NxG Award 2021 - Finalist - Norah Essam Al Muhaidib
Norah Essam Al Muhaidib, 3rd Generation, Al Muhaidib Group, FBCG. Founder of “Culture”
Norah is 3rd Generation, Al Muhaidib Group, FBCG
Project Name: “Culture”
Year initiated: 2020
Project description: Culture is an ecommerce marketplace exporting Saudi and Middle Eastern fashion, design, and culture to the world. Culture puts local first, showcasing Arabian designers and connecting them to their customers. We have over 90 regional brands across clothing, accessories and lifestyle products.
About Norah
How does your project provide a solution to a problem or satisfies a specific need?
First local marketplace website in Saudi Arabia (inspired by Saudi consumer and producer) which is a one-stop-shop for Arabian fashion and design. We empower “culture” creators who may not have business know-how with advice and guidance on marketing, supply chain and sales to help them maximize their reach and profits. We showcase local brands in a platform curated for shoppers.
How do you create customer value?
As a platform, we define customers holistically – the creators of culture (art, fashion, design), the buyers/consumers and the chain of community who enable the creator and consumer. The core value we create for all our stakeholders is by giving a virtual “local” space where they connect, they are matched, and they are inspired. Such a platform didn’t exist in Saudi Arabia and certainly not at our scale with over 90 brands and growing! The true value of Culture is being able to buy something authentic. There is so much fast fashion out there now and everything is identical! Culture showcases authentic designs with references to local cultural heritage, inspired by our surrounding our past, current, and future generations – our food, our climate, our ancestors’ Bedouin and merchant lifestyles, and modern, audacious, and progressive future that is unfolding For our sellers, we provide a platform to “be discovered” and reach their target market more easily but also, we add value by providing expert support for brands who don’t have the business acumen. For our customers, they can access a huge variety of Arabian designers in one place and the ability to shop loca
How is your project innovative?
We are disrupting by giving the emerging guys and girls a seat at the table. There is an exciting amount of new Saudi designers emerging in the region, especially women entrepreneurs, but often these local brands don’t have a place, they can’t register at Harvey Nicholls or any of the giants. They rely on Instagram and word of mouth. What Culture has created is a platform for these brands to showcase themselves and be taken seriously. Culture provides credibility and validation and takes some of the power away from the retail giants.
What is the most valuable mistake that you have made, and what did you learn from it?
I think the biggest mistake I learnt early on was forgetting about the importance of your team. At the start of launching Culture, my energy was focused on the technology, the supply chain etc., I didn’t realize that the most important aspect of being an entrepreneur is your employees. I learnt quickly to not only make sure I had a healthy mix of personalities (and that I didn’t need lots of “mini mes”) but to make sure they have clear goals and KPIs and dedicate time and space to them. The management and HR aspects were a surprising revelation for me but something I won’t forget moving forward with Culture and my career.
How being from a family business has impacted you as a person, and which influence this has in turn had on your project?
Being part of the family business and in particular my relationship with my Father has been instrumental in supporting me to set up Culture. Being part of the Al Muhaidib family has shown me the value of hard work and dedication and the Principals are extremely supportive of the NexGens and their endeavors. I took a year off from Mayar Foods to set up Culture and I’m so grateful they gave me that opportunity, but I also think that was I learnt during that year is now having a positive impact at Mayar. I learnt so much by setting up a technology company from managing a tech team to building a successful MVP, that when I returned to Mayar earlier this year my role changed. I’m now eCommerce Manager at Mayar and in charge of handling 3 major projects all related to technology developments. I think this is an important message to NexGens who are thinking of taking some time off from the family business to set up a venture or gain outside experience, which can feel daunting, that not only will you learn so much, but the family business will also benefit from the experience. On a final note, when I first discussed Culture with my Father early on, he didn’t really understand the concept at all but as he has seen it evolve and its success, he is super interested and proud. We both love the retail industry and can often be found in Malls for hours on end exploring products on shelves, I feel lucky that we speak to the same language and I hope that after everything he has taught me that maybe through Culture, I’ve taught him a little something too!