WORDS: OLIVIA MORRIS
The Catalyst for Change
hospitality, F&B, or retail, Niche Arabia is the eyes and hands on the ground for many of the biggest names in luxury. We know everyone and have our hand in everything. It took me a little over a decade to get to this point, but I was always committed to my country when many people my age were beginning their careers abroad – I fought to find my niche in Saudi, and it paid off. Today, we work with the most prestigious client, and my government on many groundbreaking initiatives and campaigns. You launched the agency 10 years ago – how have things evolved since then? When I started, Niche wasn’t just the first, it was the only bespoke luxury consultancy! And it stayed that way for years. Today, you have a few international agencies attempting to take a part of the market share, but they have one key component missing: they’re not local. At Can you talk us through your career? “A long time ago in a farNiche, we are our target audience. We know how to reach us away land…” is literally how I feel when I think of the beginning because we are essentially talking to ourselves. Add a profesof my career! Saudi Arabia was completely different – trunk shows and fashion presentations were restricted to private palsional reputation, and we are able to push the boundaries aces, and our models were basically any girl comfortable havand turn the taboo into pioneering. ing her picture taken. Fast forward 10 years later, and we have In addition to Niche Arabia, you also founded the Saudi Style Saudi models opening PFW shows, local designers being worn Council in 2019. What is the goal behind the Council? Our by Beyonce, and public fashion shows are the norm. I began goal is to become a resource for the Kingdom’s burgeoning my “fashion” career as editor of the Life&Style section for the creative industry. We are a not-for-profit trade association leading English daily in the region. I was constantly travelling that focuses on nurturing local creatives and the surroundfor shows when I thought to myself: why are we not doing this ing ecosystem, from models and art directors to photograin the Kingdom? We have the clients, yet nothing is catered phers and content creators. just for us. Enter Niche Arabia. I was 25 and way too young to The year before founding the Council, you organized the very start a consultancy, but I saw a void in the market and took the first mixed public fashion show. What an incredible achievechance. The rest is as they say is “happily ever after.” ment. How did this come about and what was the motivation How did you end up becoming an entrepreneur? I think I always behind it? I had amazing support from not just my team, had the drive in my blood. Ever since I was in elementary school, but our clients for tagging along for the journey and agreeI was selling something. In third grade, you would find me outside ing that it was time. I always say, being traditional and conon the bleachers at recess selling friendship bracelets, or hometemporary are not mutually exclusive. You can respect one’s culture yet still push the envelope in terms of expression. made neon slime… and with a whole sales team of friends! By fourth grade, I had “graduated” to handheld fans, which I sold at What are the Council’s plans to develop the fashion space in market price, but had then removed the batteries to sell separately. Saudi Arabia? We have so many amazing things lined up: From the launch of our 7alaga [English: Farmer’s Market] – a retail Can you talk us through the concept that is Niche Arabia? I’m concept housing local brands, to our sustainable showroom, basically the “Olivia Pope” of event and fashion comms! We which invites local designers to place their items for free, in assist major international agencies and brands on how to order for them to be available to stylists and content creators. speak to the Saudi luxury consumer. Whether it’s automotive,
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IMAGE: SUPPLIED
“Sometimes being a rebel can be a good thing,” says Marriam Mossalli. Unapologetically fearless and a woman who is truly paving the way in Saudi Arabia, Mossalli discusses how she’s broken down barriers for creatives in the Kingdom and how she’s putting Saudi Arabia on the map, with her luxury agency Niche Arabia and the Saudi Style Council
FAS H I O N
9/30/21 3:05 PM
