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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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The post An East Williamsburg appetizing shop offers ‘a taste of nostalgia’ to its customers appeared first on Jewish Telegraphic Agency.
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Iran Accuses US of Ground Assault Plans as Pakistan Hosts Regional Talks
Foreign Ministers Badr Abdelatty of Egypt, Prince Faisal bin Farhan Al Saud of Saudi Arabia, Ishaq Dar of Pakistan and Hakan Fidan of Turkey pose for a group photo during their meeting to discuss regional de-escalation, amid the U.S.-Israel conflict with Iran, in Islamabad, Pakistan, March 29, 2026. Photo: Muammer Tan/Turkish Foreign MinistryHandout via REUTERS
Iran said it was ready to respond to any US ground attack, accusing Washington of preparing a land assault while seeking talks, as regional powers met in Pakistan on Sunday to try to bring the two sides together.
The initial discussions in Islamabad with Saudi Arabia, Turkey and Egypt focused on proposals to reopen the Strait of Hormuz to shipping, sources familiar with the matter said. More talks will be held on Monday.
Iran’s effective blockade of oil and gas shipments through the strait since the US and Israel began attacking the country on February 28 is spreading economic pain around the world. Food and energy security and supply chains were among issues discussed in Pakistan, Egypt’s foreign ministry said.
As the conflict entered its second month, Israel‘s military said it had launched over 140 air strikes on central and western Iran, including Tehran, over the 24 hours to Sunday evening, hitting ballistic missile launch sites and storage facilities, among other targets.
A chemical plant in southern Israel near the city of Beer Sheva was hit by a missile or missile debris as Israel fended off multiple salvos from Iran, prompting official warnings to the public to stay away due to “hazardous materials.”
Another missile hit open ground near homes in Beer Sheva, located near several military bases, injuring 11 people.
The war has killed thousands of people and affected countries across the Middle East, with major aluminum plants in Bahrain and the United Arab Emirates damaged by air strikes over the weekend.
The UAE, which has faced more Iranian missile and drone attacks than any other country, is seeking reparations from Iran for attacks on civilians and vital facilities and clear guarantees to prevent any repetition, an adviser to the president said.
Pakistan has offered to host peace talks, but the United States, Israel and Iran have set out maximalist positions to end the warfare, complicating the path to a solution.
Iran’s parliament speaker Mohammad Baqer Qalibaf accused the US of sending messages about possible negotiations while at the same time planning to send in troops, adding that Tehran was ready to respond if US soldiers were deployed.
“As long as the Americans seek Iran’s surrender, our response is that we will never accept humiliation,” he said in a message to the nation.
Yemen’s Iran-aligned Houthis joined the conflict on Saturday launching their first attacks on Israel and raising the prospect they could target and thus block a second key shipping route, the Bab el-Mandeb Strait. Analysts say renewed attacks there would pile further pressure on the world economy.
US MARINES START ARRIVING IN MIDDLE EAST
Washington has dispatched thousands of Marines to the Middle East, with the first of two contingents arriving on Friday aboard an amphibious assault ship, the U.S. military has said.
The Washington Post quoted US officials as saying the Pentagon was preparing for weeks of ground operations in Iran, adding that it was not yet clear if President Donald Trump would approve such plans.
Reuters has reported that the Pentagon has considered military options that could include ground forces.
Trump faces a stark choice between seeking a negotiated exit or escalating militarily that risks a protracted crisis, and would likely weigh further on his already low approval ratings.
“President Trump has poor options all around to end the war,” said Jonathan Panikoff, former US deputy national intelligence officer for the Middle East.
“Part of the challenge is the lack of clarity related to what a satisfactory outcome would be,” Panikoff added.
Washington said last week it had offered a 15-point ceasefire plan, with a proposal to reopen the Strait of Hormuz and restrict Iran’s nuclear program, but Tehran has rejected the list and put forward proposals of its own.
ISRAEL HITS DOZENS OF TARGETS ACROSS IRAN
An Israeli official said Israel would continue carrying out strikes against Iran on what were described as military targets, adding there was no intention to scale back the campaign ahead of any possible talks between Washington and Tehran.
A building housing Qatar’s Al-Araby TV in Tehran was hit on Sunday, the semi-official Mehr news agency reported, with video showing walls and windows blown out of the multi-storey block.
“The missile hit. The ceiling and everything fell on our heads. Unfortunately, we couldn’t continue to work. It was a real miracle we survived,” said Al Araby camera operator Mohammadreza Shademan. “There was no military target here.”
With US midterm elections due in November, the increasingly unpopular war has weighed on Trump’s Republican Party. Demonstrators took to city streets across the US on Saturday in protests against the conflict.
Trump has threatened to hit power stations and other energy infrastructure if Iran does not open the Strait of Hormuz, though he has extended a deadline by 10 days through April 6.
A European diplomat warned that any further military escalation could make it harder to bring the two sides together, potentially delaying the possibility by weeks, if not longer.
Iranian threats against ships have kept most oil tankers from attempting the waterway. Iran has agreed to let an additional 20 Pakistani-flagged vessels pass through the strait, with two ships permitted to transit daily, Pakistan’s Foreign Minister Ishaq Dar has said, calling it a “harbinger of peace.”
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Pentagon Preparing for Weeks of Ground Operations in Iran
US Secretary of Defense Pete Hegseth holds a briefing with Chairman of the Joint Chiefs of Staff General Dan Caine, amid the US-Israeli war on Iran, at the Pentagon in Washington, DC, US, March 19, 2026. Photo: REUTERS/Evan Vucci
The Pentagon is preparing for weeks of ground operations in Iran, the Washington Post reported Saturday, citing US officials.
The plans could involve raids by Special Operations and conventional infantry troops, the Post reported. Whether President Donald Trump would approve any of those plans remains uncertain, according to the Post.
The Trump administration has deployed US Marines to the Middle East as the war in Iran stretches into its fifth week, and also has been planning to send thousands of soldiers from the US Army’s 82nd Airborne to the region.
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America’s oldest synagogue closed. Then an unlikely group tended its cemetery.
In 1833, Herald of the Times, a Newport, Rhode Island, newspaper, reported that the remains of Mrs. Rebecca Lopez had been brought from New York by steamboat and placed inside Touro Synagogue.
Dedicated in 1763, the building is now recognized as the nation’s oldest surviving synagogue. Newport had once been home to a thriving colonial Jewish community, but after the Revolutionary War and the city’s economic decline, that community had largely faded. The cemetery remained, and so did the synagogue. It was during that long interval of near-absence that Lopez’s funeral briefly reopened Jewish ritual life in Newport.
After prayers were read by Rabbi Isaac Seixas of New York, the body was carried to the cemetery on Touro Street, with “the clergy, town council, and a numerous concourse of spectators” joining the funeral procession. The paper noted that a Jewish ceremony had not been performed there “for the space of forty years.”
Newport’s Jewish burial ground dated to 1677. In 1822, Abraham Touro left money for the upkeep of the cemetery, the synagogue, and the street on which they stood. The fund was placed under trustees appointed by the Rhode Island legislature, and Newport’s Town Council was later authorized to use the interest for repairs.
While Newport’s Jewish population declined, the endowment ensured that the synagogue building and cemetery grounds continued to be maintained. In 1826, the Town Council reported that it had tried to repair the synagogue using the Touro fund, but could not proceed because it had not been able to obtain the keys from Shearith Israel in New York. Many of Newport’s former Jewish residents had relocated there, and the congregations had longstanding ties.
In 1842, the council contracted to enclose the synagogue lot with a substantial stone wall and an ornamental cast-iron fence, modeled on the fence around the Jewish cemetery. The work included a Quincy granite base and a gateway on Touro Street designed to correspond with the synagogue’s portico. The project cost $6,835.
The synagogue’s doors rarely opened, and often only for moments of mourning. In June 1854, Newport received the body of Judah Touro, one of the most prominent American Jews of his era, a native of the town and brother of Abraham Touro. The Herald of the Times reported that “the streets was [sic] crowded with people, the stores all closed, and the bells tolled.”
The City Council assembled at City Hall and marched in procession to the synagogue, where “thousands remained outside” during the service. At the funeral, Newport’s mayor, William C. Cozzens, spoke of the trust that had long existed between the city and local Jewish families, recalling that the synagogue and cemetery had been left in Newport’s care and maintained there “with ample means for their preservation.”
When Henry Wadsworth Longfellow visited Newport’s Jewish cemetery that same year, he wrote of the graves as “silent beside the never-silent waves.” He noticed, too, what endured there: “Gone are the living, but the dead remain,” he observed, “and not neglected.”
Newport’s preservation of Jewish sacred space was shared. Jews endowed these places and returned to bury their dead there. Christian officials repaired, protected, and publicly honored them. In this way, a Jewish inheritance was carried forward until communal life returned.
In 1883, Touro Synagogue was rededicated and a new Jewish community established in Newport. But even in the window of years when the congregation was gone, the dead were not abandoned.
The graves were kept.
The post America’s oldest synagogue closed. Then an unlikely group tended its cemetery. appeared first on The Forward.