About us

The Sheen Concept

We are a bespoke fashion consultancy dedicated to supporting local and emerging brands in KSA and the Middle East.

We specialise in helping brands successfully penetrate the marlket by nurturing cretivity and shaping their fashion strategies

What we can do for you

Our mission is to transform emerging brands into strong, competitive market players.

Additionally, we assist international brands establish a strong presence in the Middle East with tailored strategies for smooth market entry and growth.

The Concept

The name “The Sheen Concept” draws inspiration from the Arabic letter Sheen (ش), which represents the first letter of “Sharq” (شرق), meaning “East,” as well as the first letter of our founder’s name, Shaza.

This unique blend reflects our deep connection to the region and our dedication to bridging creativity and strategy, helping brands acquire a solid foothold in the Middle East.

Our founder

With over 20 years of experience in the Luxury Fashion industry, Shaza Mahmoud has held leadership roles in both wholesale and retail for some of the world’s most renown brands, including Giorgio Armani, Gucci, and Christian Louboutin.

Her career has also seen her collaborate with leading regional powerhouses such as Al Rubaiyat, Al Tayer, Al Shaya and Chalhoub.

Driven by a deep passion for nurturing emerging talent, Shaza founded The Sheen Concept to share her expertise and empower young brands in Saudi Arabia and the region. Her vision is to transform creative ambitions into thriving, competitive fashion businesses, bridging global insights with local market opportunities.

This approach extends to working with international brands, helping them tailor their operations and secure a meaningful presence in the Middle East.