Daughter saves father's 34-year-old shoe store with social media, draws long queues in London

For 34 years, Rachid Lazraq ran his shoe shop in Shoreditch, East London, building a business around a loyal customer base. But as the neighbourhood changed, so did his customers. Rising rents, gentrification and the arrival of chains, coffee shops and newer stores left his family business struggling.At one point, the 59-year-old was preparing to close Rich Collection Italia. Then his daughter, Zineb Lazraq, stepped in and discovered that the shoes her father had been selling for years could appeal to an entirely new generation. Zineb helped rescue the shoe store after using TikTok to show younger customers the shoes he had been selling for decades.Today, the shop that was once close to shutting down has customers lining up outside for hours, largely after Zineb began promoting it through TikTok.According to PEOPLE, Zineb, 25, had watched her father work in the shop throughout her childhood.