An Electrical Engineer by education, Latifa AlGurg started her career in construction in 2003 alongside her father at AlGurg Consultants. After taking a break to raise her 3 children from 2006 to 2013. She then pivoted to the Fashion Industry after identifying a gap in the market and starting Twisted Roots. Twisted Roots started as a womenswear brand however it has grown into a Fashion Consultancy that supports regional designers to realize their visions and grow sustainable businesses. Latifa is also a certified Health Coach, having graduated from The Institute for Integrative Nutrition.