‘Do you enjoy being famous? Is it exciting?’ an interviewer asks a young girl. She nods shyly while smiling up at the camera, twirling her hair around her finger.
In another TikTok video, which has nearly 88million views and tens of thousands of comments, the now 13-year-old Maali Abraham shows off her jewellery and accessories from premier brands such as Cartier, Bulgari, Van Cleef & Arpels and Hermes as imposing bodyguards look on.
The self-styled ‘Billionaire Daughter’ is the child of Adam Abraham, 39, and his 48-year-old wife Emily, the enterprising duo behind the high-fashion resale empire Love Luxury.
They have built a vast social media following by offering their followers access to their ultra-wealthy world of second-hand designer goods.
As their business has grown Love Luxury’s founders, who set up their company in central London’s chi-chi Knightsbridge and have expanded to Dubai, have displayed more and more of their lavish lifestyle online, including images of their supercars, high-end watches and holidays on private jets.
But in recent years it is their daughter Maali, better known as ‘Moo’, who has become the breakout star of the brand. In fact, their top five most-watched videos all feature her.
The self-styled ‘Billionaire Daughter’ Maali, 13, is the child of Adam Abraham, 39, and his 48-year-old wife Emily
The teenager, who has more than 160,000 followers on TikTok and 118,000 on Instagram under the name @thebillionairedaughter, has presented many videos discussing handbags with six-figure price tags, luxury timepieces and multi-million-pound purchases, while dressed head-to-toe in designer clothing.
But now, some viewers are expressing discomfort at the way Maali has become the online face of the family business at such a young age.
‘It’s been fake it until you make it with this family,’ a source tells me. ‘They’ve pushed the daughter to the front of their brand and it’s all very sad. Their other kids don’t want to be on socials, which is telling.
‘The plan to get Moo involved was to try and boost numbers on social media. The original plan was to call her “the millionaire’s daughter” but Adam said no, change it to billionaire.’
Much of Maali’s online content centres around extraordinary wealth and luxury consumption.
One video on her YouTube channel shows her handing over £1,150 in cash at the luxury department store Harrods to buy her mother a pair of Dior heels. In another, she discusses buying her father a private jet. ‘I want a mini bar with my favourite sweets inside,’ she says. In the same video her mother jokes: ‘Dad says to keep it under 100million.’ The pair eventually settle on a Beechcraft King Air 360 jet – costing around £60million.
Maali’s online career began after one of her early online appearances went viral. A source explains: ‘Maali would come into the stores on Saturdays and assist her mum and dad with customers. One day, she featured in a video, and it received a million likes. That’s where they realised Maali was the influencer in the making.’
At one stage, Maali even launched her own podcast, interviewing fellow young influencers including Ollie The Car Kid, an 11-year-old with hundreds of thousands of followers.
Much of Maali’s online content centres around extraordinary wealth and luxury consumption, including discussing designer bags such as Hermes Kellys
Emily and Adam have repeatedly spoken about involving Maali in the future of Love Luxury, often using the phrase: ‘Built the brand, now building the next chief executive’
Her YouTube biography describes her as: ‘Mini Fashionista. I love green and Mini Kellys. Philanthropist and Luxury Goods expert (account managed by an adult).’
Although the channel has not been updated for two years, old videos remain online featuring titles including ‘Come shopping in Harrods with me to buy my dad a present’ and ‘Touring a crazy £3,000-a-night Dubai hotel room’.
The criticism surrounding Maali’s exposure intensified earlier this year when parenting expert Jo Frost, better known as Supernanny, publicly criticised the family.
Frost reposted a clip of Maali discussing the prices of luxury goods sold through the family business and wrote: ‘You know what is most disgusting?
‘The fact this little girl knows the price of every item and is validated, this is going to have long-term impact on her identity and self-esteem.’
Her mother Emily later hit back in a strongly worded video response, accusing Frost of using her child as a ‘case study’ without context.
She insisted the video had simply been a promotional advert for the business and argued Maali’s knowledge of luxury products came from growing up around the company.
‘She is growing up in a family business,’ Emily said. ‘And, in five or six years’ time, she could very well be involved in or taking over that business.’
The couple have repeatedly spoken about involving Maali in the future of Love Luxury, often using the phrase: ‘Built the brand, now building the next chief executive.’
And Maali is already modelling for modest fashion label Al Kareem and walked in London Fashion Week in February 2023.
Yet not all viewers are convinced by the glossy image projected online. Some comments on the family’s online livestreams have pointed out that Maali often appears withdrawn or unhappy on camera. Emily herself has also faced criticism from followers over her regular use of real fur.
Others have questioned some aspects of the lavish lifestyle shown online. ‘It’s very unlikely they’re billionaires at all,’ says my source. ‘One video shows them staying at the Dubai Jumeirah Beach hotel, but it was an ad and was a free stay. There’s other suggestions they live in a modest home in Richmond. It’s all for show.’
The family’s meteoric rise has been fuelled almost entirely through social media.
Adam Abraham’s introduction to exclusive brands came via a pawnbroking business called We Buy For Cash, where he first began dealing with luxury goods.
The family relocated to Dubai in 2023 to further expand their luxury goods empire and today they employ a professional editing team
He and Emily then opened their own resale brand, Love Luxury, in 2021 near Harrods before expanding to a prominent store a few hundred yards down the road on Knightsbridge’s Beauchamp Place.
During the pandemic, the company pivoted heavily towards promoting itself on social media and selling handbags online, a move which transformed their sales.
Within just four months of focusing on Instagram, Love Luxury reportedly amassed more than 66million views and more than 100,000 followers.
Their Billionaire Daughter clips would regularly generate tens of millions of views on TikTok – and still do.
The family relocated to Dubai in 2023 to further expand their luxury goods empire and today they employ a professional editing team for their videos and reportedly travel protected by a team of security guards.
Adam and Emily have previously discussed how they struggled financially in the early days of the business. ‘We put every penny into Love Luxury,’ they once said. ‘We ate noodles for months.’
Emily’s own background stands in stark contrast. From the age of five she was in and out of foster care due to her mother’s drug addiction, before being permanently placed with foster parents after her mother died when she was six years old.
‘When I arrived I was filthy and full of nits,’ Emily previously said in a 2024 interview with The Sun. ‘I didn’t even know how to use a knife and fork.’
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She later rebuilt her life, studying nursing, winning awards for coursework excellence and launching a beauty business before eventually sacrificing a place at university to help her husband build Love Luxury full-time.
The couple met while attending the same ‘luxury authentication’ course – designed to help students identify fake handbags, clothes and such – in Birmingham after both working in aesthetics businesses.
Their online success has since translated into eye-watering sales figures. Emily once revealed that one of their biggest-ever transactions came after a young TikTok follower introduced his wealthy parents to the business.
‘They wanted a Himalayan Birkin,’ she said. ‘It was up for £1.65million and the kids also wanted another bag, a watch and a bracelet. The whole bill came to £2.8million.’
She added: ‘We have had huge sales from people coming to us because their kids have seen us on TikTok. That’s why our social media works and is worth us doing.’
But while the business continues to thrive online, questions remain over whether the lines have blurred between family and business – and whether her parents’ efforts to capitalise on her Billionaire Daughter persona may ruin Maali’s childhood.
