If you’ve ever scrolled through TikTok, chances are you’ve come across the Abraham family’s videos featuring luxury, wealth, and prestigious brands. However, Emily, Adam, and their daughter go beyond being mere TikTok content creators. Emily Abraham, a mother and entrepreneur, along with her husband, owns the successful second-hand luxury store, Love Luxury. Following its remarkable success in London, Love Luxury has recently opened its second location in Dubai.
Their daughter, Moo, who is equally involved in their business and videos, gained fame on TikTok as ‘the Billionaire’s daughter’. At just 10 years old, Moo showcases a keen taste in luxury, flaunting a collection of items that many can only dream of. Through her viral videos, she demonstrates a deep understanding and appreciation for luxury items.
In an exclusive interview with Arabian Business, Emily Abraham expressed her belief that “luxury is an addiction.” While luxury fuels their business, Emily acknowledges that being Muslim in the luxury industry poses its challenges. “We are very clear in our principles. We do not promote Christmas, birthdays, Easter, or Valentine’s Day, which can deter some customers who expect these celebrations on our platforms,” she explained.
Despite these challenges, the Abraham family has expanded from their London base to Dubai, marking it as their second location. According to Emily, choosing Dubai as their next destination was a strategic move. “Thirty years ago, the world revolved around New York, then Paris, then London, and now it’s Dubai,” she emphasized.
Co-founder of Love Luxury, Emily Abraham
Describing Dubai as the “fashion capital of the Middle East,” Abraham emphasized the strategic significance of having a business presence in the city. She noted, “Anyone with business acumen can see that if you want to succeed in business, you need to have a store or a business branch in Dubai. Obviously, not all businesses can thrive here, but for us, it does.”
She highlighted Dubai’s diverse expatriate population, with 90 percent of residents being expats, many of whom have significant spending power. “The majority of people come here with money. They come, they want to spend, and even those who come on holiday come to shop. So, for our business, it just made sense,” she added.
The store primarily caters to the high demand for ultra-luxury branded items such as Chanel, Hermes, and Rolex. Abraham revealed that they are highly selective with the items they choose to stock, focusing predominantly on quota items.
Quota items are those not readily available for direct purchase in stores. They often entail waiting periods ranging from months to years and are selectively offered to a limited audience.
Social Media Presence A significant aspect of the Abraham family’s business strategy revolves around social media, boasting 1.9 million followers on TikTok and 410,000 followers on Instagram. Social media plays a crucial role in fostering trust and generating demand for their products.
“I think that any business that wants to flourish has to have some presence on social media because we’re not just looking at the generation that can afford to buy it now. We have to think ahead,” Abraham explained.
She noted that a large portion of their client base comes from social media, with the younger generation often educating the older generation about their products.
“Social media seems to be the new way to Google; people do not necessarily automatically go to Google anymore. They say the second largest search engine in the world is YouTube. Why would you not be pursuing that?” Abraham questioned.
She added, “If I have to do silly dances every now and then or entertain people, I don’t have a problem entertaining people,” as long as it benefits the business.
Adam Abraham, Co-founder of Love Luxury, a London-based second-hand luxury goods store
Ensuring Authenticity In the realm of luxury resale, authenticity stands as a paramount concern. With countless counterfeit items infiltrating the market, even seasoned authenticators may find themselves challenged.
When questioned about Love Luxury’s approach to guaranteeing authenticity, Abraham likened it to the scrutiny of banknotes by a teller. She emphasized the importance of meticulous examination, coupled with what she referred to as her “spidey senses.”
Every item that enters Love Luxury undergoes rigorous scrutiny by professional authenticators. Abraham affirmed her commitment to never acquiring items she doubts, ensuring a stringent standard of authenticity. Moreover, all bags at Love Luxury come with third-party authentication, adding an extra layer of assurance.
Operating solely in Dubai at present, Abraham’s initial goal was to establish a base, enroll her daughter in school, and assemble a dedicated team. She acknowledged the challenges of the journey, emphasizing its dynamic nature.
Situated in Business Bay, Love Luxury caters to Dubai’s thriving luxury market. Known colloquially as “the Hermes store,” it prides itself on offering pristine Hermes items. Abraham envisions further expansion and the continuation of their engaging TikTok videos.
The store offers “instant cash for your valuables” with a one-hour same-day payout and ensures the highest market prices. Visitors are welcomed to interact with Adam, Emily, and Moo, as highlighted on the store’s website.