In Williamsburg, Brooklyn, Buddies Coffee is more than just a café — it’s a labor of love, a local institution, and a safe space where community, coffee, and skate culture intersect. Since opening its doors four years ago, founders Rachel Nieves and her partner Taylor have poured everything into building a business that isn’t just about selling coffee but fostering connections.
But now, Buddies Coffee is facing an existential threat. In a deeply emotional Instagram video, Rachel tearfully revealed that the shop’s future is in jeopardy due to a sudden, unaffordable rent increase and the arrival of a major corporate coffee chain moving in next door.
“Hearing this news today just now completely broke me,” she said, fighting back tears. “As a self-funded small, true mom-and-pop business, this news is scary. I just want to make coffee for my community and keep doing what I love.”
@its.rachel.rose Happy start to women’s history months I guess ! 😘 Hearing this news today just now completely broke me. As a self funded small like true mom and pop business this news is scary - I’ve never tried to nor want to “compete” with anyone. If you know me you know I truly don’t see anyone as a competitor- however, knowing someone -whoever they are is planning on opening literally next door not down the block across the street around the corner. I cannot deny it will crush me. I’m hopeful we will make the most out of these next 6-7 months in this space and I just know God was holding my hand when I decided to sign a lease in the city (with hopes and dreams of having two shops) I will continue to remain delusional always I will always work hard show up for myself and show up for others. I promised myself If I was to make content I will be completely myself - nothing curated just raw and here I am 😘 #coffee #dayinmylife #coffeetiktoklovers #badbunny #brooklyn #buddiescoffee #coffeenyc #nyc #ditl #coffeetok #womenownedbusiness ♬ original sound - Rachel
The video struck a nerve with thousands of viewers who felt her pain and frustration — many of whom have witnessed firsthand the struggles of small businesses being pushed out by rising rent and corporate expansion. The response was immediate, with customers old and new rallying around Buddies Coffee, determined not to let their favorite neighborhood spot disappear.
Among those who saw Rachel’s video was pop star Joe Jonas, who was so moved by her story that he decided to take action. He commented, "You are awesome. I’m coming to support."
And, lo and behold, he held up his promise. The singer visited Buddies Coffee in person and then took to TikTok to spread the word, encouraging his millions of followers to step up and support the shop in any way they could.
Jonas made a video while walking to the cafe, telling his followers and fans to go support them in any way they could. He captioned the video, "Good day to show Buddies some love! Shop online or head to the store at 150 Grand Street in Williamsburg. ❤️"
It didn’t take long for Jonas’ support to make an impact. The TikTok quickly went viral, bringing a flood of new customers to Buddies Coffee. Lines wrapped around the block as fans and locals alike showed up, eager to support the shop. Online orders for their coffee beans skyrocketed, with people from all over the country pitching in to help keep the business afloat.
What happened with Buddies Coffee is a powerful reminder of how social media can bring people together for real-world change. The internet, often criticized for its negativity, can also be a force for good — spreading awareness, mobilizing communities, and quite literally saving livelihoods.
Fans were thrilled by Jonas' support and took to socials to share their love for his act of kindness:
Rachel took to Instagram once again to express her gratitude, overwhelmed by the love and generosity pouring in from complete strangers.
“I see the support, I feel the support, and I'm so happy there are so many new eyes on Buddies Coffee,” she wrote. “Thank you for community, thank you for it all."
The fight to save Buddies represents a larger battle that small businesses everywhere face — one where big corporations push out the little guys, and local culture gets erased in the process. There are several ways to support Buddies Coffee. If you’re in New York, you can visit their Williamsburg location at 150 Grand Street and grab a cup of coffee in person. If you’re not local, you can order their coffee beans online and have them shipped to you. Even just spreading the word helps keep the momentum going.
Because if this story proves anything, it’s that no act of kindness is too small. Whether it’s a Joe Jonas using his platform to bring attention to a struggling business or a single person deciding to buy a bag of beans, every bit of support adds up.
And sometimes, that’s enough to change everything.
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