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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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Frontrunner for Iran’s Next Supreme Leader Emerges, US Sub Sinks Iranian Warship Off Sri Lanka
Mojtaba Khamenei, the second son of Iran’s Supreme Leader Ayatollah Ali Khamenei, visits Hezbollah’s office in Tehran, Iran, Oct. 1, 2024. Photo: Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS
The powerful son of Iran’s slain supreme leader emerged on Wednesday as a frontrunner to succeed him as the US stepped up its military campaign against Tehran.
As new explosions rang out in Tehran, plans were in doubt for a funeral for Ayatollah Ali Khamenei, 86, killed by Israeli forces on Saturday in the first assassination of a nation’s top ruler by an airstrike.
The body had been expected to lie in state in a vast Tehran mosque from Wednesday evening, but state media reported a farewell ceremony had been postponed.
Two Iranian sources, speaking on condition of anonymity, told Reuters that Mojtaba Khamenei, son of Iran’s slain supreme leader, was not in Tehran when his father was killed in a strike that destroyed the leader‘s compound.
Iran said the Assembly of Experts that will select the new leader would announce its decision soon, only the second time it will have done so since the Islamic Republic’s founding in 1979.
Assembly member Ayatollah Ahmad Khatami told state TV the candidates had already been identified but did not name them.
Israel said it would hunt down whoever was chosen.
Other candidates for supreme leader include Hassan Khomeini, grandson of the Islamic Republic’s founder and a champion of the reformist faction sidelined in recent decades.
But the favorite appears to be Mojtaba Khamenei, who has amassed power as a senior figure in the security forces and the vast business empire they control, the Iranian sources said. Choosing him would send a signal that hardliners were still firmly in charge.
Some Iranians have openly celebrated the death of the supreme leader, whose security forces killed thousands of anti-government demonstrators only weeks ago in the biggest domestic unrest since the era of the revolution.
But Iranians angry with the government said there was unlikely to be much sign of protest while bombs are falling.
“We have nowhere to go to protect ourselves from strikes, how can we protest?” Farah, 45, said by phone from Tehran, adding that the security forces “are everywhere. They will kill us. I hate this regime, but first I have to think about the safety of my two children.”
Meanwhile, in a sign of the US military’s reach, US Defense Secretary Pete Hegseth said a US submarine had sunk an Iranian warship off the southern coast of Sri Lanka. At least 80 people were killed, Sri Lanka’s deputy foreign minister told local television.
The United States and Israel pressed on with their round-the-clock assaults on Iran that began on Saturday. The top US commander said the campaign was “ahead of the game plan” and Hegseth said the US was winning the conflict.
“This was never meant to be a fair fight, and it is not a fair fight. We are punching them while they’re down,” Hegseth told a briefing. “Our air defenses and that of our allies have plenty of runway. We can sustain this fight easily for as long as we need to.”
A New York Times report said that Iranian intelligence had reached out to the CIA early in the war about a path toward ending the conflict.
The report said that officials in Washington were skeptical of an “off-ramp” for now, while Trump said on Tuesday that Iranians wanted talks but it was “too late.”
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Britain Launches Review Into School-Related Antisemitism
British Prime Minister Keir Starmer and US President Donald Trump (not pictured) hold a bilateral meeting at Trump Turnberry golf course in Turnberry, Scotland, Britain, July 28, 2025. Photo: REUTERS/Evelyn Hockstein
Britain‘s government on Wednesday launched an independent review into antisemitism in England’s schools and colleges, responding to data showing classroom-related incidents have doubled since before Hamas’s Oct. 7, 2023, attacks on Israel.
Attacks on Jews have risen globally since Hamas’s assault on Israel, which triggered the Gaza war. Britain reported a 4% annual increase in cases of antisemitism in 2025 – the second-highest total on record – including a sharp spike after a deadly synagogue attack in northern England in October.
The Community Security Trust, which advises Jewish communities on security, recorded 204 school–related antisemitic incidents in 2025, twice pre-2023 levels.
“The figures are stark and clear,” education minister Bridget Phillipson said in a statement.
She added that “too many Jewish teachers who raised concerns felt that nothing was done. That is not acceptable.”
The government said the aim of the review was to assess how well education settings identify, prevent and respond to antisemitic behavior, and where further support was needed.
The review will examine schools’ policies, how incidents are handled when they occur, what preventive measures are in place, and how external factors – including protests outside schools and wider geopolitical tensions – influence behavior within education settings.
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Israel Orders Lebanese to Leave Swathe of the South ‘Immediately’ as Hezbollah Strikes Ramp Up
Smoke rises after an Israeli strike on Beirut’s southern suburbs, following an escalation between Hezbollah and Israel, amid the US-Israeli conflict with Iran, Lebanon, March 4, 2026. Photo: REUTERS/Khalil Ashawi
Israel warned residents to immediately leave a swathe of south Lebanon on Wednesday, ordering them to move north of the Litani River on the third day of full-blown hostilities with the Iran-backed Lebanese terrorist group Hezbollah.
Lebanon has emerged as a theater in the war that has engulfed the region since the United States and Israel attacked Iran. Hezbollah launched drones and rockets at Israel on Monday, prompting Israeli retaliation.
Nearly 60,000 people have fled the fighting, the United Nations said, adding to tens of thousands who were already displaced by a 2024 war between Hezbollah and Israel.
An Israeli military spokesperson published a map on Wednesday of the area in southern Lebanon that he said residents should evacuate, an area amounting to around 8% of Lebanese territory.
A day after Israel‘s defense minister said he had authorized the military to advance and take control of additional positions, Israeli troops had moved into at least nine towns in southern Lebanon, a senior Lebanese security official told Reuters.
The Israeli military said two soldiers were wounded as a result of anti-tank fire, the first reported injuries among Israeli troops since the United States and Israel attacked Iran on Saturday.
ISRAELI TROOPS ‘A LITTLE FARTHER’ INSIDE LEBANON
The Lebanese army said it had redeployed troops from some border positions in light of Israeli incursions into southern Lebanon.
It said it had arrested 26 Lebanese nationals in various places who were carrying weapons without a license but did not say whether they were members of Hezbollah. The Lebanese cabinet on Monday voted to outlaw Hezbollah’s military activities.
The Israeli military declined to comment on any specific new deployments in Lebanon.
A spokesperson said the military was “positioning troops a little farther” into Lebanon than before, “to prevent any attacks against the northern communities” in Israel.
Israel has kept troops at several locations inside Lebanese territory since its 2024 war against Hezbollah.
While Israel has already warned residents to leave dozens of villages in the south, Wednesday’s order was the broadest yet, covering an area between the border and the Litani River, which meets the Mediterranean some 10 km (6 miles) north of Tyre, a historic port city and one of Lebanon’s biggest.
The Israeli warning told residents to immediately move north of the river “to guarantee your safety.”
Many thousands of Lebanese have already fled their homes in the Hezbollah-controlled southern suburbs of Beirut, and the south, parts of the country that bore the brunt of the 2024 war.
50 KILLED IN LEBANON, SAYS HEALTH MINISTRY
An Israeli airstrike hit a four-story building in the eastern Lebanese city of Baalbeck, killing six people and wounding 15, the Lebanese National News Agency reported. It said rescue workers were still searching for missing people.
A strike also hit a hotel in the Beirut suburb of Hazmieh, well outside the Hezbollah-controlled southern suburbs.
Hezbollah announced a number of attacks on Wednesday, including one using what it described as a precision-guided missile that it said was fired at a military facility in northern Israel, and another with attack drones fired at a base 120 km (75 miles) inside Israel.
On Tuesday, missiles fired from Lebanon set off air raid sirens as deep into the country as its main commercial hub Tel Aviv. An Israeli military source said they were fired by Hezbollah. There was no immediate claim by the group.
The Lebanese health ministry has said 50 people have been killed in Lebanon since Monday and 246 wounded.
There have been no reported fatalities in Israel as a result of attacks by Hezbollah, a Lebanese Shi’ite Muslim group established by Iran’s Revolutionary Guards in 1982.
During the 2024 fighting, tens of thousands of Israelis were evacuated from towns in the border area but many have now returned. Israeli officials have said there are no plans to remove them for now.
Hezbollah said it opened fire on Monday to avenge the killing of Iranian Supreme Leader Ayatollah Ali Khamenei on Saturday in the US-Israeli attack.
Israeli military spokesperson Effie Defrin said the Israeli military had attacked more than 250 Hezbollah targets throughout Lebanon over a 48-hour period.
Israel has invaded Lebanon several times since 1978, and occupied a belt of territory in the south until 2000, when it withdrew following years of guerrilla warfare by Hezbollah.