Increase in Female Entrepreneurs is a half-century-long trend in Saudi Arabia. While only 400 women registered to the Chamber of Commerce in the early 1960s, it is estimated that the number of women registered to it reached over 12,000 in 2017. What motivated Saudi women to start business? And how it impacted gender order in the society and family? This study aims at 1) investigating socio-economic background that encouraged women to launch business, 2) exploring the relationship among female entrepreneurs, women’s influence in spending and consumption, and 3) answering unsettled questions of how increased female entrepreneurship in Saudi Arabia destabilises the gender order in the public and private spheres. The research method for this study involves a combination of primary and secondary data. The primary data includes the author’s interviews of Saudi women with emphasis on those who engage in business. By combining the author’s survey, government statistics and reports as well as secondary data, the study attempts to understand the gender order and institutionalised entrepreneurship-consumption relationship. Tentative results of this ongoing research found out multifaceted factors of motivating women to launch business. 1) Under what is called ‘entrepreneurial state capitalism’ [Gray 2018], commercial infrastructure in urban space became highly feminized. 2) Due to advancement of female education that progressed to outnumber male counterparts in tertiary education, educated women have become more influential in family and individual spending that shifted patterns of consumption in the society. 3) Nonetheless, male breadwinner model is persistent where women take minimal responsibility for sustenance. It ensures that women have a larger capacity to save for purchase. The new women-led consumption patterns offer opportunities for women to launch women-oriented businesses. 4) Lack of employment opportunities further encouraged women to engage in businesses. The paper leads to conclusions by referring to Deniz Kandiyoti’s [1988] claims of patriarchal bargaining. Kandiyoti’s patriarchal bargaining implies that women strategically take the optimal decisions within modern patriarchy, which indicates that they consciously avoided working outside when the cash economy was established. However, this study takes into consideration a highly consumerised society, where the cash economy is considered as a basic premise. Gray, Matthew 2018 “Rentierism’s Siblings: On the Linkages between Rents, Neopatrimonialism, and Entrepreneurial State Capitalism in the Persian Gulf Monarchies”, Journal of Arabian Studies, 8, pp. 29-45. Kandiyoti, Deniz 1988 “Bargaining with Patriarchy”, Gender and Society, 2 (3), pp. 274- 290.