A Cool Saudi Entrepreneur Talks Style, Inspiration & Her Favourite Spots
Creativity has always been part of my life. My mother loved drawing, DIY, colouring, designing outfits and decorating, while my grandmother made the most beautiful dresses. Growing up surrounded by this creativity, it felt only natural for me to follow this path. My Saudi heritage has also shaped me in so many ways. Jeddah’s art-filled streets and Al Balad’s historic architecture sparked my curiosity early on, while frequent visits to my great-grandfather’s home in Makkah and my grandmother’s home in Medina deepened my connection to our traditions. I love studying old photographs, listening to stories about the past and exploring the distinct styles of Saudi Arabia’s diverse regions – it all informs my work today.
Deciding to focus on Akwan was a turning point for me. My background is in branding and strategy, but designing toys for Arab children feels like my purpose. Every experience has led me to this mission – creating pieces that nurture creativity and cultural appreciation in the next generation.
Since moving to Riyadh, I’ve fallen in love with Wadi Hanifa. It’s such a peaceful spot to walk. The whole area is inspiring, and I’m enjoying discovering new places that connect me to the city and its culture. I also love Lakum Art Space for its mix of art and pop-ups, and its top floor’s curated store. The parks in the Diplomatic Quarter are a firm favourite, they feel nostalgic and serene. Next on my list to visit? Souk Al Zal.
I’ve learned to embrace slow mornings. My day starts with coffee, a hearty breakfast (usually eggs on sourdough) and dressing up, in or out. I’m setting up my home office, so I work until school pick-up. Afternoons are for lunch and activities with the kids; evenings are for work, time with my husband or a stroll together.
My home is designed for creativity, reading and play. My kids and I journal, listen to music and draw together – it’s where we share our best moments. I’m especially attached to my books and toys collection. During a recent move, I realised that many toys I thought I bought for my kids were actually for me – I just couldn’t part with them! I also love collecting art that resonates with me, like Nasser Almulhim’s ‘Staring Into The Light’ from Tabari Artspace. Some of my favourite finds include the Blockitecture toys from Areaware and Tacapae olive oil from The Friday Gallery – it’s food as art. The pieces I pick don’t have to be expensive, but they do need to resonate with me and spark joy.
@LujainAbulfaraj
@LujainAbulfaraj
When it comes to creativity, I always try to bring my inner child to the table. My design process is about blending curiosity with thoughtfulness – delving into the roots and stories behind each idea. I love involving my kids in my work, their feedback inspires me and it empowers them too. It’s wonderful to see them working on their own projects and ideas. On days when inspiration doesn’t come easily, I step back. A quiet walk, a moment in nature or spending time with my family helps me to reset. Creativity is how I express myself, but taking breaks, spending time in nature and being with my family help me recharge.
My style is a mix of bold and timeless. My mother’s daring use of colour and pattern and my grandmother’s classic elegance have shaped how I dress. I don’t follow trends, my wardrobe has barely changed over the past 15 years. However, I love that wearing local brands has become the norm – a trend I’m happy to embrace. One of my favourite pieces is the Amaya dress from Abadia – its storytelling and craftsmanship make it a standout.
I’ve always gravitated towards elegant, comfortable, feminine styles with great cuts and fabrics – pieces that easily transition from work to kids’ pickups to date night. My current wardrobe staples include Loewe soft derby shoes, Loro Piana leather ballet flats and a gold statement ring my mom and I found at the gold souk. I treasure pieces with a personal story. I still wear the first piece of jewellery I bought with my own money in 8th grade. My mom’s vintage Christian Dior sunglasses, Prada sandals and my mother-in-law’s vintage Bvlgari bracelet are among my most cherished items.
@LujainAbulfaraj
Skincare is an important ritual for me. Current State from Powder Beauty has been a game-changer, and Drunk Elephant's products are another favourite. Initially, I was drawn to the brand’s playful branding, but now I’m hooked on the results. That said, true beauty is about taking care of your soul and mental health. At the end of a busy day, nothing beats a hot shower, chic but comfortable loungewear, a good book and a cup of warm tea.
Travel is a big source of inspiration for me. Syria left a lasting impression on me when I visited as a teenager– the architecture and culture were incredible. The Maldives is where I recharge, and I try to visit once a year. Italy is another favourite – there’s always more to discover. I’ve always dreamed of visiting Jerusalem – it holds so much historical and cultural significance. Another must-visit destination? Japan, for its culture, fashion and history.
So many exciting projects are coming up for Akwan, and I can’t wait to share them. I aim to keep creating and pushing boundaries through culture, language or play. I want to use design to solve problems and build bridges. My advice to anyone developing their aesthetic? Explore, experiment and enjoy the process. Your style should reflect you, and that takes time.
Follow @LUJAINABULFARAJ & @AKWAN.ME
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