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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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Amid Iran tensions, Huckabee tells US embassy staff in Israel they should leave ‘TODAY’ if they wish
(JTA) — Ambassador to Israel Mike Huckabee has told U.S. government employees and their families that they may leave the country and should do so expediently, amid mounting signs of a possible U.S. attack on Iran.
Huckabee emailed embassy staff on Friday morning saying that if they want to leave, they should do so “TODAY,” according to a letter first reported by The New York Times. He noted that commercial flights could become scarce and urged them to accept passage to any country before returning to Washington, D.C.
“There is no need to panic, but for those desiring to leave, it’s important to make plans to depart sooner rather than later,” he wrote.
The letter comes a day after U.S.-Iran talks in Geneva ended without public breakthroughs. Iranian officials, as well as the Omani mediators, said additional conversations were planned for next week; the United States did not comment. Steve Witkoff and Jared Kusher, two Jewish advisors to President Donald Trump who successfully brokered a ceasefire in the Israel-Hamas war last year, are leading the U.S. delegation.
Trump has been threatening to attack Iran for weeks over its nuclear program and has built up U.S. military forces in the Middle East to levels not seen in decades. In recent days, Secretary of State Marco Rubio and Vice President JD Vance have both said military intervention could be needed while saying the president continued to prefer diplomacy.
Vance’s comments were particularly notable because he typically opposes U.S. intervention overseas. He told the Washington Post in comments published Friday morning that there was “no chance” that the United States would get involved in an extended Middle East campaign.
Iran has said it would consider Israel a valid target in the event of a U.S. attack. Last year, Iranian missiles killed more than two dozen people in Israel during a 12-day war initiated by Israeli strikes on Iran’s military program. Now, Israelis have been living in limbo for weeks while waiting to learn whether a new war, expected to be more destructive, will begin.
In the past, when expecting Iranian retaliation, the embassy has warned staff against leaving population centers in Israel. Now, the Department of State has updated its Jerusalem embassy website to reflect “the authorized departure of non-emergency U.S. government personnel and family members of U.S. government personnel to leave Israel,” setting a status that means flights will be paid for by the U.S. government.
While El Al, Israel’s national carrier, does not fly during Shabbat, other airlines typically do run some flights to and from Ben Gurion Airport on Friday nights and Saturdays. Many of those are budget European airlines that have only recently resumed flying to Israel after last year’s Iran war; some airlines, including KLM, have already suspended Israel flights in anticipation of another conflict.
The post Amid Iran tensions, Huckabee tells US embassy staff in Israel they should leave ‘TODAY’ if they wish appeared first on The Forward.
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San Francisco mayor Daniel Lurie condemns ‘Tax the Jews’ chant heard during protest
(JTA) — Jewish leaders and California elected officials have condemned an antisemitic chant that was audible during a protest Wednesday against the repeal of a local San Francisco tax ordinance.
During a news conference addressing a new housing construction development plan hosted by San Francisco mayor Daniel Lurie and San Francisco District 5 Supervisor Bilal Mahmood, protesters with the Democratic Socialists of America chanted “tax the rich.”
According to videos reviewed by the Jewish Telegraphic Agency, one woman on the scene can be clearly seen and heard chanting “tax Israel” and “tax the Jews.”
For those curious, a source sent me this video of the press conference. You can hear a woman chanting “tax Israel” and “tax the Jews” about 30 seconds in. https://t.co/0fDb9H8TXH pic.twitter.com/PkdHLGzBc1
— Gabriel Lorenzo Greschler (@ggreschler) February 26, 2026
Lurie, who is Jewish, condemned the chants, which he said had come from a group of people.
“At an event this afternoon, a group of individuals that were chanting ‘tax the rich’ began to shout ‘tax the Jews,’” Lurie tweeted. “Suggesting that Jews are wealthy is a tired trope, and targeting our community at an event focused on creating economic opportunity for San Franciscans is decidedly antisemitic. I will never accept hate directed at the Jewish community or any community in our city. Those are not San Francisco values—we’re better than that.”
The DSA, the largest socialist organization in the country, distanced itself from the chants, saying that only a single person was involved and that she was not a DSA member.
“During today’s protest of the Prop I repeal, a non-member joined the crowd and spouted disgusting antisemitic remarks,” the DSA said in a statement. “DSA members and other protesters asked her to stop, but she refused. We want to be clear that whatever hate she holds isn’t shared by DSA members and we categorically reject antisemitism.”
In the videos, the woman is wearing a head covering and glasses and appears to be pacing a distance away from the other protesters.
The incident comes as the DSA, which endorses the Boycott, Divestment, and Sanctions movement and opposes economic and military aid to Israel, has both notched major wins and drawn repeated allegations of antisemitism. After Oct. 7, it broke with one of its political stars, New York Rep. Alexandria Ocasio-Cortez, following her appearance on a panel where she condemned antisemitism. More recently, one of its members, Zohran Mamdani, was elected mayor of New York City. There, a DSA member last week challenged a DSA-affiliated elected official for condemning Hamas during an open meeting.
In San Francisco, the chant was condemned by other Jewish organizations, leaders and government officials, like the San Francisco Jewish Community Relations Council, California Rep. Ro Khanna, and Anti-Defamation League CEO Jonathan Greenblatt.
In a statement shared on X, Amy Spitalnick, the CEO of Jewish Council for Public Affairs, said, “What does antisemitism look like? This. This is hate and extremism masquerading as progressive politics when, in fact, nothing about it is progressive — and it only undermines the fight for justice, all of our safety, and our democracy.”
The post San Francisco mayor Daniel Lurie condemns ‘Tax the Jews’ chant heard during protest appeared first on The Forward.
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HarperCollins to publish book of conversations with Rabbi Eli Schlanger, Chabad emissary slain in Sydney
(JTA) — A book featuring testimony from Rabbi Eli Schlanger, the Chabad emissary who was killed in December in an antisemitic terror attack in Sydney, will be published this spring, HarperCollins Publishers announced on Thursday.
Schlanger, who moved to Bondi Beach as an emissary of the Chabad movement 18 years ago, was the father of five children, including a newborn son. On Dec. 14, Schlanger was hosting the Chabad of Bondi’s Hanukkah celebration when two gunmen opened fire on the festivities, killing Schlanger as well as 14 others.
The book, titled “Conversations With My Rabbi: Timeless Teachings for a Fractured World,” was written by Nikki Goldstein, a Jewish author who first encountered Schlanger during a hospital stay in 2022.
Last January, Goldstein and Schlanger began recording their conversations together for a book, but weeks before finishing its final chapter, Schlanger was killed.
“I was devastated, shocked, and grieving. But I knew that Eli’s legacy, his mission to bring light and love to the world, would not die with him,” Nikki Goldstein said in a statement. “Eli saved my life those years ago, and it’s my honor and privilege to ensure that his voice, memory, and mission are not silenced by terror and continue to work miracles.”
The book, which is set to be published on May 26, is the second major work centering a Jewish victim of terrorism to be released within a year. Former hostage Eli Sharabi’s memoir “Hostage,” published last fall, was named Book of the Year by the National Jewish Book Awards earlier this month. The memoir, which details Sharabi’s abduction by Hamas on Oct. 7, 2023, and 15 months he spent in captivity before learning that his wife and daughters had been murdered, was a bestseller in Israel before coming out in English.
A book by another icon of the Israeli hostage crisis is slated to hit the shelves in April. Rachel Goldberg-Polin’s memoir, titled “When We See You Again,” chronicles her relentless advocacy to free her son Hersh, who was kidnapped from the Nova music festival in Israel on Oct. 7 and subsequently murdered by Hamas in August 2024.
The post HarperCollins to publish book of conversations with Rabbi Eli Schlanger, Chabad emissary slain in Sydney appeared first on The Forward.