RIYADH: Saja Al-Yousef, a Saudi designer and stylist, is influenced by the qualities of the lotus flower, which represents elegance, fitness, comfort, affection, and hope.

SAJAS Boutique specializes in international-standard luxury jewellery, fashion, and bag collections. Al-designs of Youssef’s is a mix of traditional and contemporary trends. She established her main store in Saudi Arabia's Al-Ahsa and quickly became a fashion icon in the country.

Al-Yousef expressed her dissatisfaction with the products available in her region. This frustration prompted her to create a line of goods that meets the need of people who shared her perspective. She told Arab News, "I began to invent my style and challenged myself before I got to where I am now."

SAJAS Boutique debuted in the fashion world with its first collection in 2004. Al-Yousef moved to Australia in 2009 to earn her master's degree. She attended several fashion courses and met several fashion designers and celebrities during her four-year stay in Australia, which enlightened and formed her thoughts and opinions about fashion.

Al-Yousef worked as a stylist backstage at Riyadh Fashion Days in 2013. She went on to study fashion, jewelry, and bag design in the UK, Qatar, France, and Australia.

In 2014, she began working on her first jewellery collection. In 2017, she researched leather goods and traveled to many countries to assess the industry's viability. She began her leather bag business in Italy in February 2019.

Al-Yousef took part in the Jewelry Salon in Riyadh and another one in Dubai in 2017. During London Fashion Week in August 2018, Al-Yousef debuted her bag collection at Harvey Nichols in London.

Al-Yousef took part in a couple of fashion shows in Bahrain and Riyadh. In February of this year, she showcased her designs in an Italian showroom. The Diriyah Gate Development Authority chose to represent her brand in a showroom at the Ritz-Carlton Riyadh in December 2019.

She wants to share her vision and ideas with top brands rather than sticking to the local market.

SAJAS goods, in her view, have gone through a range of stages. Every product has its own story to tell. Consumers are avid listeners who appreciate the effort that goes into each product.