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
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