A Closet Full Of Arab Creativity
Homegrown Market
Growing up between Saudi Arabia and England, Tamara Abu Khadra, founder of Homegrown Market, was immersed in diverse cultures that shaped her identity both as a person and as a creative force. With a mother passionate about preserving traditional Saudi craftsmanship, she gained a deep appreciation for local heritage while embracing western design influences. Homegrown Market was born from the desire to elevate homegrown brands and offer them wider exposure. Today, the Saudi fashion scene is thriving, with local designers and creatives gaining global recognition. Through her work, she continues to champion cultural heritage and empower female entrepreneurs in the region. Here, she talks to DIVAZ about her visionary view.
Talk to us about your background. How have your cultural experiences shaped your identity?
I grew up between Saudi Arabia and England. Growing up in Saudi, I was exposed to a rich culture, heritage, strong traditions and special artisanal talents. My mother co-founded a foundation called Mansoojat, which specializes in reviving and preserving our traditional costumes in Saudi Arabia. This gave me a new perspective on how vibrant and unique our traditional costumes are, contrary to what many assume due to the popularity of the black abaya. Attending boarding school in England exposed me to many cultures from around the world, as well as the quality of Western brands and trending designs. This allowed me to create a concept that fuses both the West and East.
What was the original mission when you started Homegrown Market, and how do you see it evolving in the future?
The original mission was to create a concept that gave homegrown brands, which were mainly home businesses at the time, a chance to gain better accessibility and exposure to a wider audience, and to grow from there. We initially started in Jeddah and have just opened a branch in Alula. We see ourselves expanding further within the Kingdom and strengthening our online platform to expose our brands to more international customers.
What moment stands out as a deeply personal victory that made you feel proud of yourself and your work?
One moment that stands out was when an older woman came into the store during the height of COVID, when there was a curfew and social distancing. She came just to purchase one item from every designer (as much as she could) to support them. She personally told me that what I’m doing is important and encouraged me to continue supporting our female and creative entrepreneurs. Another memorable moment was when I was honored by Business of Fashion and included in the BoF500 list of the most influential people in the industry.
Image Courtesy of the Designer
How do you see the Saudi fashion scene growing in the future?
Every year, I am increasingly impressed by our Saudi designers, models, stylists, makeup artists and fashion show productions. They are truly innovating with unique creativity and great quality that meets global standards, as we saw at Riyadh Fashion Week. There is already a cool fashion scene with popular designers whose work is being sold at international retailers, and we will definitely continue to see this grow.
Who is your Diva?
My diva is definitely my mother. She has always been a supporter of Middle Eastern artists and creatives, and most recently launched a very impressive musical theatre production about Umm Kulthum and the Golden Era. She’s also my style icon, always wearing vibrant colors and exuberant, unique pieces.
Images Courtesy of the Designer
