Saudi Arabia’s heritage is a living
force, woven through centuries of artistry, craftsmanship, and innovation. From
the geometry of traditional patterns to the precision of modern engineering,
the Kingdom continues to build a future that honors its roots while embracing
progress. Today, design and technology converge like never before, transforming
imagination into reality through digital fabrication, adaptive materials, and
AI-assisted design. This harmony between legacy and innovation tells a story of
evolution; one where creativity is guided by purpose, and technology becomes a
vessel for cultural expression.
From the heart of Saudi Arabia’s
artistic and architectural revival rises Sazar Group, a collective born
from vision, precision, and purpose. Founded by Eng. Sadim Alissa, Mrs.
Atheer Alissa and Eng. Linah Alissa, the organization redefines the
relationship between creativity and craftsmanship, blending ancestral wisdom
with advanced design methodologies.
To truly grasp the spirit of Sazar
Group, one must first know the women behind its vision, each bringing her own
depth, purpose, and artistry to the brand.
Eng. Sadim Alissa
-Fusing the Soul of Tradition with the Spirit of
Tomorrow
As CEO and Co-Founder of Sazar Group, Eng. Sadim Alissa has guided the company with a vision that blends timeless tradition with forward-looking innovation. Unlike many family enterprises that continue an inherited legacy, Sazar Group represents a fresh beginning born from a shared dream. The partnership that shaped it was founded not on blood ties, but on trust, passion, and a deep appreciation for design and execution. This foundation has fueled the group’s evolution into new industries while remaining rooted in authenticity. For Eng. Sadim, tradition is the company’s compass, offering stability and identity, while innovation serves as its wings, inspired by the transformative spirit of Saudi Vision 2030. Together, these forces define Sazar Group’s confident stride toward a dynamic future.
From her early years as an interior architect, Eng. Sadim’s philosophy
of leadership has been grounded in excellence, purpose, and humanity. She views
leadership not as a position of authority but as an act of inspiration. Over
time, she has come to value patience, empathy, and consistency as the guiding
virtues that shape strong organizations. Her principles of trust, commitment,
and empowerment have nurtured a culture where creativity thrives and
individuals feel encouraged to reach their full potential. At Sazar Group, she
leads by example, believing that a true leader’s legacy is measured not by the
followers they create, but by the leaders they inspire.
For Eng. Sadim, decision-making is a delicate balance between
imagination and structure. At Sazar Group, creativity lies at the heart of
every idea, yet it is discipline and process that bring those ideas to life.
She begins by listening to her team across design, production, and business
strategy, gathering diverse insights that shape collective wisdom. Each
decision is carefully weighed for its long-term value, operational impact, and
alignment with the company’s vision. Her approach allows flexibility to adapt
to market shifts while maintaining clarity of purpose. Under her guidance,
every choice becomes a bridge between artistry and strategy, ensuring that
innovation always serves growth.
To Eng. Sadim, success is not an endpoint but a legacy in motion. It is
built on values that endure beyond financial milestones and business expansion.
She believes that true achievement lies in creating something that continues to
thrive long after its founders, driven by integrity, purpose, and vision. For
her, Sazar Group is more than a business; it is a living narrative of unity,
creativity, and perseverance. Success, in her eyes, is when an organization
continues to inspire others through its commitment to excellence and its
ability to evolve without losing its soul.
Looking ahead, Eng. Sadim envisions Sazar Group expanding its reach with intention and meaning. Her goal is to position the brand as a global name in design and manufacturing, celebrated for its authenticity and craftsmanship. Within the GCC, the company is strengthening partnerships and deepening its presence in high-growth sectors. Internationally, she aspires to showcase Saudi creativity and leadership on the world stage, presenting Sazar Group as a symbol of innovation and cultural pride. Guided by excellence and purpose, the company’s next chapter aims to create lasting impact, turning vision into value and ambition into art.
Mrs. Atheer Alissa
-Crafting Beauty That Lingers in Every Detail
The inception of Artistry by Sazar was inspired by Mrs. Atheer Alissa’s deep experience in interior design and her keen observation of the Saudi market. Over the years, she noticed a missing link in the world of interiors, a lack of truly distinctive and one-of-a-kind pieces that elevate and complete a design. She believed that a space only reaches its full expression through the final details, the accessories and decor that bring emotion and harmony to the setting. This realization ignited a passion to create a brand that celebrates craftsmanship, individuality, and timeless elegance. Artistry by Sazar became the embodiment of that vision, merging art with design, and tradition with modernity. Every creation reflects the belief that true luxury lives in the details and that every space should tell a story. The brand’s philosophy is beautifully captured in its slogan, “Turn Your Space Into A Piece Of Art,” a promise to transform interiors into living expressions of creativity and personality.
Authenticity lies at the heart of Artistry by Sazar’s creations. Mrs. Atheer ensures that every piece is designed to stand apart while appealing to a contemporary audience. Each collection is produced in limited quantities, never to be reproduced again, ensuring that every client owns something truly exclusive. The designs draw inspiration from cultural heritage, natural elements, and evolving global trends, creating a blend that feels both fresh and timeless. For Mrs. Atheer, the secret lies in balance, honoring artistic identity while embracing innovation. Through this harmony, Artistry by Sazar speaks to those who appreciate originality, craftsmanship, and emotional connection in design. The brand is not built on mass production but on meaning, transforming each object into an intimate reflection of its owner’s taste and story.
The creation of Artistry by Sazar stands as a testament to the powerful collaboration between Mrs. Atheer and her sisters. Each brings her own distinct perspective, enriching the brand’s creative direction. Their unity is built on trust, respect, and shared ambition, qualities that allow them to challenge, inspire, and complement one another. This synergy has led to a brand that captures a diversity of tastes and appeals to clients across styles and generations. Together, they have built more than a business; they have created a creative dialogue that reflects family values, artistic curiosity, and collective vision. Artistry by Sazar thrives because of this dynamic collaboration, where every piece carries a touch of their shared passion and individuality.
For Mrs. Atheer, innovation is not only about invention but about evolution. As the Executive Director, she envisions Artistry by Sazar as a luxury brand that complements the work of interior designers and adds depth to every home it touches. Her approach to innovation combines curiosity with refinement, constantly exploring new materials, techniques, and creative methods that expand artistic boundaries. Whether through modern fabrication, curated collections, or reimagined classics, she ensures that the brand remains at the forefront of design. To her, innovation keeps creativity alive. It allows Artistry by Sazar to continuously inspire, adapt, and shape new possibilities in the world of interior artistry.
Mrs. Atheer views Saudi Arabia’s rapidly growing creative economy as both an inspiration and a responsibility. Under the leadership of King Salman bin Abdulaziz and Crown Prince Mohammed bin Salman, the Kingdom’s Vision 2030 has opened vast opportunities for innovation, entrepreneurship, and artistic expression. She celebrates this era of empowerment, especially for women, as a time when local talent can shine globally. For Artistry by Sazar, this moment represents a chance to contribute to the nation’s creative identity, showcasing Saudi craftsmanship and elegance to the world. Mrs. Atheer’s aspiration is to see the brand not only thrive commercially but also stand as a proud symbol of Saudi artistry, reflecting the nation’s promise, pride, and boundless creative spirit.
Eng. Linah Alissa
-Weaving Creativity Through the Art of Precision
Eng. Linah Alissa’s background in interior architecture has profoundly shaped her leadership approach at Ajzaa Factory and within Sazar Group. Guided by a passion for creativity and quality, she has always sought to design spaces that elevate the user’s experience. This pursuit for excellence inspired her to make creativity more accessible within manufacturing, a sector where bridging artistry and execution can often be a challenge. Her belief that a factory should be able to “manufacture your imagination” became the founding vision behind Ajzaa Factory.
With a deep understanding of both design intent and technical execution, Linah leads with precision, collaboration, and vision. Her approach ensures that every product not only meets high functional standards but also carries artistic value. This unique blend of creativity and practicality defines her leadership, enabling her to guide teams that transform ideas into tangible realities.
In her leadership journey, Linah has encountered both challenges and breakthroughs in aligning design with large-scale manufacturing. One of the initial hurdles was establishing seamless communication between designers, engineers, and manufacturers, a vital step in ensuring creative visions were effectively translated into functional, high-quality products. Through persistence, education, and teamwork, she and her team developed systems that bridged these disciplines.
What began as a challenge soon became a wellspring of opportunity. By combining design thinking with industrial precision, Ajzaa Factory has achieved a model that enhances scalability, innovation, and durability. Linah views this integration as a continuous process of growth, one that redefines the boundaries of local production while proving that creativity and efficiency can coexist in perfect harmony.
For Linah, achieving balance between aesthetics, functionality, and sustainability begins with thoughtful material selection. She believes that beauty must serve durability, emphasizing that good design is as much about longevity as it is about visual appeal. Every decision, from raw materials to finishes, reflects a commitment to environmental responsibility and long-term value.
She explains that sustainability is not a passing trend but a moral responsibility. By understanding how materials age, how they interact with their environment, and how they can be maintained over time, her team ensures that every product upholds both artistic and ethical integrity. The result is a body of work that stands the test of time, beautiful, functional, and conscientiously made.
What motivates Linah most about leading a family-founded enterprise is the shared trust, values, and vision that underpin its foundation. Building Sazar Group alongside her siblings has been a journey rooted in purpose and unity. Every achievement holds emotional meaning, representing not only business success but also the strength of their familial bond.
For her, leadership within a family enterprise is about more than growth; it is about legacy. Linah takes pride in seeing their collective vision evolve across generations, knowing that the company’s foundation in creativity, integrity, and collaboration will continue to guide its future. This shared purpose fuels her dedication to nurturing Sazar Group’s enduring identity and mission.
Looking ahead, Linah envisions a powerful convergence of design and manufacturing in Saudi Arabia’s next decade of innovation. She believes the future lies in harmonizing creativity with technology, bringing ideas to life through advancements such as digital fabrication, adaptive materials, and AI-assisted design.
Her vision aligns closely with the ambitions of Vision 2030, inspired by the leadership of the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz, and Crown Prince Mohammed bin Salman. For Linah, this era represents an extraordinary opportunity for local talent to redefine global standards while remaining true to Saudi identity. Leading this transformation alongside her siblings, she finds immense pride in contributing to a future where innovation, artistry, and national pride intertwine seamlessly.
Also Read Business Minds Media For Further Edition
