Rachel Nieves, co-owner of Buddies Coffee, a beloved coffee shop located at 150 Grand St. in Williamsburg, Brooklyn, has captured the hearts of many with her emotional plea for support. The coffee shop, which Nieves and her husband, Taylor Nawrocki, initially started as a coffee cart during the pandemic, faces new challenges as it struggles to stay afloat amid rising rents and increased competition.
Buddies Coffee was born out of sheer determination. As the couple transitioned from selling coffee on wheels to establishing a brick-and-mortar cafe, they built their business from the ground up. However, with a new coffee shop set to open right next door, the owners are feeling the pressure. In a tearful video posted on TikTok, Nieves shared her worries and frustrations, revealing the emotional toll that the situation has taken on her and her family.
The video quickly went viral, amassing over 6 million views within days. Viewers witnessed Nieves openly expressing her feelings, which resonated with many who understood the struggles of small business owners. The community responded overwhelmingly, with New Yorkers and local residents flocking to Buddies Coffee to show their support.
As patrons lined up down the block—even in pouring rain—this phenomenon has been dubbed “the TikTok effect.” Allison Dowd, a local supporter, noted the impact of the viral video:
“To see a lot of people down the block talking about coquito lattes in line, wanting to support Rachel and Taylor, it was just really amazing that people can rally so quickly and so enthusiastically for small businesses when they need help.”
Celebrities are also taking notice. Joe Jonas expressed his support through social media, stating:
“You are awesome. I’m coming to support.”
The surge in customer enthusiasm has reinvigorated Buddies Coffee. Their coquito latte—a festive drink that has now become a viral sensation—is selling out as customers show up to experience the popular offering.
Nieves expressed gratitude for the outpouring of love from the community. She remains resolute in her commitment to keep her business thriving.
“I’m going to keep showing up and working hard, and maybe a wonderful thing will come out of this,” she stated.
With the support of locals and newfound visibility, Nieves believes that positive change is already happening.
“I mean, a wonderful thing has already come out of it. So many wonderful people have shown up and shared, and just thank you,” she added.
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