With the many misconceptions about life in Saudi as a woman, it was important to dive deeper and understand their ambitions, frustrations and how they are defining their role in a world changing around them. What we found was that our customers are: 1. Educated, ambitious, optimistic and searching for the new 2. More individualistic yet still rooted in family, culture, traditions 3. Key buying decision-makers but looking for validation for those decisions In short, our customers are "Progressive yet Responsible". From here, we developed a brand strategy built around allowing our customers to discover their own happiness, offering them a place where they can spend time and find the unique, new relationships and moments of peace in a busy and complex world. We encapsulated this in the concept "Discover Happy".