Jeddah: The Homegrown Festival, recently held at Hayy Jameel, celebrated the 11th anniversary of the Homegrown Market, a platform supporting creative talent in Jeddah.
The three-day event highlighted Arab creativity and culture, featuring emerging brands in fashion, jewelry and beauty.
In addition to the marketplace, the festival included wellness and fitness activities by Lululemon, live DJ performances by MDLBEAST Radio, and a selection of local food and beverages.
Tamara Abu Khadra, CEO and founder of Homegrown Market, told Arab News: “We wanted to create an event that showcases local talent and brings the community together.”
Homegrown Market has supported Middle Eastern talent for more than a decade, growing from 15 brands to more than 250 across three branches and an online presence.
Abu Khadra said: “Homegrown is a space for creatives, from fashion designers to beauty brands. Our goal is to help those who started on platforms like Instagram connect with a broader audience.”
The festival also reflected Homegrown’s growing inclusivity, with Abu Khadra adding: “We have always supported women, but now we are expanding into menswear and male designers.”
The event attracted a diverse crowd, offering a range of abayas, dresses, artworks and gifts, providing an opportunity for local entrepreneurs to connect with new customers. It also featured activities like a fitness session focused on health.
Abeer Sinder, founder of SNDR Hair Care, said: “I want kids to love their natural hair. The Homegrown Market has always been one of my favorite concepts, and I am excited to be part of it.”
She added: “My advice to entrepreneurs is to stay focused on your goals — you can achieve anything. I started with nothing, and now we have a thriving team. If I can do it, so can you.”
Traveling from Jordan to attend the festival, Basma Abdul Hadi, creative director and co-founder of Basma Collection, said: “We use recycled materials that are hand-woven on wooden looms. It is our first time in Jeddah, and we are excited to be here. This festival provides a great platform, and we look forward to connecting with new customers.”
Saudi designer Nasiba Hafiz said: “With this collection, I wanted to create versatile pieces suitable for Ramadan and beyond. We pride ourselves on being a sustainable brand, and I enjoy designing items that can be worn more than once.
“Our pieces are made to be worn year-round and mixed and matched to create various outfits. The Homegrown Festival is vibrant and full of new brands. The most important thing is to support each other and local businesses. It is wonderful to see everyone come together.”
Joana Hakki, a Saudi-Syrian designer, shared her connection to both her heritage and the festival: “My designs are influenced by both Jeddah and Syria. For example, I use saya fabric, typical of Syria, and shemagh fabric, a traditional Saudi material. I blend both heritages to create contemporary designs. I also work with high-end fabrics like brocade, finishing my pieces with feathers and embroidery.
“These kaftans are not just for everyday wear, but perfect for weddings and ceremonies. They are timeless pieces, built to last for generations. I carefully select fabrics of the highest quality, ensuring they are pieces you will cherish forever.”
Anoud Mirdan, founder of Bare and Buff, a body care brand, shared the story behind her venture: “We are based in Riyadh, and it is a mom-and-daughter duo — my mom and I. We both have a passion for fragrances and body care. We wanted to create an affordable, accessible product that’s perfect for everyday use. Our scents are powdery and versatile, so they can be layered with anything. We are part of the Homegrown Festival because we love the vibe here and feel our brand connects well with this audience.”
Sakina Rehman, founder of Serene Art, known for her hand-painted floral and Islamic art, shared her creative passion: “I have always loved art, especially combining flowers and calligraphy. I work with watercolors and acrylics to create unique frames and Qur’ans, with laminated designs and matching bookmarks. Since it is Ramadan, people are looking for special gifts, and I specialize in creating customized, meaningful items tailored to individual preferences. It is a beautiful way to blend art with spirituality, and I am happy to bring this to the festival.”
The festival highlighted the rich variety of local craftsmanship, creating an atmosphere of support for the community and showcasing the creativity and entrepreneurial spirit of the Kingdom.
Ahmed Khaberi, founder of Khaberi Leather Goods, spoke about the craftsmanship behind his products: “All of our items are handmade by me using saddle stitching, a technique that can’t be replicated by machines, ensuring durability. We import the finest leathers from Italy, France and the US, using full-grain leather, the highest quality available. It doesn’t peel because it’s not coated with paint.
“We also use vegetable-tanned leather, which takes up to six months to process, ensuring excellent quality for years to come. This is our first bazaar participation, and we are a young brand, having started just four months ago. We are excited to be here and introduce our products to the market.”
