A Viral Cry for Help: A Brooklyn Coffee Shop’s Fight for Survival
In a heartfelt and tearful TikTok video, Rachel Nieves, the co-owner of Buddies Coffee in Williamsburg, Brooklyn, shared her fears about the future of her small business. With a new coffee shop set to open directly next door and rising rent costs, Rachel expressed her concerns about keeping Buddies Coffee afloat. Her emotional video, which quickly went viral with over 6 million views, captured the struggles of small business owners in competitive urban environments. Rachel, who co-founded the cafe with her husband Taylor Nawrocki, emphasized that her shop is more than just a business—it’s a labor of love and a way to preserve the Puerto Rican spirit in a historically Puerto Rican neighborhood. “It just feels like you just can’t win, like the small people can’t win,” she said, her words resonating with many who watched her video.
Rachel’s honesty and vulnerability struck a chord with viewers. She has always prided herself on being a “mom and pop” shop, self-funded and built from the ground up during the pandemic. Buddies Coffee began as a humble coffee cart before growing into a brick-and-mortar cafe, thanks to the couple’s hard work and grit. Despite her fears, Rachel remained hopeful, expressing her determination to continue working hard and making the most of her current location. Her raw emotion and authenticity inspired countless people to rally around her and her business.
Community Rallies Around Buddies Coffee
The outpouring of support for Rachel and Buddies Coffee was nothing short of remarkable. After her video went viral, New Yorkers and TikTok users alike vowed to visit the cafe to show their support. The response was so overwhelming that lines of customers stretched down the block, even in the pouring rain. This phenomenon, often referred to as “the TikTok effect,” highlighted the power of social media in mobilizing communities to support small businesses. Local resident and regular customer Allison Dowd described the scene as “amazing,” noting how people were eager to rally behind Rachel and her cafe.
Celebrities like singer and Brooklynite Joe Jonas also joined in, expressing his support for Buddies Coffee on social media. “You are awesome. I’m coming to support,” he wrote, even posting a follow-up video of himself visiting the cafe. Such gestures, along with the floods of customers, brought renewed hope to Rachel and her team. The surge in support not only boosted sales but also reminded Rachel of the importance of community and the impact one person’s story can have.
A Glimpse Into Buddies Coffee’s Journey
Buddies Coffee’s journey began during the pandemic when Rachel and Taylor started serving coffee from a cart. Their dedication and passion for creating a welcoming space for their community eventually led to the opening of their cafe at 150 Grand Street. The shop has become known for its unique offerings, particularly its coquito latte, which has become a viral hit. The New York Times even featured the drink in a profile on the business, further cementing its reputation as a must-visit spot in Brooklyn.
Rachel’s mission goes beyond serving coffee; she aims to keep the Puerto Rican culture alive in Williamsburg, a neighborhood with a rich Puerto Rican history. Her cafe has become a symbol of resilience and tradition, drawing in customers who appreciate not only the quality of the coffee but also the love and care that goes into every cup.
A Renewed Sense of Hope and Gratitude
In the days following her viral video, Rachel took to TikTok again to express her gratitude for the overwhelming support. “I’m going to keep showing up and working hard, and maybe a wonderful thing will come out of this,” she said, her voice filled with emotion. She later added, “A wonderful thing has already come out of it. So many wonderful people have shown up and shared, and just thank you.”
Rachel’s words encapsulate the spirit of hope and resilience that defines her journey as a small business owner. Her story serves as a reminder of the power of community and the impact of supporting local businesses. As Buddies Coffee continues to thrive, Rachel remains committed to her craft, her community, and her mission to preserve the Puerto Rican spirit in Williamsburg.
A Lasting Impact on the Community
The viral response to Rachel’s video highlights the broader challenges faced by small businesses in urban areas, particularly in the face of rising rents and corporate competition. However, it also underscores the transformative power of community support and social media. Rachel’s story has inspired many to think critically about where they spend their money and how they can make a difference in their local communities.
As Buddies Coffee moves forward, the outpouring of support has not only stabilized the business but also strengthened its connection to the neighborhood. The cafe has become more than just a place to grab a coffee; it’s a symbol of hope, resilience, and the enduring power of small businesses to bring people together. Rachel’s journey serves as a reminder that even in the face of adversity, hard work, determination, and a little bit of community love can make all the difference.
