Emily Abraham of Million Pound Pawns warns buyers about counterfeit risks as designer sales boom on social media.
With social media fuelling a surge in luxury resale, buyers are more vulnerable than ever to scams — and one expert who has sold over £50m in designer bags is revealing how to avoid being duped.
Emily Abraham, 45, co-owner of high-end pre-loved boutique Love Luxury, has built a global following with her husband Adam after appearing on ITV’s Million Pound Pawns.
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Today, the couple have more than 4.3 million TikTok followers and sell some of the world’s rarest handbags.
But as Emily told Hype Daily, the rise of “knock-offs” means fakes are more convincing than ever.
“Counterfeit designer goods are increasingly becoming more sophisticated and harder to spot,” she said.
“The only way to check if something is 100% genuine is to take it to a trusted professional. It’s not something you can learn on YouTube.”
Still, she says buyers can look for warning signs: sellers offering suspiciously low prices, eagerness to push a deal, unusual odours of glue or plastic, shiny hardware that doesn’t look right, or sloppy stitching. Even packaging can give away a fake.
“There’s a huge amount that is scrutinised when authenticating a designer product,” Emily explained. “I’ve come across so many people who have been scammed.”
She also advises avoiding trending “it” items. “Trends can really impact the value of an item — but this also means fakes will be circulating. Hold off until the phase has passed, and you’ll be more likely to find an authentic version for less.”
Emily’s business caters to some of the wealthiest clients in the world, occasionally closing shops for VIP appointments or even opening specially for buyers flying in by private jet. Her biggest sale to date? A £2.2m Richard Mille RM88 Smiley Face watch.
It’s a lifestyle far removed from her early years spent in and out of foster care.
“I think my younger self would look at me today and think: ‘Wow, she’s fancy ain’t she,’” she reflected. “I’ve always known I would do better than the hand that I was dealt.”
For anyone hoping to join the booming second-hand luxury market, her advice is simple: don’t rush, don’t be swayed by bargains, and if in doubt — always call in a professional.
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