We filmed this conversation during the Family Business Council Gulf (FBCG) Summit 2025 in Muscat, Oman. But, honestly, with everything tha has been happening in the region since then, the supply chain disruptions, the geopolitical shifts, I'd argue it's even more relevant now than when we sat down. Tarek Sultan is the founder and Chairman of Agility, he built a global empire from Kuwait, nearly 70.000 employees globally and presence in more than 100 countries. And what he had to say about resilience, risk, and the future of the GCC.

0:00 Intro

2:06 How He Bought a Company With No Money

5:36 The Mindset That Built a Global Empire

9:26 Risk, Resilience & Lessons From Singapore

11:48 Why Logistics Was the Right Bet

15:49 The DSV Deal & Going Public in Abu Dhabi

17:56 Is the GCC Underestimated?

19:13 The Crises That Reshaped Gulf Trade

23:14 Saudi Mega-Projects

27:39 How AI Is Transforming Logistics & Healthcare

32:26 Succession, Family & Legacy

38:39 Advice for Entrepreneurs in Crisis

40:28 Why the GCC Is a Geopolitical Free Zone

42:17 Post-Oil Era & The Future of Gulf Youth

45:48 Closing

Tarek Sultan

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Agility LogisticsLinkedIn https://bit.ly/42LiNVA

Website https://agility.com

Presented by BSF

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Noon

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On this episode, we sit down with Princess Noura bint Faisal Al Saud, the visionary behind Saudi Arabia’s first-ever fashion week and CEO of JAY3LLE. She shares the journey of building a fashion industry in the Kingdom from the ground up navigating risk, resistance, and ultimately proving that Saudi talent can compete on the global stage. Drawing from her years living and studying in Japan, she explains how that experience shaped her global mindset and approach to entrepreneurship.

Princess Noura also reflects on her transition from the private sector to contributing to the strategy of the Saudi Fashion Commission, helping lay the foundation for a thriving creative ecosystem. The conversation explores the impact of Saudi Vision 2030, the rise of Saudi soft power, and the country’s shift from being consumers to becoming innovators. She also discusses fashion as a form of cultural storytelling, from Founding Day to Saudi Cup and what it takes to build a sustainable global brand while preserving authenticity.

On a more personal level, she opens up about risk-taking, self-doubt, and the values instilled in her by her parents. Princess Noura shares her perspective on success beyond titles and achievements, offering insight into the mindset required to lead meaningful change and position Saudi Arabia as a growing force in global fashion and culture.

0:00 Intro

2:47 Building an Ecosystem Before the Fashion Authority

8:11 Facing Resistance and Calculated Risk-Taking

14:57 The Fashion Supply Chain & Job Creation

16:14 Evolution of the Abaya & Saudi Design

19:03 International Reactions to Saudi's Fashion Movement

21:38 Fashion as Soft Power & Saudi Storytelling

24:37 Founding Day & The Saudi Cup Dress Code

29:53 Preserving Authenticity in a Changing Saudi Arabia

32:04 Background: Studying in Japan

36:37 Building Cultural Bridge

44:22 Returning Home for Vision 2030

47:10 Introducing JAY3LLE: A Saudi Fashion Brand

49:41 Golf as Lifestyle & The Brand's Vision

53:27 What It Takes for Saudi Brands to Compete Globally

56:04 The Business of Fashion & The Saudi Fashion Fund

1:00:03 Competing in a Demanding Saudi Market

1:01:22 Arab Brands Going Global

1:03:16 Defining Personal Success

1:05:59 Self-Doubt, Imposter Syndrome & Seeking Mentors

1:10:00 Lessons from Parents

1:12:19 No Regrets, Growth Through Mistakes

1:16:26 Closing Reflections

0:00 Intro

2:49 Career-Defining Injury

5:00 From Player to Coach

8:04 What Success Really Means

10:42 Competing for the Title Challenges

14:45 Player Insights: Mahrez, Toney, Ibanez Mendy

17:01 Leadership Group Managing Players

20:02 Starting Coaching Early

23:43 Pressure, Fans Football’s Ups and Downs

26:47 Tough Conversations with Players

31:08 Mental Load Loneliness of Coaching

32:14 Passionate Al Ahli Fans

35:22 Saudi League: Expectations vs Reality

38:51 Improving Saudi Football Youth Development

42:21 Motivation Challenges in Football

44:43 Saudi League Competitiveness Rising

46:35 Favorite Career Moments

49:23 Life in Jeddah Off-Pitch Routine

51:27 Legacy

54:28 IWC Rapid Fire Questions

1:00:41 Finding Home in Saudi Arabia

1:01:55 Season Goals Final Thoughts

1:03:29 Closing Remarks