For years, Adam and Emily Abraham have sold a dream as well as designer handbags.
The founders of Love Luxury, the marketplace for ‘pre-loved’ designer goodies, invited millions of followers into a world of Hermès Birkins, diamond jewellery, private jets and a picture-perfect family life.
And now, the love story that helped build their luxury empire is over. This week, Adam and Emily announced that they have divorced – a move that has stunned their followers who have been left wondering what could have prompted their split.
But look no further as I have the answers…
I can reveal that the split has been brewing behind the scenes for some time – and the reason for their shock decision is the 4,000 miles between London and Dubai that separate them.
Yes, their attempts at a long-distance relationship, for the sake of keeping their money-spinning brand on the road if nothing else, have failed.
One source tells me that the couple had increasingly been living separate lives, with Emily spending much of her time in Dubai, where Love Luxury operates a second business, while Adam remained primarily based in London.
‘Emily has made a life for herself in Dubai now, she only comes back to England when she has to for work,’ my source tells me.
They added that during recent visits to London, Emily has been staying in hotels rather than at the family home. Another convenient bolthole in town will be the flat she is looking to buy her eldest daughter from a previous relationship.
Adam this week posted a video joking about the split, writing: ‘Plot twist… we’re divorced and somehow get on better than most married couples’
Meanwhile, followers have noticed a number of mysterious social media reposts by Emily focusing on topics including coercive control and co-parenting.
And after the announcement, Emily returned to social media with a telling plea to followers.
‘Can you all STOP sending me messages telling me you’ve seen Adam with another woman PLEASE,’ she wrote.
‘I think anyone with half a brain would understand that no matter how amicably we’ve split up that it is still very painful to hear.’
For now, both appear determined to project the image that despite not being a couple they remain united.
Adam this week posted a video joking about the split, writing: ‘Plot twist… we’re divorced and somehow get on better than most married couples.
‘No drama, no negativity, just gratitude, respect, and enjoying the journey.’
Not many people would describe their own breakups as ‘enjoyable’ but then not many have pegged their business to their ongoing coupledom.
‘The cornerstone of their brand was the husband-and-wife dynamic,’ a source tells me. ‘All their non-work social media revolved around family.
‘The split had been on the cards for quite a while but they kept it going for the sake of the business.’
Never one to miss a marketing opportunity, even the post announcing their split was notable for its location tag, Harrods, the luxury department store synonymous with the world the pair have spent years promoting online.
In last week’s statement, the couple told their followers: ‘After much reflection, we want to share that our romantic journey has come to a natural close.
‘What remains unchanged is our deep friendship, our shared values, and our dedication to one another as co-parents to our beautiful [13-year-old daughter] Maali and as business partners in the brand we have built together with so much love and hard work.’
Their carefully worded announcement is a world away from their seventh wedding anniversary celebrations eight months ago.
Then, Adam showered Emily with £1million of gifts, including upgraded engagement and wedding rings, Hermès items and other luxuries.
Of course, such an ostentatious show of wealth is in keeping with the family brand, but few would have doubted then that the sentiment behind the excess was genuine.
But even then, my source says, their living arrangements on different continents were complicating the marriage.
Emily later relocated to Dubai in 2023 as part of plans to further expand the business, hardly visiting London
Yet divorce does not seem to have dented the business, which continues uninterrupted. Nor has it put the brakes on the family’s social media strategy.
The past month alone, Maali, known online as ‘The Billionaire’s Daughter’ has featured in no fewer than five videos hawking Love Luxury to her 160,000 followers on TikTok, and 118,000 on Instagram.
On and on the carousel goes.
As well as Maali, the couple have a blended family of five children, who have so far stayed out of the social media limelight. Adam has two children from a previous marriage, while Emily has three.
Theirs has been a picture of family stability that a young Emily could only have dreamed of following the death of her mother from a drugs overdose. Emily has admitted to having a ‘foul mouth’ when she was put into care as a six-year-old ‘because I came from a person who was a drug addict and very free spirited’.
But her adoptive Christian parents John and Elaine instilled in her the values that have seen her become a multi-millionaire entrepreneur.
Love Luxury first opened in Knightsbridge in 2021, just a stiletto’s throw from Harrods, before expanding to a prominent store down the road on the boutique boulevard of Beauchamp Place.
Adam first began dealing in luxury goods as a pawnbroker for We Buy For Cash.
During the pandemic, Love Luxury pivoted towards online selling, a move that transformed the business, with no little help from their impressive social media platform. Within just four months, the firm amassed more than 66 million views and over 100,000 followers.
Emily later relocated to Dubai in 2023 as part of plans to further expand the business. And today they employ a professional editing team for their videos and reportedly travel with security.
Now the question is, can the Love Luxury brand survive when the love story that helped sell it is over?
Tasha Ghouri opened up about her relationship with BBC presenter and conservationist Cam Whitnall
After a difficult start to the year following her split from Andrew Le Page, Love Island and Strictly star Tasha Ghouri has found plenty to smile about again. Speaking as she fronts a new campaign for Cabana California rosé, Ghouri opened up about her relationship with BBC presenter and conservationist Cam Whitnall – and revealed the couple have now moved in together. ‘I get really giddy when I talk about him,’ she told the Daily Mail. ‘It’s been so amazing. He’s just such a great person with such a great heart. I’m so proud of everything he’s achieving.’
Tasha admitted she feels like ‘a happy little girl’ when she’s with Cam and believes ‘everything happens for a reason’.
The pair’s relationship appears to be moving quickly, with Cam now living at her home when he’s not working in Kent.
‘It’s lovely that he has moved in,’ she said.
Looking ahead, Tasha revealed she and Cam are already dreaming about the future, including potentially creating a dog sanctuary together. ‘I just want to rescue so many dogs,’ she said. And she appeared equally excited by Cam’s passion for wildlife conservation, admitting she’d even consider relocating abroad one day to support his ambitions. ‘You never know where life will take you,’ she said. ‘I’d be so open to that adventure.’
It’s nice of Love Island heart-throb Lorenzo to have deleted dating app Hinge before heading into the villa… not.
The latest Islander may be looking for love under the Majorcan sun, but I’ve heard his dating profile was still very much active right up until he jetted off for the ITV show. While hopeful romantics might assume contestants put their love lives on pause before signing up to find ‘the one’ on national television, it seems Lorenzo didn’t get that particular memo.
In fact, I’m told his Hinge account remained live in the days leading up to his villa debut and still is, leaving some matches surprised to later spot the same face popping up on their TV screens.
Of course, there’s no suggestion Lorenzo was breaking any rules. Contestants are single when they enter the villa and many don’t know they’ve officially made the cast until shortly before filming begins.
Still, it might come as a disappointment to anyone who thought they were lining up a date with the reality hunk, only to discover he had swapped swiping for sun loungers. Then again, in the world of Love Island, keeping your options open seems to be part of the job description. Let’s just hope he’s quicker at committing in the villa than he was at deleting his dating apps.
It’s nice of Love Island heart-throb Lorenzo to have deleted dating app Hinge before heading into the villa… not. I’ve heard his dating profile was still very much active right up until he jetted off for the ITV show
UP
While some influencers are built on excess, Jen Graham has built a loyal following championing the opposite. The second-hand fashion creator, better known as @charityshopgirlscsg, has become one of the UK’s leading voices for charity retail and pre-loved style.
After being made redundant during her pregnancy, she began posting charity shop haul videos in 2020 as a creative outlet and way to share her passion for sustainable fashion. Fast forward a few years and she’s amassed a huge audience, proving that thrifted finds can be just as aspirational as designer purchases.
DOWN
Another Love Island alumnus Shakirah Khan finds herself in my down category this week. Not only has she faced criticism online after appearing to dismiss viewers’ concerns about diversity on the ITV show, but some fans have also questioned why she’s taking part in the show’s official podcast. Just a few months ago, she was posting TikToks arguing that Love Island isn’t real, claiming producers heavily influence storylines and that viewers were wrong to take contestants’ behaviour at face value. Now, however, she’s a host on Love Island: The Debrief. Critics have been quick to point out the contradiction.
Shakirah Khan was posting TikToks arguing that Love Island isn’t real, claiming producers influence storylines and that viewers were wrong to take contestants’ behaviour at face value
With wedding season in full swing, Molly Smith has landed a fitting new fashion partnership. The Love Island winner and bride-to-be has teamed up with River Island to launch an exclusive summer edit inspired by her own hen do and upcoming wedding celebrations. Fresh from celebrating her hen party, Molly has curated a collection of chic white looks and occasion-wear aimed at brides, hens and newlyweds alike. Calling the collaboration a ‘dream come true’, Molly said she’s been a fan of the high street retailer since her teenage years.
Podcast personality and bride-to-be Molly Smith, who just celebrated her hen do ahead of her big day, has released a summer edit with River Island
Book lovers, this one’s for you. TikTok and the British Library are teaming up for BookTok Late, an after-hours takeover celebrating reading, storytelling and online book culture. Hosted by influencer librarian Jack Edwards, the July 2 event promises exclusive access to the iconic library, immersive experiences and plenty of opportunities for readers and creators to connect. With BookTok continuing to transform how young people discover books, this feels like one of the most exciting literary events of the summer.
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