One of Shroeditch’s last remaining shoe shops was about to close down until a viral TikTok attracted a new audience
A hidden gem shoe shop in East London that had announced its closing-down sale is now staying open after a viral TikTok video brought in crowds of new customers.
The Rich Collection Bella Italia in Shoreditch has been a local staple for over 30 years. Yet its busiest days might still be ahead, as the shop has gone viral on TikTok, attracting a new wave of customers willing to queue for over an hour to get its shoes and bags.
Open by Rachid Lazraq on Hackney Road, Shoreditch, his clientele in the early 90s and 2000s were mainly from African backgrounds. As that demographic has moved out of the area due to gentrification, business slowed, but Rachid’s passion and desire never left. He kept on plugging away even as the shoeshops that once filled the streets around him changed into cafes, leaving The Rich Collection as one of the last original shops on the street.
Rachid told MyLondon: “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. A lot of my overseas customers who would come have stopped. COVID affected us, and obviously, the cost of living is high now. I didn’t want to give up because I love what I’m doing, and I kept hoping for the best.”
In winter, there would be days when no customers would even come in. A closing-down sale was posted on the window, as Rachid thought the business might have run its course.
A few weeks ago, things suddenly turned. After a chance encounter with a French TikToker who spoke about kitten heels, she went into the store, made a TikTok and then customers started taking an interest in The Rich Collection.
Rachid’s daughter, Zineb, was inspired by this and made a TikTok as well, showcasing her dad’s extensive shoe and bag collection, geared towards a younger audience and those looking for a ‘Y2K’ aesthetic.
Zineb told MyLondon: “I recently lost my job and had some free time, so I came down and made a TikTok of the shop, a sort of day-in-the-life video. I didn’t even know my dad had these Y2K early-2000s kitten heels. Next thing you know, it went viral overnight. Since then, the queues have started. I thought I would make the video as a sort of unemployment series of me helping my dad out, but I soon realised that this is now my job.”
The once ‘hidden gem’ has now become one of the most popular shops in Shoreditch. People wait in a queue for hours, waiting to get inside; some make friends in the queue, while others read a book as they wait. Rachid is forced to change his clothes a few times as he races up and down, bringing sizes for customers in the blistering heat.
Sonali and Scarlett were waiting in the queue and were shopping for shoes for a wedding they were attending. They spoke about how the shoes are ‘unique’, which made them want to come down and visit a ‘small place’ they might not usually visit. Whether it’s Rachid recommending a matching bag for the shoes or going the extra mile to help a customer with directions, The Rich Collection has now got a new lease of life.
“Even through all the work he’s doing, my dad’s always got a smile on his face. He’s so grateful. He says he’s had stock that hasn’t been touched before, and now they’ve got a whole new audience who love the Y2K style, it’s amazing to see. He never takes a day off, and he always wants to work, but he’s definitely much happier. We’re tired because it’s so busy nut we’re grateful for everyone’s patience as they queue”, Zineb continued.
As MyLondon were down at the shop on Thursday, July 9, Rachid proudly walked out and declared “We’re not closing down anymore” as he took the sign down to loud cheers from those still in the queue.
Zineb and her sister Maryam will be helping run the store along with Rachid through the summer. They will also start focusing on establishing an online brand, as people from all over the world have been asking how they can purchase.
Rachid said, “I’m so grateful to Zineb – 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.
“32 years I have been here, and it’s nice to be able to keep the business going. We’re going to keep going and keep doing our best.”
The Rich Collection is located at 7 Hackney Rd, London E2 7NX and is open from 1pm to 7pm.
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