Her appearance came as her father faced the loss of his princely title
Princess Beatrice found herself at the centre of Saudi Arabia’s most exclusive business gathering last week, hosting an afternoon tea at Riyadh’s Ritz-Carlton hotel.
The venue carries a dark reputation as the site of Saudi Arabia’s 2017 crackdown, where numerous royals and business figures faced beatings and torture.
The 37-year-old royal served as the main attraction at the Future Investment Initiative, greeting energy executives and international bankers.
Invitation cards read: “We cordially invite you to Afternoon Tea hosted by Princess Beatrice of York,” alongside wellness entrepreneur Ruma Bose and the Lioness Collective.
Her appearance came as her father faced the loss of his princely title, with the timing raising eyebrows among attendees. Dressed in black with a matching hair bow, the mother of two conducted business meetings whilst her family confronted scandal at home.
Speculation has emerged in business circles about whether the princess might be stepping into the trade promotion duties once performed by her father.
Andrew Mountbatten Windsor, as he’s now formally known, previously served as Britain’s special representative for international trade and investment before stepping back amid controversy.
The princess’s presence at high-profile Middle Eastern business events has prompted discussion about whether she’s informally assuming aspects of this former role. Her growing portfolio of business connections and regular appearances at prestigious investment forums suggest an expanding commercial presence in the region.
Some observers have noted that both Beatrice and her sister, Eugenie, have recently increased their Middle Eastern business activities.
Princess Beatrice and Professor Eman Gaad pictured in the UAE
| X: DR EMAN GAAD
The timing of these ventures, coinciding with their father’s withdrawal from public duties, has fuelled questions about whether the sisters are attempting to maintain family influence in international trade circles. Despite the personal turmoil surrounding her father’s situation, conference participants noted Beatrice’s determination to fulfil her commitments.
“It can’t have been easy fronting the tea party,” one attendee told the Mail. “No-one would have blamed her if she had pulled out of this high-profile event, but she was determined to grit her teeth and carry on with the show, and I think people respected that.”
The princess received VIP treatment throughout the event, with podcaster Sunil Sharma capturing a selfie with her in the hotel. Many participants had wondered whether she would attend, given the developments at home.
Reports suggest both Beatrice and Eugenie were “absolutely devastated” by the allegations against their father, who has denied claims by Virginia Giuffre of sexual misconduct when she was trafficked as a minor.
Her business interests have expanded significantly through BY-EQ, a company she founded that combines her initials with “Emotional Quotient”. The venture reported initial profits of £39,000 in its first year before experiencing dramatic growth.
Princess Beatrice photographed in Dubai during a 2024 trip
| INSTAGRAM: FIKER INSTITUTE
Recent financial filings reveal the company’s earnings approached £500,000 in 2024. After expenses totalling £214,615, the princess retained accumulated profits of £274,846.
The enterprise operates without any staff members according to Companies House records, with Beatrice serving as sole director. The company maintains a minimal three-page website outlining its mission.
BY-EQ describes itself as bringing together business and philanthropic sectors, working with stakeholders to implement purpose-driven initiatives. The princess established the venture to merge her commercial experience with charitable commitments, believing companies should generate positive social impact.
The princess recently became a director of Purpose Economy Intelligence Ltd, partnering with Spanish executive Luis Alvarado Martinez. Each holds a 45 per cent stake in the management consulting and software development firm, whilst her private secretary, Olivia Horsley, controls the remaining 10 per cent.
Her professional portfolio extends to American technology company Afiniti, where she now serves as strategic advisor. She previously held the position of vice-president at the firm before transitioning to her current advisory role in June.
BY-EQ describes itself as bringing together business and philanthropic sectors
| GETTYThe website provides limited details about BY-EQ’s specific clients or stakeholders. Sarah Ferguson has publicly praised her daughters’ professional endeavours, stating: “Beatrice and Eugenie are out there doing the work.” She highlighted Beatrice’s focus on workplace technology, dyslexia support and promoting compassion in business environments.
The sisters have made multiple trips to the Middle East, with Eugenie visiting Qatar’s M7 art centre last year to view an Ellsworth Kelly retrospective. Their mother has emphasised their commitment to charitable causes, noting Eugenie’s anti-slavery work alongside Beatrice’s technology initiatives.
Both sisters supported official royal functions during Princess Kate’s medical absence, attending a Buckingham Palace garden party in May 2024 with cousins Zara Tindall and Peter Phillips. They assisted Prince William when the Princess of Wales couldn’t attend public engagements.
The frequency of their Middle Eastern business visits has raised questions about their motivations. Observers debate whether the sisters are promoting British commercial interests abroad or pursuing personal business opportunities in the region’s lucrative markets.
