Shahad Geoffrey — the Saudi entrepreneur changing how we shop 

Jeddah-born Geoffrey was exposed to startups at a young age. (Supplied)
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Updated 15 May 2023
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Shahad Geoffrey — the Saudi entrepreneur changing how we shop 

  • Geoffrey’s ‘game-changing’ AI-powered personal-styling platform cuts through the e-commerce clutter 

DUBAI: Saudi entrepreneur Shahad Geoffrey is reinventing how women in the region shop. In 2021, she launched her AI-powered personal-styling platform Taffi, in partnership with her cofounder Pradeep Bisht. The idea behind Taffi was to democratize personal styling, which is often associated with high net-worth individuals, and make online shopping a more personalized and seamless experience.    

Thanks to her father, Jeddah-born Geoffrey was exposed to startups at a young age. “My father launched a tech-startup, so I’m very familiar with the uncertainty and the ups and downs that come with the territory. I’m also very passionate about technology, innovation, and fashion,” she says.  

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Taffi (@taffi.co)

 

In 2012, Geoffrey moved to France to pursue her Bachelor’s degree from INSEEC in Paris. She ended up staying in the French capital for some time. “After graduating, I worked for a men’s cosmetics startup in Paris before it was acquired by a UK investor, and then I continued to work with them remotely for some time,” she explains.  

In 2019, she relocated to the US for a five-week entrepreneurial program at Draper University. “It was life-changing,” she says. “They connected us with major startup entrepreneurs from Silicon Valley. I learned a lot of the fundamentals at Draper, and it became an opportunity to start something.” She started working for a venture capitalist firm in the US, where she learned the art of networking, a skill which she believes is critical if you want to create your own business.  




Taffi is an AI-powered personal-styling platform. (Supplied)

During her time there, she and her family were planning a vacation to Hawaii, and she started looking at personal-shopping services online as she didn’t have time to buy what she needed for the holiday.  

“I looked at Stitch Fix and Trunk Club and was very inspired by their solutions. I wondered why we didn’t have something similar in our region,” she says. So she decided to come back to Saudi and fill that gap. 

Combining her love for styling, her work experience, and her problem-solving skills, Taffi is an online styling platform that uses algorithms and human stylists to recommend looks for customers that are shoppable directly from their website via multiple retailers, including Ounass and Farfetch.  




Taffi was launched in 2021. (Supplied)

The styling journey begins with a comprehensive quiz where customers are asked to input their measurements, images, and budget for clothes and accessories. Additionally, they are prompted to select from various images that allow the algorithm to better understand the customer’s personal style, color preferences and lifestyle.  

“AI then gives recommendations to our onboard stylists, which are presented to the client, so the human factor isn’t eliminated,” Geoffrey explains. “The customer can set up an appointment with the stylist for a more personalized consultation via a video call or WhatsApp, for which we charge a fee.” Alternatively, you can shop the initially recommended looks without the stylist fee.  

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Taffi (@taffi.co)

 

“Shopping online takes so much time because you see so many products that aren’t relevant to you — the trust factor is missing. The problem we are solving is recommending products based on your attributes and preferences. If we distribute this solution to stores and brands, then consumers can experience the service.”  

Taffi’s latest feature, Amira, which will launch soon, is yet another game changer, according to Geoffrey. Through Amira, you skip the human stylist and get instant and hyper-personalized recommendations. Amira uses advanced machine-learning algorithms to analyze customers’ personal data and can pull up recommendations that align with the customer’s style and budget.  

“Amira is totally AI. Once you finish your quiz, you can ask Amira questions and get instant recommendations through ChatGPT and visuals. For example, say you want to find a dress for your sister’s wedding in Japan. The engine will use trends, weather, your profile, and numerous data sets and prompt the consumer with multiple options,” she explains. 

Geoffrey also believes it would be “revolutionary” for online retailers to have Amira on their sites, directly connected to the store’s inventory database, ensuring customers receive up-to-date product recommendations from the latest collections and stock.  

Amira will initially launch as part of the Taffi web app, but Geoffrey says it will be delivered to “various stores” by the end of this month. 


Christina Aguilera, Michael Buble perform at Riyadh’s Joy Awards

Updated 19 January 2025
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Christina Aguilera, Michael Buble perform at Riyadh’s Joy Awards

  • Joy Awards are Saudi Arabia’s largest event honoring the Arab world’s leading artists and their achievements
  • Winners were selected based on public voting through an application launched by the General Entertainment Authority

RIYADH: The annual Joy Awards honored Arab talent with musical performances that serenaded a star-studded guest list at Riyadh’s Kingdom Arena on Saturday.

The award show opened with a concert by Christina Aguilera, who performed “The Voice Within” and her hit song “Genie in a Bottle.”

Musical icons Mohammed Abdo and Andrea Bocelli performed together, blending Gulf and Italian sounds.

Lebanese singer Wael Kfoury and Canadian artist Michael Buble collaborated on a striking rendition of Frank Sinatra’s “My Way,” performed in both English and Arabic. (X, formerly known as Twitter)

Lebanese singer Wael Kfoury and Canadian artist Michael Buble collaborated on a striking rendition of Frank Sinatra’s “My Way,” performed in both English and Arabic.

Amanda Seyfried, Morgan Freeman and Matthew McConaughey were among the international and local celebrities who showcased their dazzling ensembles on the ceremony’s iconic lavender carpet on Saturday.

Morgan Freeman with business partner Lori McCreary at the Joy Awards. (Getty Images)

As a tribute to her first visit to the Kingdom, US actress Kate Siegel attended the ceremony wearing a pearly white dress with black drapings by Saudi brand Abadia.

“I picked it because I wanted to represent Saudi Arabian designers and fashion, especially here in Riyadh, which is such an upcoming hot spot for Saudi Arabian fashion,” she said.

As a tribute to her first visit to the Kingdom, US actress Kate Siegel attended the ceremony wearing a pearly white dress with black drapings by Saudi brand Abadia. (Getty Images)

Lebanese actress Nawal Kamel arrived in a black and silver studded gown designed by her go-to Lebanese fashion designer, Joelle Nemnum.

“I can’t believe I’m here. I’m very excited to meet the (Saudi) people up close. I know many people from Lebanon but being here and seeing the locals, who are so different and incredible, is amazing. They (Saudis) are so kind and welcoming — they truly lift you up and take care of you. I’m so grateful to be here and to witness the Joy Awards,” she said.

Amanda Seyfried arrived in a fiery red Valentino gown. (Getty Images)

Held at the Kingdom Arena, the Joy Awards are Saudi Arabia’s largest event recognizing and honoring the Arab world’s leading artists and their achievements. The event is part of Riyadh Season and is co-organized by MBC Group.

The winners were selected based on public voting through an application launched by the General Entertainment Authority. The list included candidates across various categories. The nominees were carefully chosen by specialized committees based on their efforts and achievements over the past year.


Simi and Haze Khadra donate SimiHaze Beauty sales to LA fire victims

Updated 18 January 2025
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Simi and Haze Khadra donate SimiHaze Beauty sales to LA fire victims

DUBAI: US Palestinian beauty entrepreneurs Simi and Haze Khadra, the twin founders of SimiHaze Beauty, are stepping up to support those in need in their Los Angeles community.

This week, the duo announced that 100 percent of all sales generated through their beauty brand will be donated to aid displaced Black and Latino families affected by the recent LA fires.

The contributions will be directed to individual GoFundMe campaigns for families who have lost their homes or been displaced.

In a heartfelt message shared on Instagram, Simi and Haze highlighted the significance of their connection to Los Angeles, a city they have called “home for the past 14 years.” “Our community means everything to us,” they expressed, emphasizing their commitment to giving back during challenging times.

Their efforts mirror the actions of other public figures, such as The Weeknd, who recently pledged $1 million to support firefighters and residents affected by the wildfires.

In light of the disaster, the singer, born Abel Tesfaye, also postponed a concert at the Rose Bowl as well as the release of his upcoming album.

“Out of respect and concern for the people of Los Angeles County, I am canceling the Rose Bowl concert originally scheduled for January 25th,” he wrote on social media. “My focus remains on supporting the recovery of these communities and aiding its incredible people as they rebuild.”

For Simi and Haze, this initiative reflects the values their beauty brand has embodied since its launch in 2021. Known for their bold and innovative stick-on makeup designs — such as chrome wings and holographic cat-eyes — SimiHaze Beauty quickly gained attention for making statement looks effortless.

The brand later expanded its offerings to include a wider range of products, from lipsticks and bronzing powders to mascaras.

In 2024, they expanded their brand to the Middle East, describing the experience to Arab News as “so surreal.”

“The market has been such a huge goal of ours since we started because we grew up here,” Simi said in a previous interview. “We’re so happy that our products are finally accessible to our amazing followers here.”


Ian McDiarmid, Hideo Ishikawa to headline Middle East Film & Comic Con 2025

Updated 18 January 2025
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Ian McDiarmid, Hideo Ishikawa to headline Middle East Film & Comic Con 2025

DUBAI: Scottish actor and director Ian McDiarmid, known for his portrayal of Emperor Palpatine in the “Star Wars” saga, has been announced as the first confirmed celebrity guest for the Middle East Film & Comic Con (MEFCC) 2025.

The region’s largest pop culture event will take place from April 18 to 20, 2025, at the Abu Dhabi National Exhibition Centre (ADNEC).

In addition to his role as the “Star Wars” saga, McDiarmid is also known for his performances in films such as “Sleepy Hollow” and “Dirty Rotten Scoundrels,” as well as his extensive work in theater, including his Olivier Award-winning role in “Faith Healer.”

Anime fans are also in for a treat with the announcement of Japan’s leading voice actor, Hideo Ishikawa, best known as the voice of Itachi Uchiha from “Naruto.”

His notable roles include Toyotomi Hideyoshi in “Samurai Warriors,” Kyo-ya Onizuka in “Aesthetica of a Rogue Hero,” Ray Penber and Hideki Ide in “Death Note,” and Squall Leonhart, Auron, and Cait Sith in the “Final Fantasy” series.

Loy Pinheiro, show director of MEFCC said in a statement: “MEFCC 2025 is set to be our most diverse and engaging event yet. From casual fans to devoted collectors, we’ve created an experience that celebrates every aspect of pop culture with something for everyone.”

The event is organized in partnership with the Department of Culture and Tourism in Abu Dhabi.


Review: ‘Unstoppable’ is a predictable, feel-good outing

Updated 18 January 2025
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Review: ‘Unstoppable’ is a predictable, feel-good outing

  • Story of Anthony Robles, championship-winning wrestler born with one leg, makes for a satisfying biopic

LONDON: It is easy to forget that, sometimes, all you want from a movie is a healthy dose of good vibes — and few genres are better suited to that than the sports biopic.

The film “Unstoppable” tells the real-life story of Anthony Robles, an American wrestler who won the 125-pound (57 kg) US National college wrestling championship in 2011 despite being born with one leg.

Directed by William Goldenberg (a storied screenwriter and editor, making his directorial debut here), “Unstoppable” stars Jharrel Jerome (“Moonlight,” “When They See Us”) as Robles, with Jennifer Lopez as his mother Judy and Bobby Cannavale as his stepfather Rick.

‘Unstoppable’ is directed by William Goldenber. (Supplied)

Already a talented high-school wrestler, Robles misses out on his dream college scholarship, but opts instead to pay to attend Arizona State University and win a place on their feted wrestling team.

Despite dealing with Rick’s abusive behavior at home, Robles continues to win over his teammates. And, backed by his mom’s unending belief, and that of his high-school coach (played by Michael Pena), he proves himself not only worthy of his spot, but an athlete capable of performing on the national stage.

Here is the thing with sports movies (or the good ones, at least), you have to really lean into every single cliche and embrace all the heartstring-plucking tropes. Because, if you do — and if the film has a decent cast doing an earnest job — the payoff is worth it.

And so it is with “Unstoppable,” a movie that is as determined as its real-world protagonist. Sure, there are a few story beats that get teased and then dropped. Sure, the by-the-numbers buildup to the climactic showdown is beyond predictable.

But this movie has a stellar lead performance from Jerome (helped by absolutely seamless effects and stunt work, which sees Robles himself performing some of the wrestling sequences), and an immensely talented supporting cast.

Lopez, Cannavale and Pena are all great, but Don Cheadle also deserves his share of the plaudits for his turn as Robles’ college coach and mentor.

Is this the most sophisticated exploration of the world of collegiate wrestling? Nah. But is it a heartwarmingly decent movie that will make you feel good? Absolutely.


A celebration of Saudi Arabia’s artisanal heritage 

Updated 17 January 2025
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A celebration of Saudi Arabia’s artisanal heritage 

  • The Ministry of Culture has designated 2025 as The Year of Handicrafts. Here, Arab News highlights some of the Kingdom’s most significant traditional crafts 

Al-Khous 

While palm trees are famed for providing dates, which play such a significant role in traditional Khaleeji hospitality, the plants themselves are equally important in Arabic heritage. The tree trunks and leaves were commonly used to create temporary or permanent accommodation, and Al-Khous — the weaving of palm fronds — is one of the oldest regional handicrafts. Bedouins would use the technique to create baskets, bowls, mats, tablecloths, brooms, and bags to be carried by their camels. The palm leaves are dried out in the sun, then cut (to ensure all thorns are removed) and soaked before being dyed, if required, and then sewn together. It’s a painstaking process, that requires great attention to detail and a steady hand.  

Bisht  

This traditional long cloak, traditionally made from wool, was originally worn by Bedouins in winter, but is now an important part of the regional wardrobe for special occasions including weddings, graduations, and Eid. These days, most bishts are machine-made, and a high-quality, hand-tailored bisht is seen as something of a status symbol, having become the formal wear for politicians and other high-ranking individuals in the Gulf and beyond. 

Al-Ahsa, in Saudi Arabia’s Eastern Province is renowned for its bisht tailoring, and many of the products are known by the names of the families who have made them for generations, including the Al-Qattan, Al-Kharas, Al-Mahdi, and Al-Bagli. Each tailor has their own thread (zari) design. 

Speaking to Arab News a few years ago, one Al-Ahsa tailor, Abu Salem, said: “Black bishts with gold stitching are the most popular. In the early Nineties, new colors were introduced to the bisht market. Blue, grey and maroon are mostly worn by the younger generation. The older generation sticks to the traditional black, brown and cream.  

“Tailoring bishts is an art that requires accuracy and skill. The gold embroidery requires patience and takes many hours,” he continued. “Hand-making one of these bishts could take from 80 to 120 hours and four tailors, each with one specific task.” 

Sadu weaving 

This ancient tribal craft dates back centuries. Bedouin Sadu weavers would create tightly spun tent awnings, rugs and more in a variety of colored patterns for their tribes using dyed wool, hair or fur woven on a floor loom. These days, Sadu patterns are commonly seen on clothing and interior décor. Speaking to Arab News in 2021, Mohammed Khoja, founder of clothing brand Hindamme, said that Sadu and its range of patterns “reflects an element of storytelling because it says so much about the livelihoods of the early Arabs. It comes in many forms in various colors, so it’s incredibly inspiring. I knew that I wanted to reference it in my designs. I wanted to reflect its beauty in a more contemporary format.” 

Dr. Delayel Al-Qahtani, director of the studies and research department at Atharna, a social enterprise dedicated to Arabian culture and handicrafts, told Arab News: “Al-Sadu is a craft that requires innovative skills and a lot of effort, as the weaver has to work hard to transform the raw material into something new. It is an intricate craft that requires precise hand movements. The final product is always a beautiful design.”  

Henna tattooing 

The practice of applying henna — a reddish-brown dye made from dried, powdered leaves of the henna tree — to the body was recently added to UNESCO’s Intangible Cultural Heritage List, thanks in large part to the efforts of Saudi Arabia’s Heritage Commission. Henna has been used to dye skin, hair and fingernails since for millennia, dating back at least to the time of the ancient Egyptians.  

A report from the Saudi Press Agency at the time henna was added to the UNESCO list stated: “Henna has great cultural significance in Saudi Arabia, with the art mastered by women and passed down through generations. It represents ‘joy and optimism’ and is a social tradition that strengthens community bonds.” 

Pottery 

Midianite pottery dating back more than 1,500 years has been discovered in northwestern Saudi Arabia, and it’s clear that pottery has a long and distinguished history in the Gulf in general. Cooking pots, cups and utensils are among the most common items crafted by traditional potters, and clay pots, especially, play a vital role in the region’s culinary heritage. As a recent Saudi Press Agency report stated: “The slow and even distribution of heat enhances the dishes cooked in (them), such as madhbi and mandi.” Local authorities in Jazan and other regions have been organizing workshops and courses to encourage the younger generation to keep this tradition alive. 

Sword and janbiya making 

The crafting of weaponry is another centuries-old skill that is being preserved in various areas of the Kingdom. The Najran region, in particular, is famed for producing some of the most stunning ornamental swords and janbiya (short, curved daggers). What were once necessities for desert tribesmen are now generally for decoration only, but the artistry required to produce them remains the same and is a source of great pride in the Kingdom and the wider Arabian Gulf. The daggers are generally “made from iron, with handles of animal horn, often adorned with silver or gold,” according to a recent SPA report. Carvings on the hilts and sheaths are often used to depict the owner’s tribal background. The finest examples can cost thousands of dollars.