Daughter saves dad’s shoe store with viral TikTok

For 34 years, Rachid Lazraq's shoe store in Shoreditch, East London, managed to stay afloat with the help of loyal customers and the reputation he had built over the years. However, as the world evolved, the family business began to struggle and was on the brink of closure. It was then that Rachid's daughter, Zineb Lazraq, discovered something her father had overlooked. She realized that the shoes once considered old-fashioned could actually be in demand by a younger audience.

A few TikTok videos later, the struggling shoe store quickly started attracting a new generation of customers who were willing to wait in long lines for hours. Despite the fact that, just a few months earlier, the store had been preparing to close its doors after more than three decades in business, the viral TikTok videos transformed the situation entirely.

The turning point came when a French TikTok user shared a video of the shop, describing it as a "hidden gem," garnering over 300,000 views. Zineb, who was already familiar with journalism and video editing, decided to create her own videos showcasing the shop and its Y2K-style sandals. The response was far beyond her expectations, and soon she found herself taking on a more prominent role in the business.

As the attention continued to grow, people began lining up outside the London shoe store to get their hands on the popular Y2K-style sandals. Zineb, despite having no prior retail experience, stepped in to help her father manage the sudden influx of customers. The timing was particularly remarkable, as the store had been expected to close in late June, with a closing sign even put up prior to that.

While the viral attention has since settled, the business has continued to thrive, particularly on Saturdays. Zineb is now looking to expand beyond the physical store, aiming to establish an online brand to reach customers outside London. She has already created a TikTok Shop, following the demand from people around the world interested in her father's shoes.

For Zineb, the experience has been both emotional and professional, highlighting the power of social media in transforming a struggling business into a viral London shopping destination.