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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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Milei Reaffirms Unwavering Support for Israel Ahead of Independence Day Visit
Argentine President Javier Milei speaks at the 12th annual Algemeiner J100 Gala on March 9, 2026, in New York City.
Argentine President Javier Milei has once again voiced his unwavering support for Israel ahead of a diplomatic visit beginning this weekend, during which he will take part in Independence Day celebrations and light a ceremonial torch.
In an interview with Israel’s Channel 14 on Thursday, Milei offered unequivocal support for Israel amid its ongoing war with Iran, describing the Islamist regime in Tehran as “an enemy to the West.”
“I defend Israel and the Jewish people because it is a just cause,” the Argentine leader said. “Israel stands as the fortress of the West. Turning your back on it would mean turning your back on a legacy that has produced one of the greatest civilizational achievements in history.”
“Rejecting Israel’s legacy to humanity means destroying everything that has made Western civilization great,” he continued.
Milei also praised both Israeli Prime Minister Benjamin Netanyahu and US President Donald Trump, calling them “exceptional leaders,” amid what he described as a fight for democracy, freedom, and the very foundations of modern civilization.
“Beyond the threat of developing nuclear capabilities, Iran exports and finances terrorism around the world. It is not only an enemy of Israel, but of the entire West,” the Argentine leader said. “If we fail to understand the danger posed by this theocratic regime, we are jeopardizing our very existence.”
He also criticized the international community for what he portrayed as a lack of support for Washington and Jerusalem during the conflict, warning that such hesitation reflects a broader failure to confront rising global threats.
“They are cowards who are afraid to confront them. If you want peace, you must be prepared for war,” he said. “If we fail to understand that and refuse to face those who seek to destroy our existence, we will ultimately become victims anyway.”
In his third diplomatic visit to the Jewish state, Milei will arrive on Sunday to take part in Israel’s Independence Day celebrations, scheduled to run from April 19 to 22.
He will become the first foreign head of state to light a torch as part of the official Independence Day ceremony.
During his trip, Milei will also receive a series of honors, including the Presidential Medal of Honor from Israeli President Isaac Herzog and an honorary doctorate, in recognition of what Israeli officials describe as his exceptional contribution to Israel and humanity.
“Milei has demonstrated unwavering support for Israel on the international stage, stood alongside the families of Gaza hostages, and expressed a deep connection to the Jewish people and its heritage,” the Israeli president said in a statement announcing the decision, calling Argentina a “key ally.”
The Argentine leader “represents bold leadership and has pursued a clear, unequivocal policy of standing with the State of Israel as an ardent Zionist,” he continued.
During his visit, Milei will also meet with Netanyahu, and some reports suggest discussions could advance his earlier pledge to move Argentina’s embassy from Tel Aviv to Jerusalem.
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Israeli Defense Chief Says Hezbollah Will Be Disarmed, Terror Group Vows Continued ‘Resistance’ as Truce Begins
Smoke rises following an airstrike in Lebanon, as seen from Israeli side of the border, April 11, 2026. Photo: REUTERS/Amir Cohen
As a newly agreed ceasefire between Israel and Lebanon took effect, Israel’s defense minister warned on Friday that Hezbollah will ultimately be disarmed and Israeli forces will not withdraw from Lebanese territory, vowing the campaign will continue until the threat to Israel’s northern communities is fully eliminated.
During a press conference, Israel Katz said the military campaign had entered a temporary “freeze” phase under a 10-day ceasefire framework. However, he stressed that Israel’s operational objectives on the ground remain unfinished and the maneuver is far from complete.
“The IDF [Israel Defense Forces] will continue to hold all positions it has cleared and taken inside Lebanon,” the Israeli defense chief said. “The ground operation and nationwide strikes against Hezbollah have achieved significant gains, but the mission is not yet complete.”
“Disarming Hezbollah — whether through military force or political pressure — was and remains the central objective of the campaign to which we are committed,” he continued. “Significant political leverage has now also been created, with the direct involvement of US President [Donald Trump] and increased pressure on the Lebanese government to advance that goal.”
Katz’s remarks came shortly after the Iran-back Lebanese terrorist group issued a defiant statement rejecting the ceasefire and any prospect of direct negotiations with Jerusalem, while vowing its forces would continue resisting Israeli troops.
“Our fighters will keep their hands on the trigger, preparing for the enemy’s betrayal and violation of its commitments. We will remain loyal to the alliance until our last breath, and our flag will not fall,” the statement read.
“The presence of Israeli forces on Lebanese territory gives Lebanon and the Lebanese people the right to resist,” it continued.
Meanwhile, residents across southern Lebanon, Beirut, and other parts of the country began making their way back home as the ceasefire took effect, with social media footage showing reconstruction work already underway on infrastructure damaged during the war.
However, Israel has warned Lebanese citizens against returning to their homes at this stage, with officials saying that Hezbollah could try to exploit the situation to reestablish its terrorist infrastructure under civilian cover.
“With the ceasefire agreement taking effect, the IDF will continue to hold its positions in southern Lebanon in light of Hezbollah’s terrorist activity,” Col. Avichai Edraei, the IDF spokesperson in Arabic, said in a statement.
“Until further notice, you are asked not to move south of the Litani River,” he continued. “If the fire resumes, those who return to the security zone will be forced to evacuate in order to allow the mission to be completed.”
Israeli Prime Minister Benjamin Netanyahu also signaled that Israel does not intend to withdraw its forces from Lebanese territory, saying the military is establishing what he described as a “thickened security zone” along the border area.
“That’s where we are – and we’re not leaving,” the Israeli leader said in a video statement issued on Thursday.
Netanyahu also said the opportunity for a ceasefire emerged only after what he described as a dramatic shift in Lebanon’s strategic balance of power since the start of the war.
He pointed to major blows to Hezbollah’s military capabilities, including the killing of its longtime leader Hassan Nasrallah in 2024 and the subsequent destruction of large weapons stockpiles, saying these developments led to calls from Lebanese officials for direct peace talks for the first time in decades.
With negotiations now underway toward a longer-term arrangement, Netanyahu said Israel’s position rests on two core demands: the full disarmament of Hezbollah and a “sustainable” security-based peace framework.
For its part, Hezbollah insisted any agreement must include a complete Israeli withdrawal from Lebanese territory and adherence to a reciprocal “quiet for quiet”” arrangement — terms Israel has rejected.
Netanyahu also warned that Hezbollah, which openly seeks Israel’s destruction, still retains a significant rocket arsenal, saying neutralizing that threat will remain a central component of the ongoing security and political process.
According to a report by The Wall Street Journal, nearly half of the roughly 8,000 rockets fired by Hezbollah during the war were launched from the southern Litani River region — an area that, under previous agreements, was supposed to be fully demilitarized.
The newly agreed ceasefire, which took effect Thursday-Friday at midnight, establishes a fixed 10-day window intended “to allow for good-faith negotiations toward a permanent security and peace agreement.”
As part of direct mediation efforts from Washington, Trump invited Netanyahu and Lebanese President Joseph Aoun to White House talks aimed at advancing a broader settlement framework.
According to the US Department of State, the Lebanese government pledged to take “significant steps” to prevent Hezbollah from launching further attacks against Israeli targets.
“Both countries recognize the challenge posed by armed groups that violate Lebanon’s sovereignty and threaten regional stability … The only forces authorized to bear arms in Lebanon will be Lebanese government forces,” an official statement from the meeting said.
“Israel will retain its right to take all necessary measures for self-defense, at any time, against planned, immediate or sustained attacks,” it continued.
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Despite Winning New Jersey Special Election, Anti-Israel Candidate Underperforms in Heavily Jewish Town
Analilia Mejia, Democratic candidate for New Jersey’s 11th Congressional District, speaks to guests after winning the election in Montclair, New Jersey, US, April 16, 2026. Photo: REUTERS/Eduardo Munoz
In Thursday night’s US congressional election in the 11th district of New Jersey, Jewish voters seemed to defect from the Democratic nominee in massive numbers, potentially foreshadowing a significant shift in Jewish voting patterns.
Analilia Mejia, a progressive activist known for her sharp condemnations of Israel, comfortably won the special congressional election in New Jersey in the deep-blue district by a margin of 60 percent to 40 percent.
Despite defeating her Republican opponent by 20 points, however, pundits pointed out that Mejia underperformed expectations and that Democrats hemorrhaged support among heavily Jewish communities.
In Livingston, New Jersey, a town with a significant Jewish population, Mejia barely eked out a 51-49 majority over Joe Hathaway, a staggering sea-change from recent elections. The deep-blue town voted for Democratic Gov. Mikie Sherrill and Democratic presidential nominee Kamala Harris by margins of 0.5 and 12 points, respectively. Taking into account party registration, the town has seen a shift to the political right by over 50 percent since 2024.
Though Mejia won Thursday’s race by a comfortable margin, experts pointed out that the progressive insurgent underperformed throughout the affluent suburban district. When taking into account party registration patterns, Mejia underperformed in Millburn by 23 points, North Caldwell by 10 points, South Orange by 7 points, and West Caldwell by 6 points, among others.
Spectators suggested that Mejia’s impressive margin of victory could be attributed to anti-Trump sentiment and massive turnout among Democrats and depressed turnout from Republicans.
Mejia’s positions on Israel, once considered fringe within the party, are increasingly becoming more mainstream, particularly in elections dominated by liberal voters. Her rhetoric on Israel, which critics say is one-sided and inflammatory, has drawn backlash from moderates and pro-Israel Democrats.
The outcome raises fresh questions about the party’s direction heading into national elections. While progressives see momentum, others worry candidates like Mejia could alienate Jewish and moderate voters while complicating efforts to maintain a broad electoral coalition. Her victory is likely to deepen internal party tensions, especially as debates over Israel grow more polarized and politically charged.
Mejia has said Israel’s actions in Gaza amount to “genocide,” a position that put her well to the left of many mainstream Democrats. She has aligned herself with calls for stronger conditions, or outright opposition, to US military support for Israel, reflecting the broader progressive wing’s push to reassess the traditional US-Israel relationship. She has also aimed sharp criticism toward the American Israel Public Affairs Committee (AIPAC), the preeminent pro-Israel lobbying group in the US, calling the organization “horrendous” and accusing it of dividing the Democratic Party.
A progressive organizer with a record of criticizing Israeli government actions, Mejia benefited from a coalition of younger voters, activists, and highly engaged ideological blocs. Her win is consistent with recent polling trends showing a generational divide within the party, with younger Democrats expressing more skepticism toward Israel than older cohorts.
Mejia’s struggles in heavily Jewish and moderate areas of the district could forecast a split between the Democratic Party and what has been historically one of its most reliable voting blocs.
Since Hamas’s Oct. 7, 2023, massacre across southern Israel launched the Gaza war, the Democratic Paty’s rhetoric toward Israel has become increasingly hostile. Progressive Democrats, such as Reps. Ilhan Omar (MN) and Alexandria Ocasio-Cortez (NY), have accused Israel of committing “genocide” in Gaza.
This past week, approximately 80 percent of Democratic senators voted to halt military aid transfers to Israel, citing poor humanitarian conditions in Gaza and dismay over the US-Israeli war with Iran.