Princess Sora bint Saud’s entrepreneurial journey began with a clear and heartfelt intention: to build brands that embody beauty, authenticity, and purpose.
What started as a personal vision has since evolved into a cohesive creative ecosystem under the Sora Saud Company—one that reinterprets Saudi culture through the lens of modern, meaningful luxury. Society By Sofleur brings this philosophy to life through elevated simplicity, transforming hospitality into a form of storytelling where every detail is designed to make people feel welcomed, inspired, and truly seen. Meanwhile, SO By Sora extends her commitment to purposeful design through a different yet complementary approach: celebrating individuality and sustainability by giving new life to pre-loved pieces and honoring the stories they carry.
Across these ventures and all that she creates, Princess Sora’s foundation remains constant—purpose first, creativity second, and impact always.
What inspired you to create SO by SORA and Society by SoFleur, and how do these brands reflect your personal vision of modern luxury?
SO By SORA began long before it became a brand, inspired by my personal collection of over 400 pieces: each with its own story and emotional value. I saw a need for a space that treated pre-loved luxury not as “second-hand,” but as meaningful, curated treasures. What started as a private archive evolved into a concept built on conscious curation, individuality, and timeless elegance.
Society By SoFleur grew from a complementary vision: to create a place where people gather, connect, and experience beauty through hospitality, culture, and conversation. More than a dining concept, it is a social sanctuary where taste meets thought.
Together, these brands reflect my view of modern luxury—defined not by excess but by intention, storytelling, and emotion; refined yet warm, contemporary yet deeply rooted.
As a leader, what core principles guide your business decisions and the direction of your brands?
My leadership is guided by purpose before profit, integrity in every detail, and empathy as a strategy.
I believe in building brands that add value to people’s lives emotionally, culturally, and socially. I also prioritise long term vision over short term gains, and authenticity over trends. Every decision I make must align with who we are, what we stand for, and the impact we choose to leave.
What have been the biggest challenges in building your brands, and how did you overcome them?
One of the greatest challenges was introducing concepts that didn’t follow traditional market formulas. When you build something rooted in vision rather than imitation, it requires courage, patience, and unwavering consistency.
I overcame this by staying deeply connected to my “why,” trusting my instincts, refining continuously, and surrounding myself with people who believe in the mission. Resilience, adaptability, and clarity became my strongest tools.
How did you identify the gaps in the market for each brand, and what was your approach to shaping their luxury experiences?
I noticed that the market was saturated with surface-level luxury but lacked emotional depth and cultural intimacy. SO By SORA responded to this gap by offering curated, conscious luxury; where every item carries a story and a sense of individuality. Society By SoFleur addressed another need: meaningful social spaces that unite taste, thought, and design in a single environment.
My approach was both intuitive and strategic: listen, feel, observe, and then design experiences that speak to the heart as much as the eye.
In an industry that’s constantly evolving, how do you ensure your brands stay innovative and relevant?
Innovation for me doesn’t mean chasing trends, it means staying true while evolving intelligently. I remain close to my audience, attentive to cultural shifts, and open to new forms of expression, and storytelling. Relevance comes from authenticity and continuous dialogue with the world around us
How do you differentiate the experiences and values of SO by SORA versus Society by SoFleur for your customers?
SO by SORA is intimate, reflective, and curated. It speaks to individuality, sustainability, and refined expression. Society by SoFleur is social, sensorial, and experiential a place of connection, conversation, and shared beauty. While they differ in form, both are united by the same essence: intention, storytelling, and elevated emotion.
What’s next for SO by SORA and Society by SoFleur — what future do you envision for your brands?
I envision them growing beyond physical spaces into platforms of influence, creativity, and cultural dialogue.
Expansion will come through thoughtful collaborations, and immersive experiences that continue to honour heritage while redefining contemporary luxury. The future is about depth, not scale alone.
Advice for new entrepreneurs and businesses in Saudi Arabia.
Know your purpose before your product. The Saudi market is evolving beautifully, but true success comes from authenticity, patience, and discipline. Build with intention, respect your culture, and don’t rush growth. Focus on long term value, not instant validation. And most importantly, dare to be original the market rewards those who lead with identity, not imitation.
