Sarah Ayed Al-Ayed is the Chief Strategy Officer of Trans Arabian Creative Communication Services (TRACCS), a network that serves a growing portfolio of clients across the Gulf region that was launched in Jeddah in 1998.
Al-Ayed set up TRACCS with her brother, building it from the ground up. Today, it is one of the largest public relations (PR) businesses in Saudi Arabia, operating with world-renowned corporations as well as governments, banks and other entities.
She is one of the leading female Arab PR figures, and one of Saudi Arabia’s most prominent and successful businesswomen.
Al-Ayed received her bachelor’s degree in 1997 in English literature and linguistics from King Abdul Aziz University in Jeddah, later obtaining executive education certification in 2015 from Harvard University’s John F. Kennedy School of Government in the US.
She held the position of operations manager and associate director at TRACCS until 2009, having become a managing partner in 2006. In 2010 she was appointed director of strategy, before later rising to her current position of chief strategy officer.
In 2012, she launched an enterprise initiative, the Art of Business Communication, which seeks to expand accessibility into the field of communications for young people.
In March 2013, Al-Ayed was named by Forbes as one of the most influential women in business in the Arab world. In 2015 she became regional ambassador in the Middle East and North Africa for Women’s Entrepreneurship Day, and a board member at the Jeddah Chamber of Commerce and Industry in 2019. Her Twiter handle is @Sarah_AlAyed.
Sarah Ayed Al-Ayed, Chief Strategy Officer of Trans Arabian Creative Communication Services
https://arab.news/jv3ps
Sarah Ayed Al-Ayed, Chief Strategy Officer of Trans Arabian Creative Communication Services
- She is one of the leading female Arab PR figures, and one of Saudi Arabia’s most prominent and successful businesswomen
Saudi royal reserve launches 45-day Naylat Camp in Hail
RIYADH: The King Salman bin Abdulaziz Royal Reserve Development Authority has launched Naylat Camp, a 45-day event in the Hail region, the Saudi Press Agency reported on Monday.
Located in the breathtaking Naylat area, renowned for its soaring mountains, golden sands, clear skies and tranquility, the camp offers a mix of adventure and relaxation.
Visitors can enjoy camel and horse riding, challenging hiking trails, stargazing, and exploring archaeological and historical sites within the reserve.
The camp features facilities designed to enhance the visitor experience while promoting sustainable ecotourism, according to SPA.
The initiative aims to promote sustainable tourism by showcasing the region’s natural beauty, raising environmental awareness about preserving biodiversity, and supporting the local community through seasonal job opportunities and regional development.
The King Salman reserve covers an area of 130,700 sq. km, spanning four administrative regions: Al-Jawf, Hail, Northern Borders and Tabuk. It features diverse natural habitats, terrains and distinctive geographic formations.
Saudi Arabia embassy resumes diplomatic activities in Afghanistan
- Afghan foreign ministry welcomes Kingdom’s decision to resume diplomatic operations in Kabul
- Saudi Arabia to 'provide all services to the brotherly Afghan people'
RIYADH: The Saudi embassy in the Afghan capital, Kabul, resumed its diplomatic activities on Sunday.
The Afghan foreign ministry on Monday welcomed Saudi Arabia’s decision to resume its diplomatic operations in Kabul, more than three years after Riyadh withdrew its staff during the Taliban takeover of Afghanistan.
“We are optimistic about the possibility of strengthening relations and cooperation between Saudi Arabia and Afghanistan through the resumption of these activities,” said Afghan foreign ministry spokesman Zia Ahmad in a statement.
“We will also be able to respond to the problems of Afghans residing in Saudi Arabia.”
Riyadh had posted its decision to resume diplomatic operations in Kabul on social media platform X on Sunday.
“Based on the desire of the government of the Kingdom of Saudi Arabia to provide all services to the brotherly Afghan people, it has been decided to resume the activities of the mission of the Kingdom in Kabul starting on December 22,” it said.
Ties between Saudi Arabia and Afghanistan date back to 1932 when the Kingdom became the first Islamic country to provide aid to the Afghan people during their ordeals.
In recent years, Saudi Arabia launched numerous projects in Afghanistan through its humanitarian arm King Salman Relief Center, focusing on aid relief, health, education services, water and food security.
Riyadh also participated in all international donor conferences and called for establishing security and stability in Afghanistan following years of armed conflicts.
Saudi Arabia withdrew its diplomats from Kabul in August 2021 when the Taliban returned to power in Afghanistan following the US withdrawal from the country.
However, it said it was resuming consular services in the country in November 2021 and continues to provide aid through KSrelief.
Saudi delegation led by Royal Court advisor meets with Syria’s Al-Sharaa
- Earlier this week, Al-Sharaa praised progress made by Saudi Arabia
RIYADH: A Saudi delegation headed by an advisor from the Royal Court met with the head of the new Syrian administration, Ahmed Al-Sharaa, at the People’s Palace in Syria on Sunday, according to an Al Arabiya report.
Earlier this week, Al-Sharaa praised progress made by Saudi Arabia and neighboring Gulf countries in an interview with Asharq Al-Awsat.
“We admire the development in Gulf countries, particularly Saudi Arabia’s bold plans and vision, and we aspire to achieve similar progress for Syria,” he told the newspaper’s Bissane El-Cheikh during an interview the the Presidential Palace in Damascus.
“There are many opportunities for cooperation, especially in economic and developmental areas, where we can align our goals,” he added.
Shattering expectations: Saudi artist’s journey into glass art
- Aseel Al-Maghlouth breaks glass to break through in the local art scene
RIYADH: Saudi artist Aseel Al-Maghlouth is hammering a niche for himself by using glass as his canvas.
He stumbled upon the technique while working on his graduation project in mechanical engineering. “I discovered the potential to employ broken glass to create distinctive artistic designs,” he told Arab News.
The intricate details that appear when glass breaks inspired him to create shapes and visuals and developed a technique that reflected his artistic vision.
Al-Maghlouth had a love for drawing from a young age, but it was not until he discovered his ability to express ideas in unconventional ways that his true passion for art crystallized.
“I have always drawn inspiration from the surrounding nature and the intricate details of daily life,” he said. This connection to his environment, combined with his experiences in exploring artworks, helped shape his unique style.
He finds beauty in the mundane and translates that into his creations, often using glass to convey emotions and narratives that might resonate with viewers.
HIGHLIGHT
By embracing the fragility of glass and transforming it into something beautiful, Saudi artist Aseel Al-Maghlouth challenges perceptions of what art can be.
Al-Maghlouth has gained significant recognition on social media, where his works are widely admired.
This newfound fame has allowed him to sell his works and create custom pieces for clients, including various artists and celebrities. “Creating for such esteemed individuals is an honor, and it motivates me to push my artistic boundaries,” he said.
“The best work I own is the painting of Crown Prince Mohammed bin Salman. Frankly, I consider it the most valuable painting I have ever owned, but I refuse to sell it because it was a special gift from me to the crown prince,” he said.
“I have received many offers but I refuse to sell it. As for the rest of my paintings, I prefer not to mention the prices because the value of art for me is not limited to a number. Each painting has its own place and story that distinguishes it.”
One of the greatest challenges Al-Maghlouth faced as an artist was transforming his creations into messages that resonated with his audience. “The biggest challenge was ensuring that my art conveyed a clear idea,” he said.
I want to highlight the beauty of arts in our Saudi culture and connect it with Saudi Vision 2030.
Aseel Al-Maghlouth, Saudi artist
Through experimentation with the nature of glass fractures and the control of his technique, he minimized errors and created pieces that told meaningful stories.
Each strike of the hammer is deliberate, aimed at producing not just a fragment but a narrative that can be interpreted and appreciated by those who view it.
“I want to highlight the beauty of arts in our Saudi culture and connect it with Saudi Vision 2030,” he added, emphasizing the importance of cultural representation in his work.
Al-Maghlouth’s vision for the future is ambitious. He aspires to participate in international exhibitions, representing Saudi Arabia on a global stage. “I dream of organizing a personal exhibition in Riyadh to showcase my works and exchange inspiration with other artists,” he said.
For emerging artists, Al-Maghlouth has simple yet profound advice: “Don’t be afraid of trial and error. Each piece of art reflects a part of you.”
He encourages newcomers to continue developing and learning from every experience, and emphasizes the importance of perseverance in the face of challenges.
His journey is testament to the idea that creativity flourishes in an environment where risks are taken and failures viewed as stepping stones rather than obstacles.
Al-Maghlouth’s work serves as a reminder that art can emerge from the most unexpected materials and methods, encouraging others to explore their creativity without constraints.
By embracing the fragility of glass and transforming it into something beautiful, he challenges perceptions of what art can be.
Al-Maghlouth remains committed to honoring the stories behind each piece, proving that even the most broken fragments can come together to create something truly extraordinary.
Saudi Joint Forces commander meets Yemeni Presidential Leadership Council member for security cooperation talks
- Meeting focused on strengthening cooperation between Joint Forces Command and Yemeni Presidential Leadership Council
RIYADH: Lieut. Gen. Fahd bin Hamad Al-Salman, commander of the Joint Forces, met with Faraj Salmeen Al-Bahsani, member of the Yemeni Presidential Leadership Council, at the Joint Forces Command headquarters in Riyadh on Sunday.
The meeting focused on strengthening cooperation between the Joint Forces Command and the Yemeni Presidential Leadership Council, the Saudi Press Agency reported.
Discussions also centered on enhancing the ongoing support provided by Saudi Arabia through the Joint Forces to promote security and stability in Yemen.
During the reception, Al-Bahsani commended the Kingdom’s role in supporting Yemen’s efforts to achieve stability.
He emphasized the importance of continuing strategic cooperation between the two countries to address the challenges currently facing Yemen.
Al-Bahsani thanked the Saudi leadership for their unwavering support across various fields, noting that this collaboration plays a vital role in advancing stability in Yemen and the wider region, SPA reported.
The meeting underscored the Kingdom’s commitment to fostering peace and stability in Yemen as part of its broader efforts to address regional security challenges, SPA added.