DR. SANA ALBUAINAIN, Founder of Her Soul Business
Success is measured in titles, achievements, and applause. Serenity, however, grows in the unlit moments, when the noise fades, the room is still, and we finally hear our own breath. For many high achievers, careers advance swiftly. Recognition follows. Yet somewhere along the way, a tender question begins to surface: “Am I truly happy with what I’ve achieved? Does this prosperity give me the happiness I have been longing for throughout my life?”
For Dr. Sana Albuiainain, founder of Her Soul Business, the question did not signal doubt. It offered direction. It led her to dig deeper, where fulfilment is not sought in material grandeur, but in the equanimity of soul, where business aligns with purpose, creativity serves the inner self, and the journey unfolds into a transformation that is deep and everlasting. “Every transition carries an invitation to realign with your authenticity,” Dr. Sana reflects. “When identities shift, we are called to pause, reflect, and return to the core of our being.”
Two decades into higher education and design, this realization settled with quiet gratitude. Growth, as she conceives, was no longer about acquiring more knowledge or refining skills. It was about knowing oneself at the deepest level and engaging in activities that serve the Divine.
In that space, business ceased to be merely an outward pursuit. It became a journey of self-introspection. A living expression of the soul. And Dr. Sana set out on a mission that unites creativity with business and spirituality- a journey towards acquiring wholeness rather than momentum. She went on to design a global coaching and education platform, devoted to helping creatives and entrepreneurs align who they are with what they create. In 2012, Her Soul Business (HSB) was born — an initiative that transformed business from a market race to a sacred process of reordering our inner worlds with faith, consciousness, and compassion.
From Academia to Inner Authority
Long before entrepreneurship entered her professional vocabulary, Dr. Sana Albuainain was deeply immersed in the world of higher education, teaching, mentoring, and shaping creative minds across cultures. For nearly two decades, she worked within structured academic systems, collaborating with graduates at global universities and helping them navigate through the questions of identity, ambition, and professional direction, often at pivotal stages of their lives.
Yet beneath the surface of syllabi and credentials, she began to notice a recurring pattern that became impossible to ignore. Despite being highly capable and deeply motivated, many of the graduates were carried away by a quiet urgency, as though they were running an invisible race that never allowed them to settle. They pursued more degrees, skills, and achievements – driven by the belief that clarity would arrive once they had accumulated enough. But what they truly needed was SPACE. Space to listen, recognize, and return to what already lived within them. Over time, Dr. Sana began to observe growth not as accumulation, but as alignment—an insight that would later shape both her research and practice.
Building Her Soul Business: Turning Philosophy into Practice
Inner authority, once established, demands expression. For Dr. Sana Albuainain, that expression took the form of a venture whose growth unfolded in chapters—each reflecting a deeper layer of purpose.
2010–2015 | The Foundation
Founded in 2012 under its original name, The Journey, Her Soul Business (HSB) was rooted in Dr. Sana’s MBA research on women entrepreneurs and the practice of coaching university graduates. The platform designed helped graduates transform creativity into meaningful ventures—bridging research and coaching with real-world application. This was a period of experimentation and learning, where philosophy was tested against reality, and vision slowly found its form.
2015–2020 | Growth and Global Presence
As her work expanded, so did its reach. Her Soul Business evolved into a creative coaching brand with an international voice. During this time, Dr. Sana published her first book, Trust Your Journey, a reflective work that captured lessons drawn from both personal transformation and coaching practice.
Alongside, she pursued a Doctorate in Education (EdD) at the University of Southern California. Her research focused on designing coaching models for social entrepreneurs, deepening her understanding of cross-cultural creativity and sustainable entrepreneurship.
Collaborations with organizations such as Professors Without Borders and Emerge Education in the UK, Amsterdam, and the United States, deepened her global outlook and affirmed her belief that education, when guided by consciousness, serves as a catalyst for meaningful social change, such as scientific research and volunteering through teaching and coaching at international borders.
2021–2025 | The Message of Soul Alignment
The most recent chapter marked a shift from building a practice to communicating a philosophy. Dr. Sana expanded into publishing, digital storytelling, and vlogging—merging her business lifestyle with creativity, travel, and reflection. Through (Dr. Sana’s published coaching books) Trust Your Journey and The Creative Process, Her Soul Business became a space for creative entrepreneurship and spiritual expression for entrepreneurs’ journeys, guided by purpose, clarity, and faith.
When Vision Arrives Before the World Is Ready
Building a coaching consultancy grounded in inner transformation was not without challenges. A decade ago, coaching was still a relatively new concept in many regions, and online business models were far from mainstream. Bureaucratic systems—from business registration to banking—were not designed to accommodate an unconventional form of enterprise like hers.
Many advisors encouraged Dr. Sana to reshape her concept to “fit the system.” But she remained undaunted. “Doing so would have violated the very principles my business stood for,” she explains.
Instead, she remained flexible without becoming unrooted, refining structures through trial and error while staying anchored in her values. “With time, clarity emerged,” she says. “Partnerships evolved, and the business grew internationally—proving that alignment is the ultimate strategy for sustainability.”
The Essence of Soul Alignment
At the heart of Dr. Sana’s work lies the philosophy of Soul Alignment—living and creating in harmony with one’s true self. In both business and life, she believes every transition invites reflection and realignment.
Soul alignment, as she practices and teaches it, is both simple and profound: observing one’s thoughts and questioning inherited beliefs, caring for the body as a foundation of clarity, understanding emotions without judgment, and staying spiritually connected. It means harmonizing our intentions so that they mirror both our aspirations and the depth of our connection with God. “At its deepest level,” she explains, “soul alignment is an ongoing relationship between you and yourself—anchored in faith and guided by the Divine.”
Designing Life First, Then Business
Many leaders separate their personal and professional lives. Dr. Sana does not. For her, they are inseparable reflections of one truth. She first designed the life she wanted to live, and then built a business model to serve that life. Every decision she makes begins with one question: Why am I doing this? “While it may sound like a strategic tool,” she reflects, “this act of questioning is deeply spiritual. It keeps my focus aligned with meaning and momentum.”
Walking her talk as a coach requires constant self-examination—revisiting values and embracing failure as redirection rather than defeat, and realigning with honesty. In this way, her leadership becomes a living conversation between self-awareness, purpose, and grace. “Failure is often the most reliable form of redirection,” she notes with calm conviction.
Books That Mirror the Mission
Dr. Sana’s books extend her philosophy beyond coaching spaces. Trust Your Journey emerged during a pivotal period—after completing her doctoral studies, standing at the threshold of reinvention. Part travelogue, part reflective guide, the book offers stories, coaching questions, and practical tools for those navigating life’s crossroads. Her message is simple yet enduring: “What matters is asking the right question, because the answers you already have within.”
Her second book, The Creative Process, approaches creativity as a sacred dialogue rather than a task to complete. It invites readers to cultivate clarity, courage, connection, and commitment-recognizing creativity as a state of being aligned with divine flow.
The Feminine Way of Business
One of Dr. Sana’s most resonant insights concerns women and leadership. After years of study and mentorship, she reached a powerful conclusion that reshaped her mission.“Women do not need empowerment—they need remembrance,” reflects Dr. Sana.
Remembering their true essence and nature as women, she cautions against replicating masculine business models in enterprises built byand forwomen, “do not fall into the trap that you need to duplicate the masculine business model in a business built by women, or for women. We need to respect the Divine intelligence in creating the magnificent differences that men and women have been created with, to balance and evolve nature and humanity.”
True empowerment, she believes, comes from reconnecting with innate wisdom rather than adopting external models of success that are imposed by other individuals, organizations, or societies. Women thrive when they lead from their feminine essence—honouring intuition, softness, and emotional intelligence as strengths, not liabilities.
She encourages women to design businesses around the people they call family and the communities they nurture, and feel nurtured by. She aims to build reciprocal relationships that women thrive in, whether they are family, creatives, soul-tribes, or like-minded communities. On this foundation, women can build genuine, sustainable social enterprises.
Looking Ahead
As Her Soul Business continues to expand, Dr. Sana is deepening global collaborations with universities and NGOs, coaching and teaching creativity, leadership, and entrepreneurship through a soul-oriented lens.
Her vision is to help shape heart-centred societies—where conscious leadership forms the foundation of education and economic growth. Her next chapters involve developing coaching models inspired by ancient healing and spiritual practices, inviting individuals, practitioners, and organizations to reconnect with meaning through the art of minding your soul business.
The Final Reflection
“A meaningful business begins with a meaningful relationship with yourself, redefining your success with your integrity and your beliefs about who you are, and your personal mission in life as an individual”, reflects Dr. Sana.
“Your business is your daily sacred spiritual practice. Applying your personal values at every decision-making process and transaction, you are proving to yourself how centred and aligned you are with your relationship to yourself, and how aligned you are with your Creator”, reflects Dr. Sana.
When mind, heart, body, and soul are in harmony, clarity follows—and purpose guides action. “Success is not the absence of failure,” she reminds us. “It is the courage to try again with a wiser heart.”
Her message to entrepreneurs and creatives is both gentle and profound: live with curiosity, create from truth, and allow your work to become a reflection of your spirit. “Create boldly, love deeply, and live with such authenticity that your life becomes a legacy—one worth celebrating in this world and the next,” her voice echoes deeper, long after our conversation ends.