After successfully leading high-profile, large-scale projects in Saudi Arabia, including the Kingdom’s first-ever Fashion Week, Her Highness Princess Noura bint Faisal Al Saud joined the Ministry of Culture’s Fashion Commission, where she shaped the nation’s fashion industry strategy and launched Saudi Arabia’s first fashion mentorship programs.

In 2022, she transitioned back to the private sector, founding Culture House, a creative agency specialising in cultural activations and innovative communication solutions. Recognised for her leadership, she was named a Young Global Leader by the World Economic Forum in 2023 and appointed Chairwoman of the Forbes Middle East Women’s Summit.

In 2024, Al Othaim Investment appointed her as Advisor to the Group CEO and later CEO of Al Othaim Culture, where she spearheaded fashion and cultural initiatives. That same year, Princess Noura was recognised among the BOF 500, the definitive index of global fashion leaders, further solidifying her influence in the industry.

After completing her mission with Al Othaim in early 2025, she resumed her role as CEO of Culture House, continuing her work in driving cultural innovation and creative strategies.

Now, as the founder of Culture House, Princess Noura has also been appointed CEO of JAY3LLE, a progressive luxury brand with a global vision. In this role, she is shaping the brand’s strategy and growth, bringing her deep expertise in fashion and culture.

Building on JAY3LLE’s unique positioning at the intersection of fashion, sport, and lifestyle, she is also championing the brand’s connection to golf, a sport that embodies elegance, community and global ambition. Under her leadership, JAY3LLE is set to redefine what a Saudi-born luxury brand can represent, both on and off the course.