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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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Yemen’s Aden Airport Shuts as Saudi-UAE Rift Deepens
Passengers wait for their flights at Aden Airport in Aden, Yemen, Jan. 1, 2026. Photo: REUTERS/Fawaz Salman
Flights at Yemen’s Aden international airport were halted on Thursday, the latest sign of a deepening crisis between Gulf powers Saudi Arabia and the United Arab Emirates, whose rivalry is reshaping war-torn Yemen.
At the airport — the main international gateway for parts of Yemen outside Houthi control — passengers crowded the terminal, waiting for updates on their flights.
Later on Thursday, Yemeni sources said flights between Aden and all destinations outside the UAE would resume, though Reuters was unable to confirm that immediately.
Air traffic was shut down due to a row over curbs on flights to the UAE, though there were contradictory accounts of exactly what had happened and who was responsible.
Awadh al-Subaihi said he had been waiting at the airport for a flight to Cairo for medical treatment. “We are suffering, and many other patients and elderly people here are waiting in a difficult situation,” he said.
The UAE backs the separatist Southern Transitional Council (STC) that seized swathes of southern Yemen from the internationally recognized government last month.
Saudi Arabia, which backs the government, regarded that move as a threat, triggering the biggest crisis between it and Gulf neighbor the UAE in decades.
The UAE-backed STC controls the transport ministry in the internationally recognized coalition government, whose main leadership is supported by Saudi Arabia.
The ministry accused Saudi Arabia in a statement of imposing an air blockade, saying Riyadh had instituted measures requiring all flights to go via Saudi Arabia for extra checks.
It added that when it objected to this, Saudi Arabia had clarified that the restriction was only on flights between Aden and the UAE.
DISAGREEMENT OVER WHO IS RESPONSIBLE
A Saudi source denied any involvement in restricting flights, adding that Yemen’s own internationally recognized government had imposed the requirement on flights between Aden and the UAE in order to curb escalating tensions.
The Saudi source added that the southern-controlled ministry had then responded by ordering a full shutdown of air traffic rather than comply with the restrictions on flights to and from the UAE.
An official source at the transport minister’s office denied this, saying the minister had not issued any decisions to close the airport.
Reuters could not immediately reach the leadership of the internationally recognized government, which has been in Saudi Arabia since the STC seized swathes of the south last month, for comment on the airport closure and flight restrictions.
The UAE Foreign Ministry did not immediately reply to a request for comment on the airport closure.
The tussle is the latest in a deepening crisis in Yemen that has exposed a deep rift between the two Gulf oil powers.
Saudi Arabia this week accused the UAE of pressuring Yemen’s STC to push towards the kingdom’s borders and declared its national security a “red line,” prompting the UAE to say it was pulling its remaining forces out of Yemen.
That followed an airstrike by Saudi-led coalition forces on the southern Yemeni port of Mukalla that the coalition said was a dock used to provide foreign military support to the separatists.
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Several Reported Killed in Iran Protests Sparked by Economic Hardships
People walk past closed shops, following protests over a plunge in the currency’s value, in the Tehran Grand Bazaar in Tehran, Iran, Dec. 30, 2025. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Several people were killed during unrest in Iran, Iranian media and rights groups said on Thursday, as the biggest protests to hit the Islamic Republic for three years over worsening economic conditions sparked violence in several provinces.
The semi-official Fars news agency reported that three protesters were killed and 17 were injured during an attack on a police station in Iran‘s western province of Lorestan.
“The rioters entered the police headquarters around 1800 (local time) on Thursday … they clashed with police forces and set fire to several police cars,” Fars reported.
Earlier, Fars and rights group Hengaw reported deaths in Lordegan city in the country’s Charmahal and Bakhtiari province. Authorities confirmed one death in the western city of Kuhdasht, and Hengaw reported another death in the central province of Isfahan.
The clashes between protesters and security forces mark a significant escalation in the unrest that has spread across the country since shopkeepers began protesting on Sunday over the government’s handling of a sharp currency slide and rapidly rising prices.
VIOLENCE REPORTED IN SEVERAL CITIES
Fars reported that two people had been killed in Lordegan in clashes between security services and what it called armed protesters. It earlier said several had died. Hengaw said several people had been killed and wounded there by security forces.
The Revolutionary Guards said one member of its affiliated Basij volunteer paramilitary unit had been killed in Kuhdasht and another 13 wounded, blaming demonstrators who it accused of taking advantage of the protests.
Hengaw said that the man, named by the Guards as Amirhossam Khodayari Fard, had been protesting and was killed by security forces.
Hengaw also reported that a protester was shot dead on Wednesday in Isfahan province in central Iran.
Reuters could not immediately verify any of those reports.
Protests also took place on Thursday in Marvdasht in the southern Fars province, the activist news site HRANA reported. Hengaw said demonstrators had been detained on Wednesday in the western provinces of Kermanshah, Khuzestan, and Hamedan.
CRITICAL MOMENT FOR CLERICAL RULERS
Iran’s clerical rulers are grappling with Western sanctions that have battered an economy already reeling from more than 40% inflation, compounded by Israeli and US airstrikes in June targeting the country’s nuclear and ballistic missile infrastructure and military leadership.
Tehran has responded to the protests with an offer of dialogue alongside its security response.
Government spokesperson Fatemeh Mohajerani said on Thursday that the authorities would hold a direct dialogue with representatives of trades unions and merchants, but without giving details.
The Basij is a volunteer paramilitary force loyal to Supreme Leader Ayatollah Ali Khamenei. It is affiliated with the Islamic Revolutionary Guards Corps, which on Thursday accused those involved in the unrest in Kuhdasht of “taking advantage of the atmosphere of popular protests.”
GOVERNMENT SHUTDOWN
Merchants, shop owners, and students in a number of Iranian universities have been demonstrating for days and closing major bazaars. The government shut down much of the country on Wednesday by declaring a holiday due to cold weather.
Authorities have in recent years quashed protests over issues ranging from high prices, droughts, women’s rights and political freedoms, often with tough security measures and extensive arrests.
Iran‘s economy has been struggling for years, chiefly because of US and Western sanctions over Tehran’s nuclear program, support for terrorism, and human rights abuses. Regional tensions led to a 12-day air war with Israel in June, further straining the country’s finances.
The Iranian rial lost around half its value against the dollar in 2025, with official inflation reaching 42.5% in December.
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Australia’s Jewish History Might Have Unfolded Differently
People attend the ‘Light Over Darkness’ vigil honoring victims and survivors of a deadly mass shooting during a Jewish Hanukkah celebration at Bondi Beach on Dec. 14, in Sydney, Australia, Dec. 21, 2025. Photo: REUTERS/Hollie Adams
The deadly pogrom that took place in Australia at a Hanukkah event on Bondi Beach was the culmination of more than two years of hate and violence directed at Jews following the October 7 Hamas terror attack on Israel.
Australian Jews have learned that what they once considered to be one of the safest and most comfortable places in the world to be a Jew, is anything but. Yet the Jewish experience in Australia might have been very different.
The idea of a Jewish refuge somewhere other than Israel predates the modern Zionist movement. In the 20th century, two possible havens for Jewish refugees were considered during the lead up to World War II; both were rejected.
The more widely known effort involved a proposal for a refuge in Alaska. It was the initiative of Harold Ickes, US Secretary of the Interior, who was concerned that Alaska’s sparse population (only 70,000) would make it a tempting target for attack. (This story is the historical basis for Michael Chabon’s 2007 novel The Yiddish Policemen’s Union.) The proposal received only lukewarm support from President Roosevelt and after three days of presentations to the US Senate Committee on Territories and Insular Affairs in May 1940, it died.
The second effort, less widely known, involved a proposed Jewish sanctuary in Australia, a possibility I learned about only recently when I was going through some Yiddish literature left by my parents.
I grew up in Montreal, the son of Yiddish-speaking Jewish immigrants from Eastern Europe.
For the first half of the 20th century, Montreal, the home of writers such as the poet J. I. Segal, was a major center of North American Yiddish culture. My parents would often mention Melech Ravitch, pen name for Zecharia-Chune Bergner, a well- known Yiddish poet and essayist, who was a leading figure in Montreal Yiddish circles.
I discovered that Ravitch, originally from Poland, spent several years during the 1930s in Australia, before ending up in Montreal. While there, he investigated the feasibility of establishing a haven for Jewish refugees in a sparsely inhabited region of northwestern Australia known as the Kimberley.
The proposal, backed by a European group, the Freeland League, would involve the purchase of land (a little over 10,000 square miles) in Western and Northern Australia. An advance contingent of 500 Jewish refugees from Europe would begin the process of creating a settlement, followed by 75,000 to 100,000 people to follow. Ravich envisioned an eventual population of one million, this at a time when the population of Australia as a whole was less than seven million.
The company that owned the land agreed to sell the desired tract, and leading religious and public figures, including the Premier of Western Australia, were in favor. But opposition at the federal level prevented the plan from moving forward. The League was informed that the Australian Government, led by Prime Minister John Curtin, was not in favor of “alien settlement in Australia.”
The Australian government was consistent. The Évian Conference, held in July 1938 at the French resort city of Évian les Bains, was initiated by President Roosevelt to find a solution to the plight of hundreds of thousands of stateless European Jews. Thirty-two nations, including Australia, participated. The conference achieved very little. The Australian chief delegate, Colonel T. W. White, declared “as we have no real racial problem, we are not desirous of importing one by encouraging any scheme of large-scale foreign migration.”
The Jews murdered in the Holocaust were doomed by worldwide indifference to their fate, but also by the fact that there was no independent Jewish state that could have served as a refuge when they needed one. That’s why Israel is needed now — and why an Australian refuge would have made such a huge difference nearly 100 years ago.
Jacob Sivak, a Fellow of the Royal Society of Canada, is a retired professor, University of Waterloo.