Overview

• Rachel Nieves, co-owner of Buddies Coffee, posted a tearful TikTok about potential closure due to rent increases and a competitor opening next door.
• The video, which highlighted the challenges of running a small business in a gentrified neighborhood, garnered over 6 million views and widespread empathy.
• Supporters, including singer Joe Jonas, flocked to the shop, forming long lines and selling out its signature coquito latte.
• Buddies Coffee, a Puerto Rican-owned business, has become a symbol of preserving cultural identity in Williamsburg amidst gentrification pressures.
• While the shop's future remains uncertain, Nieves expressed gratitude for the outpouring of support and pledged to continue working hard.