In a heartfelt TikTok video that has captured the attention of millions, Rachel Rose, the owner of Buddies Coffee in Williamsburg, Brooklyn, shared her fears about potentially losing her business due to rising rent costs and increasing competition.
The video, which has amassed over 6.7 million views, brought to light the ongoing struggles of small businesses against gentrification in New York City.
Rachel started Buddies Coffee four years ago with her boyfriend Taylor, using just a few thousand dollars.
Pouring her heart out about the challenges she faces as a small business owner, Rachel noted, “This is gentrification. I’m one of the only newest Puerto Rican-owned businesses… and today, I just got word that I might not be able to stay in the same lease because of rent increase.”
The coffee shop owner’s emotional plea resonated deeply with viewers, particularly as she explained the significance of her business in the context of Williamsburg’s ever-changing landscape.
Buddies Coffee Shop in Williamsburg, Brooklyn.
Mackenzie Schmidt
“What most of you know Williamsburg as now is this annoying place that you hate or you love, but it was a predominantly Puerto Rican neighborhood before all the gentrification wiped so many people away,” Rachel explained in her viral clip.
Adding to her concerns, Rachel revealed a new coffee shop is set to open right next door to Buddies. “Right next door to me, they’re putting a coffee shop… it just feels like you just can’t win,” she tearfully shares. “The small people can’t win.”
Despite the uncertain future, Rachel’s video struck a chord with the community and beyond. Celebrities like Joe Jonas showed their support, with the singer commenting, “You are awesome. I’m coming to support.” True to his word, Joe visited the shop the same day and posted a video on his own TikTok, encouraging others to do the same.
Since the video went viral, Buddies Coffee has seen lines wrapped around the block, with dozens eager to show their support for the local business. Online sales have also skyrocketed.
People lined up for Buddies Coffee.
Mackenzie Schmidt
In a follow-up video, Rachel expressed her gratitude for the unexpected wave of support. “I’m thankful to all of you. Thank you for listening to me,” she shared. “Thank you for just showing up and letting the community know that we’re not alone. That it’s okay to speak up about being fearful.”
The shop owner’s signature drink, the Coquito Latte, has become so popular that they’ve struggled to keep up with demand. “You all sold us out with coquito,” Rachel shares. “I’m going to do my best to make as much as I can.”
While the future of Buddies Coffee remains uncertain, as Rachel noted they have “six to seven months” left of their lease, they hope the uproar of support will keep the business afloat for many months to come.
