A strugglingsmall businessin Williamsburg, Brooklyn, showcased the power of community after its owner,Rachel Nieves, posted a heartbreaking plea for help.

Rachel runs Buddies Coffee with her husband, Taylor Nawrocki, a former professional skateboarder. The couple started the business during the pandemic, with Rachel quitting her job as a call center representative in search of a greater challenge.

HighlightsRachel Nieves' video plea for Buddies Coffee led to a massive community rally.Gentrification threatened the survival of Buddies Coffee in Williamsburg, Brooklyn.Joe Jonas' support for the small coffee shop brought a surge of new customers.

Rachel, a born-and-raised New Yorker of Puerto Rican heritage, roasts and bags her own beans. Buddies’ signature drink is the Coquito latte, a non-alcoholic twist on the classic Puerto Rican beverage.

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Small business owner Rachel Nieves shared a raw video about the struggles of running Buddies Coffee

Smiling cafe owner sitting on coffee bags in NYC, wearing a “Queens” sweatshirt and jeans.

Image credits:buddiesbk

In February, Rachel posted a six-minute video in which she tearfully shared her struggles to keep Buddies Coffee financially afloat.

She explained that hersmall businessmight close within six to seven months due to rising rent and competition from larger companies in the area..

“This is gentrification,” she said. “It just feels like you just can’t win. It feels like the small people can’t win.”

NYC cafe window with street reflections and people inside.

Image credits:Yelp.com

“And I can work so hard, and I can have such a good mission behind what I want to do. I want to uplift other women. I want to show that us Puerto Rican women can do things and be successful and make an impact on people.

“I’m just scared,” she continued. “I’m recording this because I’m hoping something good can come out of this.”

In the viral video, Rachel mentioned gentrification was affecting her business, which she said could possibly close in seven months

A tearful person discussing NYC cafe struggles amidst rent issues and competition, overlaid with a quote.

Image credits:its.rachel.rose

A person in a car, visibly emotional, with a quote, highlighting NYC cafe owner’s viral TikTok story.

Rachel also reflected on her borough’s history, noting that it was once a predominantly Puerto Rican area beforegentrification“wiped so many people away.”

“What it meant for me to start a new business was this fresh start of, ‘You know what? We’re not going anywhere. We’re here. We’re staying, and we can succeed and build our businesses.’ But money is always money.'”

She added that she wanted to make the most of the time Buddies had left in the area and asked viewers to show support for the business.

“This coffee shop is my life. I have no other form of income or have any partners. It’s just me. I’m gonna continue to work hard and show up.

“I’m just here trying to show what hard, honest work looks like, and you can be successful and not step on people. I still truly believe that with my heart.”

Rachel runs Buddies Coffee in Williamsburg with her partner, Taylor Nawrocki

NYC cafe attracts thousands; visitors pose cheerfully inside.

Image credits:intheraw

Owner of the NYC cafe gaining attention after a viral TikTok, highlighting their hard work and dedication.

Rachel’s emotional video has received 800,000 likes and over 7 million views since she shared it on February 25.

Joe visited thecoffee shopon February 26. Now, a long line stretches outside Buddies, located at 150 Grand Street, as Rachel and Taylor work around the clock to keep up with the surge of new customers.

“Our neighbors over the weekend brought us burritos and bagels because they know a lot of times since it is just Taylor and me when we have a rush, we don’t have time to eat.”

The business owner roasts the coffee beans and brands and bags her product

Close-up of a woman with text overlay about Buddies Coffee in Williamsburg.

“What I learned is that no matter where I go, the community has my back,” Rachel said in afollow-up video.

“I’m beyond grateful for all of the new people and messages. I’ve never experienced anything like this.”

Had she not been vulnerable in front of the internet, she wouldn’t have achieved this result, she said.

Her video reached Joe Jonas, who encouraged his 6.5 million followers to “be a buddy” and support the small coffee shop

Three people in a NYC cafe, standing under a neon “Birdies” sign, with Joe Jonas among them.

Rachel suggested that she might move to a larger location and expand her product range to include more pastries.

On social media, people reflected on the power of community and the importance of supportingsmall businesses.

The video and Joe Jonas’ support led to a surge of new customers, with lines forming outside the café

Smiling woman holds newspaper featuring NYC cafe success story article.

“I love how the internet said, ‘Not on my watch’ 🥹🩵” someone else wrote.

Another added, “It’s bigger than coffee ❤️.”

People shared their thoughts on Rachel’s viral video and the overwhelming community response

Comment highlights support for NYC cafe after owner’s TikTok.

Comment about NYC cafe rent increases and coffee chain impact shared on social media.

Text from Thea’s Lakeland Walks about the challenges of running a small business.

Comment discussing NYC cafe owner’s challenges and support for women in business.

Comment discussing the NYC cafe receiving attention after a TikTok post.

Ashley Grace Velazquez comments on NYC cafe’s social media impact.

Comment suggesting NYC cafe get a mobile truck to avoid landlords.

Comment on NYC landlords affecting small businesses, mentioning relocation to Jersey.

Text comment on NYC cafe’s situation: “Thems the breaks. Happens to a lot of businesses,” by Christie Smith.

Text comment about business adaptation amidst gentrification at NYC cafe.

Comment by Kelly Dooley Sadowski expressing skepticism about the sincerity of a viral video related to a NYC cafe.

Viral TikTok cafe customer spike concerns expressed in a social media post.

Commentary on New York rent prices affecting local cafes.

Comment expressing hope for NYC cafe’s future after TikTok impact.

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Renan Duarte

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