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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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High-Stakes US Special Forces Mission Rescues Airman From Iran After F-15 Crash
FILE PHOTO: A U.S. Air Force F-15E Strike Eagle aircraft takes off for a mission supporting Operation Epic Fury during the Iran war at an undisclosed location, March 9, 2026. U.S. Air Force/Handout via REUTERS/File Photo
US forces staged the audacious rescue of an airman behind enemy lines after Iran downed his fighter jet, officials said on Sunday, resolving a crisis for President Donald Trump as he weighs escalating the war, now in its sixth week.
The airman rescued by special operations forces, who Trump said was a colonel, was the weapons-systems officer on the downed F-15, a US official told Reuters.
“Over the past several hours, the United States Military pulled off one of the most daring Search and Rescue Operations in US History,” Trump said in a statement, adding that the airman was injured but “he will be just fine.”
The officer was the second of two crew members on the warplane that Iran said on Friday had been brought down by its air defenses. Iran’s Revolutionary Guards said several aircraft were destroyed during the US rescue mission, Tasnim news agency reported.
Reuters reported on Friday that the first crew member had been retrieved, triggering a high-profile search by both Iran and the United States for the remaining airman.
Iranian officials had urged citizens to help find him, hoping to gain leverage against Washington in the war Trump and Israel launched on February 28.
Trump has threatened to escalate the conflict in the coming days with attacks on Iran’s energy infrastructure.
Had Iran captured the airman, the ensuing hostage crisis could have shifted American public perception of a conflict that opinion polls show was already unpopular.
Trump said the airman was rescued “in the treacherous mountains of Iran” in what he said was the first time in military memory that two US pilots had been rescued, separately, deep in enemy territory.
The official told Reuters that as the weapons-systems officer was moved from near a mountain to a transport aircraft parked within Iran, US forces had to destroy at least one of the aircraft because it had malfunctioned.
U.S. AIRCRAFT HIT
The rescue effort, involving dozens of military aircraft, encountered fierce resistance from Iran.
Reuters reported on Friday that two Black Hawk helicopters involved in the search were hit by Iranian fire but escaped from Iranian airspace.
Separately, a pilot ejected from an A-10 Warthog fighter aircraft after it was hit over Kuwait and crashed, the officials said, though the extent of crew injuries was unclear.
Still, Trump was triumphant.
“The fact that we were able to pull off both of these operations, without a SINGLE American killed, or even wounded, just proves once again, that we have achieved overwhelming Air Dominance and Superiority over the Iranian skies,” he said in his statement.
US air crews are trained in what to do if they go down behind enemy lines, measures known as Survival, Evasion, Resistance and Escape, but few are fluent in Persian and face a challenge in staying undetected while seeking rescue.
The conflict has killed 13 US military service members, with more than 300 wounded, US Central Command says. No US troops have been taken prisoner by Iran.
While Trump has repeatedly sought to portray the Iranian military as being in tatters, they have repeatedly been able to hit US aircraft.
Reuters reported on US intelligence showing that Iran retains large amounts of missile and drone capability. Until just over a week ago, the US could only determine with certainty that it had destroyed about one-third of Iran’s missile arsenal.
The status of about another third was less clear, but bombings probably damaged, destroyed or buried those missiles in underground tunnels and bunkers, Reuters sources said.
The US and Israeli war on Iran has spread across the Middle East, killing thousands and hitting the global economy with soaring energy prices that are fueling fears of inflation.
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On Easter, Pope Leo Urges World Leaders to End Wars, Renounce Conquest
Pope Leo XIV waves from the main balcony of St. Peter’s Basilica after delivering his “Urbi et Orbi” (To the city and the world) message, on Easter Sunday at the Vatican, April 5, 2026. Photo: REUTERS/Remo Casilli
Pope Leo urged global leaders in his Easter message on Sunday to end the conflicts raging across the world and abandon any schemes for power, conquest or domination.
The pope, who has emerged as an outspoken critic of the Iran war, lamented in a special message to the thousands gathered in St. Peter’s Square that people “are growing accustomed to violence, resigning ourselves to it, and becoming indifferent.”
“Let those who have weapons lay them down!” the first US pope exhorted. “Let those who have the power to unleash wars choose peace!”
Leo did not mention any specific conflicts in the message, known as the “Urbi et Orbi” (to the city and the world) blessing. It was unusually brief and direct.
The pope said that the story of Easter, when the Bible says Jesus rose from the dead three days after not resisting his execution by crucifixion, shows that Christ was “entirely nonviolent.”
“On this day of celebration, let us abandon every desire for conflict, domination, and power, and implore the Lord to grant his peace to a world ravaged by wars,” Leo urged.
Leo, who is known for choosing his words carefully, has been forcefully decrying the world’s violent conflicts in recent weeks and ramping up his criticism of the Iran war.
In a sermon for the Easter vigil on Saturday night, he urged people not to feel numbed by the scope of the conflicts raging across the world but to work for peace.
The pope made a rare direct appeal to US President Donald Trump on Tuesday, urging him to find an “off-ramp” to end the Iran war.
In his address from the balcony of St. Peter’s Basilica on Sunday to the Square below, decorated with thousands of brightly colored flowers for the holiday, Leo offered brief Easter greetings in ten languages, including Latin, Arabic and Chinese.
The pope also announced he would return to the Basilica on April 11 to host a prayer vigil for peace.
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Temple Mount Set for Limited Reopening to Jews and Muslims
Israeli National Security Minister and head of Jewish Power party Itamar Ben-Gvir gives a statement to members of the press, ahead of a possible ceasefire between Israel and Hamas, in Jerusalem, Jan. 16, 2025. Photo: REUTERS/Oren Ben Hakoon
i24 News – Israeli authorities are preparing to partially reopen the Temple Mount in Jerusalem to both Jewish and Muslim worshipers for the first time since the start of the war with Iran, under a tightly controlled and highly restricted security arrangement, i24NEWS has learned.
According to details obtained by i24NEWS, the Israeli police, backed by National Security Minister Itamar Ben-Gvir, are also expected to permit limited access for Jewish worshipers to the Western Wall as part of the same phased plan.
Under the framework, access to the Temple Mount and surrounding holy sites would be restricted to small groups of up to 150 people at a time. In the event of a missile alert, all visitors would be immediately evacuated in accordance with emergency protocols.
The decision follows a recent Supreme Court ruling allowing demonstrations in a limited format. Police argue that a consistent standard must apply across both civic gatherings and religious sites, with Ben-Gvir insisting that “there cannot be one rule for demonstrations and another for the Temple Mount.”
However, the reopening contradicts recommendations from the Home Front Command, which has advised keeping sensitive sites closed due to the ongoing risk of missile attacks.
Israeli Justice Minister Yariv Levin has proposed transferring authority over such security-related decisions exclusively to defense officials, an initiative that could reshape the balance between the judiciary and security establishment regarding restrictions on public access.