TheFace: Deema Al-Jaafari, Saudi entrepreneur

Deema Al-Jaafari with her family. (AN photo by Ziyad Alarfaj)
Short Url
Updated 24 January 2020
Follow

TheFace: Deema Al-Jaafari, Saudi entrepreneur

  • I truly believe that if you set limits to your abilities you will never be able to exceed them
  • I founded Teak Woodwork in Alkhobar which has extended its services to cities including Jeddah and Riyadh

For nine years, I was the only child in my family. My father was a very independent, strong character and I learned a lot from him.

Having started from zero, he taught me to work hard, seek perfection and always believe that anything was possible if you set your mind to it. 

My mother was very easy going and encouraging. She really believed in me and was always supportive. There was a balance at home for me with these two different characters.

Some people might think that being an only child for quite some time, I was spoiled and dependent. But that was never the case and I have an amazing relationship with my little sister Maha; she is my best friend.

My father works in pharmaceuticals and is chairman of the board of directors at Al-Dawaa Medical Services.

My mother was a schoolteacher before entering the world of business, and my sister is a chemical engineer. Though we are a very diverse family, we all have an appreciation for art which is evident in our household. My mother is an artist and art collector too.

I do not have a role model; there are many people I look up to in the business world and in my social life. 

I studied software engineering and worked in that field for almost a year, but although I learnt a lot I wanted more from my career. Software engineering made me think and solve problems in a different way and it played a major role in how I operate in the field of business.

I worked at Al-Dawaa for almost two years and found that I was more attracted to business and marketing than the technical side of things. That is when I decided to take on the family business, Waleed Al-Jaafari Establishment.

I run PIECES, a retail store I founded in Alkhobar in 2012 and later opened a branch in Riyadh in 2014. Now, we are working to make it an online business too.

I noticed that there was a demand in the Kingdom for custom-made furniture, and although some stores offered the service there was little choice. So, I decided to provide high-quality furniture made in Saudi Arabia.

In 2015 I founded Teak Woodwork in Alkhobar which has extended its services to cities including Jeddah and Riyadh. My father has other branches dealing with different fields, but I opted to run the retail store and woodwork services. 

I truly believe that if you set limits to your abilities you will never be able to exceed them. Once you realize that there are no limits, all doors will open for you.


Wrapping up Year of Handicrafts at AlUla’s Winter at Tantora

Updated 9 sec ago
Follow

Wrapping up Year of Handicrafts at AlUla’s Winter at Tantora

  • Annual festival takes place until Jan. 10

ALULA: AlUla’s Old Town has sprung into life with Winter at Tantora — the annual festival which runs until Jan. 10 — as cooler temperatures settle over the region.

The three-week event contains workshops, concerts and gastronomic experiences which have transformed the historic landscape into a vibrant cultural gathering point, catering to locals and visitors alike.

Winter at Tantora takes its name from the traditional sundial, or the tantora, once used to mark the agricultural calendar.

The actual tantora is still perched atop what is now Dar Tantora The House Hotel, which was named as one of Time magazine’s “World’s Greatest Places” in 2024.

One of the festival’s most atmospheric offerings is Shorfat Tantora, where live music fills Al-Jadidah Arts District as musicians perform from balconies, blending traditional rhythms with contemporary beats.

The open-air experience invites audiences to gather and witness music’s unifying power on Thursday and Friday nights between 8:30 p.m. and 10:30 p.m. It ends on Jan. 2.

Since this year’s festival also highlights Saudi Arabia’s rich artisanal heritage — in line with the Ministry of Culture’s designation of 2025 as the Year of Handicrafts — there are plenty of crafts to be seen.

The festival spirit was also reflected this week at the outdoor Thanaya venue, a short drive from Old Town, where Emirati superstar Ahlam Al-Shamsi, who is known as Ahlam, took to the stage.

Her name, which means “dream” in Arabic, felt particularly fitting as the audience was immersed in her craft on the crisp, cool night with AlUla’s ancient rock formations as a backdrop. With wind billowing over the sky, she was perhaps the brightest star of the night.

Ahlam told the crowd: “In the Year of Handicrafts we celebrate human creativity through the hands that craft and the spirit that creates.

“The weather has been chilly over the last two days, but you (the audience) radiate warmth.”

With craft stations and food trucks nearby, Ahlam represented a modern twist weaved into the ongoing oral storytelling tradition.

Back in Old Town, people enjoyed the Art Walk tour and snaked through the labyrinth of painted mudbrick homes, murals and traditions while being guided by a local storyteller.

The Old Town Culinary Voyage merges storytelling and tasting. It spotlights traditional flavors and culture through aromas, spices and tastings.

Walking through the dusty, uneven rocky ground, visitors come across the ancient “Incense Road,” a well-known trade route central to pre-Islamic history and a main stage for global exchange.

A key stop in a network of ancient caravan routes, the road connected southern parts of Arabia, where frankincense and myrrh were produced, to the Mediterranean world.

These routes made incense one of the most valuable commodities of the ancient world. Parts of the route are now UNESCO World Heritage Sites.