The Glossy 50 honors the year’s biggest changemakers across fashion and beauty. More from the series →
Gab Waller has revolutionized luxury fashion shopping, earning a reputation as the go-to expert for tracking down rare items like The Row’s Margaux bag and Dries Van Noten sneakers. While serving high-profile clients, including Sofia Richie Grainge, Hailey Bieber and Rosie Huntington-Whiteley, Waller grew her business’s profits by more than 305% from 2022 to 2024.
According to Waller, her overall client base is diverse, ranging from time-poor, ultra-wealthy shoppers to Gen-Z consumers who prefer shopping on social media. They reach out to Waller via DMs on Instagram. “Everything they do is online,” Waller said. “We’re meeting them where they’re at, and it’s creating a more direct, personalized relationship.”
Waller’s Instagram business account, @gabwallerdotcom, has 141,000 followers, while her personal account has 84,000. “My business is entirely built off social,” she said. “It’s word-of-mouth at its best.”
As demand has grown for her services — with up to 100 fashion item requests per day — Waller has looked to technology to enable efficiencies, which led to the launch of a second business. Set to debut in the first quarter of 2025, Sourced By is an AI-powered platform designed for fashion sourcers. It leverages image recognition and reverse image search to streamline sourcing, plus it automates tasks like invoicing and tracking the status of requests. Sourced By’s capabilities are set to expand in the months to come, with more multi-brand boutiques coming on board as partners, for example.
“Sourcing is part of a growing trend in fashion,” Waller said. “It’s the next evolution of how people shop for luxury goods, and I’m excited to be at the forefront of this change.”
According to data company Research and Markets, the luxury goods market is projected to grow to $610 billion by 2030, with sourcing accounting for 5% of that growth.
In November, Waller hired StockX co-founder Scott Davis to lead Sourced By’s development as its CTO. To further fuel its growth, she aims to raise $1 million in capital by the end of the year.
“AI is not just a trend,” Waller said. “It’s the future of shopping.”
