Heritage Inspires Innovation: Saudi Women Redefine Creativity for a Modern Future.
Riyadh – A new wave of creative leaders is proving that tradition and technology can thrive together, shaping a future rooted in cultural authenticity and innovation
In a world driven by rapid change, Saudi Arabia’s creative community is demonstrating that heritage is not a limitation but an inspiration.
Across industries — from jewelry to architecture and beauty — innovation is being redefined as an evolution of tradition rather than a departure from it.
At the heart of this movement are women innovators who are weaving cultural heritage into modern design. Their message is clear: the future of creativity lies in honoring the past while embracing the possibilities of tomorrow.
Princess Nourah Al-Faisal, founder of Nuun Jewels, captured this spirit at the Creative Women Forum. She emphasized that cultural roots give creativity its identity, while innovation gives it direction and strength.
Institutions like the Royal Institute of Traditional Arts, known as Wrth, are leading this transformation. Dedicated to merging preservation with progress, Wrth ensures that traditional arts form the foundation for modern education.
Suzan Alyahya, CEO of Wrth, highlighted the dynamic nature of Saudi heritage. “We see traditional arts as a moving, dynamic force, not a static remnant of the past,” she said, describing how students are encouraged to link identity with innovation.
Founded in 2021, Wrth’s programs empower citizens in crafts and design, supporting sustainable cultural growth. Courses range from pottery and Sadu weaving to master’s degrees in product development and digital heritage.
Technology, often seen as a rival to human creativity, is being reimagined as a partner in artistic expression. In Wrth’s philosophy, innovation through digital tools is not about replacing heritage but enhancing it.
Amal Abduljabbar, general manager of education and research, believes technology extends rather than threatens cultural authenticity. “Technology is not a threat to authenticity in any way. It’s an extension of our human story,” she explained.
She described how AI and virtual reality can protect and promote heritage. From monitoring historical sites to creating immersive storytelling experiences, digital tools amplify the emotional power of culture.
Abduljabbar added that identity itself evolves through values that must remain embedded in education and research. By nurturing these values, Saudi creatives are ensuring their innovations stay true to their roots while embracing modern perspectives.
Innovation also extends beyond education and technology into lifestyle and design sectors. The beauty industry, for instance, is showcasing how local inspiration can lead to global relevance.
Asteri Beauty, founded by Sara Alrashed, is pioneering products tailored to the region’s climate and culture. Her brand challenges global norms by crafting makeup suited for Arab women’s unique features and the desert environment.
“In the beauty industry, there is nothing that truly caters to Arab women, not just for their features, but also for the weather,” Alrashed said. Her approach merges scientific innovation with cultural storytelling, giving beauty a sense of place and identity.
These efforts show how Saudi entrepreneurs are turning tradition into a platform for sustainable creativity. Whether through design, craftsmanship, or technology, they are proving that cultural heritage remains the ultimate muse.
The broader consensus emerging from these creative voices is deeply optimistic. Authenticity is no longer viewed as an anchor holding innovation back but as a compass guiding it forward.
Saudi Arabia’s cultural evolution is reshaping global conversations about creativity and identity. By bridging the gap between past and future, the nation is crafting a model of progress that values memory as much as imagination.
The movement demonstrates that when innovation and heritage walk hand in hand, creativity becomes limitless. It is a future where every design, product, and idea carries the essence of culture — alive, dynamic, and endlessly inspiring.
