'My daughter is a TikTok star but I won't let her run her account until she's 18'

When Maali Abraham agreed to be in a promotional clip for her parents' business, little did the youngster know she would become a TikTok sensation

- WORDS: LUCY ROBINSON

“Can I ask how much your outfit is worth?” For most, it’s a simple question but for Emily Abraham and her daughter Maali, it propelled them to internet fame.

Having previously seen their videos gain a couple of million views, going viral online wasn’t entirely out of the ordinary for the pair, although this was something different.

After sharing the clip of Maali stepping out of the family’s Love Luxury designer resale store in London's Knightsbridge in 2022, things changed overnight. In the three years that followed, the video has amassed more than 86million views on TikTok and Maali, known as The Billionaire’s Daughter online, has won more than 158,000 followers of her own.

“We had a new person who started doing social media for our brand, Love Luxury, and he asked if Maali was interested in taking part. I said it was up to her and it was her decision and she agreed. A lot of people were going around London asking random people about their outfit of the day but nobody had been wild and wacky with it,” said Emily. “We set it up so that she was coming out of the shop but everything she had on was stock we had. The social media guys asked Adam, my husband, if he thought we should put ‘millionaire outfit check’ on the thumbnail but he said there were loads of millionaires. That's when I said to put billionaire in there. That word made such a massive difference.”

Sudden popularity