Social media isn’t just a platform to watch mindless videos and hilarious commentary. These platforms also continue to be a powerful tool in impacting communities, including small businesses. And Joe Jonas has just proven this by using his celebrity status to support a struggling Brooklyn coffee shop, sparking a wave of support.
On February 26, Rachel Nieves posted a video on her TikTok with heartbreaking news regarding her small business, Buddies Coffee.
“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. But, not only that. Right next door to me, they’re putting a coffee shop,” Nieves shared in the now viral video, holding back tears.
The Puerto Rican businesswoman opened up the coffee shop in collaboration with her boyfriend and business partner, Taylor Nawrocki, in 2020. Their coffee shop features signature drinks that draw from Nieves’s Latinx heritage, like the Coquito Latte made with in-house roasted beans.
“It just feels like you can’t win. The small people can’t win,” Nieves continued in her post.
Rent increase isn’t a new concept, especially in New York City. A 2023 article from The New York Times reported from 2019-2021, the median storefront rent per square foot in Brooklyn increased by 23%.
Nieves' video, posted just a couple of days ago, has already garnered over 500,000 likes and millions of views. Thousands of coffee lovers, Brooklyn residents, and celebrities flocked to the entrepreneur's comments sending love and support. Among the list was none other than artist Joe Jonas.
“You are awesome. I’m coming to support.” Jonas commented under the video. The Jonas Brothers member then took to his TikTok to post himself visiting the Williamsburg, Brooklyn coffee shop that same day. Talk about showing support in a tangible way!
“Hi guys, I am walking over to this coffee shop …I saw this amazing video…this heartbreaking video and I want to support. I think you should too,” Jonas, who has over 6 million followers on TikTok, said in the video.
“Love that she posted this and the next day Joe Jonas and everyone else supported. This is when the internet makes me proud,” one user commented under Nieves’s original video.
“From one Puerto Rican woman to another, I love you. I reposted to my million followers in hopes we can get them to find you. Please don’t give up,” another comment read under her post.
Jonas’s big following and helpful message activated a love train of support on social media and in real life for the small business. Nieves even posted a follow-up TikTok in response to the outpouring of support. In it, she championed the strength in being vulnerable about adversity.
“I think it’s important to share our pain as much as it is to share our wins,” Nieves said in the response video. “I see a lot of wonderful things on this app, we see a lot of terrible things on this app… I’m so grateful that so many people resonated with what I had to say.”
Since then, Buddies Coffee is being talked about so much more. The business's official Instagram page now has over 20,000 followers. Plus, the official website, which offers custom espresso blends, features a message about back orders due to the overwhelming amount of support.
“Hiiiii <33333 Orders may take two to three weeks to fulfill due to high demand from all your support and love,” the message reads on the site.
