As the story goes, a French content creator wandered into the shop while visiting London in July, filmed a short TikTok and posted it to her followers. “The next day I noticed a lot of young people started coming in,” says Lazraq, accustomed to serving mostly older women from the surrounding neighbourhood. “I love the colourful things,” says Ivy Rhodes, 20, a student who discovered the store through social media. “I’ve been getting into cute little vintage shoes and heels recently,” she tells me, while contemplating whether to buy a pair of chunky fluorescent-pink pumps. Before opening the shop, he worked in insurance, but had always wanted to pivot into retail as a vehicle to express his love for design.