How Nithar CEO Ryouf Khalid Al-Rumaih Made Her Mark on the Saudi Landscape

The bold entrepreneur is bringing her global ambitions to fruition

“I have been shaped by the rich heritage and diverse experiences of my homeland,” proud born-and-bread Saudi Ryouf Khalid Al-Rumaih tells us. The power at the helm of multi-million riyal creative agency Nithar, she spent her childhood between Riyadh and Al-Medina Al-Munawwara, and is refreshingly honest when it comes to divulging the secrets of her success: namely, her deep rooted understanding of her country’s culture and people. A keen sports fanatic who is constantly on the move, fulfilling her wanderlust – this summer saw her explore the South of France and Northern Italy – she’s also racking up air miles on business: “My next destination is Cairo, where I visit frequently due to Nithar’s branch there,” she tells us.

Despite having a sprawling business empire, Ryouf admits to being very hands-on when it comes to her work, and given she is constantly in the limelight, is very aware of the weight on her always immaculately well-shod shoulders. “I see being a role model for women in Saudi Arabia as both a profound privilege and a significant responsibility,” she says. “It offers me a chance to inspire and empower others, showcasing how determination and vision can lead to success. I am committed to fostering an environment that supports and encourages emerging leaders and take immense pride in contributing to positive change and advancing opportunities for women in our society.” Bazaar Saudi talks about fashion, familial support and plans for the future, with this inspiring entrepreneur.

You have such a multifaceted career, but how would you define exactly what you do?

As CEO, I have been the driving force behind our company’s growth, building it from the ground up with a clear vision and relentless determination. Nithar Services is a leading full-service marketing and creative agency, dedicated to delivering innovative solutions and unparalleled results in the local market.

I think what sets us apart is our deep local expertise. You could say we have been pioneers – and insiders – when it comes to the Kingdom, since we set up back in 2012. Many external agencies often struggle to grasp the local thought process and cultural nuances. This can lead to misaligned strategies and ineffective campaigns. In contrast, our deep understanding of the KSA market allows us to navigate these complexities successfully. The fact that we are so entrenched in the local market gives us an agility and adaptability when it comes to responding to market demands.

And lastly, we have a really diverse talent pool that we pick from and this drives our creative spirit. This local insight gives us a significant edge in delivering tailored, impactful solutions.

Becoming an entrepreneur is a big risk – what gave you the impetus?

First and foremost, the influence and support of my father Khalid Nasser Al-Rumaih. When I started the market was particularly challenging for local women. He was my mentor and his guidance was instrumental in shaping my approach to leadership. Educated firstly in Britain, and then at Oregon University, he brought a global perspective to his work. His commitment to lifelong learning, exploration, and vision deeply influenced my role as CEO, guiding my leadership approach and strategic decisions. His legacy of innovation and growth continues to shape how I lead our company.

The second factor was the introduction of Vision 2030; it has empowered and enabled Saudi women and nurtured local talent. And of course, I myself had a strong desire to make an impact. That was a driving force from the beginning.

Was there a moment when you realised your business would thrive?

Success was not immediate; it was the result of patience, passion, and unwavering determination in the face of challenges. But with these qualities, success eventually became inevitable.

What do you now know that you wish you’d known when you first started off?

When you have genuine passion, you come to trust that what’s meant for you will find its way. As we say in Arabic, “You are rewarded according to your intentions”.

Can you tell us about some of your favourite haunts in Saudi?

One of my ultimate destinations in Saudi Arabia is AlUla. Its breath-taking landscapes, rich history, and stunning rock formations make it a truly unique experience. I also enjoy exploring the historical sites, such as the ancient Nabatean city of Madain Saleh, and the serene beauty of the surrounding desert.

What designers do you tend to sport?

I tend to seek brands known for their tailoring and sophisticated cuts. Victoria Beckham is one of my favourite British brands. I also love the quiet elegance of Loro Piana. When it comes to ready to wear, Jil Sander, Loewe, Erdem and Zimmerman are among my favourites. I have recently added Farm Rio and Rue Sophie to my wardrobe. Hermès, Chanel and Fendi are my top luxury go-tos. A Hermès mini Kelly Picnic is at the top of my wish-list! With regards to Saudi designers, I rate Abadia, Arwa AlBanawi and Noura Sulaiman.

Do you have a sentimental fashion piece?

My Hermès Kelly 25 in gold! This was my first Hermès handbag, and I love everything about it. The colour itself is sophisticated and elegant and its size is stylish and practical. Who wouldn’t want to own such a timeless piece?

People have so many misconceptions about the role of Saudi women; how do you disprove them?

We showcase and celebrate the achievements of Saudi women across various fields, honouring the significant impact of our grandmothers. We also emphasise their historical influence, including their pivotal roles in wars and the recognition given by King Abdulaziz to his sister Noura. By referring to himself as “brother of Noura” and “brother of the light,” King Abdulaziz highlighted the profound role women have played in the history and development of Saudi Arabia.

Any tips for entrepreneurial women inspired by your success story?

Be patient – that is my ultimate tip – and do not lose hope. Secondly, be confident in your work and in yourself. Invest in continuous learning; every moment with your team is an opportunity to grow, evolve, and elevate together. And lastly, be flexible when working with clients with your own crew.

What’s next in the immediate pipeline for you?

I intend to expand globally with a vision that transcends borders. I want to lead impactful international projects and drive growth across new frontiers.

Photographer: Sebastian Böttcher at MMG Artists. Stylist: Imogene Legrand. Senior Producer: Steff Hawker. Make-Up Artist: Asma Alaqeel. Hair Stylist: Reem Abdallah. Fashion Assistant: Najat Elhussien. Special thanks to Mansard Riyadh.

From Harper’s Bazaar Saudi’s Autumn 2024 issue