Brooklyn Coffee Shop Gains Support After TikTok Struggles Go Viral

NEW YORK, NY – In a poignant display of vulnerability, Rachel Rose, owner of Buddies Coffee Roasters in Williamsburg, shared her struggles with potential eviction and intensifying rent through a heartfelt TikTok video that has gone viral.

Rose’s nearly seven-minute video, which has since garnered over 3 million views, describes the challenges facing her business as her lease approaches renewal amidst rising rent prices in the trendy New York City neighborhood.

“Today, I just got word that I might not be able to stay in the same lease because of the rent increase, which is the reality for so many people,” Rose said in the moving post. “But not only that, right next door to me they’re putting in a coffee shop. And I don’t know if I sound so stupid, crying and complaining. But it just feels like you just can’t win. The small people can’t win.”

Her message resonated with many, especially those familiar with the economic pressures of living in a rapidly gentrifying area. Williamsburg, once a vibrant enclave of Puerto Rican culture, has seen many long-standing businesses displaced as luxury developments take over.

“It’s important to see raw emotion,” Rose emphasized in her video. “It’s important to see… what people push through, what people have to deal with, why native New Yorkers roll their eyes at gentrification.”

Following the release of her video, patrons flocked to Buddies Coffee Roasters, including celebrities like Joe Jonas who expressed his support for the shop on his social media. The response led to an overflow of customers and online orders, creating a bustling scene at the coffee shop in the days following.

In her thank-you post, Rose highlighted the power of community and connection. “Vulnerability is power,” she stated, reflecting on the overwhelming support she received after sharing her situation.

Buddies Coffee Roasters, located just blocks from the renowned restaurant Toñita’s, remains steadfast in its mission to serve the community. As the business faces an uncertain future, the recent surge in patronage offers a glint of hope amid the looming challenges.

“We are so grateful for the support from the community and beyond,” Rose said. “Together, we can make a difference and show that local businesses matter.”

Mashable contacted Buddies Coffee Roasters for further comment and will provide updates as the situation unfolds.