Salma Alshanafey, Founder of Solara by Sal & Creator of SCALE
When I started Solara by Sal, there wasn’t a clear roadmap, especially not one for young women in Saudi trying to build something from scratch. I searched for guidance online, but everything felt too broad, too foreign, or just not made for people like me. That’s exactly why I created SCALE, because I needed something like this when I was starting out.
Here’s how my own journey shaped each step of SCALE:
Step 1: Finding the Idea
My first design, The Sal pendant, came from a place of meaning. It wasn’t just about aesthetics, it was about identity. That one piece sparked the idea of a brand that blends personal storytelling with fine craftsmanship. I realized the best business ideas often come from what you want to see in the world.
Step 2: Understanding the Audience
At first, I thought I was just designing jewelry. But it quickly became clear that I was creating for a specific kind of woman, someone expressive, intentional, and constantly evolving. I studied my audience, stalked social media habits, and listened closely. I didn’t make assumptions, I made connections.
Step 3: Registering and Legal Setup
This part almost stopped me. I was underage, and the internet didn’t explain things clearly. I struggled through السجل التجاري, Maroof, and loopholes just to make my brand legal. I called government offices that didn’t answer, and got used to hearing “you’re too young.” But I found ways, and now I teach those exact steps in SCALE, clearly, and in plain English.
Step 4: Marketing and Getting My First Customers
From the start, I knew the brand had to look and feel elevated. I worked with someone incredible, Norah Aleisa, who brought the vision to life through stunning, professional shoots. Together, we created a visual identity that felt true to Solara. Beyond the visuals, I crafted every caption, built the website, and treated Instagram like my digital boutique. The first customers came through were the women who saw themselves in the story I was telling.
Step 5: Growing the Business
Once Solara picked up momentum, I started reinvesting into better designs, creating interchangeable pieces, and developing a clearer aesthetic. I learned to track costs, negotiate with manufacturers, and improve quality, all while staying true to the brand’s story.
Step 6: Building Confidence
There was no guide for how to feel like a businesswoman being just 15 when Solara was just an idea. Confidence came from doing what I thought I wasn’t allowed to do and realizing I could. Every email I sent, every sale I made, every challenge I figured out alone, it added up.