Gentrification has deeply transformed the Williamsburg neighborhood into Brooklyn during the last decades. This process has resulted in significant increases in life costs and rents, affecting both residents and small local businesses. An emblematic example of this situation is Buddies Coffee, a Puerto Rican property cafeteria that has faced considerable challenges due to the increase in its rent and the growing competition in the area.
Historically, Williamsburg has been home to various communities, including a significant Puerto Rican population. However, between 1990 and 2014, the neighborhood experienced an increase of 78.7% in the average rentals, widely exceeding the 22.1% increase observed in New York City during the same period. This drastic increase has generated considerable economic pressure on local residents and businesses.
In addition, Williamsburg’s demographic composition has changed significantly. Between 2000 and 2014, the Hispanic population decreased by 12%, while the white population increased by 9%. These changes reflect the displacement of traditional communities due to gentrification dynamics.
Buddies Coffee, located in 150 Grand Street, was founded in 2020 by Rachel Nieves and his partner, Taylor Nawrocki, with an initial modest initial investment of a few thousand dollars. The cafeteria quickly became a meeting point for the community, offering specialties such as LATTE coquito, inspired by a traditional Puerto Rican drink.
In February 2025, Nieves shared in an emotional video on Tiktok that his business faced a significant increase in rent and imminent opening of a competitive cafeteria right next. The video went viral, accumulating more than 6 million views and highlighting the challenges faced by small businesses in gentrified areas.
The local community and public figures responded with overwhelming support. Singer Joe Jonas visited the cafeteria and encouraged others to do the same, what re
He sulted in long customers and an increase in sales, especially of the popular Latte coquito. Nieves expressed his gratitude for the support received, highlighting the importance of community support in difficult times.
Despite the support of the community, financial challenges persist. Nieves and Nawrocki are exploring the possibility of relocating the cafeteria in the East Village de Manhattan, looking for a more favorable environment for their business. This situation underlines the difficulties faced by small businesses to stay in areas affected by gentrification.
