Inside Saudi Arabia

How do you transition from the intense world of derivatives trading at Goldman Sachs and private client tax at KPMG to launching a global luxury swimwear brand? In this episode of Inside Saudi, we sit down with Katleya Nielsen and Ayesha Mahomed, the visionary founders of Lanuuk.

They pull back the curtain on the "maternal shift" that led them to leave their 10-year corporate careers to solve a massive gap in the market: fashionable, high-quality modest swimwear. From packing orders on their living room floors to a landmark partnership with Aquarabia—Saudi Arabia's first and largest water theme park—Katleya and Ayesha share how they built a global empire with zero paid marketing. We dive into supply chain secrets, the reality of being "control-freak" founders, and how they are redefining luxury for the modern woman in Riyadh.

What you’ll learn:

How to pivot from high-finance/accounting into a creative industry.

The strategy behind building a global brand through organic growth and zero ad spend.

Sourcing sustainable fabrics in Turkey and managing craftsmanship in the Philippines.

Identifying the massive retail gap for high-end modest swimwear in Saudi Arabia.

Behind the scenes of the Aquarabia x Lanuuk partnership.

Chapters:

00:00 Intro: The Goldman Sachs & KPMG Pivot

01:25 Meet the Founders: Katleya and Ayesha

03:30 The 10-Year Corporate Grind

05:40 The "Maternal Shift": Why We Left

08:45 The Problem: Why Modest Swimwear Didn't Exist

12:15 Manufacturing Secrets: The Philippines & Turkey

17:40 Scoping Riyadh: The Saudi Retail Gap

21:10 The Viral Blow-Up: $0 Ad Spend

32:20 "Control Freaks": Managing a Global Brand

41:10 Aquarabia: Saudi’s Biggest Modest Swim Partnership

47:00 Vogue & Organic PR

What is life in the Kingdom actually like when you step outside the "compound bubble"?

In this episode of Inside Saudi, we sit down with viral creator Senan, a "Westernized Saudi" who has mastered the art of explaining his culture to the world.

We start with a quick story about how an internet misunderstanding actually brought us together, but the real conversation begins when we dive into the local experience. Senan reveals the "unprofessional" slang your tour guide will never teach you and explains why delivery drivers really need that WhatsApp pin (from his own experience as a former driver!).

We also explore the reality of Saudi safety—from leaving your car running while you grab coffee to the peace of mind of raising kids in Riyadh. We tackle the big cultural questions: the truth about gender mixing, why asking for a mother's name is taboo, and the hilarious debate over Western vs. Saudi bathrooms.

In this episode, we discuss:

• The "Chicken Nugget" Identity: What it means to be a Westernized Saudi

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Chapters:

0:00 – Moving past our internet misunderstanding

What does it really take to succeed in Saudi Arabia?

In this episode, we sit down with Mahmoud Moamenah, founder of Sudasi Business Solutions, to explore why understanding Saudi culture is the key to both life and business here.

From growing up in Saudi and living abroad, to helping expats and businesses navigate the market, Mahmoud shares insights on integration, identity, and why many people never fully experience the country.

We cover:

Whether you are an expat, a founder, or just curious about life in Saudi, this episode offers a perspective you will not hear anywhere else.

Episode Chapters:

00:00 Intro and what this episode is about

49:10 Moving into consulting and business

Saudi Arabia is changing fast, and people around the world are starting to pay attention.

In this first ever Inside Saudi Live, we bring together three very different perspectives on what life in Saudi is actually like.

Ali Almeshaal is a Saudi media professional and tourism entrepreneur who began his career in television and now works across communications and tourism in the region.

Micah Nicole is a long time Saudi radio host and musician who has lived and worked in the Kingdom for more than a decade, witnessing the country’s cultural shifts firsthand.

Coach Kaiser is a fitness creator who came to Saudi for five days and ended up quitting his job and moving to Riyadh shortly after.

Together we talk about misconceptions about Saudi, how the country has changed over the past decade, what it’s really like living here as an expat, and why so many people are suddenly curious about the Kingdom.

From culture and social media to tourism and expat life, this conversation explores the realities of building a life in Saudi Arabia.

If you are curious about Saudi or thinking about visiting or moving here, this episode is for you.

00:00 Introduction to Inside Saudi Live

It’s just us, Carly Overman and Vesna Petrovic, for a real time Ramadan catch up in Riyadh.

We’re recording on Day 6 of Ramadan and yes, we’re fasting, with a short pause while traveling. In this episode we share what it actually feels like as non Muslim expat moms. No water. No coffee. The midday slump. Breaking fast with our kids. Ramadan events. And the unexpected reset we didn’t see coming.

We also talk about:

• Why we paused fasting during our Qatar trip

If you’re in Saudi or just curious about Ramadan from an expat perspective, this one is for you.

00:00 — Ramadan catch-up: it’s just us

He started with one penny.

At 16 years old, Rayan set himself a challenge to turn a single penny into something bigger. That decision changed his life.

From couch surfing in New York to almost playing Cristiano Ronaldo for 1 million dollars, to gaining 100,000 subscribers from one short, this is one of the wildest creator journeys we have heard.

In this episode we talk about:

• The 1 penny challenge

If you are building something, this episode is for you.

Subscribe for more real stories from Inside Saudi Arabia.

Follow Rayan here:

https://www.youtube.com/@RayanShaded

https://www.instagram.com/rayanshaded/ 

https://www.tiktok.com/@rayanshaded?is_from_webapp=1&sender_device=pc 

00:00 First Ever Podcast Appearance

Brandie Janow moved from Tennessee to Riyadh in 2009.. long before Saudi’s creative boom, design strategy conversations, or packed cultural calendars.

In this episode, she shares what early Riyadh was really like (when grocery stores were the hangout), how she founded Smuug to celebrate Saudi culture through design, and how she's part of building the foundation of design and the creative economy in Saudi.

We talk about:

The evolution of Saudi’s creative ecosystem

Starting Riyadh Coffee Club before mixing was normal

Launching Kingdom Creatives

Researching and documenting the future of Saudi design

“Saudi time” and life on fast forward

And why being intentional matters more than ambition

If you’re curious about women building careers in Saudi, the creative economy here, or what it’s like to grow alongside a country in transformation.. this one’s for you.

CHAPTERS

00:02:15 Welcome + the Tennessee accent

00:03:20 From Tennessee → Chicago → DC → Riyadh

00:06:25 What early Riyadh was really like

00:07:45 Watching Saudi evolve “like a plant growing”

00:10:40 The origin of Smuug

00:12:45 Why Saudi culture inspired her first brand

00:15:10 Why Saudi is an amazing place for designers

00:15:40 “We’re building a country”

00:17:20 Researching Saudi’s creative ecosystem

00:20:30 Riyadh Coffee Club (and mixing before it was normal)

00:22:25 The first meetup was packed

00:24:35 How coffee culture changed in Riyadh

00:26:30 Why Kingdom Creatives was created

00:30:35 “Saudi time” and life on fast forward

00:33:55 What her role looks like now

00:36:15 Documenting Saudi’s creative growth

00:41:50 Perfectionism and taking your time

00:43:05 Design futures + continuous learning

00:47:00 Why saying yes to everything can hurt you

00:48:05 Living intentionally, not just working

00:50:00 What really matters at the end of your life

00:54:55 Riyadh recommendations: JAX, Diriyah & more

00:59:00 What’s next + Ramadan reflections

Mariana De’ Carli Orti is a Riyadh-based author and publisher with a global story that runs from Brazil to London to Saudi Arabia. In this episode, she explains how her English novel hit #8 on Saudi’s bestseller list, what publishing really pays authors, and why Riyadh feels like home. We also dive into AI in books, the future of publishing, and the Riyadh Writers Conference (Feb 6–7).

Topics covered:

Expat life in Riyadh and why Saudi feels like home

Writing a book in Saudi + #8 bestseller in Saudi

Publishing realities, royalties, and AI bans

Riyadh Writers Conference and Saudi creatives

Chapters

00:00:00 Intro: Mariana De’ Carli Orti + Accent Mystery

In this episode of Inside Saudi, we're joined by Yasmin, a Muslim expat mother who has lived in Riyadh for five years and made the bold decision to homeschool her children.

We talk honestly about why international school fees, often 40–75k SAR per year, and long school hours didn’t feel right for their family, why she chose no nanny, and how homeschooling has changed their daily life.

Yasmin also opens up about what it’s like to live between cultures, not fully fitting in anywhere, and why raising children in Saudi Arabia feels safer and calmer than life back in the UK.

This conversation also dives into:

• motherhood without family nearby

This is a raw, thoughtful conversation about motherhood, faith, safety, and choosing a different path.

🎧 Listen now and let us know what resonated most with you.

00:00 Introduction

Cecilia, the French founder of Bonjour Arabia, shares how she built a cultural tourism business in Saudi Arabia—from early exploration trips to launching in Riyadh and expanding into AlUla. We talk the realities of starting a company, building community outside compounds, creating heritage-based experiences (food, crafts, desert nights), and how tourism is growing under Vision 2030—plus a viral moment that led to an unexpected royal visit.

Chapters

00:00 — Intro: Cecilia from Bonjour Arabia