In February 2025, Rachel, the owner of Buddies Coffee Roasters in Williamsburg, Brooklyn, shared a heartfelt TikTok video that resonated deeply with millions. Posted under her handle @its.rachel.rose, the emotional seven-minute clip revealed the struggles she faced as a small business owner in a rapidly gentrifying neighborhood. Her story quickly went viral, sparking an outpouring of support from the online community and even catching the attention of celebrities like Joe Jonas.

Rachel’s video highlighted the challenges of running a small business in an area where rising rents and corporate competition are pushing out local establishments. She tearfully explained that her lease was ending soon, and the rent was set to increase significantly. To make matters worse, a new corporate-owned coffee shop was opening next door, threatening her livelihood. “The small people can’t win,” she said, expressing her frustration with the financial hurdles faced by independent businesses like hers.

What made Rachel’s story particularly poignant was her connection to the neighborhood’s history. As a Puerto Rican-owned business in Williamsburg, Buddies Coffee Roasters represented a piece of the community’s cultural heritage, which has been increasingly overshadowed by gentrification. Rachel took pride in her roots and the role her shop played in preserving the neighborhood’s identity.

The TikTok video quickly gained traction, amassing over 3 million views. Viewers were moved by Rachel’s vulnerability and rallied to support her. The day after the video went viral, the coffee shop saw an overwhelming surge in customers, with lines stretching out the door. Online orders also skyrocketed, forcing the shop to post a notice about potential shipping delays due to the high demand.

Adding to the momentum, Joe Jonas, the pop star and actor, commented on Rachel’s video and later visited the shop. His social media posts about the experience brought even more attention to Buddies Coffee Roasters, further amplifying the support.

In a follow-up post, Rachel expressed her gratitude, calling the response “life-changing.” She emphasized the power of vulnerability, saying, “Showing raw emotion and sharing the realities of what small business owners face can make a difference.” Her story became a testament to the strength of community and the impact of collective action.

While the future of Buddies Coffee Roasters remains uncertain due to the impending rent increase, the viral TikTok and the subsequent wave of support have provided a much-needed boost. Rachel’s story is a rare example of the internet fostering positivity and rallying behind a cause. It also sheds light on the broader challenges faced by small businesses, especially in gentrifying neighborhoods where rising costs and corporate competition often push out local establishments.

This heartwarming tale is part of Mashable’s “Good Connection” series, which highlights uplifting stories in the digital age. Rachel’s experience reminds us that even in the face of adversity, vulnerability and authenticity can inspire meaningful change.

If you’re in Williamsburg, stop by Buddies Coffee Roasters to show your support—and maybe grab a cup of coffee while you’re at it. After all, it’s not just a coffee shop; it’s a symbol of resilience and community spirit.