How Love Luxury Became a £25M Powerhouse in Designer Resale

With one of the world’s most viewed fashion TikTok videos, a turnover upwards of £25 million annually and boutiques in two of the world’s leading luxury destinations, Love Luxury has come a long way in the five years since starting as a side hustle from a South London family home.

Founded by husband-and-wife team Adam and Emily Abraham during Covid, Love Luxury was born after the couple spotted huge demand for sought-after luxury brands including Hermès, Chanel and Cartier while boutiques around the world were closed.

Starting with a Facebook group selling pre-loved luxury handbags, jewellery, watches and accessories, the business grew at remarkable speed. By early 2021, Love Luxury had opened its first bricks-and-mortar store in Knightsbridge, but it was an unexpected viral moment involving the couple’s young daughter, Maali, that introduced the family to millions around the world.

Viral Social Media Success and Knightsbridge Retail

Shortly after opening the Knightsbridge boutique, the family began creating social media content to showcase the extraordinary pieces arriving in store. Maali, then just nine years old, quickly became a favourite with followers. In a playful 40-second TikTok, Maali dressed as a “billionaire’s daughter”, carrying an Hermès bag and wearing Cartier jewellery worth a combined £58,500, while her dad Adam followed closely behind playing her bodyguard.

It attracted an astonishing 12 million views organically in its first 24 hours and four years later has amassed 87.7 million views, making it one of the most-viewed TikToks from a fashion retailer or brand ever.

Love Luxury’s social media presence has since exploded, with the brand amassing 254 million TikTok likes and building an international audience fascinated by the world of rare handbags, watches, jewellery and ultra-luxury fashion.

International Expansion to Dubai's Luxury Market

That global following made Dubai a natural next step.

Already synonymous with luxury shopping and home to an international clientele, Dubai offered Love Luxury the opportunity to take the family business beyond the UK and bring its distinctive approach to luxury resale to the Middle East.

Running the brand from a space in Business Bay in its first year, the opening of Love Luxury at Sunset Mall in May last year marked a significant milestone for Adam and Emily, who just five years ago were running the fledgling business from their family home in South London.

The company specialises in buying and selling highly sought-after pre-loved pieces including Hermès, Chanel, Cartier, Rolex and Van Cleef & Arpels, tapping into the growing appetite for authenticated luxury pieces and access to items that can be notoriously difficult to secure directly from boutiques.

Yet despite its rapid international expansion, Love Luxury remains very much a family affair.

Adam, Emily and Maali have become familiar faces to millions of social media followers, with the personality and humour behind their content helping distinguish Love Luxury in an increasingly competitive global resale market.

Now, with Dubai established as a major part of the Love Luxury story, the family is looking towards the next stage of its international growth.

From selling luxury pieces through Facebook during lockdown to opening in Knightsbridge and Dubai and building a business turning over more than £25 million a year, Love Luxury has achieved in five years what Adam and Emily could never have imagined when they first started from home.