Rima settles in a chair at an upscale Riyadh cafe, looks around carefully and, seeing no one she recognises, drags on her electronic cigarette before exhaling a cloud of smoke. Like Western feminists of the early 20th century, in an era of social change in Saudi Arabia some women are embracing cigarettes, shisha pipes or vaping as a symbol of emancipation. The sight of women smoking in public has become much more common in recent months, an unthinkable prospect before the introduction of sweeping reforms in the ultra-conservative kingdom.