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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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US Intelligence Indicates China Preparing Weapons Shipment to Iran
The Pentagon building is seen in Arlington, Virginia, U.S. October 9, 2020. Photo: REUTERS/Carlos Barria
US intelligence indicates China is preparing to deliver new air defense systems to Iran within the next few weeks, CNN reported late on Friday, citing three people familiar with recent intelligence assessments.
The network said there are indications that Beijing is working to route the shipments through third countries to mask their origin.
The US State Department, the White House, the Chinese embassy in Washington and China’s foreign ministry did not immediately respond to Reuters requests for comment.
Beijing is preparing to transfer shoulder-fired anti-air missile systems known as MANPADs, CNN said, citing sources it did not name.
The US and Iran are set to hold high-level negotiations on Saturday in Pakistan’s capital Islamabad, seeking ways to end their six-week-old war.
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US-Iran Talks Begin, Trump Says Hormuz Strait ‘Clearing’ Underway
Pakistani flags flutter near the Parliament House, as delegations from the United States and Iran are expected to hold high-stakes talks, in Islamabad, Pakistan, April 11, 2026. REUTERS/Akhtar Soomro
US and Iranian negotiators held their highest-level talks in half a century on Saturday in Pakistan to try to end their war even as President Donald Trump said his military had sunk Tehran’s mine-layers and was clearing the Strait of Hormuz.
“We’re now starting the process of clearing out the Strait of Hormuz as a favor to Countries all over the World,” Trump posted, saying 28 Iranian mine-dropping vessels had been destroyed.
Iran’s state-affiliated Nournews called that “false news.”
Amid conflicting reports, Iranian state TV added that no US ships had crossed the strait, a crucial transit point for global energy supplies that Tehran has effectively blocked but Trump has vowed to reopen.
The waterway, which lies on Iran’s southern coast, was one of the main points on the agenda in Islamabad for the first direct US-Iranian talks in more than a decade and the highest-level discussions since the 1979 Islamic Revolution.
Trump’s Vice President JD Vance, special envoy Steve Witkoff and son-in-law Jared Kushner flew in on Saturday and met Iranian Parliamentary Speaker Mohammad Baqer Qalibaf and Foreign Minister Abbas Araqchi for two hours before a rest, according to a source from mediator Pakistan.
The Iranian delegation had arrived on Friday dressed in black in mourning for Supreme Leader Ayatollah Ali Khamenei and others killed in the six-week war. They carried shoes and bags of some students killed during the US bombing of a school next to a military compound, the Iranian government said.
“There were mood swings from the two sides and the temperature went up and down during the meeting,” said another Pakistani source of the first round of talks.
PROGRESS OF NEGOTIATIONS UNCLEAR
The war has sent global oil prices soaring, killed thousands of people and seen unprecedented hits on Gulf Arab states.
Amid conflicting versions from officials and media in both nations, the US and Iranian sides appeared to remain far apart.
Before the talks began, a senior Iranian source told Reuters the US had agreed to release frozen assets in Qatar and other foreign banks. But a US official swiftly denied that.
As well as release of assets abroad, Tehran is demanding control of the Strait of Hormuz, payment of war reparations and a ceasefire across the region including in Lebanon, according to Iranian state TV and officials.
Trump’s stated goals have varied during the campaign, but as a minimum he wants free passage for global shipping through the strait and the crippling of Iran’s nuclear enrichment program to ensure it cannot produce an atomic bomb.
US ally Israel, which joined the February 28 attacks on Iran that launched the war, has also been bombing Tehran-backed Hezbollah terrorists in Lebanon, killing nearly 2,000 people.
Israel and the US have said Lebanon is not part of the Iran-US ceasefire.
Mutual distrust is high.
“We will negotiate with our finger on the trigger,” Iranian government spokesperson Fatemeh Mohajerani said on state TV.
“While we are open to talks, we are also fully aware of the lack of trust; therefore, Iran’s diplomatic team is entering this process with maximum caution.”
Tehran’s agenda includes aiming to collect transit fees in the Strait of Hormuz, a chokepoint for about 20 percent of global oil and liquefied natural gas shipments.
The biggest ever disruption there has fed inflation and slowed the global economy, with an impact expected to last for months even if negotiators succeed in reopening the strait.
Nevertheless, three Liberian- and Chinese-flagged supertankers did pass through the strait on Saturday, shipping data showed, marking what appeared to be the first vessels to exit the Gulf since last week’s US-Iran ceasefire.
STRIKES ON LEBANON
Strikes on southern Lebanon continued on Saturday morning, Lebanese state media said. Reuters reporters heard an Israeli surveillance drone flying over the capital Beirut from Friday night into the next morning and warplanes broke the sound barrier twice over the city.
Hezbollah announced it had conducted several military operations against Israeli positions on Saturday, both within Lebanese territory and in northern Israel.
Israeli and Lebanese officials plan talks in the US on Tuesday.
For the US-Iran talks, Islamabad, a city of just over 2 million people, was under unprecedented lockdown with thousands of paramilitary personnel and army troops on the streets.
Pakistan’s mediating role is a remarkable transformation for a nation that was a diplomatic outcast a year ago.
“This was a world war that Pakistan stopped. It played a big role and we should appreciate it,” said dry cleaner Nasir Khan Abbasi at a market in Islamabad. “I really like this and I feel great that Pakistan’s name is shining in the world.”
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Middle East War to Cut Growth, Deliver Cascading Impact, World Bank Chief Says
FILE PHOTO: World Bank President Ajay Banga gives remarks during a forum held at the Atlantic Council building in Washington, D.C., U.S., April 7, 2026. REUTERS/Aaron Schwartz/File Photo
The war in the Middle East will have a cascading impact on the global economy, even if a ceasefire announced by US President Donald Trump takes hold, World Bank President Ajay Banga told Reuters in an interview on Friday.
And the damage will be far deeper if the ceasefire fails and the conflict escalates, he said.
Banga on Tuesday said global growth could be lowered by 0.3 to 0.4 percentage point in a baseline scenario, with an early end to the war, and by as much as 1 percentage point if it endures. Inflation could increase by 200 to 300 basis points, with a much higher impact – of up to 0.9 percentage point – if the war continues, he said.
The World Bank’s baseline estimate now projects growth in emerging markets and developing economies of 3.65% in 2026, compared to 4% in October, dropping as low as 2.6% in an adverse scenario with a longer-lasting war. Inflation in those countries was now forecast to hit 4.9% in 2026, up from the previous estimate of 3%. The extreme scenario could see inflation rising as high as 6.7%, according to estimates viewed by Reuters.
The war, which has killed thousands of people across the Middle East, has sent the price of oil up by 50% while disrupting supplies of oil, gas, fertilizer, helium and other goods, as well as tourism and air travel.
The two-week ceasefire announced by Trump appears tenuous, with Israel and Iran continuing strikes. Iran said on Friday that blocked Iranian assets must be released and a ceasefire must take hold in Lebanon before US-Iran talks, scheduled for Saturday in Pakistan, can proceed. Trump said that US warships were being reloaded with ammunition in case the talks failed.
“The question really is, does this current peace and the negotiations that are going to be happening this weekend – will this lead to a lasting peace and then a reopening of the Strait (of Hormuz)?” said Banga. “If it doesn’t lead to that, and if conflict were to break out again, would that have an even larger impact, or longer-term impact on energy infrastructure?”
Banga said the world’s largest development bank was already in discussions with some developing countries, including small island states with no natural energy resources, about tapping funds from existing programs under “crisis response windows.”
The World Bank’s crisis toolkit allows countries to tap previously approved but not yet disbursed funds without additional board approvals, increasing flexibility.
But Banga said the bank was cautioning countries to avoid setting up energy subsidies that they could not afford, which would trigger even bigger problems in the future.
“I worry about making sure that they can come through this crisis, targeting what they need to do, but not doing anything that further deteriorates that fiscal space,” he said.
Many developing countries also have high debt levels and interest rates remain high, which constrains their ability to borrow money to fund measures to respond to the jump in energy costs and other goods caused by the war.
The crisis has put a fresh spotlight on the need for countries to diversify energy supplies and boost self-sufficiency, Banga said. The World Bank last June ended a longstanding ban on funding nuclear energy projects as part of a push to meet rising electricity needs.
Nigeria, which had long faced problems, stood to benefit from a $20 billion investment made by the Dangote Group in refineries, which had actually increased output during the war, and was now supplying aviation fuel to neighboring countries.
“Nigeria should be breathing a sigh of relief. They’ve built up the ability to have energy security for themselves through that huge investment,” he said. “It’s actually a really good example of the right thing being done in terms of energy self-sufficiency for them, but also for their neighbors.”
The World Bank is also working closely with Mozambique, another African country, to expand its energy production capabilities in both natural gas and hydropower.
The World Bank had many energy products in the pipeline, Banga said, noting that talks were under way with some countries looking to extend the life of their fleets of nuclear reactors, and others keen to move into nuclear power.
“If you don’t get nuclear and hydro and geothermal going at scale, along with wind and solar, they will end up doing more with traditional fuels, and nobody really wants that,” he said.