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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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TikTok Removes Videos by Antisemitic Polish Lawmaker After Hate Speech Complaint
Grzegorz Braun, member of far-right political alliance Confederation, speaks during a session at the Parliament in Warsaw, Poland, Dec. 12, 2023. Photo: REUTERS/Aleksandra Szmigiel
TikTok has removed six videos posted by a Polish far–right politician best known for provoking international outrage by using a fire extinguisher on Hanukkah candles in the country’s parliament, an anti-racism organization said on Wednesday.
Once viewed by many Poles as a fringe extremist, Grzegorz Braun has become an increasingly important figure in right-wing politics, with his Confederation of the Polish Crown party regularly polling in double digits.
Those numbers could give it a say in the formation of a future coalition, but Braun’s antisemitism and aggressive social media stunts have led the government to say his party may be banned, while the leader of opposition nationalists Law and Justice (PiS) has ruled out working with him.
Rafal Pankowski, from the “Never Again” Association, which advises social media companies on eliminating hate speech and flagged the videos to TikTok, said the films, including one about the Hanukkah candles, were just the “tip of the iceberg.”
“There is simply a whole lot of such material, such content, which is evidently saturated with hostility, primarily towards Jews and often also towards various other minorities … I think that the worst thing in all this is that there is this element of glorification, incitement to violence,” he said.
TikTok confirmed that it had removed certain videos for violating its rules on hate speech.
A spokesperson for the Confederation of the Polish Crown did not immediately respond to an emailed request for comment. Braun has said he is trying to protect predominantly Catholic Poland from the influence of Jews and Ukrainians.
Pankowski said the “Never Again” Association had reported more of Braun’s films to TikTok.
From launching into an antisemitic tirade outside the site of the Auschwitz-Birkenau camp, where Nazi Germany killed more than 1.1 million Jews, to tearing down Ukrainian flags or demolishing exhibitions about LGBT rights, Braun’s actions have outraged many Poles but have also generated significant publicity.
Braun, a Member of the European Parliament, has had his immunity from prosecution lifted by the legislature. Polish prosecutors have charged him with seven offences including public disorder and offending religious sentiments.
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Clashes in Syria’s Aleppo Deepen Rift Between Government, Kurdish Forces
A woman carries her child as she flees, following renewed clashes between the Syrian army and the Syrian Democratic Forces (SDF), in Aleppo, Syria, Jan. 7, 2026. Photo: REUTERS/Karam al-Masri
Fierce fighting in Syria’s northern city of Aleppo between government forces and Kurdish fighters drove thousands of civilians from their homes on Wednesday, with Washington reported to be mediating a de-escalation.
The violence, and statements trading blame over who started it, signaled that a stalemate between Damascus and Kurdish authorities that have resisted integrating into the central government was deepening and growing deadlier.
Deadly clashes broke out on Tuesday between Syrian government troops and the Kurdish-led Syrian Democratic Forces (SDF).
After relative calm overnight, shelling resumed on Wednesday and intensified in the afternoon, Reuters reporters in the city said.
A spokesperson for Aleppo‘s health directorate told Reuters that four civilians had been killed on Tuesday and more than two dozen wounded on Tuesday and Wednesday. Security sources separately told Reuters that two fighters had also been killed.
The health directorate said there were no civilian fatalities on Wednesday, and that it was not authorized to comment on deaths among fighters.
By Wednesday evening, fighting had subsided, the Reuters reporters said. Ilham Ahmed, who heads the foreign affairs department of the Kurdish administration, told Reuters that international mediation efforts were underway to de-escalate. A source familiar with the matter told Reuters the US was mediating.
THOUSANDS OF CIVILIANS FLEE
The directorate for social affairs said on Wednesday night that more than 45,000 people had been displaced from Aleppo city, most of them heading northwest towards the enclave of Afrin.
The Syrian army announced that military positions in the Kurdish-held neighborhoods of Sheikh Maqsoud and Ashrafiyah were “legitimate military targets.” Two Syrian security officials told Reuters that they expected a significant military operation in the city.
The government opened humanitarian corridors for civilians to flee flashpoint neighborhoods, ferrying them out on city buses.
“We move them safely to the places they want to go to according to their desire or to displaced shelters,” said Faisal Mohammad Ali, operations chief of the civil defense force in Aleppo.
The latest fighting has disrupted civilian life in what is a leading Syrian city, closing the airport and a highway to Turkey, halting operations at factories in an industrial zone and paralyzing major roads into the city center.
The Damascus government said its forces were responding to rocket fire, drone attacks, and shelling from Kurdish-held neighborhoods. Kurdish forces said they held Damascus “fully and directly responsible for … the dangerous escalation that threatens the lives of thousands of civilians and undermines stability in the city.”
During Syria’s 14-year civil war, Kurdish authorities began running a semi-autonomous zone in northeast Syria, as well as in parts of Aleppo city.
They have been reluctant to give up those zones and integrate fully into the Islamist-led government that took over after ex-President Bashar al-Assad’s ousting in late 2024.
Last year, the Damascus government reached a deal with the SDF that envisaged a full integration by the end of 2025, but the two sides have made little progress, each accusing the other of stalling or acting in bad faith.
The US has stepped in as a mediator, holding meetings as recently as Sunday to try to nudge the process forward. Sunday’s meetings ended with no tangible progress.
Failure to integrate the SDF into Syria’s army risks further violence and could potentially draw in Turkey, which has threatened an incursion against Kurdish fighters it views as terrorists.
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Israel-Backed Militia Says It Killed Two Hamas Operatives in Gaza
Palestinian Hamas terrorists stand guard at a site as Hamas says it continues to search for the bodies of deceased hostages, in Beit Lahiya in the northern Gaza Strip, Dec. 3, 2025. Photo: REUTERS/Stringer
An Israeli-backed Palestinian militia said on Wednesday it had killed two Hamas operatives in southern Gaza, marking a renewed challenge to Hamas after Israel empowered its rivals in areas under Israeli military control.
The armed group, known as the Popular Forces, said in a statement it had carried out a raid in Rafah, killing two Hamas members who refused to surrender and detaining a third. It shared a photo that it said depicted one of the slain men.
Hamas, which brands such groups as “collaborators,” declined to comment on the claim, which Reuters couldn’t independently authenticate. Rafah sits in territory under Israeli control under the terms of an October Israel–Hamas deal.
The Popular Forces, founded by an anti-Hamas armed Bedouin leader, Yasser Abu Shabab, is believed to be the largest group operating in Israel-controlled areas.
Abu Shabab was killed in December in what the group described as a family feud. He was replaced by his deputy Ghassan Duhine, who vowed not to let up in the fight against Hamas, the terrorist group that has ruled Gaza for nearly two decades. The Popular Forces and others have reported more recruits since the October deal took effect.
The emergence of the groups, though they remain small and localized, has added to pressures on Islamist Hamas and could complicate efforts to stabilize and unify a divided Gaza, shattered by two years of war.
Nearly all of Gaza‘s two million people live in Hamas-held areas, where the group has been reestablishing its grip and where four Hamas sources said it continues to command thousands of men despite suffering heavy blows during the war.
But Israel still holds well over half of Gaza – areas where Hamas‘s foes operate beyond its reach. With US President Donald Trump’s plan for Gaza moving slowly, there is no immediate prospect of further Israeli withdrawals.
Prime Minister Benjamin Netanyahu acknowledged Israeli backing for anti-Hamas groups in June, saying Israel had “activated” clans. Israel has given little detail since then.
The Popular Forces deny receiving support from Israel.