If you have spent any time scrolling through TikTok, chances are you would have stumbled across this family’s videos showcasing all things luxury, wealth and brands. However, Emily, Adam and their daughter are more than just mere TikTok content creators. Mum and entrepreneur, Emily Abraham alongside her husband are owners of a successful second-hand luxury store – Love Luxury, which has now opened its second location in Dubai, following immense success in London.
Their daughter, Moo, equally as involved in their business and videos, is a 10-year-old who went viral on TikTok, known as ‘the Billionaire’s daughter’. With a keen taste in luxury and a collection of items some can only still dream of, she has demonstrated her understanding and knack for luxury items through several viral videos.
In an exclusive interview with Arabian Business, Abraham said that she believes that “luxury is an addiction.” Although, the addiction to luxury fuels their business, Abraham believes that “being Muslim in business” can prove to be a challenge in her line of work.
“We are very straight in how we do things. So, we do not promote Christmas, we do not promote birthdays, we do not promote Easter or Valentine’s and that can actually set you back because people want to see those things on your pages. And I also feel that there are going to be people who are not going to want to deal with you because of your religious belief,” she cheerlessly explained.
Having established their initial base in London, the Abraham family has now expanded to Dubai, marking it as their second location. According to Abraham, not choosing Dubai as their next destination would have been a “foolish” decision.
“30 years ago, the world used to spin from New York, I say that metaphorically. Then it became Paris and then London and now it is Dubai,” she said.

Terming it as the “fashion capital of the Middle East,” Abraham explained that “Anybody 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 work here but for us, it does.”
“You know, there are 90 percent expats here. The majority of people come here with money. They come, they want to spend and even those that come on holiday come to shop. So, for our business, it just made sense,” she added.
The store primarily runs on high demand for ultra-luxury branded items such as Chanel, Hermes and Rolex but that is not all. Abraham revealed that they are highly selective with the items that they choose to stock, predominantly stocking quota items.
Quota is the designation given to items that are not readily accessible for direct purchase in stores. Typically, these items entail waiting periods ranging from months to years and are selectively offered to a limited audience.
From TikTok to Instagram
A significant aspect of the Abraham family and their business revolves around social media, boasting 1.9 million followers on TikTok and 410,000 followers on Instagram. Undoubtedly, 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 said.
Emily explained that a vast number of their client base comes from social media, a lot of which comes from the “younger generation educating the older generation.”
“It [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 said.
“If I have to do silly dances every now and then or entertain people, I don’t have a problem entertaining people,” she added, as long as it pays off for the business.

Authenticity
As a business handling numerous high-value items, a common concern revolves around ensuring authenticity. Given the prevalence of thousands of counterfeit items circulating in resale stores, some crafted with remarkable quality, even seasoned authenticators may find themselves giving a second look.
When asked how Love Luxury guarantees authenticity, Abraham said, When you have the amount of bags, watches and jewellery come through our hands, it’s like asking a bank teller how they know that banknotes are genuine. If you have a doubt you check, right? They don’t check every single note.
Alongside what she calls her “spidey senses”, she explained that every single bag that comes through the door goes through “pro authenticators.”
“I am never going to buy a bag that I doubt, I am never going to do that,” she assured.
Additionally, all their bags come with a third-party authentication.
Currently, based completely in Dubai, Abraham explained that her goal prior to moving here was to have a villa, get her daughter into school, and get an office and a team. “It’s never plain sailing,” she said.
With the store located in Business Bay, Love Luxury is set to serve the Dubai market, where the culture of luxury thrives. Known as “the Hermes store” for selling “box fresh Hermes”, Abraham intends to continue expanding the world of luxury and making TikTok videos.
The store promises ‘instant cash for your valuables’ with a one-hour same-day payout and ‘the highest market prices’. Additionally, those who visit the store, according to a banner on their website, have a chance to say hi to Adam, Emily and Moo.