosystem. With Saudi Arabia ranking second globally in female entrepreneurship and 50% of Saudi women intending to start their own business within the next three years,* her legacy serves as a testament to the power of the female entrepreneurial spirit.
*Global Entrepreneurship Monitor (GEM) Women’s Report 2024
