This article was originally written by Ottilie Von Henning for SWNS — the U.K.’s largest independent news agency, providing globally relevant original, verified, and engaging content to the world’s leading media outlets.
Talk about old meets new: A small vintage shoe store in London that was on the verge of closing now has young people lining up to shop — and it’s all thanks to the owner’s Gen Z daughter posting about it on TikTok.
Rachid Lazraq, 59, opened Rich Collection Italia more than three decades ago, but the COVID-19 pandemic and the rise of online shopping took a toll on business. He was planning to shut down the store when his daughter Zineb Lazraq, 25, saw an influencer post about a purchase she’d made there, describing the retailer as a “hidden gem.” Inspired, Zineb decided to do the same.
The next day, she shared a day-in-the-life-type video about working in her dad’s shop, specifically showcasing some Y2K-style wedge sandals. The post immediately went viral, racking up over 300,000 views overnight, and soon there were two-hour-long lines outside the door.
@itszinebxo Replying to @nico after being made redundant two months ago, I am now working at my dad’s viral Y2K shop in Shoreditch!🥳💗 It’s been surreal seeing the reaction on here after a few tough years of the shop being so quiet, so grateful I can help out and I’m having so much fun💗🥹👠 #richcollection #hiddengem #shoeshopping #shoreditch #y2k
♬ Pink – Lizzo
“My dad has been running this shop since before I was born, so we were all sad to see it suffering,” Zineb, a journalist, told SWNS, noting that even his loyal clients have been dwindling.
The turnaround came after Rachid texted the family group chat to share the news that a group of younger French women had come into the shop, a demographic outside his regular clientele, which veers older. His daughter soon put it together that a French influencer had posted a video showcasing the Y2K kitten heels, something Zineb — a member of the generation that’s helping revive early aughts fashion — didn’t even know her dad sold.
Having just been laid off from her full-time job, Zineb decided to help out inside the store and film it, serving as shop assistant and social media manager all in one.
“It all happened quite quickly, but it was amazing to see. By highlighting the shoes I knew would appeal to people my age, we had lines out of the shop in no time,” she said, adding: “It’s because it’s so small inside, we have to limit the amount of customers in the shop at any given time. But that doesn’t seem to deter people!”
Shortly after the video went viral, Zineb captured the moment Rachid was able to take his “closing down” sign off of the store window, surrounded by applauding customers.
@itszinebxo Replying to @nico together, we’ve all helped save my dad’s shop from falling victim to gentrification!! this has been life changing for our family and it’s just the beginning, thank you❤️ #richcollection #gentrification #y2k #hiddengem #shoreditch
♬ Scott street x i know the end – michà
Rachid is close to retirement age, and has plans to move back to his hometown of Marrakech, Morocco, so he’s uncertain how long Rich Collection Italia will stay open. But the recent influx of new customers has been a Cinderella moment in his last chapter as shop owner.
“I’m so grateful to Zineb,” Rachid told local outlet MyLondon. “I had no idea about TikTok or how to use it, but she helped so much. It makes me emotional to know that we were going to close down, only to see queues outside the door now. It’s still sinking in.”
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