A World 1st for Saudi Arabia - a lingerie master class held in 2009 that lead directly to King Abdullah of Saudia Arabia issuing a decree in 2011 empowering women to work in Lingerie stores as sales assistants

In June 2009, Jeddah, Saudi Arabia, hosted a lingerie masterclass that would make history.



Reem Asaad, a finance lecturer, created a social media campaign in 2008 via Facebook to raise peoples awareness on the issue of lingerie in the kingdom of  Saudi Arabia.

This issue that women face in Saudi Arabia are as follows:
1. The majority of lingerie stores are staffed by male sales assistants,
2. Packaging of lingerie is censored 
3. No changing rooms exist.
4. Censorship in obtaining product information over the internet as a number of lingerie sites contain content that is considered inappropriate

Little did Reem know that when she began this campaign that the issue would receive world wide media coverage over 5000 followers and continue a wave of support from countries far away such as Sweden, and Australia. 

Naomi McGill, a director of UK luxury lingerie company Harlette contacted Reem Asaad via facebook after being sent a BBC article by a collegue and asked if there was anything she could assist Reem with.

Reem replied a few weeks laters with a request for training so women could be empowered to have the right skills to allow them to apply for sales roles in lingerie stores. 

The Art of Selling Lingerie was created specifically for Reem's lingerie KSA the history making masterclasses to be held at Dar Al Hekma College, Jeddah.

Our Mission
To have women empowered to measure a bra on the very first day they attend the art of selling lingerie. To increase knowledge on the importance of fit, sizing and techniques to improve sales and support offered to lingerie customers around the world.