London, United Kingdom – The Saudi Cultural Development Fund (CDF) is presenting a curated space for Saudi artisans to offer their creations at Selfridges London, one of the world’s leading luxury retail destinations, running until June 22nd, 2025. The activation is highlighting the cultural and economic value of Saudi handicrafts, providing an international platform for local artisans and cultural entrepreneurs to introduce their work to a global audience, as part of CDF’s ongoing efforts to amplify the impact of the Year of Handicrafts 2025 in Saudi.
In collaboration with Turquoise Mountain, a global non-profit dedicated to reviving traditional arts and empowering craftspeople, the showcase will offer visitors a curated selection of handcrafted pieces in a dedicated space within Selfridges. Themed with references to Saudi Arabia’s natural and architectural heritage, the activation highlights work crafted from locally
sourced, sustainable materials, skillfully reimagined through a contemporary creative lens. The collection features handicraft pieces in palm handicrafts, jewelry & accessories, and leather crafts created by artisans from across the Kingdom, collectively representing the diverse and rich landscape of Saudi artisanship.
This activation runs in parallel with a Saudi fashion showcase at Selfridges, also enabled by CDF in collaboration with the Saudi Fashion Commission. The showcase features a curated lineup of Saudi fashion brands—beneficiaries of CDF and the Saudi 100 Brands initiative—presenting their collections alongside Selfridges’ leading international labels, highlighting the dynamism and rapid growth of Saudi Arabia’s cultural sector. Through this multifaceted activation, CDF aims to empower artisans and cultural entrepreneurs to showcase their work on a global stage, stimulate investment in the handicrafts and fashion sectors, and reinforce the international visibility of Saudi heritage during the Year of Handicrafts 2025 in Saudi.
The showcase builds on CDF’s ongoing Year of Handicrafts initiatives to empower the Saudi cultural sector, maximize the economic and social contribution of traditional crafts, and broaden their reach both locally and internationally. A key milestone in these efforts is the recent launch of the Nama’ Accelerators: Handicrafts Track—a dedicated enablement solution that supports cultural businesses through specialized training, mentorship, and financial incentives.
By developing scalable, sustainable enterprises, Nama’ drives community growth, enhances innovation, enriches national identity, and reinforces heritage crafts as dynamic contributors to Saudi Arabia’s broader economic diversification. Through Nama’ and other enablement solutions, CDF continues to strengthen the creative entrepreneurial ecosystem and ensure that traditional crafts thrive as both cultural treasures and engines of economic growth.
Founded in 2021, the CDF seeks to enrich Saudi Arabia’s cultural landscape. It is organizationally linked to the Saudi National Development Fund and aims to foster the development of a selfreliant cultural sector. By supporting cultural activities and projects, empowering those interested in them, and facilitating investment in the sector, the CDF works to improve the cultural sector’s profitability in alignment with the National Culture Strategy and Saudi Vision 2030.
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