Fashion trends guide consumers while the trends of the luxury retail market fascinate investors and entrepreneurs. In recent years, one of the most interesting parts is the luxury resale. Love Luxury Founders Adam and Emily Abraham are pioneers in the space.
From having individual shared passions for fashion and expertise in luxury goods to then spotting a gap in the market for reselling high-end luxury pieces during Covid, the duo – with the help of their daughter Maali – have become a go-to name for HNWIs looking for special and rare pieces that come with history.
As they have expanded from online to physical stores in London and Dubai, Love Luxury has become trusted re-sellers of designer luxury goods. Fusing a keen eye for special luxury pieces with a love of the history that comes with every piece to a commitment to the highest level of service.
The Abrahams spoke to Finance Middle East about their journey as entrepreneurs, the massive impact of social media on the business and expansion in the region.
Q: Was there one specific moment when you were inspired to start the business?
A: It was during Covid we recognised a big gap in the market for trusted re-sellers of high-end luxury goods, the growth of the business was rapid thanks to the demand for buying and selling the likes of Hermès and Chanel in lockdown when stores were closed and there was no online platform that they could be purchased from. We used this time to really grow our client base using primarily social media. So, when lockdown was lifted, we were in the position to open a physical store in Knightsbridge, London.
Q: Fashion and finance are sometimes seen as very separate. What are your thoughts?
A: I believe fashion and finance are closely intertwined. Those that have high wealth are often very interested in fashion as a form of expression. The right suit can empower the most powerful financial figures and can create an aura of success without a word spoken. We find a lot of clients like to mark financial successes with a purchase, such as a Rolex or Hermès bag, a product which communicates their wealth and celebrates their financial wins.
Q: How have new technologies and platforms, such as AI and cryptocurrency, influenced the business?
A: AI is now used in our everyday business at Love Luxury, it’s a massive time saver for a lot of day-to-day admin jobs, but currently is not able to fully replace the human ability to identify counterfeit goods which often requires the human senses such as feeling the quality of the materials and smelling to detect glue and fake leather.
There has been an increase in using cryptocurrency in the high-end luxury retail market. It’s not something we currently do, but we are keeping a close eye on the developments in this area and certainly aren’t ruling it out for future business.
Q: How important was it for you to have a physical store in Dubai? Are there plans for more stores?
A: It was really important to have a physical store in the UAE. I could see it was the next step in growth for the business as an area of great wealth and a large population of HNW individuals.
Twenty years ago, the world centred around New York, and then it was more focussed on London, but now really feels like its Dubai’s time, it feels like we’re the centre of the world here! Dubai is so far ahead of what feels like every market, including retail, so it was something I wanted Love Luxury to be part of.
We opened our second site in Sunset Mall in June and don’t have any plans of stopping with stores both here and across the world, watch this space!
Q: Tell us about the impact social media have had on the business.
A: The impact has been immeasurable, we’ve been able to reach a global audience and have become recognised as one of the biggest names in the luxury re-sales market. We’ve had customers come to us from all over the world who have initially been introduced to us on social media. The organic success of Love Luxury’s TikTok account has generated more sales and given us a reach beyond any advertising we could have possibly done. Allowing the public to have an insight into the Love Luxury world and our day-to-day dealings also builds a level of trust with our clients which is so important in this business.
Q: What is the biggest lesson you’ve learned so far?
A: Transparency: to be transparent with people in business and to expect the same in return.
Q: How have you found the Middle East market different from the UK?
A: In some ways it is very similar, we have a lot of international customers that visit both stores. It has taken us longer to set up business here as we had to make sure we fully understood and were following all the business laws and different ways of working than in the UK, but that’s all part of expanding and operating in different regions.
The demand for certain products does differ from the UK to the UAE slightly. People here aren’t afraid to express their wealth, whereas in the UK clients are often looking for more understated styles.
Q: What advice would you give to new entrepreneurs in the region?
A: Be fearless! Go for your dreams and don’t quit. Keep reinvesting and don’t give in at the first hurdle. The path to success is the same path as the one to failure, you just need to keep going to reach success.
Q: Has there been one standout achievement or business milestone for you?
A: We currently have the most-viewed TikTok video in the world from any fashion brand or retailer. It’s content we filmed with our daughter Maali shortly after we opened the Knightsbridge store and it has helped propel the business to where we are today. It’s currently on 87.7 million views.
Q. What are your plans for 2026?
A: To continue to expand and develop the company.
Q: Do you have further GCC expansion plans?
A: It may well be on the cards!
Q: Where do you hope to see the brand in five years?
A: My aim for Love Luxury is to become the leading, most trusted name in the secondary luxury resale market worldwide. We’re setting an industry standard that is unmatched and we will continue to do that while focusing on growth and the excellent customer service we pride ourselves on.
Pull quote: “Be fearless! Go for your dreams and don’t quit. Keep reinvesting and don’t give in at the first hurdle”
Pull quote: “The organic success of Love Luxury’s TikTok account has generated more sales and given us a reach beyond any advertising we could have possibly done”
