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“Artist” is latest incarnation for Winnipeg entrepreneur Jerry Rubin

Jerry Rubin 
Jerry Rubin at the International Gallery
in Puerto Vallarta, where he
is the “artist-in-residence”

By MYRON LOVE
Jerry Rubin has reinvented himself many times during the course of his life. At various times, he has been an elementary school teacher (35 years working in the Seven Oaks School Division), owned an ice cream parlour, had a food manufacturing business, ran a concession at the Red River Ex, manufactured decorative shelving, owned a national jewelry import and distribution company with 1,700 retail outlets in Canada, did home renovations, ran an online marketing company, and been a marketing consultant for a division of K-Tel.

His most recent incarnation is “artist”.
For the month of November (until December 2) his works are on display at Bev Morton’s Wayne Arthur Gallery on Provencher Avenue. (If our Code Red lifts, you may just have some time to drop in to see them.)
“It’s a solo exhibit,” he says. “I have 20 pieces on exhibition taking up three walls.”
While it may seem that Rubin’s artistic talent has blossomed somewhat late in life, he recalls that as a child and teenager, he drew and painted constantly.
So why did he wait until these past few years to rekindle his passion for producing art?
“This latest career change,” he explains, “began eight years ago out of the need for a creative outlet – and out of boredom. I have a need to keep busy. After I sold my jewelry business, I was at loose ends. So I went back to painting.”
He points out that his background in business and marketing have been of invaluable help in his new artistic career. (Marketing may also be in his genes, considering that his late father, Sam Rubin, in his role as the long time manager of Big 4 Sales was known as the “king Of Main Street.)
While Rubin’s paintings have been exhibited in galleries throughout Canada, the USA, and Mexico and hang in homes and offices worldwide, his big break was a spin-off from his previous career in marketing jewelry.
“There was this couple on the west coast who had three gift shops and used to buy my jewelry,” he recounts. “They were among my best customers and we became good friends. I kept in touch with them after they sold their gift shops and moved to Puerto Vallarta in Mexico, where they opened an art gallery. After I began painting, I contacted them and they invited me to bring some of my paintings to Puerto Vallarta to sell in their gallery. I took six or seven pieces and went down for a week. The paintings quickly sold out. The next winter, they invited me to come down for a month. After that, I became “The Artist in Residence” at their “International Gallery” and my wife and I have been spending our winters down there for the past seven years.”
Rubin reports that many other Winnipeggers spend part of the winter in Puerto Vallarta and come into the gallery. He tells one story about a painting of a polar bear that he had on exhibit at the annual Art Expo at the Red River Ex’s Exhibition Place. It didn’t sell so his friends in Puerto Vallarta encouraged him to bring it with him to Mexico to place in their gallery.
“So this couple from Winnipeg comes into the gallery one day,” he recounts. “The wife says to the husband that that is the same polar bay they saw at Art Expo. The husband says that they should have bought then. Astoundingly, they bought my polar bear painting to take back to Winnipeg.”
Rubin describes his paintings as “Art That Pops”. “Each piece is bright, innovative, and designed to make a bold statement,” he points out. “ I don’t intend for my paintings to fit a decor, I want them to be showstoppers and the first thing a visitor comments on when entering the owner’s home, business, or office.”
He notes that he focuses largely on animal paintings – lions, tigers, cats, zebras, for example – in bright – even crazy – colours. He says that his paintings are acrylic – you can’t get the colour effects he wants with oils, he says – and are usually painted on canvases that are either 3’by 3’ or 3’ by 4’.
He sells the majority of his paintings for either $1,150 or $1,250. “It is astounding to me thast my bigger pieces sell faster than smaller ones,” he observes.
He also does work on commission. He cites one example of the latter where a woman came into the gallery in Puerto Vallarta and asked the artist to paint a portrait of Tony Bennett.
“Her husband was a big Tony Bennett fan,” Rubin notes.
“The art world is now my world,” Rubin concludes. “It struck me right in the creativity when a gallery owner in Key West, Florida, with whom I had become friendly early on in my artistic career said that all the paintings in her gallery are fabulous, but none of them make her smile or are fun.
“To paint pictures that make people smile became my mantra.”

 

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Features

I Speak “Jew”

Morrocan Jewish fish dish

By MARK E. PAULL I grew up in Montreal. Born in 1956. Anglo by birth, sure. But that never quite fit. I don’t speak “Anglo” the way they mean it. My real language is Jew.
And I don’t mean Hebrew or Yiddish. I mean the language of reading the room before you enter it. The code-switching, shame-dodging, laugh-first-so-they-don’t-pounce dialect we pick up early. It’s a language built on side-eyes and timing and ten generations of tension.
I speak French—enough to make myself understood. Enough to charm a dinner table, crack a joke, get someone’s uncle to nod. I’m not fluent, but I’m fast. Doesn’t matter. In Quebec, language isn’t grammar—it’s inheritance. It’s who your grandfather cursed out in a hardware store.
To the Francophones, I’ll never be one of them. My accent betrays me before I say a word. I’m just an Anglo. And not even that, really. Because when the lens tightens, when they look closely, I’m just un Juif. Just a Jew.
And to the Anglos? Same thing. I can wear the suit, speak the Queen’s English, order the wine properly—still a Jew. Even in rooms where I “pass,” I don’t belong. I’m not invited in to be myself. I’m invited in to behave. To be safe. To not say the thing that makes the air stiff.
We’re the only people still called by our religion. No one says “Orthodox” for a Greek. No one says “Vatican” for an Italian. No one calls a Black man “Baptist” before they see his face. But “Jew”? That sticks. That’s the label. Before passport. Before language. Before hello.
I’ve mostly made peace with that. But there’s still this ache—knowing you can live your whole life in a place and never really be from there.
Let me tell you a story.
We had this block party once—the folding-table, paper-plate kind. Kids zipping by on scooters. Music low. Everyone asked to bring something from “your culture.”
The Greek guy brought lemon potatoes and lamb—felt like it came with a side of Byzantine history. The Italians brought two lasagnas—meat and veggie—with basil placed like confetti. The Vietnamese couple brought shrimp rolls that vanished before they hit the table. Even the German guy—built like a fridge—brought bratwurst and a six-pack with gothic lettering.
And then us.
My partner made Moroccan fish. Her grandmother’s recipe. Red with tomatoes, garlic, cumin. Studded with olives and preserved lemon. I brought a bottle of white wine. Dry. Crisp. From the Golan Heights. Not Manischewitz. Not even close.
We laid it out. Someone leaned over: “Moroccan? But I thought you were Jewish.”
We smiled. “We are.”
Then: “So… where’s the brisket? Isn’t Jewish wine supposed to be sweet?”
That’s when it hits you. No matter how long you’ve lived here, how many snowstorms you’ve shoveled through, you’re still explaining yourself. Still translating your presence.
Because they don’t know. They don’t know Jews came from everywhere. That “Jewish” isn’t one dish—it’s a whole map. That we had Jews in Morocco before there was even a France. That some of us grew up on kreplach, some on kefta. That some of our mothers sang in Yiddish, others in Arabic, and some in both—depending on who was knocking.
They don’t know. And worse—they don’t ask.
And that’s the part that gets you. Not the slurs. Not the graffiti. Not even the occasional muttered cliché. It’s the blankness. The shrug. The image they already have of you that’s built out of dreidels and sitcoms.
“Jewish” as nostalgic. As novelty. Something they saw once on a bagel.
Sometimes, when those questions come, I float. One version of me walks out. Another turns into a mouse. One turns into a Frisbee. Just gone. Not mad. Just tired.
Because being a Jew isn’t cute. It’s not nostalgic.
It’s ancient.
Before Montreal.
Before France.
Before Poland. Before Spain.
Before pogroms.
Before ghettos.
Before Hitler.
Before even the word Europe.
We were there.
Go back to the 5th century. 2nd century.
Go back to Jesus—our kid, by the way.
Go further—Babylon. Persia.
Keep going—Temple. Exile. Wandering.
And still, after all that, I’m at a table in Quebec explaining why our fish has cumin in it.
It’s almost funny. If it didn’t wear you down a little.
I’m not looking for pity. This isn’t a complaint.
I’m proud. I know what I carry. I walk into any room with five thousand years behind me. I come from people who kept the lights on through every kind of darkness—and laughed through it, too.
But sometimes, I just wish I didn’t have to explain so much.
All I want is to put down my dish…
…and hear someone say:
“That smells amazing. Tell me the story.”

That’s all.


Mark E. Paull, C.A.C. is a Certified ADHD Coach – IPHM, CMA, IIC&M, CPD Certified
Writer | Lived-Experience Advocate | Type 1 Diabetic since 1967

He has been published in:
The New York Times, The Globe and Mail, Folklife Magazine, Times of Israel, CHADD’s Attention Magazine, The Good Men Project

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Features

At 104, Besse Gurevich last original resident of Shaftesbury Park Retirement Residence

By MYRON LOVE At 104, Besse Gurevich is the last of the original residents of Shaftesbury Park Retirement Residence. She may also be the oldest member of our Jewish community.
Although her vision and her hearing have diminished considerably, her mind and memory are still intact.  A few weeks back, this writer sat down with her in her suite as she recalled a life filled with highs and lows and her many  contributions to her community, both in Winnipeg and Fort William before that.
The daughter of Jack and Rebecca Avit, her life’s journey began in 1921 in a home on Carlton Street near Ellice Avenue, near her father’s furniture store.  He later operated a cap factory.
When she was ten, the family – she had two brothers and a sister – moved to Manitoba Avenue in the old North End. “My father had put a deposit down on a house on Scotia,” she recalls.  “But my parents didn’t feel that the neighbourhood was Jewish enough.”
Her schooling included Peretz School and, like so many of her generation, St. John’s Tech (as it was known back then.)  “I was actually supposed to be going to Isaac Newton for high school,” she says.  We were living on the wrong side of the tracks for St. John’s.  After one day at Isaac Newton, I found a way to transfer to St. John’s.”
In 1940, 19-year-old Bessie Avit married Jack Gurevich, a young man from Fort William.  The wedding was marred though, by the sudden, untimely passing of her father.
Following the wedding, Besse moved with her new husband to Fort William where Jack Gurevich worked in retail clothing sales.  “We lived in Fort William for 20 years,” she says.  “Our three children (Judy, Richard and Howard) were born there.”
She recalls that there were about 200 Jewish families – including her sister and one of her brothers for some years – in town, during the time she lived there. “We were very well known in the community,” she recalls. “I was involved in everything.”
Her community activism continued after the family’s return to her home town. While Jack went to work as a salesman for Western Glove Works, Besse became an indefatigable community volunteer. At one time or another, she served as vice-president of ORT, Hadassah and National Council of Jewish Women in Winnipeg. She was also a long time B’nai Brith member.
In the business world, the highlight of her career was the building of Linden Woods.  “I became involved in real estate development for a time,” she recalls. “I was hired by Genstar to develop Linden Woods.  The company estimated that it would take about 20 years to complete.  I got it done in two.”
She also taught hair dressing for a while. “I worked with many young Jewish brides,” she says.
Recent years have not been kind to Besse Gurevich. Her beloved husband, Jack, died in 2016 – after almost 65 years of marriage.  Older son, Richard, passed away in Vancouver in 2018 and, most recently –six months ago – younger son, Howard, followed.  She notes that there were 200 mourners at Howard’s funeral.
(Howard Gurevich was in marketing for many years before turning his talents to the art world. In recent years, he was best known for Gurevich Fine Art in the Exchange District and his support of local artists.)
Besse Gurevich celebrated her 100th birthday – which took place at the height of the Covid shutdown – quietly. 
While she used to enjoy reading. she is unable to do so any more. She can still listen to television.
And while she has few family members to visit her any more, she does have a group of friends interesting enough from the local theatre scene.  For many years, she was a close friend of the late Doreen Brownstone, one of the leading figures in theatre in Winnipeg for more than half a century.  Besse became part of the group that would visit Doreen every week and, since Doreen passed on three years ago, the members of the group have continued to visit Besse on a weekly basis.  

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Features

Winnipeg author’s first novel gripping tale of romance, action and intrigue, set in 15th century Spain and Morocco

“The Chronos of Andalucia” author Merom Toledano

By MYRON LOVE “The Chronos of Andalucia”, a novel just released by first-time author Merom Toledano, is a historical romance set in late 15th century Spain and Morocco, filled with passion, action, intrigue, unexpected twists and turns – and, of course, with the requirement of any medieval story – a quest.
The easy-to-read, 190 page book follows the adventures of Catalina, a young woman living by her wits on the streets of Granada in the year 1487, (just after the Christian armies of Ferdinand and Isabella had recaptured all of Spain from the Moors) – while trying to evade the agents of the Inquisition, who had murdered her Jewish mother and Christian father 10 years earlier.  She was left with an insatiable desire to learn about astronomy, along with a mysterious map and an astrolabe (an instrument formerly used to make astronomical measurements) – the importance of which will only be unveiled if she can get to the city of Tangier in Morocco.
Early on, there is a reference to Abraham Zacuto, a prominent Spanish rabbi famed for his knowledge of astronomy and astrology.
The action begins when she has a casual interaction with a former Spanish soldier, Diego.  When the forces of the Inquisition approach, she flees with the soldier – who is also her love interest – and who helps her to escape.  They turn for help to a childhood friend of Catalina’s – Roberta, a nun, who helps them on their perilous  journey to Tangier – a journey that includes being captured by pirates, surviving a shipwreck, being separated for a long period of time and, of course, finding each other again and realizing the success of their joint quest.
In his writing, the author paints vivid word pictures of the different characters and beautifully invokes the colour, sights, sounds and scents of the time and the places. 
What I found truly remarkable about the writing of “The Chronos of Andalucia” is that English is not Merom  Toledano’s first language.  The Israeli-born author – he grew up near Haifa – came to Winnipeg with his young family just eight years ago.
“I have had this book in mind for several years now,” says the satellite engineer whose working career takes him to many different parts of the world. 
He notes that he has always felt a connection to Spain, Spanish music and literature – a reflection of his family’s modern origins in that country.  His great-grandparents, he relates, lived in Toledo – hence the family name, Toledano.  His parents lived in Meknes in Morocco while his father attended university in Tangier before making aliyah.
Toledano just published “The Chronos of Andalucia” in April on Amazon. He reports that the book – which is available here at McNally Robinson – has been selling well –close to 100 copies – with orders coming from a bookstore chain in England, a bookstore in Denmark, and one in Italy.
“I have had between 30 and 40 positive reviews so far,” he reports.
Toledano adds that he envisages “The Chronos of Andalucia” to be the first in a series – a la the writer Danielle Steele.  He is already working on a sequel – which is hinted at the end of “The Chronos” and, he reports, he is establishing his own independent publishing operation.        

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