“Hidden Gem Shoe Shop Goes Viral, Thanks to Supporters – Now with Long Queues Out the Door!”

A once-obscure shoe shop in East London, which had recently announced a closing-down sale, is now set to continue trading after a viral TikTok video attracted a surge of new customers. The Rich Collection Bella Italia, situated in Shoreditch, has been a beloved fixture for over three decades. Its most bustling days may still lie ahead, as the shop has gained significant attention on TikTok, drawing eager shoppers who are willing to wait for over an hour to purchase its stylish shoes and bags.

A Local Icon’s Journey

Founded by Rachid Lazraq on Hackney Road, Shoreditch, The Rich Collection initially catered to a predominantly African clientele during the 1990s and early 2000s. However, as gentrification led to demographic changes in the area, business began to decline. Despite this, Rachid’s passion for fashion remained unwavering. He persevered even as many footwear shops around him transformed into trendy cafes, leaving The Rich Collection as one of the last remaining original establishments on the street.

In a recent interview, Rachid shared his enduring love for the fashion industry, stating, “I’ve always liked fashion and that was the business I wanted to run. I used to always be busy; I had things that were different to everybody else’s, and customers would always come. Many of my overseas customers have stopped visiting. The impact of COVID and the current cost of living crisis have also taken their toll. I didn’t want to give up because I love what I’m doing, and I kept hoping for the best.” During the quieter winter months, there were days when not a single customer would enter the shop. Faced with dwindling sales, Rachid reluctantly placed a closing-down sign in the window, fearing that the end was near.

The Viral Turnaround

A few weeks ago, the fortunes of The Rich Collection took an unexpected turn. A chance encounter with a French TikToker, who featured kitten heels in her content, led to a spontaneous visit to the shop, which was subsequently showcased in a viral TikTok video. Inspired by this newfound attention, Rachid’s daughter, Zineb, created her own TikTok, highlighting her father’s extensive collection of shoes and bags aimed at a younger audience, particularly those drawn to the ‘Y2K’ aesthetic.

Reflecting on her experience, Zineb explained, “I recently lost my job and had some spare time, so I came down and made a TikTok of the shop, a sort of day-in-the-life video. I was amazed to discover my dad had these early-2000s kitten heels. The next thing I knew, the video went viral overnight. Since then, we’ve seen an influx of customers. What began as a way for me to help my dad during my unemployment has now turned into a full-time job.” What was once deemed a ‘hidden gem’ has rapidly transformed into one of the most sought-after shops in Shoreditch.

A Thriving Community Hub

Customers now regularly queue for hours to enter the store, forming connections with fellow shoppers, some of whom pass the time reading or chatting. In the midst of the bustling atmosphere, Rachid finds himself constantly on the move, fetching various sizes for customers in the sweltering heat. Among those waiting in line were Sonali and Scarlett, who were searching for shoes for an upcoming wedding. They praised the uniqueness of the products, which motivated them to explore a ‘small place’ they might not typically visit. Rachid’s dedication to customer service, from recommending matching bags to guiding customers with directions, has breathed new life into The Rich Collection.

Looking to the Future

Zineb expressed her admiration for her father’s unwavering commitment, stating, “Even through all the work he’s doing, my dad’s always got a smile on his face. He’s so grateful. He often mentions having stock that has remained untouched until now, and to see a whole new audience embrace the Y2K style is incredible. He never takes a day off and is always eager to work, but he’s undeniably happier now. Although we are exhausted from the hustle and bustle, we appreciate everyone’s patience as they queue.” On July 9, Rachid emerged from the shop and joyously announced, “We’re not closing down anymore,” as he removed the sign to cheers from those waiting outside.

As the summer progresses, Zineb and her sister, Maryam, will join Rachid in managing the store. They also plan to establish an online presence, as inquiries have been pouring in from customers worldwide eager to make purchases. Rachid expressed his gratitude towards Zineb, stating, “I had no idea about TikTok or how to use it, but she has been incredibly helpful. It’s emotional to think we were on the verge of closing down, only to see queues outside now. It’s still sinking in. After 32 years in business, it feels wonderful to keep it going. We will continue to strive and do our best.” The Rich Collection is located at 7 Hackney Rd, London E2 7NX and operates from 1pm to 7pm.