The Rich Collection in Shoreditch, a family-run shoe shop for over 30 years, has been saved from closure after a viral TikTok video drew queues down the street. Owner Rachid Lazraq, who had posted a closing-down sale sign in the window, now sees customers waiting up to an hour to enter.
From empty days to packed queues
Rachid Lazraq opened the shop on Hackney Road in the early 1990s, serving mainly African clientele. As gentrification changed the area, business slowed, and many surrounding shoe shops became cafes. 'I used to always be busy; I had things that were different to everybody else's,' Lazraq told MyLondon. '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.'
In winter, there were days with no customers. A closing-down sale was posted as Lazraq considered the business had run its course.
TikTok turns the tide
A few weeks ago, a French TikToker visited the store and made a video about kitten heels, sparking interest. Inspired, Lazraq's daughter Zineb created a TikTok showcasing her father's collection, targeting a younger audience seeking Y2K aesthetics. 'I recently lost my job and had some free time, so I came down and made a TikTok of the shop,' Zineb told MyLondon. 'Next thing you know, it went viral overnight. Since then, the queues have started.'
Zineb now works full-time at the shop, helping manage the influx. Customers like Sonali and Scarlett, waiting for a wedding shoe, praised the 'unique' items and the 'small place' atmosphere.
New lease of life
On July 9, 2026, Lazraq removed the closing-down sign to cheers from the queue, declaring 'We're not closing down anymore.' Zineb and her sister Maryam will help run the store through summer, with plans to establish an online brand as global inquiries pour in. '32 years I have been here, and it's nice to be able to keep the business going,' Lazraq said. 'It makes me emotional to know that we were going to close down, only to see queues outside the door now.'
The Rich Collection is located at 7 Hackney Rd, London E2 7NX, open from 1pm to 7pm.
