Our Person in Riyadh is Getting the Word Out to Saudi Women: Developing New Brain Skills is the Key to Personal Empowerment

Asma Fayyad is Brain Technologies’ associate in Saudi Arabia. She often makes waves, and she’s also been making news lately. Here is an article about her just out in The Saudi Gazette:

By Suzan Zawawi, The Saudi Gazette

RIYADH—Are you an impulsive shopper? Or can’t get off of online chat rooms and stay there for hours on end? Do you find instant gratification in food? You Just can’t get enough?

If any of the above is a definitive yes, then you’re not alone. You are one of many women in the Arab world who suffer from stress, anxiety, or oppression.

All these methods are outlets Arab women engage in and are signs of oppression, stress and anxiety, said Asma Fayyad, a women’s empowerment consultant and founder of The Imagecians Women’s Solutions, an image and emotional freedom consulting firm.

Because of the self-improvement craze that has swept the world in recent years, many Saudis, and especially the women, have been seeking self-development courses and emotional and image consultation through programs based on brain function training.

Many Saudi women realize that they are miserable, and they are now searching for ways to get to the bottom of their problems through emotional consultations.

This rise of interest has not gone unnoticed by image and emotional consultants in the country. Fayyad alone has consulted 130 Saudi women on a one-to-one basis over the past three years.

And she’s not into it only for the money. Fayyad is on a personal mission to empower women through image consultations, emotional freedom and brain makeovers.

“I want to tell women that help is here, it exists and they don’t have to search hard for it,” said Fayyad. Through her tools, She is able to define the root of her clients’ unhappiness and help them overcome their fears and anxieties in order to reach their goals.

The major root of unhappiness is family problems and pressure.

“Women worldwide have a serious problem with self esteem, and Saudi women are not immune, Especially with the upbringing style,” explained Fayyad and continued, “Our clients come to us when they are dissatisfied with their lives and are unhappy or confused. Dissatisfaction in one’s life is a sign for the need to change.”

Arab women also suffer from social pressure. Fear of the future, fear of losing wealth, a husband, or their careers is also very common.

Much of people’s unhappiness starts by majoring in fields they are not interested in but were pressured into by their parents. As a result many people end up unfulfilled in their jobs.

They don’t know what to do and most do not realize that their career path is the root of their unhappiness, said Fayyad. Lack of job opportunities for women also augments this unhappiness. Due to the shortage of diversity in job opportunities for women in the Kingdom, a computer science major might end up as a secretary or receptionist or even a teacher.

So many search for instant gratification in the shape of shopping, eating or social gatherings, explained Fayyad.

She discovers the client’s inner type and enhance their brain map to match what they desire to do in life.

Another common problem among many unsatisfied Arab women is that they do not know what to do with their time. They haven t been guided properly and are not self reliant and self motivated, she said. Some finish university and probably sit at home waiting for the job to come to them. This results in young women spending time chatting for hours, watching TV all day long or roaming the malls.

What motivates Arab women is instant gratification because they can have control over what they can buy and eat, she explained:

Through special emotional freedom techniques, Fayyad also offers relief from physical pain.

Eighty percent of physical pain has an emotional root. Imagine you have been having daily headaches for 10 years, then it suddenly vanishes. That’s how many of my clients say they feel after a session or two, she added.

Image consultations have also been very popular among Saudi women. Surprisingly while young Saudi women are more interested in improving their thinking and goal setting skills, older Saudi female clients are more interested in image consultations.

Fayyad offers image, appearance, behavior and communication consultations. Most of her clients are female royals or Saudi high-class professional women.

Middle Eastern women in general need an image make-over, explained Fayyad. They wear the wrong outfits with the wrong accessories, wrong color combination for their body shape and for the wrong occasions.

Fayyad consults her clients on how to dress, greet people, introduce themselves and on how to present themselves in different settings; business and social gatherings.

It’s not about how much makeup you wear it s how you present yourself visually. explained Fayyad. She has written two books The Art of Public Speaking and Secrets to Influencing the Audience along with an audio of vocal exercises. The second book is on makeup secrets.

Currently, Fayyad is working on her third book targeting brides, which will be in the English language.

Different people find their relaxation through different means. While some resort to Reiki, yoga and emotional freedom techniques, others find it in praying. explained Fayyad.

Islamic prayer practices are full of relaxation techniques. The world Allah itself stimulates relaxation. By saying the name of God, Allah, you place the tip of the tongue at the back of the upper teeth on the top pallet, triggering an energy point, the mind/body connection (nerve) which induces relaxation.

The Prophet Mohammed (pbuh), advised his son-in-law Ali Bin Abi Talib to say Allah 33 times and say Allah Akbar on the 34th when Ali came to him complaining of being tired and wanting to hire a maid. The word Allah relaxes the body and helps the body become more productive and energetic, explained Fayyad.

Another Islamic relaxation technique is Tasbeeh using your fingers. By touching with your thumb each three ligament of your fingers and repeating Allah Akbar or any other prayer a person is touching each energy point in their fingers which induces relaxation.

By combining repeating Allah with the proper breathing technique an individual will reach total relaxation, reduce stress and even improve your voice, explained Fayyad.


Congratulations, Asma. You are a powerful role model not only for your clients but also for all of us working to get the word out about the great value in knowing more about how our brain functions.

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