Summary taken from Emirates 24/7, June 23, 2011

Saudi Arabia aims to create nearly 1.5 million jobs for women when it starts enforcing a decision to  replace male salesmen in lingerie shops with women next month.

The Gulf Kingdom, which is reeling under high unemployment rates despite its massive oil wealth, set July 12 for the gradual enforcement of a decree by King Abdullah of Saudi Arabia to replace men with women at all lingerie shops.

Officials said shops that did not comply would be punished but the penalties have not been specified yet. They also indicated the July 12 deadline could be extended following complaints by some shops that it was too early.

In a letter entitled “important and urgent,” the Riyadh chamber of commerce and industry told all lingerie shops and other women’s clothes businesses last week to be ready to start replacing salesmen with Saudi women within one month.

The decision, which has been approved by the Saudi cabinet, followed an intensive campaign by women in the local media and Facebook earlier this year.

Dubbed “enough embarrassment” it was supported by many Moslem scholars, intellectuals and other prominent male personalities.

Campaign leader Fatima Qaroob said: “We have received massive support from both women and men because it has become unbearable and the situation has become shameful……we hear shameful and embarrassing stories almost every day about our women when they go shopping for underwear…these stories make you either cry or laugh.”