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The Internet is often presented as a powerful social tool with which to influence others in a positive way. An effect that the Brooklyn community has managed to achieve this time in order to prevent the closure of a small business, in which even Joe Jonas has intervened.
It all started on 26 February, when owner Rachel Nieves posted a video on TikTok with heartbreaking news about her business Buddies Coffee. ‘Today, I was just told that I may not be able to stay on the same lease because of the rent increase, which is the reality for so many people. But not only that. Right next door they’re going to put a coffee shop,’ Nieves shares in the now viral video, holding back tears.
‘It gives the feeling that you can’t win. The little people can’t win,’ Nieves continues in her post, alluding to the scarcity of support for these businesses in NY, and the world in general.
Nieves’ video quickly garnered a groundswell of support with over 500,000 likes and millions of views, as well as reactions from residents and stars like Joe Jonas, who decided to post a clip of support on TikTok as he made his way to the coffee shop.
‘Hey guys, I’m walking into this coffee shop…. I saw this amazing video … this heartbreaking video and I want to support. I think you guys should too,’ Jonas said in the video.
Jonas’ fandom and his message of support set off a social media alert, generating a huge impact for Buddies Coffee, which has managed to rise from the ashes through an abysmal growth in followers, a multitude of requests and messages of support. ‘Hiiiiiii <33333 Orders may take two to three weeks to fill due to the high demand for all your support and love,’ reads the message on the site.
Rachel, noticing the movement, used the platform to thank Joe Jonas and the entire community for helping to resuscitate her business, which was hit by the huge rent increases in New York.
