H.H. Princess Loulwa Bint Yazeed Al Saud founded fashion boutique consultancy +966 last year, which celebrates Saudi culture and heritage through clothing and accessories, including handbags, homeware, and phone covers. The company is named +966 after the country code for Saudi Arabia. Princess Loulwa also champions the kingdom’s entrepreneurial ecosystem in her role as the CEO of RiseUp Saudi. Riyadh hosted MENA’s biggest entrepreneurship summit for the first time in November 2022, reaching 10,000 participants and over 150 startups.