For 34 years, Rachid Lazraq’s shoe store in Shoreditch, East London, survived on loyal customers and the reputation he had built over decades. But as times changed, the family business saw tough times and was dangerously close to shutting its doors.
Then his daughter, Zineb Lazraq, discovered something her father had missed. She slowly discovered that the shoes that seemed old-fashioned to him could actually be exactly what a younger generation was looking for.
