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Crumbs cupcakes, founded by a Jewish couple, makes a comeback
(New York Jewish Week) — Picture the Upper West Side, circa 2003, the year that Jewish couple Mia and Jason Bauer opened Crumbs Bake Shop at Amsterdam Avenue and 75th Street. In the wake of a cupcake craze kicked off by a “Sex and the City” scene filmed at Magnolia Bakery, fans lined up for Crumbs’ oversized cupcakes, available in inventive varieties like Black-Bottom Cheesecake Brownie, Grasshopper and Squiggle, a gargantuan riff on the traditional Hostess cupcake.
The wildly popular Manhattan bakery quickly grew into a chain — by 2013, Crumbs had more than 70 stores across the country.
Soon, however, the dream crumbled. The Bauers sold the chain in 2011, but by 2014, due to a variety of factors — including increased competition, high real estate costs and general gourmet-cupcake burnout — Crumbs closed its doors. Later that year, an investment group tried to resurrect the troubled brand — reopening some stores and adding challah to the menu on Fridays — but failed.
Now, however, Crumbs is back, with the Bauers again at the helm but with a new business plan: In place of brick-and-mortar bake shops, they are selling desserts online at originalcrumbs.com. They are also offering delivery in New York City through Gopuff, and their baked goods are available at select local supermarket chains, including Gristedes, D’Agostino’s and ShopRite.
“There were things we always wanted to accomplish with the brand that we didn’t have a chance the first time around,” Mia Bauer told the New York Jewish Week. “We didn’t feel like Crumbs kind of petered out the way it deserved to. That wasn’t the ending we foresaw for Crumbs. We really had nurtured it and cultivated it and we felt like it deserved better than that.”
After the original Crumbs folded, Mia spent time raising the couple’s two children in their Short Hills, New Jersey home. She returned to political campaign work, which she was doing prior to becoming a full-time baker. Jason, meanwhile, opened a brokerage business and a spirits company in New York, and also took a corporate position at WeWork.
After a few years, however, the Bauers were ready for a change, and market research confirmed the interest that former Crumbs customers were expressing to Jason.
In 2021, Jason paid just $350 to the U.S. Patent & Trademark Office to revive the brand. Since then, the couple have been analyzing market research, altering their business model, attending trade shows, creating new recipes and designing new packaging. They formally relaunched the business in November 2023 and it is now known as Original Crumbs Bakeshop.
Now, as before, Crumbs products are kosher: Their cupcakes are under National Kosher supervision by Rabbi Aaron Mehlman, and a new product, soft-baked cookies, are OU-Dairy certified. The Bauers keep a kosher home, and as Jason told the New York Jewish Week, “We wouldn’t sell any food as a profession if it weren’t kosher.”
“The highlight of our week is Shabbat, but Jewish principles are woven throughout our daily existence,” said Jason, who, together with his family, belongs to the Kabbalah Centre in Manhattan, as the family splits its time between New Jersey and the Upper East Side.
Kabbalah, Jason added, “informs our every decision both in our personal and business lives.”
When Crumbs first opened 20 years ago, the bakery became known for their “signature” 4.25-inch diameter cupcakes, described now on their website as “twice the size of a normal cupcake.” At the time, such oversized treats were an anomaly.
“I actually didn’t realize they were oversized,” said Mia, who said she began baking as a child of 7 or 8. “That’s how I always made my cupcakes for family and friends. I assume it started out kind of innocently. I had a muffin pan in my home as a kid and that’s what I used. It didn’t occur to me that my cupcakes were that much bigger than the average cupcake.”
When the Bauers launched Crumbs their goal was to bring back the corner bakery, which, in the early 2000s, had started to disappear; the couple realized that supermarkets were basically the only option for baked goods for many people. At the same time, Mia, who had worked in a bakery as a teenager, had been “longing for the experience of a neighborhood bakery,” according to Jason.
While the new iteration of Crumbs isn’t focused on local bakeries, nostalgia still drives its founders: “We wanted to pivot and be the box of cupcakes or package of cookies that people have in their home,” Mia said, recalling fond memories of Entenmann’s cookies.
During Crumbs’ initial run, Mia — who lived in Israel from ages 1 to 7 and admits to a preference for plain white cake with lots of frosting — ended up creating more than 120 cupcake flavors, with about 30 varieties available in each shop at any given time.
These days, the cupcake varieties have been reduced to 12, plus seasonal and holiday flavors. Crumbs still offers their cupcakes in their signature size, as well classic ( aka “normal”) and mini sizes. The classic-size cupcakes are sold in supermarkets, and will now cost a little more than $2, considerably cheaper than the $4.50 bakeries used to charge.
“We’re able to produce them in volume with efficiencies that allows the price point in supermarkets to be significantly less than it was in our stores,” Jason said.
Crumbs 2.0 has added a line of soft batch cookies in eight flavors, most of which are takeoffs of their most popular cupcake flavors, like Cotton Candy, Sprinkle Sundae and Marshmallow Cookies & Cream. The small, soft-baked cookies — much like the Entenmann’s chocolate chip cookies that Mia was so fond of — are packaged in resealable, stackable, plastic cookie jars and cost $8.
“We are pretty fanatical about quality control,” Mia said. “I treated our stores like my kitchen. Even now, in supermarkets, it’s the same quality control.”
According to Jason, every cupcake is still made and decorated by hand, and the cookies are homemade, too. These days, Crumbs has become something of a family business, with the couple’s children — Annabelle, 15 and Zack, 13 — serving as taste-testers, critics and digital media consultants. “We run by both our kids almost anything social media-related to get their input,” Mia said.
Jason sees their return to the bakery business as bashert, using the Yiddish word for destiny. “We’re both very spiritual people,” he said. “We’ve always felt when the opportunity presented itself to us, there’s a reason it came back into our life, so we couldn’t ignore it.”
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The post Crumbs cupcakes, founded by a Jewish couple, makes a comeback appeared first on Jewish Telegraphic Agency.
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Treasure Trove explores the curious case of a stamp from an imaginary land
This 1 V. postage revenue stamp from West Refaim was postmarked in Virikoso in South Giantsland 100 years ago. Problem is—none of these places ever existed. There is a second […]
The post Treasure Trove explores the curious case of a stamp from an imaginary land appeared first on The Canadian Jewish News.
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Israel Has Told ICC It Will Contest Arrest Warrants, Netanyahu Says
Israeli Prime Minister Benjamin Netanyahu and then-Defense Minister Yoav Gallant during a press conference in the Kirya military base in Tel Aviv, Israel, Oct. 28, 2023. Photo: ABIR SULTAN POOL/Pool via REUTERS
Israel has informed the International Criminal Court that it will contest arrest warrants for Prime Minister Benjamin Netanyahu and his former defense minister Yoav Gallant over their conduct of the Gaza war, Netanyahu’s office said on Wednesday.
The office also said that US Republican Senator Lindsey Graham had updated Netanyahu “on a series of measures he is promoting in the US Congress against the International Criminal Court and against countries that would cooperate with it.”
The ICC issued arrest warrants last Thursday for Netanyahu, Gallant, and Hamas leader Ibrahim Al-Masri, known as Mohammed Deif, for alleged war crimes and crimes against humanity in the Gaza conflict.
The move comes after the ICC prosecutor Karim Khan announced on May 20 that he was seeking arrest warrants for alleged crimes connected to the Oct. 7 attacks on Israel by Hamas and the Israeli military response in Gaza.
Israel has rejected the jurisdiction of the Hague-based court and denies war crimes in Gaza.
“Israel today submitted a notice to the International Criminal Court of its intention to appeal to the court, along with a demand to delay the execution of the arrest warrants,” Netanyahu’s office said.
Court spokesperson Fadi El Abdallah told journalists that if requests for an appeal were submitted it would be up to the judges to decide
The court’s rules allow for the UN Security Council to adopt a resolution that would pause or defer an investigation or a prosecution for a year, with the possibility of renewing that annually.
After a warrant is issued the country involved or a person named in an arrest warrant can also issue a challenge to the jurisdiction of the court or the admissibility of the case.
The post Israel Has Told ICC It Will Contest Arrest Warrants, Netanyahu Says first appeared on Algemeiner.com.
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Jewish Girls Attacked in London With Glass Bottles in Antisemitic Outrage
Shomrim officers at the scene of a hate crime in London in which Jewish girls were struck with glass bottles. Photo: Shomrim Stamford Hill/Screenshot
A group of young Jewish girls were the victims of an “abhorrent hate crime” when a man hurled glass bottles at them from a balcony as they were walking through the Stamford Hill section of London on Monday evening.
One of the girls was struck in the head and rushed to the hospital with serious but non-life threatening injuries, according to local law enforcement.
A spokesperson for London’s Metropolitan Police said officers were called to the Woodberry Down Estate in the city’s borough of Hackney following reports of an assault on Monday evening at 7:44 pm local time.
“A group of schoolgirls had been walking through the estate when a bottle was thrown from the upper floor of a building,” the spokesperson said. “A 16-year-old girl was struck on the head and was taken to hospital. Her injuries have since been assessed as non-life changing.”
Police noted they were unable to locate the suspect and an investigation is ongoing before adding, “The incident is being treated as a potential antisemitic hate crime.”
Following the incident, Shomrim, a Jewish organization that monitors antisemitism and serves as a neighborhood watch group, reported that the girls were en route to a rehearsal for an upcoming event. The community, the group added, was “shocked” by the attack on “innocent young Jewish girls,” calling it an “abhorrent hate crime.”
14-year-old girl rushed to Hospital with head & facial injuries following an attack in #StamfordHill.
Young Jewish girls on their way to a rehearsal were pelted with glass bottles by a male on a balcony at Woodberry Down Estate N4.
This… pic.twitter.com/MzHPHusgyX
— Shomrim (London North & East) (@Shomrim) November 26, 2024
Since then, another Jewish girl, age 14, has reported being pelted with a hard object which caused her to be “knocked unconscious, and left feeling dizzy and with a bump on her head,” according to Shomrim.
Monday’s crime was one among many which have targeted London Jews in recent years, an issue The Algemeiner has reported on extensively.
Last December, an Orthodox Jewish man was assaulted by a man riding a bicycle on the sidewalk, two attackers brutally mauled a Jewish woman, and a group of Jewish children was berated by a woman who screamed “I’ll kill all of you Jews. You are murderers!” A similar incident occurred when a man confronted a Jewish shopper and shouted, “You f—king Jew, I will kill you!”
Months prior, a perpetrator stalked and assaulted an Orthodox Jewish woman. He followed her, shouting “dirty Jew” before snatching her shopping bag and “spilling her shopping onto the pavement whilst laughing.” That incident followed a woman wielding a wooden stick approaching a Jewish woman near the Seven Sisters area and declaring “I am doing it because you are Jew,” while striking her over the head and pouring liquid on her. The next day, the same woman — described by an eyewitness as a “serial racist” — chased a mother and her baby with a wooden stick after spraying liquid on the baby. That same week, three people accosted a Jewish teenager and knocked his hat off his head while yelling “f—king Jew.”
According to an Algemeiner review of Metropolitan Police Service data, 2,383 antisemitic hate crimes occurred in London between October 2023 and October 2024, eclipsing the full-year totals of 550 in 2022 and 845 in 2021. The problem is so serious that city officials created a new bus route to help Jewish residents “feel safe” when they travel.
“Jewish Londoners have felt scared to leave their homes,” London Mayor Sadiq Khan told The Jewish Chronicle in a statement about the policy decision earlier this year. “So, this direct bus link between these two significant communities [Stamford Hill in Hackney and Golders Green in Barnet, areas with two of the biggest Jewish communities in London] means you can travel on the 310, not need to change, and be safe and feel safer. I hope that will lead to more Londoners from these communities using public transport safely.”
Khan added that the route “connects communities, connects congregations” and would reassure Jewish Londoners they would be “safe when they travel between these two communities.”
However, it doesn’t solve the problem at hand — an explosion of antisemitism unlike anything seen in the Western world since World War II. Just this week, according to a story by GB News, an unknown group scattered leaflets across the streets of London which threatened that “every Zionist needs to leave Britain or be slaughtered.”
Responding to this latest incident, the director of the Jewish civil rights group StandWithUs UK Isaaz Zarfati told GB News that the comments should be taken “seriously.”
“We are witnessing a troubling trend of red lines being repeatedly crossed,” he said. “This is not just another wave that will pass if we remain passive. We must take those threats and statement seriously because they will one day turn into actions, and decisive steps are needed to combat this alarming phenomenon.”
Follow Dion J. Pierre @DionJPierre.
The post Jewish Girls Attacked in London With Glass Bottles in Antisemitic Outrage first appeared on Algemeiner.com.