Introduction

On February 25, Rachel Nieves captured a heartfelt TikTok video in her car that turned her world upside down. With tears streaming down her face, Nieves revealed that her landlord was planning a significant rent increase for her coffee shop, Buddies Coffee, located in the bustling neighborhood of Williamsburg, Brooklyn. Adding to her stress, a competing coffee shop was set to open right next door. “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,” Nieves expressed in the video. “But not only that. Right next door to me, they’re putting in a coffee shop. It just feels like you can’t win. The small people can’t win.”

Going Viral and Community Support

Her poignant message quickly resonated with thousands online, going viral in a matter of hours. Among those who took notice was singer Joe Jonas, who visited Buddies, giving a shoutout to his followers to support the local establishment. This moment galvanized the community, leading to lines out the door filled with enthusiastic customers—many of whom celebrated their Puerto Rican heritage by dancing to salsa and Bad Bunny as they awaited their coffee fix. “Growing up in New York, Williamsburg has been unrecognizable since my youth,” Nieves reflected. Even though she and her partner, Taylor Nawrocki, initially hesitated to open their business due to concerns about gentrification, they were met with immense support upon launching their proud nod to Puerto Rican culture.

Rachel’s Journey into Coffee

Nieves’ journey into the world of coffee was unexpected; as a former finance manager in the automotive sector, she had no formal experience in the beverage industry. However, she leaned into her passion, saying, “I can figure it out,” and has forged ahead through trial and error. Recently, just days before learning about the rent hike, the duo secured keys to a second location in Manhattan and are actively searching for a new space that would allow them to remain in their Williamsburg roots.

Daily Routine and Inspiration

Her morning routine is simple yet powerful. “My best mornings are when I’m up and ready before Taylor even gets up. I need to feel clean before I leave the house, and I have to do my skin care—if I don’t, I lose it.” The early hours set a positive tone for her day.

Motivation Behind Opening Buddies

Reflecting on the inspiration behind Buddies, Nieves said, “I didn’t even know I wanted to open a coffee shop. I wanted to connect with people and work for myself.” After quitting her job during the COVID pandemic, she was determined to take risks and dive into uncharted territory. Nawrocki added a creative spin to their idea with a dream about a skateboard-themed coffee cart, and together, they set forth on this new adventure.

Understanding Money

Explaining her relationship with money, Nieves shared, “My father always told me to respect money. But I grew up watching the impacts of financial instability, especially during the 2008 stock market collapse. I find the concept of money to be frightening—it brings stability but can disappear just as quickly.” With thoughtful budgeting, she keeps her bills paid while learning to embrace her financial journey.

Taking Risks

Starting Buddies was a leap of faith for Nieves, who had only around $10,000 to work with, spending a significant portion on an espresso machine that, while high-quality, exceeded their initial budget. “I didn’t want to take out loans or use credit cards—I just paid cash similar to what I was doing before.” The risk was daunting, and doubts lingered for a while.

A Fortuitous Encounter

Then came her big break: during a routine day at Buddies, a customer who worked for Nike unexpectedly placed an order. This encounter led to a collaboration where the coffee shop gave away free coffee at a promotional event in front of the new Nike store, earning them enough to cover operational costs while building newfound exposure.

Pricing and Community Focus

Nieves pointed out that while pricing is crucial, she refuses to cater solely to the affluent demographic that gentrification can bring. “Just because I can sell a cup of coffee for $10 doesn’t mean I should. I want to create a place where the community feels welcome and part of the experience,” she emphasized.

Reflections on Gentrification

As someone who grew up surrounded by stories of gentrification, Nieves admits it was an eye-opener. “I didn’t understand how gentrification impacted my community until recently. As a child, it felt like stories of nostalgia, but now I see it happening in real-time—it broke me.”

Community Upliftment

Overwhelmed by the response to her plight, Nieves shared, “It’s amazing how much community support uplifts you. The desire of people to stand by Buddies shows me that I’m not alone in this struggle.” The experience has fostered a stronger sense of community among those who experience similar challenges.

Looking Ahead

As for what the future holds, Nieves is hopeful. “We’ve received overwhelming support from the community in finding a bigger space, and people have reached out, saying they have buildings we can check out. It’s comforting to know they want us to stay.” While uncertain about the next steps, she remains resolute in bringing Buddies Coffee wherever it’s embraced. “Even if our landlord tries to change course because of the publicity, I’d still choose to walk away—because I want to build a space built on love, community, and acceptance.”

Conclusion

The fight against gentrification is ongoing, and Nieves stands as a pivotal figure, passionately defending the essence of her neighborhood—all while pouring her heart into every cup of coffee.