Brooklyn Coffee Shop's Viral Plea Drives Unprecedented Community Support

Buddies Coffee in Williamsburg faces rent hikes and competition but sees overwhelming backing from locals and online supporters.

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.