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Gabriel Waller, Fashion’s Best Kept Secret, Finds A New Home In Los Angeles

In a fashion industry where drop culture, limited quantity collections, and sold-out items are ever-present, getting your hands on fashion’s hottest pieces has become the hunt of a lifetime. But one buyer has created a booming business through sourcing those hard-to-find items, and even attracting a star-studded clientele.

Meet Gabriel Waller, an Australian buyer who specializes in sourcing sold-out and high-demand pieces for clients all over the world. With over 40,000 followers, Waller has become the go-to luxury personal shopper for customers looking for brands like Chanel, Bottega Veneta, Prada, and more. 

The 27-year-old grew up in Rockhampton, Queensland, but moved to Sydney to pursue a career in finance. After getting a job at a boutique, Waller fell in love with buying, eventually going off on her own after seeing a void for luxury items in the Australian fashion market, “Australia has a luxury component, but we may receive only a very small number of pieces compared to what is dropping in the Paris boutiques or the US. I would drive through Los Angeles and see so many luxury pieces Australia does not have. It was then that I knew there would be a market and a demand for this,” said Waller. 

When starting her business, Waller turned to Instagram to showcase her body of work. Her biggest challenge, she reflects, was getting retailers to trust her, “I faced a lot of rejection. I didn’t have a huge buying history. That’s where it came down to being a really good, genuine passionate person. That’s how I’ve built a lot of my relationships. I used my Instagram as my portfolio to say “Hey, this is what I’m doing. I have great clients shopping with me. I’m worth your time,” said Waller. Today, she has a global roster of multi-brand stores and retailers in cities from Tokyo to Paris, a database that she calls her brand’s “bread and butter.” It’s through this knowledge and data that’s she’s built an unparalleled acumen for where to find some of the most coveted pieces in the fashion industry, “I would locate something for a client and she would tell her friend, and next minute, that friend is coming in to request it. I saw that demand very early on and the power of word of mouth gave us legs,” said Waller.

The business faced a massive turning point in 2019 when model and celebrity Rosie Huntington-Whiteley posted on her Instagram asking her followers to help her source a vintage Celine coat. When Waller saw the post, she knew instantly she could source it, but had no way to reach the model. Through a mutual friend, Waller was connected to the model and sourced her the coat from a small boutique in Copenhagen, a success story that would later become a pinnacle moment in the buyer’s career. A few months later, the coat was posted to Huntington-Whiteley’s 13.7 million followers, crediting Waller for the sourcing, and instantly propelling her Instagram page to the forefront of millions of fashion lovers alike. That day her social media page was overflowing with inquiries, Waller recalls, “I often say, that moment completely changed the direction of my career and my life. It opened up so many doors.” Her business has grown 830% since then and she’s accumulated a large celebrity clientele of names like Hailey Bieber to Chiara Ferragni.

To Waller, no item is too hard to find. Her business is extremely fast-paced, usually completing an order in under 48 hours. Her customers send requests via Instagram direct message or email, Waller logs it in with her team and sends her customers a quote for the product with her fee. From there, it’s a mad dash to find who has it first. She posts her finds alongside the hashtag #SourcedbyGW a signal of her success and ability to make the exclusive, available. Waller says that Chanel is hands down her most requested brand from her business, “When Chanel drops a new collection, we’ll immediately jump on pieces because we’ve seen time and time again – it sells out.” She also mentions brands like Amina Muaddi and Prada as being highly coveted by her customers, crediting their ability to market globally and sell out quickly. Although “sold out” to a customer can be discouraging, to Waller, it’s become the driving force and thrill of her career to monitor collections and go on the hunt.

Earlier this month, Waller relocated her main office from Sydney to Los Angeles where she hopes to grow her business and celebrity clientele. The US is currently her fastest-growing market and her goal is to streamline the process to systems as simple as invoicing in US dollars vs Australian dollars. She aims to create a place for her customers to engage with her face-to-face and also offer more services like immediate shipment pieces. When asked about her success, Waller says authenticity, reputation, and personalization are the most crucial elements, “Personal relationships in my world is the most important thing. I’m a big believer in positive energy and positive action and showcasing that in my business and in my clients. When working with me, every single client is a VIP.” 

Follow Gabriel Waller on Instagram

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