Brooklyn woman was about to lose her cafe for good. Then Joe Jonas stepped in and changed her life overnight
A Brooklyn café owner tearfully shared how rising rent threatened her business, unaware her story would soon attract a world-famous supporter.
Getting from the bottom to the top is what most people dream of, but only a handful are able to make it big. Many give up in the process, losing strength, passion, or both. Facing a financial setback, a woman turned to social media to find support and, to some extent, an SOS call for help. The business owner from Brooklyn, Rachel Rose—who goes by @its.rachel.rose on TikTok—had little hope of ensuring her coffee shop thrives and survives the rent pressure. The woman of Puerto Rican descent almost reached a breaking point upon realizing she had a remaining runway of six months until Joe Jonas knocked on her door.
A heartbreaking video showed Rachel crying while narrating the struggles that come with running a private business in Brooklyn’s Williamsburg. As one of the few remaining Puerto Rican business owners in a neighborhood that was once a hub of a vibrant mix of Indigenous Taíno and Spanish traditions, she claimed her landlord had raised the rent. Notably, the woman had been running the business, named Buddies Coffee, for the past four years single-handedly, without any external support. “This is gentrification. I’m one of the only newest Puerto Rican-owned businesses… and today, I just got word that I might not be able to stay in the same lease because of the rent increase,” Rachel was heard saying in the video, amassing 7.3 million views since it was first shared a week ago.
@its.rachel.rose Happy start to women’s history months I guess ! 😘 Hearing this news today just now completely broke me. As a self funded small like true mom and pop business this news is scary - I’ve never tried to nor want to “compete” with anyone. If you know me you know I truly don’t see anyone as a competitor- however, knowing someone -whoever they are is planning on opening literally next door not down the block across the street around the corner. I cannot deny it will crush me. I’m hopeful we will make the most out of these next 6-7 months in this space and I just know God was holding my hand when I decided to sign a lease in the city (with hopes and dreams of having two shops) I will continue to remain delusional always I will always work hard show up for myself and show up for others. I promised myself If I was to make content I will be completely myself - nothing curated just raw and here I am 😘 #coffee #dayinmylife #coffeetiktoklovers #badbunny #brooklyn #buddiescoffee #coffeenyc #nyc #ditl #coffeetok #womenownedbusiness ♬ original sound - Rachel
On top of it, the business would soon have competition in the same neighborhood. Rachel was overwhelmed by the negative news as she had come so far, along with her boyfriend, in the hope of making it big. Believing in the American dream, she invested a few thousand dollars from her savings and her priceless hard work to jump-start Buddies Coffee. “Right next door to me, they're putting a coffee shop... it just feels like you just can't win,” remarked Rachel in a broken voice. As tears rolled down her cheeks, she weepingly added, “The small people can't win.”
The coffee shop owner’s emotional plea made waves on the video-sharing platform, and several people offered help, including Jonas. “You are awesome. I’m coming to support,” the Grammy-nominated pop singer commented. He kept his promise and later provided an update by visiting the coffee shop in the Brooklyn neighborhood. “I want to go support, and I think you should too. If you're in New York, visit their shop, grab some coffee, and pick up some beans. The owner roasts her own beans, which is pretty amazing! Or, you can order online,” Jonas said while recording himself walking to the coffee shop on 150 Grand Street.
Soon after, things took a surprising turn, and according to People, lines wrapped around the block as dozens eagerly showed their support for the local business. As online sales also saw a massive jump, several people continued showering their love in the comments section. @boogiebobnyc, 62, promised, “I have never had a cup of coffee in my life. Tomorrow, I’m coming to your store to have my first cup.” “Next time I’m in NYC, I’m coming to get your coffee,” another artist, @forestblakk, expressed.
@joejonas Good day to show Buddies Cafe some love! Shop online or head to the store at 150 Grand Street in Williamsburg ❤️ @Rachel ♬ original sound - joejonas
You can follow Rachel Rose (@its.rachel.rose) on TikTok for more lifestyle content.
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