A Journey of Vision and Innovation: Yara AlNamlah’s Story.

In the vibrant heart of Riyadh, Yara AlNamlah embarked on a journey that transformed her passion into a thriving brand ecosystem. Founder and Chairman of When Minds Meet, SoMatcha, Treat, and Moonglaze, Yara is not only a successful entrepreneur but also a visionary shaping lifestyle and culinary experiences in Saudi Arabia. Her LinkedIn profile reflects a narrative of creativity, resilience, and a keen understanding of modern consumer needs, all of which have driven her ventures forward.

Pioneering with When Minds Meet

In August 2022, Yara launched When Minds Meet, a lifestyle company headquartered in Riyadh. Her motivation stemmed from a deep desire to curate meaningful experiences and innovative lifestyle concepts. As CEO, she crafted this venture to resonate with the growing aspirations of Saudi Arabia’s dynamic youth and professionals. For Yara, When Minds Meet isn’t just a company—it’s a platform where ideas converge, promoting sustainable and conscious living.

The Spark Behind SoMatcha and Treat

Before When Minds Meet, Yara introduced the Saudi market to Treat and SoMatcha Café. Through these ventures, she demonstrated her capacity to blend local tastes with global trends. SoMatcha Café, inspired by the global rise of matcha, quickly garnered a following, offering a fresh and contemporary experience in Riyadh. Treat, her trademarked brand, became an extension of her vision, bringing innovation to the Saudi culinary scene and creating a space where food, ambiance, and community intersect.

From Trainee to Founder: Building Blocks in a Diverse Career

Yara’s journey also includes pivotal experiences at the Royal Commission for Riyadh City as a Transit Oriented Development Trainee and as an intern at Qiddiya, where she gained insights into large-scale projects and infrastructure. These roles sharpened her understanding of urban development, public engagement, and cultural nuance—all of which have influenced her business endeavors.

As a former Creative Director for Alamiya Media during the iconic Riyadh Season concerts, Yara led creative efforts that added depth to her experience in branding and event design. This role allowed her to harness the power of storytelling and memorable experiences, skills she continues to apply in her ventures.

Education and Skills: Foundation for Growth

With a Bachelor’s degree in Architecture from Prince Sultan University, Yara possesses a strong foundation in design and conceptual thinking. Her background in architecture has played a significant role in her businesses, allowing her to craft aesthetically pleasing, functional spaces that resonate with her audience. Additionally, her certifications in Marketing Strategy Planning and Execution and her skills in sustainable development, green building, and conceptual design underscore her holistic approach to business.

Lessons for Aspiring Founders

Yara AlNamlah’s journey serves as a blueprint for resilience, creativity, and adaptability. She entered a competitive market with concepts that were both fresh and aligned with the cultural fabric of Saudi Arabia. Her ability to pivot between industries, from urban development to culinary and lifestyle brands, speaks to her strategic vision and versatility.

For aspiring founders, Yara’s story is an invitation to follow one’s passions, innovate with purpose, and leverage diverse experiences to create meaningful ventures. She reminds us that success is not a destination but a continuous journey shaped by learning, adaptation, and a commitment to one’s vision.