Inside Shams Club: The New Global Network Redefining MENA Creativity

In a world where professional networks often prioritize transactions and quick wins, two women are building something different: a community rooted in creativity, culture, and connection.  

Meet Lena Khouri, entrepreneur and producer, and Yasmine Rasool, cultural advisor, the co-founders of Shams Club—a global membership platform designed to connect creatives, entrepreneurs, and cultural leaders from the MENA region and its diaspora.  

Launched in August 2025, Shams Club was built to connect and empower artists and entrepreneurs from the Middle East and North Africa (MENA) and Southwest Asia and North Africa (SWANA). By combining digital tools and real-world experiences, the platform aims to serve as a space where members come together to exchange ideas, spark collaboration, and broaden artistic horizons. 

With a mission to cultivate growth, enrich creative expression, and drive global innovation, Shams Club blends digital tools with real-world experiences to nurture a thriving creative ecosystem. “Shams Club is a global membership community that connects creatives, entrepreneurs, and cultural leaders from the MENA region and its diaspora. Our aim is to bridge East and West by creating a space where ideas, resources, and opportunities are easily accessible,” Khouri tells Inc. Arabia.  

The roots of Shams Club can be traced back to the co-founders’ earlier ventures—Khouri with WAASTAA, a platform and collective showcasing Middle Eastern artists, and Rasool with her LA-based media company, Between East, which is dedicated to showcasing stories from the region—both of which were built as spaces for creatives to collaborate. “We’ve been cultivating and growing our creative communities via WAASTAA and Between East for years now, and when we met each other, we saw an opportunity to bridge our global community further through an online platform that can help us connect, learn, and build together,” Khouri says.  

Lina Khouri, co-founder of Shams Club.

In launching Shams Club’s both online and offline, Khouri and Rasool are combining their networks to help bridge the gaps between creative professionals and entrepreneurs across industries, with Khouri explaining, “We want to empower creatives to meet each other globally and build projects.” As for those who stand to benefit from membership on the platform, she tells us, “Shams Club caters to filmmakers, designers, musicians, artists, creatives, innovators, and founders. It’s for anyone at the intersection of creativity, entrepreneurship, and culture who wants to be part of our global MENA ecosystem.” 

Khouri clarifies that Shams Club is more than just a networking platform, though—it’s being built as a movement rooted in belonging and cultural exchange. “What sets us apart is that we combine community, creative tools, and cultural belonging under one roof. We’re nurturing a creative movement that expands opportunities and reshapes how MENA talent is seen globally. As partners based on opposite sides of the world (Lena in LA, Yasmine in Riyadh), we wanted to create easy access points for others to meet each other and create something impactful together, the way we came together to build this platform,” she shares. 

Rasool, on the other hand, stresses that Shams Club’s focus on ecosystem building is foundational to the platform’s very identity. “Most networks or accelerators are transactional: they focus on deals, funding, or short-term outcomes. Shams Club is focused on building an ecosystem where collaboration, visibility, and cultural identity are just as important as business success,” she tells us. 

As such, Shams Club was intentionally designed to solve the biggest challenges faced by creatives in the region—visibility, mentorship, and access. Khouri explains, “We built Shams Club with those exact challenges in mind. First, we’re giving members visibility through our global directory, city group chats, and curated job opportunities. Second, we’re facilitating mentorship opportunities by hosting creative sessions where industry leaders share insights on their topic of expertise, and members can join, ask questions, and connect with those leaders after the sessions. Third, we’re making resources accessible from toolkits and funding guides to peer-to-peer contacts. The idea is to remove the isolation many creatives feel and replace it with a living ecosystem of support." 

Yasmine Rasool, co-founder of Shams Club.

Beyond its digital platform, Shams Club is launching a lineup of in-person events in major cities, which are designed to foster precisely those kinds of connections. From founder dinners and hands-on creative workshops to larger networking gatherings, each event is curated to build relationships and, ultimately, to create new opportunities for members. 

And it is precisely that blend of digital and physical touchpoints, Khouri notes, that gives Shams Club its unique edge. “The digital platform ensures members are connected globally every day and can discover opportunities, collaborate, and share knowledge no matter where they are. But we believe creativity also thrives in real life, so the in-person events we’re planning now will bring that energy offline: curated dinners, cultural gatherings, and city-based meetups. Together, they create a flywheel where digital keeps the momentum going, and physical experiences deepen the trust and relationships that make the community powerful,” Khouri explains. 

The duo tell us that Shams Club’s launch comes at a moment when MENA countries are placing renewed emphasis on cultural development and entrepreneurial ecosystems, aligning closely with regional initiatives like Saudi Arabia’s Vision 2030, the UAE’s Creative Economy Agenda, and similar programs across Qatar, Kuwait, Bahrain, and Oman.

“Both Vision 2030 and the UAE’s Creative Economy Agenda emphasize diversifying economies, nurturing talent, and elevating culture as a driver of growth. Shams Club directly complements these goals: we’re mobilizing a new generation of creatives, providing them with tools and networks to thrive, and amplifying their impact globally. By connecting MENA talent across borders, we’re building the cultural capital that these national visions aim to showcase on the world stage,” elaborates Rasool. 

Shams Club's networking event in Dubai.

A key consideration that shaped how the founders see Shams Club evolving, adds Khouri, is the sustainability of the business itself. “For us, purpose and profitability aren’t separate, they reinforce each other. A community like Shams Club only thrives if it creates real value, and when you create real value, people are willing to pay for it. We're introducing our new tiered memberships so anyone can participate while also ensuring sustainability. At the same time, we’re exploring partnerships with brands, institutions, and cultural organizations that align with our mission. It’s about staying authentic to our purpose while building smart revenue streams that allow us to grow and scale impact.” 

For those looking to join, Shams Club offers both free and premium memberships, with its Explorer tier acting as a free entry point, offering newcomers a chance to experience the community without making a financial commitment. Members in this tier can access the newsletter, explore the global member network, discover job opportunities, and participate in select community spaces. For those seeking a more immersive experience, Rasool explains that the Luminary tier provides members with exclusive workshops, access to an extensive resource library, curated introductions, and group mentoring sessions. This tier is tailored for members who see themselves not just as participants but as active contributors to the community. 

As for young creatives and entrepreneurs navigating the MENA region, Rasool advises them to take initiative and find the right support network. “Start small, find the right collaborators, and start now. Don’t wait for permission or the right time because it doesn’t exist. Build something with the tools and community you already have, and let it grow organically. Lean on your skills and make them your strengths; the world is craving authentic stories and perspectives from our region and our diaspora.”  

Rasool concludes that, just as Shams Club aims to take people out of siloes, creatives and entrepreneurs must find the pathways that will allow them to find other talents that can support them on their journeys. “And most importantly, don’t do it alone. Find your community, whether it’s Shams Club or elsewhere, because collaboration and support will take you further than any solo hustle ever could,” she concludes.  

All images courtesy Shams Club.