Souad Merheb, General Manager, Teeb Made, part of The Bold GroupCreativity isn’t just something I practice, it’s how I understand the world. When I first stepped into the industry, I didn’t have a roadmap, but I had a vision: to create something meaningful that reflected Saudi heritage in a way that felt modern and alive. That vision has taken me from working in a makeshift space to leading projects that contribute to the region’s evolving creative landscape. But the path was never linear, and the lessons I’ve learned along the way have been just as valuable as the work I’ve created.
The early days of my journey were defined by dedication, adaptability and a determination to carve out my own space in an industry that was still evolving. As a woman in the creative field, the path was not always straightforward, but it was filled with opportunities to prove that talent, vision and leadership are what truly shape success.
My work environment wasn’t conventional, but it was purposeful, every project, every piece carried meaning. It was never about mass production but about curating objects that spoke to people on a deeper level. That commitment, along with the support of key partners like Abeer Alessa, Mohammad Baalbaki and AlJoharah Al Rasheed, helped transform an idea into a brand that values artistry, heritage and innovation.
One of the defining moments of my career came during the pandemic, a time when distance changed the way people connected. Suddenly, every piece we created became more than just an object, it became a message, a reminder, a connection. Rooted in Saudi culture, each design tells a story, drawing inspiration from traditional motifs, craftsmanship and deeply embedded symbolism. This reinforced my belief that creativity isn’t just about aesthetics; it’s about resonance and purpose.
The fast-growing nature of Saudi Arabia’s creative industry has brought immense opportunities, but also challenges. In a landscape that is rapidly evolving, the balance between innovation and authenticity is critical. I’ve worked on high-profile projects where precision, storytelling and execution needed to align seamlessly.
One such moment was preparing for a major event in Saudi Arabia, where coordination at the highest level was required. Ensuring that quality and artistry were never compromised reinforced the importance of strategic thinking, problem-solving and unwavering commitment.
The Saudi creative industry is at an exciting turning point, where bold ideas are shaping the next generation of design, branding and craftsmanship. More voices are contributing to this evolution, bringing fresh perspectives that challenge conventions and redefine what creativity looks like in our region. Leadership today is not just about authority but about impact, about those who push boundaries, open doors for others and contribute to a more vibrant creative ecosystem. Seeing more women step into leadership roles, challenge conventions and redefine their place in the creative industry is a shift I am proud to be part of.
Looking ahead, I see boundless opportunities to continue blending heritage with innovation, to create work that resonates and to contribute to an industry that is gaining global recognition. The journey is far from over, and that’s what makes it exciting. Every project, every collaboration,and every challenge is a new step forward, not just for me, but for the creative landscape in Saudi Arabia.
By Souad Merheb, General Manager, Teeb Made, part of The Bold Group
