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This Brooklyn family’s Hanukkah celebration is all over New York’s subway
(New York Jewish Week) — For photographer and Instagram blogger Mordechai Rubinstein, seeing his face plastered all over the subway this holiday season has been an unexpected delight.
Rubinstein is decidedly not a dermatologist (a la subway-famous Dr. Zizmor), nor is he hawking subscription meds or beauty products. Rather, Rubinstein is featured in Nordstrom’s prominent “Make Merry” holiday campaign, where he’s seen celebrating Hanukkah alongside his wife Sara Brown-Rubinstein and their 5-year-old daughter, Isabella.
The ads have been prominently displayed in subway and bus lines across the city. “We first saw it in the wild — we didn’t even know until people started sending us pictures,” said Rubinstein, who assumed the family photo shoot, which happened over the summer in their Greenpoint, Brooklyn home, would be used exclusively on social media. “It was a huge surprise, I don’t know how else to say it.”
The ads spotlight the family of three eating latkes and lighting the menorah together. Rubinstein — who’s known to his 127,000 Instagram followers as @mistermort and describes himself in his bio as “SHMUCK AT LARGE, GARMENTOLOGIST, ANTHROPOLOGIST, photographer, photojournalist and author” — wears a bright pink sweater over a floral shirt and mustard pants, completing the look with a green knit kippah. Meanwhile, Sara and Isabella keep it more simple, wearing a black sweater and white maxi skirt, and a blue and white dress, respectively.
Each member of the family lights their own menorah on Hanukkah, the couple said. (Courtesy of Nordstrom)
The campaign features other notable New Yorkers celebrating the holidays, including actress Christina Ricci and her hairdresser husband, Mark Hampton, and actor and singer Leslie Odom, Jr., his wife Nicolette Robinson and their two kids. (Actress Robinson is Jewish, and though the Nordstrom ads mostly focus on their family’s Christmas situation, there is also a menorah in the photos.)
“When they came to us for the project, we actually didn’t realize how public facing it was going to be,” Brown-Rubinstein, an interior designer for Ralph Lauren stores, told the New York Jewish Week. “But we love Nordstrom and everything they stand for, and we feel like we’re just a great team of people. They are always featuring such great people from different communities and we love working with them.”
For the shoot, the couple said they had nearly complete creative control — they picked out the decor, food, prayer books and outfits they would be wearing for their pretend Hanukkah party.
“Everything was kosher, obviously. It’s pretty sick to have our yarmulkes and latkes in a Hanukkah ad and not some wack pajamas,” said Rubinstein. “They [Nordstrom] let it be authentic to us.”
Even the latkes — which one observer likened to a hockey puck — are legit: they brought them in from Russ and Daughters, Brown-Rubinstein said.
“Inclusivity is important to us as a company, and we know it is something our customers value too,” Red Godfrey, vice president of creative at Nordstrom, told the New York Jewish Week via email. “Our campaign spreads cheer by showing the real human connection through warm and intimate moments shared amongst loved ones in their most personal settings.
“We aimed to capture the authenticity of real families making merry together and giving us a glimpse of what the holidays look like in their homes,” Godfrey added.
Rubinstein is part of the Lubavitch community and was raised in Rhode Island, Maryland and Brooklyn — his parents now live in Crown Heights. Brown-Rubinstein, who grew up in Connecticut, attended Modern Orthodox synagogues as a child, but now considers herself more culturally Jewish. The couple is dedicated to raising their daughter with a strong Jewish identity.
“I’m Lubavitch — I live for mivtzoim,” Rubinstein said, referring to Chabad’s outreach to less observant Jews, such as the practice of Chabad emissaries asking New Yorkers on the street if they are Jewish during Sukkot and inviting them to shake the lulav.
Rubinstein said the experience of representing and reaching out to other Jewish New Yorkers via the Nordstrom campaign felt very similar. “It’s an honor,” he said.
Alongside the ads, Rubinstein collaborated with Nordstrom to design two handmade, luxury menorahs in the shape of a car and a truck that can be purchased on Nordstrom’s website for a cool $585 and $800 each.
Mordechai Rubinstein and Sara Brown-Rubinstein live in Greenpoint with their daughter Isabella and are committed to creating a Jewish life for her. (Courtesy of Nordstrom)
The couple also curated their ideal holiday entertaining items on Nordstrom’s website, including menorahs, cutlery, dishes, and other gifts and shared their Hanukkah traditions with Nordstrom, which include making a latke recipe courtesy of Rubinstein’s sister, Chani.
Now that the eight-day holiday is officially here, the family, just like in year’s past, will light their own menorahs; eat latkes, sufganiyot and gelt; and spend time with family and friends at Hanukkah parties.
Though they have worked with Nordstrom before on a Father’s Day campaign, this is the first time the Rubinsteins have showcased their Jewish identity in such a public, outward-facing way.
“I’m like, very Jewy — I’m the most Jewish,” Rubinstein said. “I love sharing when I’m in Crown Heights with my family, or on Jewish holidays and stuff, I try to share as much as I can. But it’s not often that I get to incorporate it into work — like, never.”
“A big part of my work is documenting and capturing how people wear their clothes, so I’ll put up pictures [on Instagram] if I’m in Crown Heights or Hasidic Brooklyn. I’ll definitely photograph and post from there. But as far as modeling in a campaign like this, it’s something I’ve never really done. To be able to wear a yarmulke [in a campaign] is brand new,” he added.
Interestingly, unlike many American department stores — Macy’s, Neiman-Marcus, Bloomingdales and Bergdorf Goodman, to name a few — Nordstrom does not have Jewish roots. Founded in Seattle 1901 by Swedish immigrants who made their first fortune during the Alaskan gold rush, Nordstrom has been expanding ever since. They opened a seven-story flagship store on 57th and Broadway at the end of 2019.
“We’re proud to be a part of the community,” Godfrey said. “We’re particularly excited about the way this campaign is showing up in New York City and have received positive feedback from customers and local New Yorkers who are seeing the images on billboards, in the subway and on buses.”
For the couple, who met at a concert at now-closed Hiro Ballroom in 2007, the reactions to the ad from friends, family and strangers have also been their favorite part of the experience — a teacher at Isabella’s school called with excitement after seeing the family’s photos on the subway. Even strangers have taken to posting and tagging Rubinstein on Instagram when they see spot the ad.
“It’s really been very heartwarming, so many we haven’t spoken to in a long time have reached out,” Brown-Rubinstein said.
The family hasn’t seen the ad all together yet — Brown-Rubinstein and Isabella rarely take the subway — but Rubinstein said he travels on the train specifically so he can see it. “All I want is to get my family in front of the picture of ourselves on a city bus framed,” he said.
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The post This Brooklyn family’s Hanukkah celebration is all over New York’s subway appeared first on Jewish Telegraphic Agency.
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I was a reluctant Yiddishist. Here’s what converted me.
I couldn’t understand my peers’ embrace of Yiddish culture. Now I’m fascinated –– by the world evoked in Yiddish music and literature, and the leaders of its revival. My conversion began at Yidstock: a Festival of new Yiddish Music.
The post I was a reluctant Yiddishist. Here’s what converted me. appeared first on The Forward.
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Mamdani confronts backlash over exclusion of Jewish lawyers from judicial panel
Since taking office in January, Mayor Zohran Mamdani has shrugged off criticism from Jewish organizations over his opposition to Israel and Zionism. But new allegations that his administration excluded Jewish lawyers from a key City Hall appointments committee appeared to strike a nerve — getting directly at how he is governing New York City.
“The suggestion that there would be any decision-making motivated by religion, it does bother me,” Mamdani told reporters on Wednesday. “This is a city that is beautiful because of the breadth of diversity of those who call it home, and that includes the Jewish community across the five boroughs.”
On Monday, a coalition of New York City’s Jewish bar associations circulated a letter accusing Mamdani of excluding Jews from his appointees to the city’s 18-member Advisory Committee on the Judiciary. New York City has the largest Jewish population in America, and Jews are heavily represented in the legal profession.
The critics suggested that the absence of Jewish attorneys on the judicial advisory committee follows a “troubling pattern” that has left many Jewish New Yorkers “feeling increasingly marginalized.” The letter also pointed out that the rejection of retired Appellate Division Justice John Leventhal during the vetting process was “disconcerting” given the lack of outreach to other Jewish lawyers.
Mamdani forcefully denied suggestions that religion played any role in assembling legal experts for the committee. “I did not ask for the religion of each of the person that was put forward,” he said on Wednesday.
🚨Mamdani, facing qs about the lack of Jewish members on his judicial advisory committee, says he has appointed and reappointed a dozen judges from diverse backgrounds, “including Jewish ones.”
Mamdani appointed three new judges in January. The rest, including the Jewish judges… https://t.co/1b30y1y0XL pic.twitter.com/R0UQSl3Hmv
— Jacob N. Kornbluh (@jacobkornbluh) July 29, 2026
Mamdani’s press secretary, Joe Calvello, said that Leventhal was rejected after the vetting team found that he served on the legal team of Ghislaine Maxwell, a socialite who was sentenced for helping late sex offender Jeffrey Epstein. Calvello also said that Mamdani “had the privilege of appointing a dozen qualified judges from a range of backgrounds, including Jewish judges.” In January, Mamdani appointed three new judges. Another nine, including those referenced as being Jewish, are sitting judges whose original appointments were made under previous administrations.
That explanation became the centerpiece of Mamdani’s defense Wednesday. “The thing that matters most to me is that in the judges that have been appointed and reappointed, that they do reflect that diversity of New York City, and that diversity includes Jewish New Yorkers,” he said.
Why this controversy is different for Mamdani
The exchange with two reporters at Wednesday’s press conference, who questioned him about the appearance of excluding Jewish lawyers, reflected a different political challenge than the one Mamdani has faced for much of his first six months in office.
Mamdani has clashed with Jewish organizations that have largely centered on foreign policy or how to define antisemitism related to anti-Zionist activity.
His Day One repeal of the International Holocaust Remembrance Alliance definition of antisemitism, labeling Israel’s war in Gaza a genocide, support of boycotts, production of a Nakba Day video commemorating the displacement of Palestinians during Israel’s founding in 1948, response to pro-Palestinian protesters outside synagogues hosting an Israel real estate sale, pledge to seek the arrest of Israeli Prime Minister Benjamin Netanyahu if he visited New York, and most recently his call for protests against Netanyahu’s expected visit to the United Nations alienated much of New York’s organized Jewish community. But they reinforced Mamdani’s standing with his progressive base and the pro-Palestinian movement that helped propel him into office.
The judicial committee controversy is different. It raises questions about Jewish representation within his own government and whether the country’s largest Jewish community is being included in an influential legal panel.
It also follows questions earlier this year about the administration’s outreach to the Jewish community. Mamdani’s Jewish American Heritage Month reception at Gracie Mansion in May drew few leaders from mainstream Jewish organizations, after many declined invitations amid ongoing tensions over the mayor’s handling of antisemitism and Israel. The guest list reflected stronger ties with progressive Jewish groups, anti-Zionist activists and Hasidic leaders.
Wednesday’s response showed that Mamdani sees this as a different kind of political challenge. Unlike criticism over Israel, accusations that Jews are being left out of his own administration strike at the inclusive image he has tried to build as mayor.
The post Mamdani confronts backlash over exclusion of Jewish lawyers from judicial panel appeared first on The Forward.
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Tidbits: A huge Jewish dating event through AI and Chabad
Tidbits is a Forverts feature of easy news briefs in Yiddish that you can listen to or read, or both! If you read the article and don’t know a word, just click on it and the translation appears. Listen to the report here:
דעם 9טן אויגוסט וועלן טויזנטער אומבאַפּאָרטע ייִדן איבער דער וועלט אָנשטעלן זייערע עקראַנען און רעדן נײַן מינוט לאַנג מיט אַ פֿרעמדן. בײַ אַ טייל פֿון זיי וועט דאָס אפֿשר, אָן זייער וויסן, זײַן דער ערשטער שמועס מיט זייער זיווג.
אַזוי האָפֿן טאַקע די אָרגאַניזירער פֿונעם ריזיקן ראַנדקע-געשעעניש, Met@Chabad, וואָס זיי זאָגן וועט זײַן די גרעסטע סינכראָניזירטע ייִדישע ראַנדקע־אונטערנעמונג אויף דער וועלט. אין איין נאַכט וועלן אומבאַפּאָרטע ייִדן פֿון מער ווי 30 לענדער און טויזנט קהילות — אַרײַנגערעכנט מעלבורן, בוענאָס־אײַרעס און ניו־יאָרק — צונויפֿגעפּאָרט ווערן מיט פֿינעף מענטשן, אַ דאַנק דער הילף פֿון „איי־אײַ“ און אויך דורך רבנים און רביצינס, וואָס קענען די באַטייליקטע פּערזענלעך. מיט יעדן פֿון די פֿינעף מענטשן וועט דער באַטייליקטער שמועסן נײַן מינוט לאַנג דורך ווידעאָ.
זינט 2021, ווען מע האָט אײַנגעפֿירט די יערלעכע ראַנדקע־אונטערנעמונג, זענען מער ווי 30 פּאָרלעך פֿאַרקנסט געוואָרן דורך דער סיסטעם, און כּמעט בײַ אַלע זענען די פּאָרלעך געווען פֿון אַנדערע שטעט און לענדער. מיט אַנדערע ווערטער, אָן דער אונטערנעמונג וואָלטן זיי זיך קיין מאָל נישט באַקענט.
די יערלעכע אונטערנעמונג איז אָרגאַניזירט געוואָרן צוליב אַ וואַקסנדיקן פֿענאָמען בײַ די חב״ד־שלוחים איבער דער וועלט. יונגע ייִדן וואָס קומען צו זיי אויף שבת־מאָלצײַטן אָדער כּדי זיך צו באַראַטן מיט זיי וועגן אַ קאַריערע אָדער צוליב אַ פּערזענלעכן ענין, האָבן אָפֿט אויך געבעטן הילף בײַם געפֿינען אַ שידוך. אָבער בײַ חב״ד איז פּשוט נישט געווען קיין „שדכנות־ביוראָ“.
נעמענדיק אין באַטראַכט וויפֿל אַמעריקאַנער ייִדן האָבן הײַנט חתונה מיט נישט־ייִדן האָבן די שלוחים שטאַרק געוואָלט העלפֿן די אומבאַפּאָרטע ייִדן וואָס זוכן אַ זיווג. לויטן „פּיו“־פֿאָרשצענטער, האָבן 72% נישט־אָרטאָדאָקסישע ייִדן זינט 2010 חתונה געהאַט מיט עמעצן וואָס איז נישט קיין ייִד. אָבער זינט דעם 7טן אָקטאָבער 2023 האָבן די שלוחים באַמערקט אַ נײַע טענדענץ: מער יונגע ייִדן זאָגן זיי, אַז זיי ווילן חתונה האָבן מיט ייִדן און זוכן הילף ווי צו דערציִען ייִדישע משפּחות.
כּדי זיך צו פֿאַרשרײַבן אויף דעם ראַנדקע־געשעעניש דעם 9טן אויגוסט גיט אַ קוועטש דאָ:
צו לייענען וועגן דעם אויף ענגליש גיט אַ קוועטש דאָ:
To read about this in English click here:
The post Tidbits: A huge Jewish dating event through AI and Chabad appeared first on The Forward.
