Inside the Riyadh Villa of Saudi Entrepreneur Nojoud Alrumaihi
Hospitality, warmth and generosity, believes Alrumaihi, are embedded in her culture and way of being. 'It extends beyond the home and into how we gather, share, dress and even celebrate. It's a culture of presence, not performance,' she says. Her charisma and creativity come across seamlessly on social media, where she shares snippets of her statement styles. A sculptural white and gold gown by Stephane Rolland and colour-blocked Rosie Assoulin ensemble appear alongside a dreamy Fendi baguette embellished with floral beadwork and new-season Valentino
Garavani bag dotted with cherries. 'I gravitate towards silhouettes that honour the classics, but I always find a way to weave in an unexpected detail, whether it's an offbeat colour, an artisanal piece or a story behind the fabric,' she shares. 'I dress emotionally and intuitively.'
Photography by Tamara Hamad
Championing Saudi designers' aesthetics – such as Arwa Al Banawi's unapologetic edginess, Abadia's timeless elegance and the bold patterns and colours of Nasiba Hafiz, Alrumaihi sees her heritage as the foundation of her visual identity. 'It gives my style depth and meaning. I'm deeply proud of where I come from, but I reinterpret it through a contemporary lens,' she explains. 'A traditional motif can live on in a sculptural cut, or a modest silhouette can be expressed through modern tailoring. It's less about contrast, more about continuity.'
Photography by Tamara Hamad
Photography by Tamara Hamad
This harmony is mirrored throughout Alrumaihi's home. One of her most treasured elements on display is a carpet that once belonged to the late HRH Crown Prince Sultan bin Abdulaziz. 'It was originally displayed in an art studio and I was instantly drawn to its history and presence,' recalls Alrumaihi, who also owns a rare copy of Life magazine featuring King Abdulaziz on its cover. This is displayed on a mantelpiece where, in place of a fireplace, there's an amalgamation of art and fashion tomes. Elsewhere, a gallery wall comprises a cluster of prints by Saudi artist Ethar Balkhair, who centres diversity and women's empowerment in her work. Faceless figures with exaggerated silhouettes and playful proportions are draped in fashion- forward garments, bringing depth and colour to Alrumaihi's walls. 'Her work explores cultural motifs and Middle Eastern fashion in a way that feels both nostalgic and contemporary,' explains Alrumaihi. 'Each piece carries a story and together, they form a wall that speaks to heritage and identity.'
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