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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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Germany’s Merz Heads to Saudi, Gulf in Quest for New Partners
German Chancellor Friedrich Merz speaks during a cabinet meeting at the Chancellery in Berlin, Germany, Feb. 4, 2026. Photo: REUTERS/Liesa Johannssen
German Chancellor Friedrich Merz began a tour of Saudi Arabia, Qatar, and the United Arab Emirates on Wednesday aiming to forge energy and arms partnerships as Europe’s biggest and richest economy sought to reduce dependence on the US and China.
“We need such partnerships more than ever at a time when politics is increasingly being determined by major powers,” Merz said at the start of his three-day trip, adding the aim of such alliances was to preserve freedom, security, and prosperity.
“Our partners may not all share the same values and interests, but they share the view that we need a world order in which we trust agreements and treat each other with respect,” he added.
The tour, which follows visits to Brazil and South Africa last year and India last month, is part of a broader German initiative to diversify global alliances.
“In such a network of partnerships, we reduce unilateral dependencies, mitigate risks and create new opportunities together for our mutual benefit,” said Merz.
In the Gulf, Merz said he wanted deeper cooperation in the energy and armaments sectors, adding Berlin was adopting a less restrictive approach on arms exports. Germany’s economy minister prepared the ground last week.
QATAR ALREADY ONE OF GERMANY’S BIGGEST FOREIGN INVESTORS
Relations with Saudi Arabia deteriorated after the killing of Saudi Arabian journalist Jamal Khashoggi in 2018. Merz said while some improvements in human rights had taken place, there was more to be done and he would discuss this.
The Gulf states, with large sovereign wealth funds, already play a role in Germany’s economy. Qatar is one of the largest foreign investors in Germany, holding stakes in companies such as Volkswagen, utility RWE and shipping group Hapag-Lloyd.
Merz said he would address broader regional issues, calling for greater peace, stability, and cooperation, including normalization with Israel.
“One day, Israel should also be a welcome part of this order, not a rejected foreign body,” said Merz, addressing the balance Gulf states maintain on Israel and Palestinians.
On Iran, Merz said he had three demands: that Tehran stops violence against its own people, halts its military nuclear program, and ends destabilizing activities in the region.
Germany remains one of Israel’s closest allies in Europe, while Gulf states have navigated differing approaches to Iran, particularly since the Gaza war.
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The US and Europe Are Funding a Palestinian Authority Army in Gaza — That Doesn’t Exist
People attend the funeral of Palestinian critic Nizar Banat, who died after being arrested by Palestinians Authority’s security forces, in Hebron in the Israeli-occupied West Bank, June 25, 2021. REUTERS/Mussa Qawasma
While donor countries continue sending hundreds of millions in aid for Palestinian Authority (PA) salaries, they might want to ask a simple question: What are we paying for?
In a staggering admission on official PA TV, a Palestinian economic expert revealed the existence of an entirely useless financial sinkhole:
Economic expert Muayyad Afaneh: “We have about 17,000 [PA] Security [Forces] employees in the Gaza Strip, and 20,000 civil employees. They are still receiving salaries from the PA, and there are many services in the Gaza Strip that the PA is spending money on.”
[Official PA TV, The Economic Discourse, Jan. 3, 2026]
Could you imagine that there are 17,000 PA Security Forces members in Gaza, where Hamas — not the PA — has ruled with an iron fist since 2007?
To be clear, these PA Security Forces have no authority and no involvement in Gazan policing. Hamas does not allow them to operate. They are a ghost payroll. Yet month after month, the PA sends them salaries funded by international aid.
This financial farce is made worse by the fact that Israel has already made it clear that these forces must not have any post-war role in Gaza. So, what exactly is the PA paying for?
Worse still, the economic expert on PA TV explained that PA employees in Gaza receive salaries equal to their counterparts in actual PA-controlled areas, despite doing nothing.
Currently the PA is paying twice to the Gaza Strip. The first time is the money being held [by Israel], and the second time, it is still obligated to pay the allocations to the Gaza Strip [it does] to the West Bank, meaning the same salary rate a [PA] employee in the West Bank receives, an employee in the Gaza Strip receives.
[Official PA TV, The Economic Discourse, Jan. 3, 2026]
This is a slap in the face to American and European taxpayers who genuinely believe they are contributing to peace, governance, and development.
The Palestinian Authority’s lack of respect for donor money is systemic. From glorifying terrorists with salaries and promotions to financing people not to work, the PA treats foreign aid like a bottomless ATM with no accountability.
It’s time donors ask: Why are you paying salaries to people who protect nothing and serve no one?
The author is a contributor to Palestinian Media Watch, where a version of this article first appeared.
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How October 7 Changed Jewish Identity Across the World
The personal belongings of festival-goers are seen at the site of an attack on the Nova Festival by Hamas terrorists from Gaza, near Israel’s border with the Gaza Strip, in southern Israel, Oct. 12, 2023. Photo: REUTERS/Ronen Zvulun
The impact of October 7 and its aftermath on Jews around the world will be felt for at least a generation to come.
There is a concern that since the hostages have been returned, and the war in Gaza is over, that the energy and commitment on the part of Jewish people will subside. This is not the case. People have been recalibrated in ways that have not yet been fully understood, and those changes apply to Jewish people from all different walks of life.
Long after the headlines fade and the news cycle moves on, the psychological, emotional, and communal reverberations will continue to shape how Jewish people understand themselves and one another.
The questions about how to maintain “Jewish peoplehood,” have also largely been answered. For decades, Jewish leaders and thinkers have pondered how to maintain a shared sense of peoplehood — especially in open societies where assimilation and secularism were not only possible but often encouraged. Many Jews, particularly outside of Orthodox communities, experienced Jewishness as cultural, incidental, or even optional. The events surrounding October 7, 2023, shattered that assumption. What has become clear is that Jewish identity, whether embraced or ignored, is not something that can simply be set aside.
While Orthodox Jews may have always felt a strong and explicit sense of belonging to the Jewish people, the shift among secular and loosely affiliated Jews has been particularly striking. Individuals who once felt no sense of “otherness” have been forced to confront the reality that others see them as such.
A brief anecdote illustrates this shift. Recently, a customer of mine, who is otherwise completely secular, remarked to me during a routine conversation, “You know, Dan, I really didn’t realize how much people hate Jews. I’m honestly shocked by it.”
What had changed was not his theology or observance, but his awareness. He had come to recognize that his identity connected him to a broader people — and that this connection carried meaning, consequences, and responsibility. He indicated that while in the past he felt no particular affiliation, he now understood himself as part of something larger. The feeling of this man is not an isolated feeling; it is one that is shared by countless people. Out of his pain a reawakening occurred that will ultimately serve to preserve his Jewish identity.
When looking at the glass half full, one can take comfort from the phrase “what doesn’t kill you makes you stronger.” Jewish people have been quite literally forced to reinforce their connections and identification with their Jewishness. This has made the Jewish people stronger. It may be hard to see since people are still in the midst of it, but from 10,000 feet away and over the arc of time, this will become clear.
This observation does not, in any way, minimize the profound pain, grief, and suffering endured by victims, families, and communities. None of that is diminished here. But alongside the trauma exists another truth: a reawakened sense of peoplehood is real. This, too, is part of the Jewish story in this moment — and it deserves to be told.
Daniel Rosen is the co-founder of a non-profit technology company called Emissary4all, which is an app to organize people to move the needle on social media and beyond. He is the co-host of the podcast “Recalibration.” You can reach him at dmr224@yahoo.com