Naeema began her journey into the world of fashion and design in her early 20’s, when she traveled the globe seeking unique, high quality materials, with which to make dresses for herself and her sisters. Her reputation as an exciting new talent grew, and eventually attracted enough interest to open a first-of-its-kind boutique in her hometown. Naeema takes a deeply personal approach to design. Each piece of fabric is chosen and incorporated with the highest level of craftsmanship, love, and dedication. Her work reflects a belief in the human element, every piece contains a degree of hand work or embroidery.
Beyond her life in the fashion world, Naeema has designed a special collection to benefit the Zahara breast cancer association. Naeema is a supporter of non-profit groups advocating female empowerment in central Saudi Arabia. She employs regional female artisans as designers, encouraging them to draw on personal experience and heritage as inspiration for their work.
