Gab Waller Scales Luxury Sourcing With Proprietary App
The Los Angeles-based personal shopper has evolved her 2018 business by launching a new tool to manage client requests.
Updated on Oct. 22, 2026 in Fashion
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Since establishing her luxury fashion sourcing business in 2018, Gab Waller has modernized her operations by launching a proprietary app called Sourced By. The platform helps the 32-year-old entrepreneur organize client orders that traditionally arrived through Instagram direct messages.
Why it matters
Waller developed the app to ensure no client requests are missed or forgotten, aiming to reduce the intimidation and exclusivity often associated with luxury retail. By streamlining communication, she maintains a model that relies on shop-floor relationships rather than third-party resellers.
Waller charges a flat-rate sourcing fee capped at US$350 per item with no upfront deposits required. The business operates by building direct relationships with sales assistants to secure luxury goods.
The players
Gab Waller
She is a 32-year-old fashion entrepreneur who transitioned from Australian markets to establishing a successful luxury sourcing firm in Los Angeles.
Rosie Huntington-Whiteley
She is a prominent model and businesswoman who has utilized Waller's professional sourcing services.
The details
Waller built her career by securing rare luxury pieces, including a notable Celine coat for Rosie Huntington-Whiteley in 2019. The company strictly avoids sourcing from other resellers to ensure item provenance and client trust.
Timeline
2017: Waller identified a business opportunity during a visit to Los Angeles.
2018: Waller officially launched her sourcing business.
2019: Waller successfully sourced a Celine coat for Rosie Huntington-Whiteley.
September 2026: Waller presented at the Fashion Asia Hong Kong forum.
Culture Shift
The transition toward tech-enabled personal shopping reflects a broader movement to democratize access to high-end goods. Waller's model leverages digital tools to dismantle the exclusivity historically maintained by traditional luxury boutiques.
Clients can now track their luxury purchase requests more efficiently through the new Sourced By interface, which replaces fragmented messaging chains. This shift standardizes the customer experience while maintaining the flat-rate fee structure for local shoppers.
The takeaway
Waller's evolution demonstrates that even niche, relationship-based businesses can successfully integrate technology to scale operations. Consumers looking for hard-to-find luxury items benefit from increased transparency and organization as personal shoppers adopt more sophisticated digital infrastructure.
Further reading
For more on the current trends shaping high-end retail, visit the Los Angeles Fashion section.
Source note: This article includes information reported by South China Morning Post.
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