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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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Deal With US Within Reach ‘Only if Diplomacy Is Given Priority,’ Iran’s Foreign Minister Says
Iranian Foreign Minister Abbas Araqchi speaks during a press conference following talks with Russian Foreign Minister Sergei Lavrov in Moscow, Russia, Dec. 17, 2025. Photo: REUTERS/Ramil Sitdikov/Pool
Iran‘s Foreign Minister Abbas Araqchi said on Tuesday that a deal with the US was “within reach, but only if diplomacy is given priority,” days ahead of an expected fresh round of talks between the two sides in Geneva.
The talks are set to take place on Thursday in Geneva, a senior US official said on Monday, with US envoys Steve Witkoff and Jared Kushner slated to meet with an Iranian delegation for the negotiations.
The two countries resumed negotiations earlier this month as the US builds up its military capability in the Middle East. Iran has threatened to strike US bases in the region if it is attacked.
“We have a historic opportunity to strike an unprecedented agreement that addresses mutual concerns and achieves mutual interests,” Araqchi said in a post on X.
The Iranian top diplomat said his country would resume the talks with “a determination to achieve a fair and equitable deal in the shortest possible time.”
Earlier, Iranian Deputy Foreign Minister Majid Takht-Ravanchi said Iran was ready to take all necessary steps to reach a deal with the United States.
“We are ready to reach an agreement as soon as possible. We will do whatever it takes to make this happen. We will enter the negotiating room in Geneva with complete honesty and good faith,” Takht-Ravanchi said in comments carried by state media.
White House Press Secretary Karoline Leavitt said on Tuesday that US President Donald Trump’s “first option” was always diplomacy but that he was “willing to use lethal force” if necessary.
“The president is always the final decision maker around here,” she told reporters at the White House.
A senior Iranian official told Reuters on Sunday that Tehran would seriously consider a combination of sending half of its most highly enriched uranium abroad, diluting the rest, and taking part in creating a regional enrichment consortium – an idea periodically raised during years of Iran-linked diplomacy.
Iran would do this in return for US recognition of Iran‘s right to “peaceful nuclear enrichment” under a deal that would also include lifting economic sanctions, the official said.
“If there is an attack or aggression against Iran, we will respond according to our defense plans … A US attack on Iran is a real gamble,” Takht-Ravanchi added.
Indirect talks between the two sides last year brought no agreement, primarily due to friction over a US demand that Iran forgo uranium enrichment on its soil, which Washington views as a pathway to a nuclear bomb.
Iran has always denied seeking such weapons.
The US joined Israel in hitting Iranian nuclear sites last June, effectively curtailing Iran‘s uranium enrichment, with Trump saying its key nuclear sites were “obliterated.” But Iran is still believed to possess stockpiles enriched previously, which Washington wants it to relinquish.
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Australia Begins Inquiry Into Antisemitism After Bondi Shooting
An Australian flag sits amongst floral tributes honoring the victims of a shooting at Jewish holiday celebration on Sunday at Bondi Beach, in Sydney, Australia, Dec. 16, 2025. Photo: REUTERS/Hollie Adams
Australia on Tuesday opened a government-backed inquiry into antisemitism, after a mass shooting at a Jewish event at Bondi Beach killed 15 people in December 2025.
The attack at a Jewish Hanukkah celebration shocked a country with strict gun laws and fueled calls for tougher controls and stronger action against antisemitism.
The Royal Commission, the most powerful type of government inquiry in Australia which can compel people to give evidence, will be led by retired judge Virginia Bell.
It will consider the events of the shooting as well as antisemitism and social cohesion in Australia, and is expected to report its findings by December this year.
In her opening statement at a court in Sydney on Tuesday, Bell said security arrangements for the event would form a major part of the commission.
“The commission needs to investigate the security arrangements for that event, and to report on whether our intelligence and law enforcement agencies performed to maximum effectiveness,” Bell said.
Police say the alleged gunmen, Sajid Akram and his son Naveed Akram, were inspired by Islamic State.
Sajid Akram was shot dead by police at the scene, while Naveed Akram, who was also shot but survived, is currently facing charges including 15 counts of murder and a terror offense.
INQUIRY SCOPE LIMITED
Due to the ongoing legal proceedings, no potential witnesses in Akram’s trial will be called to give evidence to the commission, Bell said.
Bell said she plans to meet with victims’ families in private to explain some of the limitations of her inquiry.
Richard Lancaster, the top lawyer assisting Bell with the inquiry, said his team had sent dozens of requests to government and other agencies to produce documentary evidence, but the level of responses is “not presently where we would like it to be.”
There was no testimony heard or evidence given on Tuesday, and the commission is yet to determine when it will next sit.
Michele Goldman, CEO of the New South Wales Jewish Board of Deputies, said after the hearing that the inquiry would be an opportunity to showcase the community’s “horrific” experiences of antisemitism.
But some people directly impacted by the attack would find it “very hard” to be barred from sharing their accounts with the inquiry, she said.
Prime Minister Anthony Albanese had initially resisted calls to set up a Royal Commission, saying the process would take years, which attracted criticism from Jewish groups and victims’ families.
The Bondi attack followed a spate of antisemitic incidents in the country, including the firebombing of a Melbourne synagogue.
The government has already responded by tightening gun laws and introducing new legislation against hate speech.
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Iran Issues Death Sentence Linked to January Protests, Source Says
A February 2023 protest in Washington, DC calling for an end to executions and human rights violations in Iran. Photo: Reuters/ Bryan Olin Dozier
A revolutionary court in Tehran has issued a death sentence for an Iranian man accused of “enmity against god,” which if confirmed would be the first such sentence linked to mass protests in January, a source close to the man’s family said.
The source told Reuters on Tuesday that Iran‘s judiciary had not yet announced the sentence against the man, Mohammad Abbasi, and that Iran‘s Supreme Court was yet to uphold it.
Abbasi was accused of killing a security officer, an allegation his family denied, the source said.
Rights groups say thousands of people were killed in a crackdown on the protests, the worst domestic unrest in Iran since the era of its 1979 Islamic Revolution.
During the unrest, US President Donald Trump warned Tehran that he could order military action if it carried out executions.
The source said the defendant’s daughter, Fatemeh Abbasi, was handed a 25-year prison sentence over her role in protests.
“The defendants do not have access to the lawyer they wanted, and were given a public defender,” the source added.