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Saudi Businesswomen Tap Instagram to Bypass Men, Attract Clients

If she had chosen the traditional route to opening her accessories business in Jeddah, Rozana al-Daini would have had to enlist a male sponsor to represent her before government agencies and sign official documents on her behalf.

Instead, she sells jewelry, watches and wallets on Instagram, where Saudi businesswomen can avoid the gender restrictions they face in the kingdom. Her two-year-old business, Accessories_ar, has two employees, 67,000 followers and handles up to 25 orders a day. It also provides her with the ultimate empowerment: her own income.