Archive · 12 Aug 2026
Daughter's TikTok videos revive father's Shoreditch shoe store
A man named Rachid Lazraq has a shoe shop in London called Rich Collection Italia.
He has run the shop for 34 years.
For a while, the shop was struggling because the neighborhood was changing and rents were getting very expensive.
His daughter, Zineb, wanted to help save the store.
She started posting videos of the shoes on an app called TikTok.
The videos became very popular with people on the internet.
One video called the shop a 'hidden gem,' and lots of people saw it.
Soon, many young people came to buy the shoes.
The shoes were just what young people wanted because old-style Y2F fashion was coming back.
Now the shop is busy again, with customers lining up to buy shoes.
Rachid Lazraq ran his shoe store Rich Collection Italia in Shoreditch, East London, for 34 years.
The family business nearly closed due to rising rents, gentrification and the arrival of chains and newer businesses.
In May, a French TikTok user called the shop a 'hidden gem' in a video that gained more than 300,000 views.
His daughter Zineb Lazraq started making TikTok videos after realizing the shoes fit the Y2K fashion revival popular with younger customers.
Customers now line up for hours outside the store, where most shoes retail for around $75.
- Who
- Zineb Lazraq, daughter of shoe store owner Rachid Lazraq.
- What
- Zineb revived her father's nearly closed shoe store, Rich Collection Italia, by posting TikTok videos that attracted younger customers.
- When
- In recent months, starting with a viral French TikTok video in May.
- Where
- Shoreditch, East London.
- Why
- The store was struggling due to gentrification, high rents and the arrival of chains, and TikTok helped introduce the shop's shoes to a new generation.
- Store name
- Rich Collection Italia
- Location
- Shoreditch, East London
- Years in business
- 34 years
- Owner
- Rachid Lazraq, aged 59
- Price of most shoes
- Around $75
- Viral 'hidden gem' video views
- More than 300,000
- Reason for revival
- TikTok videos and the Y2K fashion revival