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Crumbs cupcakes, founded by a Jewish couple, makes a comeback
(New York Jewish Week) — Picture the Upper West Side, circa 2003, the year that Jewish couple Mia and Jason Bauer opened Crumbs Bake Shop at Amsterdam Avenue and 75th Street. In the wake of a cupcake craze kicked off by a “Sex and the City” scene filmed at Magnolia Bakery, fans lined up for Crumbs’ oversized cupcakes, available in inventive varieties like Black-Bottom Cheesecake Brownie, Grasshopper and Squiggle, a gargantuan riff on the traditional Hostess cupcake.
The wildly popular Manhattan bakery quickly grew into a chain — by 2013, Crumbs had more than 70 stores across the country.
Soon, however, the dream crumbled. The Bauers sold the chain in 2011, but by 2014, due to a variety of factors — including increased competition, high real estate costs and general gourmet-cupcake burnout — Crumbs closed its doors. Later that year, an investment group tried to resurrect the troubled brand — reopening some stores and adding challah to the menu on Fridays — but failed.
Now, however, Crumbs is back, with the Bauers again at the helm but with a new business plan: In place of brick-and-mortar bake shops, they are selling desserts online at originalcrumbs.com. They are also offering delivery in New York City through Gopuff, and their baked goods are available at select local supermarket chains, including Gristedes, D’Agostino’s and ShopRite.
“There were things we always wanted to accomplish with the brand that we didn’t have a chance the first time around,” Mia Bauer told the New York Jewish Week. “We didn’t feel like Crumbs kind of petered out the way it deserved to. That wasn’t the ending we foresaw for Crumbs. We really had nurtured it and cultivated it and we felt like it deserved better than that.”
After the original Crumbs folded, Mia spent time raising the couple’s two children in their Short Hills, New Jersey home. She returned to political campaign work, which she was doing prior to becoming a full-time baker. Jason, meanwhile, opened a brokerage business and a spirits company in New York, and also took a corporate position at WeWork.
After a few years, however, the Bauers were ready for a change, and market research confirmed the interest that former Crumbs customers were expressing to Jason.
In 2021, Jason paid just $350 to the U.S. Patent & Trademark Office to revive the brand. Since then, the couple have been analyzing market research, altering their business model, attending trade shows, creating new recipes and designing new packaging. They formally relaunched the business in November 2023 and it is now known as Original Crumbs Bakeshop.
Now, as before, Crumbs products are kosher: Their cupcakes are under National Kosher supervision by Rabbi Aaron Mehlman, and a new product, soft-baked cookies, are OU-Dairy certified. The Bauers keep a kosher home, and as Jason told the New York Jewish Week, “We wouldn’t sell any food as a profession if it weren’t kosher.”
“The highlight of our week is Shabbat, but Jewish principles are woven throughout our daily existence,” said Jason, who, together with his family, belongs to the Kabbalah Centre in Manhattan, as the family splits its time between New Jersey and the Upper East Side.
Kabbalah, Jason added, “informs our every decision both in our personal and business lives.”
When Crumbs first opened 20 years ago, the bakery became known for their “signature” 4.25-inch diameter cupcakes, described now on their website as “twice the size of a normal cupcake.” At the time, such oversized treats were an anomaly.
“I actually didn’t realize they were oversized,” said Mia, who said she began baking as a child of 7 or 8. “That’s how I always made my cupcakes for family and friends. I assume it started out kind of innocently. I had a muffin pan in my home as a kid and that’s what I used. It didn’t occur to me that my cupcakes were that much bigger than the average cupcake.”
When the Bauers launched Crumbs their goal was to bring back the corner bakery, which, in the early 2000s, had started to disappear; the couple realized that supermarkets were basically the only option for baked goods for many people. At the same time, Mia, who had worked in a bakery as a teenager, had been “longing for the experience of a neighborhood bakery,” according to Jason.
While the new iteration of Crumbs isn’t focused on local bakeries, nostalgia still drives its founders: “We wanted to pivot and be the box of cupcakes or package of cookies that people have in their home,” Mia said, recalling fond memories of Entenmann’s cookies.
During Crumbs’ initial run, Mia — who lived in Israel from ages 1 to 7 and admits to a preference for plain white cake with lots of frosting — ended up creating more than 120 cupcake flavors, with about 30 varieties available in each shop at any given time.
These days, the cupcake varieties have been reduced to 12, plus seasonal and holiday flavors. Crumbs still offers their cupcakes in their signature size, as well classic ( aka “normal”) and mini sizes. The classic-size cupcakes are sold in supermarkets, and will now cost a little more than $2, considerably cheaper than the $4.50 bakeries used to charge.
“We’re able to produce them in volume with efficiencies that allows the price point in supermarkets to be significantly less than it was in our stores,” Jason said.
Crumbs 2.0 has added a line of soft batch cookies in eight flavors, most of which are takeoffs of their most popular cupcake flavors, like Cotton Candy, Sprinkle Sundae and Marshmallow Cookies & Cream. The small, soft-baked cookies — much like the Entenmann’s chocolate chip cookies that Mia was so fond of — are packaged in resealable, stackable, plastic cookie jars and cost $8.
“We are pretty fanatical about quality control,” Mia said. “I treated our stores like my kitchen. Even now, in supermarkets, it’s the same quality control.”
According to Jason, every cupcake is still made and decorated by hand, and the cookies are homemade, too. These days, Crumbs has become something of a family business, with the couple’s children — Annabelle, 15 and Zack, 13 — serving as taste-testers, critics and digital media consultants. “We run by both our kids almost anything social media-related to get their input,” Mia said.
Jason sees their return to the bakery business as bashert, using the Yiddish word for destiny. “We’re both very spiritual people,” he said. “We’ve always felt when the opportunity presented itself to us, there’s a reason it came back into our life, so we couldn’t ignore it.”
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The post Crumbs cupcakes, founded by a Jewish couple, makes a comeback appeared first on Jewish Telegraphic Agency.
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Belgian Prime Minister Shows Solidarity With Jewish Community, Calls for Caution on Palestinian State Recognition
Belgian Prime Minister Bart De Wever attends a press conference with German Chancellor Friedrich Merz (not pictured), at the Chancellery, in Berlin, Germany, Aug. 26, 2025. Photo: REUTERS/Annegret Hilse
Amid rising antisemitism across Europe and increasing hostility toward Israel from several European governments, Prime Minister Bart De Wever expressed Belgium’s sympathy and respect for the Jewish community this week, honoring the millions of victims of the Holocaust.
During his trip to Berlin on Tuesday, De Wever visited the Holocaust Memorial and left a moving message in its guestbook.
“On behalf of the Belgian government and all people and communities living together in peace in Belgium, I express my deepest sympathy and my respect,” the Belgian leader wrote in a note in German.
“We will remember all the victims. I stand here humbly at this place of remembrance. The Jewish community will always have a home in Europe,” he continued.
Rabbi Menachem Margolin, chairman of the European Jewish Association (EJA), commended De Wever’s remarks and his support for the Jewish community, highlighting his leadership as a model.
“We sincerely thank Prime Minister De Wever for his moving message in Berlin. At a time when antisemitism is once again spreading across Europe, his clear and unwavering statement that the Jewish community will always have a home here is deeply important,” Margolin said in a statement.
“Such leadership not only honors the memory of the six million victims of the Holocaust but also strengthens the sense of security and belonging for Jews in Belgium and across the continent,” he continued.
“We also commend the Prime Minister’s principled leadership on Israel, where he consistently calls for security guarantees and a realistic path to peace. His voice carries moral weight in Europe, and we deeply appreciate it.”
During a visit to the Memorial to the Murdered Jews of Europe in Berlin, Belgian Prime Minister @Bart_DeWever left an important message in the guestbook. Written in German, his note expressed Belgium’s sympathy and respect for the Jewish community and commemorated the millions… pic.twitter.com/ZcuEfKCavi
— EJA – EIPA (@EJAssociation) August 26, 2025
During his visit to Berlin, De Wever met with German Chancellor Friedrich Merz to discuss the recent push by several European countries to recognize a Palestinian state at next month’s UN General Assembly.
At a joint press conference, De Wever stressed that recognizing a Palestine state is only meaningful under strict conditions, warning that doing so without such guarantees would be “pointless and even counterproductive.”
“Hamas must disappear completely, there must be a credible Palestinian Authority, an agreement must be reached on borders, and Israel must receive security guarantees. Without that, recognition makes no sense,” De Wever said.
In Belgium, De Wever’s more cautious approach to Palestinian statehood and support for Israel have fueled clashes within the government, with Foreign Minister Maxime Prévot threatening to block government initiatives if the coalition continues to hinder a firmer stance on Israel and the recognition of a Palestinian state.
“If there is no stronger tone within the government regarding the human rights violations committed by the Israeli government, or if no measures are taken in favor of recognizing Palestine, a major crisis is looming,” Prévot said during an interview with De Standaard.
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Amid War, Olim-Owned Businesses in Jerusalem Thrive, Showcasing Resilience, Community Spirit
Olim gather at JFK Airport, ready to board a charter flight to Israel and begin their new lives in the Jewish state. Photo: The Algemeiner
JERUSALEM — Despite the strains of war and the obstacles of starting over in a new country, businesses in Jerusalem owned by Jewish immigrants are thriving — a testament to resilience, Zionist commitment, and the power of community.
New immigrants, or olim, who make aliyah to Israel face steep challenges even in times of peace, navigating strict regulations, endless permits, and financial hurdles, though the Israeli government offers some support and incentives to promote new businesses.
Aliyah refers to the process of Jews immigrating to Israel, and olim refers to those who make this journey.
In recent years, the road has become even more difficult for entrepreneurs, first with the economic disruption of COVID-19 and now amid the uncertainty of the war in Gaza.
For many olim, launching a business in Israel is about more than entrepreneurship — it’s a way to start a new life, serve their country, build a community, and make a meaningful impact.
Last week, 225 new olim arrived in Tel Aviv on the first charter aliyah flight since the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
Nefesh B’Nefesh (NBN) — a nonprofit that promotes and facilitates aliyah from the US and Canada — brought its 65th charter flight from New York, which The Algemeiner joined.
Founded in 2002, NBN helps olim become fully integrated members of Israeli society, simplifying the immigration process and providing essential resources and guidance.
In partnership with Israel’s Ministry of Aliyah and Integration, the Jewish Agency for Israel, Keren Kayemeth, and the Jewish National Fund, NBN has helped nearly 100,000 olim build thriving new lives in Israel.
Eager to start their next chapter in Israel, these immigrants bring fresh ideas, culinary creativity, and cultural richness, strengthening the country’s social fabric every day.
Originally from New Orleans, Louisiana, Diana Shapira brought her passion for baking and warm hospitality to Israel, turning her aliyah dream into a popular destination for both locals and tourists.
She and her husband created Infused JLM, located near Jerusalem’s Mahaneh Yehuda Market, blending American and Israeli culture and creating a space that brings people together.
“We want people to see that an oleh’s dream can happen,” Shapira told The Algemeiner. “Even without family and facing many challenges, starting a business in Israel is possible — especially when you have the support of the community.”
“Before we made aliyah, so many people told us it was a bad financial decision. But you have to push past the doubt and keep striving,” she continued.
Another olim-owned business located in Jerusalem, Power CoffeeWorks, has become a favorite destination for coffee enthusiasts across the city.
Owned by Stephanie and Brandon, who made aliyah from Cape Town, South Africa, in 2016 with their four children at the time (now seven), the couple has turned their venture into a hub for coffee lovers and a gathering place for the community.
“We made aliyah because we believed Israel was the best place to raise our children,” Stephanie told The Algemeiner. “Despite all the challenges along the way, it has been an incredible journey.”
Crave, another oleh-owned restaurant in Mahaneh Yehuda, has gained increasing attention with its strictly kosher gourmet street food, blending American, Mexican, and Asian flavors in a way that hasn’t been seen before.
American-born Yoni Van Leeuwen, who made aliyah more than 20 years ago with his wife and eight children, views food not just as a business, but as a way to bring cultures and communities together.
Following the Oct. 7 atrocities, the war in Gaza dealt a harsh blow to Israeli businesses, forcing many to cut hours, adapt operations, and manage shortages.
Yet these olim-owned establishments have shown resilience, proving that passion, creativity, and commitment to the Zionist dream can overcome even the toughest challenges.
Whether by serving comfort food, offering a safe space for neighbors, or organizing fundraisers for soldiers in Gaza and Lebanon, these business owners described a spirit of perseverance deeply rooted in Jewish history.
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Police in England Investigate Air Rifle Attack Against Jewish Teenager, Swastika Spray Painted at Rabbi’s Home
Friday night saw a string of swastika vandalism resulting in four reports, including from Rabbi Bentzion Alperowitz, a Chabad leader who discovered the Nazi symbol spray painted in black on his home’s white wall as he left for synagogue the next morning with his two young daughters. Photo: Screenshot
Multiple antisemitic incidents reported this past weekend targeted the Jewish community of Bournemouth in the southern region on the coast of the United Kingdom.
On Saturday afternoon, a driver stopped to harass and yell obscenities at two pedestrians before shooting one, a Jewish teenage boy, in the forehead with an air rifle and fleeing. The victim suffered swelling but has otherwise recovered.
“Detectives are leading the investigation to locate the occupants of the vehicle and to establish the full circumstances of the incident,” a spokesman for Dorset Police said. “The incident is being treated as a hate crime. Officers are engaging with the local community and carrying out patrols in the area. We would encourage anyone with information or concerns to please speak with an officer.”
Rabbi Alan Lewis, who leads the Bournemouth Hebrew Congregation, said that “the young man who was shot is a religious Jew who was wearing a skull cap. It was very obvious he was Jewish. Then several people living on Manor Road woke up to find that swastikas had been painted on their homes. The homes had a mezuzah outside, so it was obvious that Jewish people lived there.”
Friday night saw a string of swastika vandalism resulting in four reports, including from Rabbi Bentzion Alperowitz, a Chabad leader who discovered the Nazi symbol spray painted in black on his home’s white wall as he left for synagogue the next morning with his two young daughters.
“We will continue to live as proud Jews here in Bournemouth … I want to encourage everyone to do exactly the same,” Alperowitz said. “This is not the Bournemouth I know. Bournemouth is a kind, beautiful place and I feel this is still the truth for the vast majority of people here.”
Other members of the Jewish community came to assist the rabbi with removing the graffiti.
“[The] good news is that by the time you’re watching this video our wall will have been cleaned, thanks to some amazing people from the community, who came around to help clean it,” Alperowitz said.
Author Dov Forman wrote that “on Saturday morning, my friend Rabbi Benzion Alperowitz of Bournemouth Chabad walked outside to find a swastika on his home. Antisemitism is alive on our streets, yet it is too often excused and ignored. But it will not break us. We will continue to live proudly as Jews.”
Law enforcement has reportedly stepped up patrols in the town’s Jewish neighborhoods which include an estimated 2,000 people.
On Monday, the Community Security Trust (CST), an organization focused on monitoring antisemitic threats in the UK, released a statement saying that it was “appalled by a series of anti-Jewish hate crimes in Bournemouth over the weekend. These are abhorrent acts of racism that are deeply distressing for the Jewish community and should alarm everybody. We are supporting the local Jewish community and working with Dorset Police to assist their investigation. We urge anyone with information about these incidents to contact the police and CST.”
CST released a report of antisemitic incidents in the UK during 2024, finding 3,528 — the second highest ever — showing an 18-percent decrease from the all-time high of 4,296 in 2023.
Earlier this month, CST released a separate report noting the group recorded 1,521 antisemitic incidents in the UK from January to June of this year. It marks the second-highest total of incidents ever recorded by CST in the first six months of any year, following the first half of 2024 in which 2,019 antisemitic incidents were recorded in the aftermath of the Hamas-led Oct. 7, 2023, terror attack on Israel.
“These hateful attacks on people and property in Bournemouth are extremely concerning. We have been informed that the police are investigating and hope that the perpetrators will be arrested and face the full force of the law,” Andrew Gilbert, vice president of the Board of Deputies of British Jews, said in a statement.
Maurice Michaels, who served as rabbi at Bournemouth Reform Synagogue, said that the community felt “very pressurized and anxious.” He added, “We’re getting terrified calls from people across the UK asking, ‘Is this really happening in Bournemouth?’ I’d never go out wearing my usual skull cap, I don’t show outward signs of being Jewish. I know community members who have even removed their mezuzah from their front door.”
Michaels described the antisemitic crimes as “a measure of what’s going on across the country, demonstrations where people cover their faces. They don’t want to be recognized because they know what they’re doing is wrong. We do the best we can to secure our safety. But when people attack our homes, when they shoot pellets — it gets to a point where it’s no longer a manageable situation. We’re frightened.”