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An East Williamsburg appetizing shop offers ‘a taste of nostalgia’ to its customers
(New York Jewish Week) — Let’s face it: Classic Jewish deli and appetizing shops are having a moment. According to Bon Appetit, “the old school deli is the newest hot girl hangout,” while an exhibit on Jewish delis at the New-York Historical Society continues to draw crowds. These days, we’re basically all Estelle Reiner and we want to have what Sally Albright is having.
In recent years, a whole new crop of appetizing stores and delis have popped up in New York, with even Cousin Greg (Nicholas Braun) from “Succession” getting into the business: He’s an investor in the newish Jewish lunch counter S&P. And while some of these establishments, like Edith’s Sandwich Counter, seek to bridge the gap between an older generation and a new one, the year-old Simply Nova in East Williamsburg is all about harkening back to the days of yore.
From their tagline (“A taste of nostalgia”) to their classic deli boards, Simply Nova hopes to transport their clientele to the past.
According to Sean Brownlee, co-owner of Simply Nova, their emphasis on nostalgia is having the intended effect. “When people come in, the first thing they say is, ‘This reminds me of my childhood,’” Brownlee, 25, told the New York Jewish Week. “And that’s a really good, good feeling to know that we bring old memories — old, good memories — to people.”
The menu’s old-school offerings certainly help, too: Simply Nova boasts everything you’d want from an appetizing store and more — including, but certainly not limited to, bagels and all of the requisite fixings, pastrami and roast beef sandwiches, chopped liver, herring, matzah ball soup, latkes and a bakery corner featuring babka, rugelach, macaroons and black and white cookies. Simply Nova has scores of lox options on offer, like a pastrami cured salmon, beet gravlax and an Icelandic salmon of which Simply Nova is New York City’s exclusive purveyor. (My favorite is the classic Eastern Nova Scotia.) And yes, gluten-free bagels and dairy-free cream cheese are available as well.
Brownlee first met co-owner Felix Placencia, 52, when they worked together at a few other New York City appetizing stores. (Brownlee and Placencia declined to name those shops, though this Instagram post indicates they both had worked at Russ & Daughters.) They realized that with their combined experience and passion, they could go into business for themselves.
Brownlee has spent his entire seven-year career at appetizing shops, Placencia has 26 years devoted to the same. But perhaps just as important as work history was the shared conclusion that there was something missing from their previous places of employment: an emphasis on service.
“We wanted to create a more close relationship with the customers and bring nostalgic spirits to them, especially neighborhoods like these, where they don’t have that close relationships with those businesses out there,” Brownlee said. He estimates that their clientele is about evenly divided across generational lines, with approximately 45% of them Jewish.
“These days there is not many truly neighborhood store[s] where people go and it’s ‘their’ store, where they can go every week or every day if they desire to, and feel comfortable,” Brownlee said, estimating that 80% of their clientele are repeat customers.
“We believe that the first experience of the food is the service,” he added. “So if you come to a place that doesn’t give you that first impression of customer service, even though the food is great, you’re not going to taste it.”
Brownlee and Placencia are both of Dominican heritage, and although neither is Jewish, their time working in appetizing stores has instilled in them a deep love of traditional appetizing foods. “I felt very connected to it,” Placencia said, both of the cuisine and the process of making it.
Brownlee said that at Simply Nova, they work to cater to their customers’ individual needs (pun somewhat intended). Brownlee said Simply Nova recently catered a wedding at Gracie Mansion. Although they typically prepare their platters in-house and drop them off, the customer requested staff prep on site, and so their wish was granted.
Simply Nova’s predilection for the past also stands in contrast with its neighborhood. Nestled on Metropolitan Avenue between Graham Avenue and Humboldt Street, Simply Nova is on a block where a giant luxury apartment building replaced a beloved White Castle, and where many of the local establishments seem to be more interested in chasing trends than serving their customers. Simply Nova is a departure from some of the neighborhood’s other, trendier fare — as well as its many coffee shops and bars.
“Many customers always say, ‘This is so good, we needed a place like this in the neighborhood,’” Placencia said.
When the partners were looking a location, Brownlee, who lives in the area, happened to know the landlord of the building that previously housed The Bagel Store — famous for creating the rainbow bagel — which closed its Williamsburg doors in the summer of 2019.
“It was perfect,” Brownlee said.
Just last month, Simply Nova celebrated its one-year anniversary. And Brownlee and Placencia, a Bronx resident, couldn’t be happier with how their business has evolved. Instead of relying on advertising, their customer base has built by word of mouth — exactly as they’d hoped it would.
“We’ve always wanted to build a place that grows slowly by customers who really trust us, and that fulfills us, knowing those people keep coming back,” Brownlee said, adding that their customers come from all over the city.
Now, Brownlee and Placencia are looking to the future. “We’re already planning to expand,” Brownlee said, sharing that they’re hoping to open a second location later this year.
Brownlee expressed how important it is to provide their Jewish customers with an authentic experience to connect them with their heritage. “I feel that this food is very special,” he said. “Many different cultures, or countries, they have their type of food, and it’s easy for people to find it. It’s not so easy for people who grew up with this kind of food to find it.”
While there has been a surge of appetizing shops in Brooklyn and Manhattan over the last decade or so, this wasn’t always the case — particularly when you consider how bountiful appetizing shops once were in New York City. When Shelsky’s Cobble Hill location opened in 2011, it was the first new appetizing store in Brooklyn in 60 years.
Brownlee insists appetizing stores can and should be for everyone. “Anybody who loves food, and loves lox or good soup or good bagel — they could come and enjoy [it] if it’s presented to them the right way,” he said. “They don’t necessarily have to know about the food.”
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21 Arab, Islamic, African States and Entities Condemn Israel’s Recognition of Somaliland
The signatories’ flags enclosed in the statement in Arabic. Photo: Screenshot via i24.
i24 News – A group of 21 Arab, Islamic and African countries, organizations and entities issued on Saturday a joint statement condemning Israel’s recognition of Somaliland sovereignty.
The statement’s signatories said that they condemn and reject Israel’s recognition of Somaliland “in light of the serious repercussions to peace and security in the Horn of Africa and the Red Sea region, and its serious impacts on international peace and security, which also reflects Israel’s clear and complete disregard for international law.”
It was signed by: Saudi Arabia, Egypt, Turkey, Iran, Pakistan, Qatar, Jordan, Algeria, Iraq, Kuwait, Oman, Libya, Palestine, Somalia, Sudan, Yemen, Comoros, Djibouti, Gambia, Maldives, Nigeria and the Organization of Islamic Cooperation (OIC).
The joint statement voiced support “for the sovereignty of Somalia and reject any measures that would undermine its unity, territorial integrity, and sovereignty over all its lands.”
The signatories also “categorically reject linking Israel’s recognition of the territory of the land of Somalia with any plans to displace the Palestinian people outside their land.”
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Nvidia, Joining Big Tech Deal Spree, to License Groq Technology, Hire Executives
A NVIDIA logo appears in this illustration taken Aug. 25, 2025. Photo: REUTERS/Dado Ruvic/Illustration
Nvidia has agreed to license chip technology from startup Groq and hire away its CEO, a veteran of Alphabet’s Google, Groq said in a blog post on Wednesday.
The deal follows a familiar pattern in recent years where the world’s biggest technology firms pay large sums in deals with promising startups to take their technology and talent but stop short of formally acquiring the target.
Groq specializes in what is known as inference, where artificial intelligence models that have already been trained respond to requests from users. While Nvidia dominates the market for training AI models, it faces much more competition in inference, where traditional rivals such as Advanced Micro Devices have aimed to challenge it as well as startups such as Groq and Cerebras Systems.
Nvidia has agreed to a “non-exclusive” license to Groq’s technology, Groq said. It said its founder Jonathan Ross, who helped Google start its AI chip program, as well as Groq President Sunny Madra and other members of its engineering team, will join Nvidia.
A person close to Nvidia confirmed the licensing agreement.
Groq did not disclose financial details of the deal. CNBC reported that Nvidia had agreed to acquire Groq for $20 billion in cash, but neither Nvidia nor Groq commented on the report. Groq said in its blog post that it will continue to operate as an independent company with Simon Edwards as CEO and that its cloud business will continue operating.
In similar recent deals, Microsoft’s top AI executive came through a $650 million deal with a startup that was billed as a licensing fee, and Meta spent $15 billion to hire Scale AI’s CEO without acquiring the entire firm. Amazon hired away founders from Adept AI, and Nvidia did a similar deal this year. The deals have faced scrutiny by regulators, though none has yet been unwound.
“Antitrust would seem to be the primary risk here, though structuring the deal as a non-exclusive license may keep the fiction of competition alive (even as Groq’s leadership and, we would presume, technical talent move over to Nvidia),” Bernstein analyst Stacy Rasgon wrote in a note to clients on Wednesday after Groq’s announcement. And Nvidia CEO Jensen Huang’s “relationship with the Trump administration appears among the strongest of the key US tech companies.”
Groq more than doubled its valuation to $6.9 billion from $2.8 billion in August last year, following a $750 million funding round in September.
Groq is one of a number of upstarts that do not use external high-bandwidth memory chips, freeing them from the memory crunch affecting the global chip industry. The approach, which uses a form of on-chip memory called SRAM, helps speed up interactions with chatbots and other AI models but also limits the size of the model that can be served.
Groq’s primary rival in the approach is Cerebras Systems, which Reuters this month reported plans to go public as soon as next year. Groq and Cerebras have signed large deals in the Middle East.
Nvidia’s Huang spent much of his biggest keynote speech of 2025 arguing that Nvidia would be able to maintain its lead as AI markets shift from training to inference.
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Russian Drones, Missiles Pound Ukraine Ahead of Zelensky-Trump Meeting
Rescuers work at the site of the apartment building hit by a Russian drone during a Russian missile and drone strike, amid Russia’s attack on Ukraine, in Kyiv, Ukraine December 27, 2025. REUTERS/Viacheslav Ratynskyi
Russia attacked Kyiv and other parts of Ukraine with hundreds of missiles and drones on Saturday, ahead of what President Volodymyr Zelensky said would be a crucial meeting with US President Donald Trump to work out a plan to end nearly four years of war.
Zelensky cast the vast overnight attack, which he said involved about 500 drones and 40 missiles and which knocked out power and heat in parts of the capital, as Russia’s response to the ongoing peace efforts brokered by Washington.
The Ukrainian leader has said Sunday’s talks in Florida would focus on security guarantees and territorial control once fighting ends in Europe’s deadliest conflict since World War Two, started by Russia’s 2022 invasion of its smaller neighbor.
The attack continued throughout the morning, with a nearly 10-hour air raid alert for the capital. Authorities said two people were killed in Kyiv and the surrounding region, while at least 46 people were wounded, including two children.
“Today, Russia demonstrated how it responds to peaceful negotiations between Ukraine and the United States to end Russia’s war against Ukraine,” Zelensky told reporters.
In Russia, air defense forces shot down eight drones headed for Moscow, the city’s mayor Sergei Sobyanin said on Saturday.
THOUSANDS OF HOMES WITHOUT HEAT
Explosions echoed across Kyiv from the early hours on Saturday as Ukraine’s air defense units went into action. The air force said Russian drones were targeting the capital and regions in the northeast and south.
State grid operator Ukrenergo said energy facilities across Ukraine were struck, and emergency power cuts had been implemented across the capital.
DTEK, Ukraine’s largest private energy company, said the attack had left more than a million households in and around Kyiv without power, 750,000 of which remained disconnected by the afternoon.
Deputy Prime Minister Oleksiy Kuleba said over 40% of residential buildings in Kyiv were left without heat as temperatures hovered around 0 degrees Celsius (32 degrees Fahrenheit) on Saturday.
TERRITORIAL CONTROL: A DIPLOMATIC STUMBLING BLOCK
On the way to meeting Trump in Florida, Zelensky stopped in Canada’s Halifax to meet Prime Minister Mark Carney, after which they planned to hold a call with European leaders.
In a brief statement with Zelenskiy by his side, Carney noted that peace “requires a willing Russia.”
“The barbarism that we saw overnight — the attack on Kyiv — shows just how important it is that we stand with Ukraine in this difficult time,” he said, announcing 2.5 billion Canadian dollars ($1.83 billion) in additional economic aid to Ukraine.
Territory and the future of the Russian-occupied Zaporizhzhia nuclear plant remain the main diplomatic stumbling blocks, though Zelensky told journalists in Kyiv on Friday that a 20-point draft document – the cornerstone of a US push to clinch a peace deal – is 90% complete.
He said the shape of U.S. security guarantees was crucial, and these would depend on Trump, and “what he is ready to give, when he is ready to give it, and for how long.”
Zelensky told Axios earlier this week that the US had offered a 15-year deal on security guarantees, subject to renewal, but Kyiv wanted a longer agreement with legally binding provisions to guard against further Russian aggression.
Trump said the United States was the driving force behind the process.
“He doesn’t have anything until I approve it,” Trump told Politico. “So we’ll see what he’s got.”
Trump said he believed Sunday’s meeting would go well. He also said he expected to speak with Putin “soon, as much as I want.”
FATE OF DONETSK IS KEY
Moscow is demanding that Ukraine withdraw from a large, densely-urbanized chunk of the eastern region of Donetsk that Russian troops have failed to occupy in nearly four years of war. Kyiv wants the fighting halted at the current lines.
Russia has been grinding slowly forwards throughout 2025 at the cost of significant casualties on the drone-infested battlefield.
On Saturday, both sides issued conflicting claims about two frontline towns: Myrnohrad in the east and Huliaipole in the south. Moscow claimed to have captured both, while Kyiv said it had beaten back Russian assaults there.
Under a US compromise, a free economic zone would be set up if Ukrainian troops pull back from parts of the Donetsk region, though details have yet to be worked out.
Axios quoted Zelensky as saying that if he is not able to push the US to back Ukraine’s position on the land issue, he was willing to put the 20-point plan to a referendum – as long as Russia agrees to a 60-day ceasefire allowing Ukraine to prepare for and hold the vote.
On Saturday, Zelensky said it was not possible to have such a referendum while Russia was bombarding Ukrainian cities.
He also suggested that he would be ready for “dialogue” with the people of Ukraine if they disagreed with points of the plan.
Russian Deputy Foreign Minister Sergei Ryabkov said Kyiv’s version of the 20-point plan differed from what Russia had been discussing with the US, according to the Interfax-Russia news agency.
But he expressed optimism that matters had reached a “turning point” in the search for a settlement.
($1 = 1.3671 Canadian dollars)