Moo Abraham, or as more people will know her ‘The Billionaire’s Daughter,’ is not your average 11-year-old.
Often found decked out in designer gear, walking in London fashion week and brushing shoulders with celebrities are just some of the things she’s experienced before even hitting her teen years.
Her parents Adam and Emily Abraham are the founders of the pre-loved designer store Love Luxury in Knightsbridge, which opened at the start of 2021.
Specialising in pre-loved high end accessories such as Chanel and Hermes bags and Rolex and Patek Philippe watches, the brand started up a TikTok channel shortly after opening to showcase the latest arrivals in the store – and Moo became it’s star.
Emily spoke with MailOnline about how her daughter became a TikTok star, racking up more than 84.1 million views on just one video.
Moo Abraham, or as more people will know her ‘The Billionaire’s Daughter,’ is not your average 11-year-old
Shortly after starting their business, the Abrahams wanted to get more of a social media presence and hired someone to help them create TikTok videos.
Moo would pop into the store and come into work with her mum on Saturdays, she would be a ‘little assistant’ opening the door for customers and helping out, which they ‘loved’.
One day, their social media manager asked Moo if she would like to be in a TikTok and she jumped at the chance.
Emily explained: ‘The first one did quite well. It got a couple of million likes. Then our social media manager did a video with Maria, who’s our store manager, and it was an outfit check and that got four million.
‘Moo was like ‘I can’t believe my video didn’t do as well as hers,’ like a kid would and she’s really into sports so she’s very competitive.
‘So for the next one he said all right. Why don’t I do similar video with you? So he did it, and then he was like, Oh, what don’t know what’s word this. Millionaires daughters outfit check? and Adam turn around and went ‘Oh, there’s loads of millionaires in the world that’s not gonna go viral, everyone in London’s a millionaire.
‘Put billionaire in there. That was it and it just exploded’.
The video titled ‘Asking a billionaires daughter in Knightsbridge how much her outfit is worth’ got a staggering 84.1 million views, making it one of the most-watched fashion TikToks ever.
Moo would pop into the store and come into work with her mum on Saturdays, she would be a ‘little assistant’ opening the door for customers and helping out, which they ‘loved’
The video titled ‘Asking a billionaires daughter in Knightsbridge how much her outfit is worth’ got a staggering 84.1 million views, making it one of the most-watched fashion TikToks ever
Her parents Adam and Emily Abraham are the founders of the pre-loved designer store Love Luxury in Knightsbridge, which opened at the start of 2021
In the clip, the youngster added up the price of her outfit, showing off her £58,500 outfit including a £20,000 bag, £10,000 watch and £3,000 ring.
Emily said ‘We were like, Oh, I reckon it’s gonna get two million views. Someone else’s said I reckon it’s gonna four. I said seven. It was uploaded at 6pm UK time and by 8pm it had a million – when we woke up it was on 14 million.
‘We just didn’t believe it, and then it just kept growing, and then it kept being shared, and everyone was talking about it.
We walked down on the street, and people were stopping us literally within the space of a week. It was insane.’
Moo has since become a TikTok star, earning the brand 1.8 million followers.
From funny clips of her dragging her mum shopping, to mother-daughter challenges, the videos have garnered a fanbase of fashion fanatics.
On a recent video users commented ‘She’s so adorable’ and ‘Omg Moo is at it again’.
Emily says that her daughter has ‘always been a performer’ so she has no problem being in the spotlight.
Now, the videos of Moo as the ‘billionaire’s daughter,’ are the most popular on Love Luxury’s channel, and people from around the world have come to the shop to meet the family.
Often found decked out in designer gear, walking in London fashion week and brushing shoulders with celebrities are just some of the things she’s experienced before even hitting her teen years
They pair have recently opened a store in Dubai and already have people asking when they can visit
Now, the videos of Moo as the ‘billionaire’s daughter,’ are the most popular on Love Luxury’s channel, and people from around the world have come to the shop to meet the family
They pair have recently opened a store in Dubai and already have people asking when they can visit.
Emily added ‘it’s just a really nice of people that want to see us and enjoy our content is really lovely.’
Despite gaining popularity by showcasing the luxury goods on offer at her parents pre-loved store, Moo actually loves the high street.
Her mother said ‘The whole point of these videos is is we’re advertising our business.
‘However, she absolutely loves high street brands and since we came to Dubai she’s discovered Abercrombie and Fitch.
‘She absolutely loves it. Every time I go to the mall she’s like, please, mommy, can I go and have a look, and I’m like no, no, we’re not shopping today.
‘We also do buy a lot of high end designer stuff for her through secondary sites, so I’ll buy a pair of shoes that are pre-loved for her, or a dress or a bag.
‘A lot of the stuff that she personally owns, I’ve tried to keep it pre loved and stuff that we would buy from a secondary marketplace.’
This year, the 11-year-old even got the unique opportunity to walk the runway at London Fashion Week.
Emily gushed ‘Obviously, she’s a young lady. We both love fashion. We both love designer things as well. We have a PR lady who I told London fashion week’s coming up and asked if we might be able to get tickets to go.
‘She gave it a shot and then came up with the idea of her interviewing some designers. I said, yeah, it’s a great idea, why not? Let’s do it.
‘When they came back and actually said, we’d love her to interview the designer, but also, would she like to walk for us? We just could not believe it.
Emily says that her daughter has ‘always been a performer’ so she has no problem being in the spotlight
‘There’s not many things that take me aback but that really did. I was like. that’s amazing, as long as the outfit isn’t too showy then I’m fine with it.
‘I had to get permission from the school as well, of course because it was during term time and they were fine with it.
She had a beautiful little suit made and was a little bit nervous at the beginning but as soon as she saw the other models and walked with one of them, she was fine.
‘She said mommy, I cannot wait to do this and I’d say it was probably the best experience she’s ever had. Well, she’s 11. So it’s gonna be the best. But even for me, as her mom it was the best one of the best experiences my life as well, because to see my little girl up there, and she rocked it literally.
‘She absolutely rocked it and so I think that was the beginning of a snowball for fashion weeks for us.’
Even with her newfound fame, the youngster is still down to Earth and kind.
All of the children in her class at school know who she is and about the videos she makes – her mum said she has an ‘endearing’ and ‘charismatic’ nature which her friends love.
Emily gushed ‘Obviously, she’s a young lady. We both love fashion. We both love designer things as well’
Those in school that don’t know her personally from class might be afraid to go up to her since she’s on social media, however her classmates know she’s just ‘normal’ and ‘one of them’.
In her spare time, Moo loves eating out with her parents, chilling and of course, shopping – she has recently taken up Skiing lessons.
When Moo’s parents would ask her what she wants to be when she grows up, she would always say ‘I want to be a business woman like my mummy’ – after fashion week, she said she wants to be a ‘model and a business woman’.
Emily told her ‘I’m sure you can do both,’ adding ‘She wants to take over Love Luxury. She wants to be able to do this business and I think she will.
‘With the training that she’s getting from being in a family like this and in this environment as well, learning business and how businesses run.
‘She’ll be able to have her own businesses as well. Love Luxury won’t be the the be all in the end all for her. I think it’s just gonna be the tip of the iceberg.’
Revealing she’s even been in touch with celebrities, her proud mum added ‘She’s been very blessed.
‘We all have been very blessed. She has particularly for a girl of her age, being blessed to meet some really cool people.
‘One of them, I’m not gonna mention his name, but he’s one of the best boxers in the entire world.
‘He has come and shook hands with her they’ve had a conversation – she talked to him about his boxing career and stuff like that. So she has got to meet some exceptionally cool people. She’s very lucky girl.’