The internet can often come across as a hostile environment, brimming with negative stories and toxicity. One might even argue that it has grown increasingly pessimistic. Nonetheless, occasionally it demonstrates its capacity to unite individuals and foster positivity.
Consider Buddies Coffee Roasters located in Williamsburg, Brooklyn, as a prime example. The shop’s proprietor, Rachel—known as [@its.rachel.rose](https://www.tiktok.com/@its.rachel.rose) on TikTok—recently posted an emotional video detailing the hardships of managing her small business. In the nearly seven-minute [clip](https://www.tiktok.com/@its.rachel.rose/video/7475490481464462638), she candidly discusses the obstacles she encounters, many of which are outside her control. Her lease is about to end in a few months, accompanied by an upcoming increase in rent. To complicate matters, a seemingly corporate coffee chain is set to open right next to her. Despite her relentless efforts without any financial support, she worries about her ability to sustain her business.
“Today, I just received news that I might not be able to renew my lease due to the rent hike, which is the reality for so many people,” Rachel shares in the video, her voice trembling. “But not only that, there’s a coffee shop being built right next to mine. And I don’t know if I sound ridiculous, crying and complaining. But it really feels like there’s no way to succeed. The small businesses can’t succeed.”
Rachel’s heartfelt appeal resonated deeply with many viewers, especially New Yorkers. Williamsburg, prior to becoming a fashionable and costly area, had a rich [Puerto Rican history](https://greenpointers.com/2018/11/02/puerto-ricans-vibrant-history-in-north-brooklyn/). While a few Puerto Rican businesses persist—Buddies is just a few blocks away from Toñita’s, where Bad Bunny [celebrated his latest album launch](https://www.brooklynvegan.com/bad-bunny-celebrated-new-album-at-tonitas-in-williamsburg-nyc-subway-announces-puerto-rico-residency/)—many have vanished. Rachel expressed pride in establishing a Puerto Rican-owned business in the area, despite the obstacles she faces.
“I won’t regret sharing this. It’s crucial to witness raw emotion,” she states. “It’s essential to understand… what people endure, what they have to confront, and why native New Yorkers roll their eyes at gentrification.”
Her openness struck a chord, and the TikTok swiftly went viral, racking up over 3 million views. New Yorkers inundated the comments with encouragement, and soon, patrons arrived in large numbers. Even Joe Jonas chimed in on the video, visited the café, and shared about it. The following day, Buddies had a line stretching out the door.
The overwhelming support went beyond just physical visits. Numerous individuals placed online orders through [Buddies’ website](https://www.buddiesbk.com/), leading to a pop-up message warning about possible shipping delays due to the surge in demand.
In light of the wave of affection, Rachel posted a follow-up video conveying her appreciation. “Vulnerability is power,” she remarked, visibly touched by all the support. Her heartfelt honesty had ignited a tide of kindness and solidarity.
While the long-term outlook for Buddies Coffee Roasters remains unclear, currently, business is thriving. And in this exceptional case, the internet indeed accomplished something positive.