In east London’s Shoreditch neighborhood, The Rich Collection Bella Italia, a leather goods shop on the brink of closure, has experienced an unexpected revival driven by a digital push from the owner’s daughter. The store, known for its vintage leather bags and shoes, was initially scheduled to close at the end of summer, but a viral TikTok video sparked renewed interest that has since transformed its fortunes.

The resurgence began in late June when TikToker Caroline Rivier posted a video showcasing the store’s collection of “hidden treasure” shoes. This caught the attention of Zineb Lazraq, 25, daughter of owner Rachid Lazraq, who had spent little time in the store prior. Inspired by the viral video, Zineb shared her own “day-in-the-life” content in early July, which quickly gained traction online. The resulting influx of customers led her to join daily operations, despite having no previous retail experience.

Rachid Lazraq, who has managed the shop for 30 years, noted the changing landscape on Hackney Road, where many leather stores have shuttered or been replaced by cafes and breweries as a result of the pandemic, rising rents and the cost-of-living crisis. Yet, amplified by social media, The Rich Collection has attracted a new generation of shoppers, many of whom document their visits online, fostering further interest. The store’s “Closing Down” sign was removed in mid-July amid growing weekend queues, and business demand continues to expand both in person and online. The family has since hired a part-time assistant, developed a website and launched a presence on resale platform Vinted, with plans to reach an international audience.

Capitalizing on the renewed attention, The Rich Collection introduced three new heeled sandal styles developed in collaboration with a manufacturer in Naples, Italy. Rachid expressed optimism about future offerings, emphasizing the motivation he draws from customer satisfaction.

A comparable narrative is unfolding in Camden Market, north London, where comedian and actress Savannah Gracey used her social media platforms to support her mother, Janet Dervan, 63, owner of vintage clothing shop The Arc. Faced with declining trade and increasing costs, Dervan planned to close the store in early August after more than three decades in business. Gracey’s candid video, which captured the emotional final days of the shop, resonated with thousands of followers, bringing a surge of visitors and new followers on TikTok and Vinted. Although the physical store closed, the online presence has afforded Dervan opportunities to continue trading through markets and future events.

Both Lazraq and Dervan opened their businesses around 30 years ago and have faced similar challenges including higher rents and changing retail environments. Their children’s social media interventions have rekindled public interest, highlighting a powerful combination of storytelling and digital engagement.

This trend extends beyond the UK. In New York, Chaewon Kim, 51, supports her mother Mijeong Jung’s fashion label, Kool Kitten, by creating social media content aimed at expanding its audience and developing a community around the Soho concept store. Jung, with over 30 years of industry experience, launched Kool Kitten in South Korea in 2023. Kim emphasizes the generational effort to adapt longstanding businesses to evolving markets, bridging tradition and contemporary digital platforms.

Marketing professionals suggest the effectiveness of these campaigns lies in their authentic, personal narratives. Erifili Gournari, founder of Gen Z-led marketing agency The Z Link, notes that the human element resonates deeply, encouraging consumer empathy and support. Kim echoes this sentiment, framing her involvement as a meaningful opportunity rather than an obligation.

For Lazraq, the outcome speaks to the potential of social media to provide real-world impact for family enterprises. “If I could start any trend, then this sounds like a great one to start,” she said, reflecting on the movement’s success in revitalizing her family’s business.