From near closure to ‘hidden gem’: Daughter revives father’s shoe store in London with TikTok; here's how
TikTok helped a father-daughter duo to save Rich Collection Italia, their shoe store located in East London, which was about to shut its door. The 25-year-old revealed how internet helped her.
For 34 years, Rachid Lazraq operated a shoe store in Shoreditch, London's East End. The family business faced challenges, with the shop on the brink of closure. Zineb Lazraq, Rachid's daughter, turned to social media for a solution. Observing her father's old-fashioned shoes, she posted TikTok videos highlighting their potential.
The videos went viral, drawing in a younger demographic. As a result, the store, Rich Collection Italia, saw a surge in customers and business. Despite the unexpected success, the team continues to adapt, with Zineb learning retail skills on the job.
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