Over the last 30 years, Rachid Lazraq has been running a specialty shoe store in East London called Rich Collection Italia. As his customers have gotten older and as online shopping has gotten more popular, Rachid has endured bumpy times in the business — and was ready to close up shop for good.

Everything flipped overnight, though, when his daughter posted a TikTok video featuring the shop's vintage Y2K kitten heels — a pair she realized would appeal directly to younger shoppers.

The video racked up 300,000 views in hours — and business boomed at Rich Collection Italia. People were lined up down the street outside the shop, with many potential customers waiting for two hours just to get inside.

Thanks to a simple social media post, the shop got a boost from a whole new, younger clientele. The ultimate payoff came when Rachid tore down his closing sign to applause from a crowd of waiting customers.

Over the last 30 years, Rachid Lazraq has been running a specialty shoe store in East London called Rich Collection Italia. As his customers have gotten older and as online shopping has gotten more popular, Rachid has endured bumpy times in the business &mdash; and was ready to close up shop for good.
Everything&nbsp;<a href="https://www.thetimes.com/uk/social-media/article/gen-z-tiktok-save-family-businesses-h8pxhp26b">flipped overnight</a>, though, when his daughter posted a TikTok video featuring the shop's vintage Y2K kitten heels &mdash; a pair she realized would appeal directly to younger shoppers.
The video racked up 300,000 views in hours &mdash; and business boomed at Rich Collection Italia. People were lined up down the street outside the shop, with many potential customers waiting for two hours just to get inside.
Thanks to a simple social media post, the shop got a boost from a whole new, younger clientele. The ultimate payoff came when Rachid tore down his closing sign to applause from a crowd of waiting customers.

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We're back. And we're focused on Lake Life, Wine Culture, and Modern Hits for Southwest Michigan.

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We're focused on Lake Life, Wine Culture, and Modern Hits for Southwest Michigan.

We're focused on Lake Life, Wine Culture, and Modern Hits for Southwest Michigan.