How Gab Waller Built a Fashion Empire by Finding What Others Couldn't

By Mia Dubin

Gab Waller has earned a reputation as one of the world’s most sought-after personal shoppers. As seen on VOGUE, working with high-profile celebrities including Hailey Bieber, Khloé Kardashian, and Rosie Huntington-Whiteley, and known for sourcing everything from coveted vintage pieces to timeless, sophisticated fashion, Waller has become the ultimate “It Girl” in the luxury style space.

In her responses, Waller shared her insights on trends, MUUZes, lifestyle, and, of course, fashion advice. She also emphasized the power of self-belief, encouraging others to dream big and recognize that there are no limits to what they can achieve.

When it comes to starting her luxury sourcing business, Waller emphasized that she grew up in a small town where fashion was not particularly prevalent. Yet, she always had a deep-rooted passion for it. 

“The sourcing idea came when I visited LA and realized they had access to stock Australia didn't. I thought I could bring these pieces home. So in June 2018, I launched with a handful of Australian clients, no budget, and just word of mouth and Instagram,” Waller said.

Fashion sourcing is more than just picking out pieces to style; it is a lifestyle that involves devoting time and energy to curating iconic outfits. 

“Hectic and non-stop from the moment I open my eyes, but I love it! The majority of my day is spent on Instagram, replying to clients and posting stories. My team and I are constantly working across multiple requests simultaneously, tracking down a sold-out bag for one client, chasing a vintage piece for another, and following up with retailers across the globe. No two days are the same, and honestly, that's what I love most about it,” Waller said. 

Waller’s number one piece of advice for building a career is to emphasize the importance of staying motivated and fueled by determination. 

“Start before you feel ready. I launched with almost no followers, no PR budget, and no roadmap. I had a strong work ethic and a lot of determination. I built everything purely through word of mouth because that was all I had. The biggest advice I'd give is to identify the gap nobody else is filling. When I started, nobody was doing luxury sourcing at scale,” said Waller. 

Fashion does not always mean luxury or trendy, Waller made clear. Fashion highlighted that fashion is an investment.

“Right now I'm loving everything Chanel,  the new collections have been incredible, and it's so fun watching which pieces my clients gravitate toward each season. As for overrated? The idea that you need to buy every viral moment. Not every trending piece is worth the premium, and not every trend suits every wardrobe. I think about every purchase as a wearable investment, and I think more people should too,” she said.

Since we are MUUZ, which celebrates inspiring figures, we had to ask Waller who her current MUUZ is.

“Emma Grede, without question. The way she has built multiple global businesses while staying so grounded and purposeful is incredibly inspiring to me. She's proof that you can operate at the highest level without losing yourself in the process,” she said.

Waller is a fashion icon who has paved the way for other inspiring fashion entrepreneurs to use their motivation to make their dreams a reality, just as she did.