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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.


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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Rep. Jared Moskowitz becomes latest Jewish lawmaker to reveal antisemitic threats

(JTA) — The messages that Rep. Jared Moskowitz said he received at his office were filled with obscenities, calls to “kill Jews” and warnings that the Florida Democrat would be “going down.”

Moskowitz played the voicemails during an interview with CNN’s Sara Sidner on Friday as he described a sharp rise in antisemitic hostility against Jewish lawmakers since Oct. 7, a trend he said reflected a broader normalization of antisemitic rhetoric in American public life.

“We seem, Sara, to have passed a Rubicon now with these antisemitic threats,” Moskowitz said. “It used to be once in a while you’d see a swastika on a building, once in a while, you know, someone would say something online. Now it’s every day, all the time, on podcasts, online, in the media, in the halls of Congress, and they’re trying to get Jews.”

CNN played multiple messages that illustrated Moskowitz’s point, with Sidner warning viewers that what they would hear was “deeply disturbing.”

Moskowitz, who is Jewish, said the spate of threats had caused him to need a police officer stationed outside his home 24 hours a day, since a man was sentenced to prison for plotting to kill him in November 2024.

“The U.S. government needs to kill Jews, you kill these f–cking nasty Jews, kill every single f-cking Zionist scumbag,” a caller said in one of the voicemails. “Zionism is treason to ‘we the people’ in our U.S. Constitution. Kill Israel.”

Another caller left this message: “Hey you Zionist Jew f-cking pig. How about no more money for Israel? Funding Israel, stealing more of our money for Israel. F-ck Israel, let them f-cking burn to the ground. You’re going down too, sir.”

Moskowitz is far from the only Jewish lawmaker to report a rapidly increasing number of antisemitic threats and harassment in recent weeks. The shift comes as both parties grapple with internal tensions about how to handle antisemitism within their ranks, and as anger about Israel and the Iran war funnels more attention to U.S. Jews. It also comes amid rising political violence in the United States.

“It’s no longer a Republican and a Democrat [issue],” Rep. Max Miller, a Jewish Ohio Republican, told Axios this week. “Both ends of our parties are wackadoos who hate Jews.”

Miller received a message warning that “antisemitism is on the rise because you guys think you own the f-cking world,” according to Axios, which said the caller added, “You guys are going to be shot dead every f-cking day.”

Among the messages highlighted by a recent Axios report on the phenomenon was a letter sent to New York Democratic Rep. Jerry Nadler, in which one constituent wrote that “Hitler was spot-on, 100% right about the filth that you Jew-bastards, you kikes are.” In a voicemail left for Ohio Democratic Rep. Greg Landsman’s office, one caller said, “I don’t like Jewish people, and the congressman should just go die.”

The lawmakers say the phenomenon is new. “Across the board, we have never seen anything like this in my lifetime in public office,” Jewish California Rep. Brad Sherman told the New York Times last month. “It’s like you turned the volume up from two to 10.”

The volley of antisemitic threats has also spilled into the real world, with Miller reporting last year that a man had attempted to run him off the road while calling him a “dirty Jew.” Last year, a man set fire to the residence of Jewish Pennsylvania Gov. Josh Shapiro hours after his family hosted a Passover seder there.

“We need good people to not be quiet,” Moskowitz said when Sidner asked him what message should be sent in response to the rise in antisemitic rhetoric targeting lawmakers.

“There are people out there, they may disagree with U.S. policy, they may not like the leader of a country, but they shouldn’t be allowing antisemites into their movement,” Moskowitz said. “They should not be embracing this sort of behavior, because they’re trying to win some sort of political point. It should be obvious.”

Moskowitz’s comments echoed a growing debate over the normalization of antisemitic rhetoric within American politics on both the left and the right, with Jewish lawmakers and watchdog groups warning that language once relegated to the fringes has increasingly become mainstream.

Last week, Texas U.S. Senate candidate James Talarico told the Jewish Telegraphic Agency that he would not campaign with Maureen Galindo, a Democratic congressional candidate in Texas who says she wants to open a “prison for American Zionists” among other incendiary remarks. Talarico said in a statement that “antisemitic rhetoric has no place in our politics.”

On Wednesday, Sen. Rand Paul’s son William apologized after he made repeated antisemitic comments directed at New York Republican Rep. Mike Lawler, who is not Jewish, including calling Jews “anti-American.”

Moskowitz told CNN that, while people may criticize the Israeli government and Israeli Prime Minister Benjamin Netanyahu, the voicemails left at his office illustrated “how quickly, you know, they go from Zionism to Jews, Israel to Jews.”

“Listen, if you don’t like Netanyahu, great, go out and criticize him all day long,” Moskowitz said. “But don’t let people into your tent that you know are threatening to kill my family or my kids.”

The post Rep. Jared Moskowitz becomes latest Jewish lawmaker to reveal antisemitic threats appeared first on The Forward.

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Jewish groups denounce fatal shooting at San Diego mosque, say it proves need for security funding

(JTA) — Jewish groups are denouncing a fatal shooting at a mosque in San Diego in which three people, including a security guard, were killed. They are also saying the incident, which follows attacks on synagogues, underscores a need for more federal funding for security at houses of worship.

Police in San Diego said they are investigating the attack on the Islamic Center of San Diego as a hate crime. San Diego Police Chief Scott Wahl said two teenagers, ages 17 and 19, who appeared to have carried out the attack were found dead of self-inflicted gunshot wounds in a car nearby.

“We are heartbroken by today’s attack on the Islamic Center of San Diego. Islamophobia has no place in California or anywhere in this country,” Jesse Gabriel, chair of the California Legislative Jewish Caucus, said in a statement. He added, “We are committed to working with our colleagues to strengthen protections for houses of worship and combat hate-motivated violence.”

The attack, which occurred at about 12:30 p.m. local time, sent five area schools into lockdown, including a Hebrew charter school.

“We’re safe and we’re following the direction of the police,” a representative for Kavod Hebrew Charter School told the Jewish Telegraphic Agency by phone on Monday afternoon. Kavod is a non-religious bilingual K-8 school that employs a number of Jewish and Israeli educators.

A synagogue that houses a school in an adjacent neighborhood also said it was briefly locked down in the immediate aftermath of the shooting.

The mosque attack comes two months after a man rammed an explosives-laden truck into one of the largest synagogues in the United States, Temple Israel in Michigan. There, the synagogue’s robust security training was credited with halting the attack. Children were inside the adjacent preschool at the time.

“The images coming from San Diego are all too familiar to us,” Temple Israel said in a message to its community that it posted to social media. It said that one of its rabbis, Jen Lader, was in Washington, D.C., to lobby for $1 billion in federal security funding for houses of worship.

Jewish Federations of North America said it had more than 400 local Jewish leaders in Washington to lobby for the security funding, which it said was necessary to protect religious communities from threats that are “real, urgent, and growing.” The $1 billion ask is a centerpiece of JFNA’s response to growing security concerns and would represent more than a doubling of federal spending on security needs for houses of worship.

“To anyone who feels this is excessive, what happened to Temple Israel two months ago, and now, the Islamic Center of San Diego, proves that it is not optional funding,” Temple Israel said. “Every dollar will be necessary to protect houses of worship all over the country.”

Imam Taha Hassane of the Islamic Center of San Diego, which includes a mosque and the adjacent Al Rashid School, said teachers, students and school staff were safe.

“At this moment, all that I can say is sending our prayers and standing in solidarity with all the families in our community here, and also the other mosques and all the places of worship in our beautiful city,” Hassane said during a press conference Monday afternoon. “They should always be protected. It is extremely outrageous to target a place of worship. Our Islamic Center is a place of worship. People come to the Islamic Center to pray, to celebrate, to learn.”

Law enforcement across the country are tightening security measures in response to the attack in San Diego.

“While there is currently no known nexus to NYC or specific threats to NYC houses of worship, out of an abundance of caution, the NYPD is increasing deployments to mosques across the city,” the New York Police Department said in a statement.

The post Jewish groups denounce fatal shooting at San Diego mosque, say it proves need for security funding appeared first on The Forward.

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Mamdani’s first Jewish Heritage event reveals a narrowed circle

The Jewish American Heritage Month reception at Gracie Mansion, the mayor’s official residence on the Upper East Side, on Monday evening felt unlike any before it. It was not simply because the host, Zohran Mamdani, is New York City’s first Muslim mayor or because the Shavuot-themed menu was dairy. It was that the annual gathering came amid one of the most strained relationships between a mayor and much of New York’s Jewish establishment in recent memory.

Even the setting reflected the changed atmosphere. Previous receptions under former mayors had spilled into a large tent in the mansion’s garden overlooking the East River, with buffet tables lined with kosher food, bars stocked with liquor and wine, live music and packed crowds of rabbis, communal leaders, elected officials and supporters mingling late into the evening. The longstanding traditional events became demonstrations of the close alliance with mainstream Jewish organizations and pro-Israel activists, who formed a key part of their political base.

This year’s gathering was different. The event was moved indoors to Gracie Mansion’s smaller blue reception room. The crowd of 150 people was served by waiters quietly circulating through the room with small dairy dishes in honor of Shavuot: miniature cheesecakes, halved cheese blintzes, cheese bourekas served with a touch of charif on the side, potato knishes, chocolate mousse, salad cups and cheese-ball skewers. The drink selection was limited to Herzog wine from California and water.

There was no music at all — not even a cappella — despite the easing of traditional restrictions during the final days of the Omer before Shavuot.

Mamdani’s Jewish commissioners, deputy mayors and aides circulated through the room, greeting attendees. But absent were prominent Jewish figures in city government and politics, including Police Commissioner Jessica Tisch, Comptroller Mark Levine, Manhattan Borough President Brad Hoylman-Sigal and most of the local elected officials. The only Jewish elected officials in attendance were Councilmembers Harvey Epstein and Lincoln Restler, and former comptroller and now congressional candidate Brad Lander.

The crowd itself reflected the Jewish coalition emerging around Mamdani’s mayoralty: anti-Zionist activists aligned with groups such as Jews For Racial & Economic Justice and Jewish Voice for Peace; liberal Jewish leaders affiliated with New York Jewish Agenda, who have sharply criticized Mamdani on Israel and antisemitism issues while continuing to engage with the administration, and those aligned with pro-peace organizations; and Hasidic leaders from the Satmar community in Williamsburg, who religiously oppose Zionism and have long shaped their relationship with municipal government around local priorities such as housing, education and nonprofit funding.

Mamdani was introduced by Phylisa Wisdom, executive director of the Office to Combat Antisemitism, who also serves as the unofficial director for Jewish affairs. Rabbi Irwin Kula, president of the National Jewish Center for Learning and Leadership, delivered the invocation, and Jake Levin, manager of the Mayor’s Office of Mass Engagement, served as emcee.

The mayor offered some greetings, describing the preparations for Shavuot across the city, the teaching of Jewish values and his administration’s effort to combat rising antisemitism. “Jewish New Yorkers have worked to cultivate a city that is safe and open to all,” Mamdani said. “You should be accorded the same security and the same peace of mind.”

He then honored Ruth Messinger, the trailblazing Jewish political leader who in 1997 became the first and only woman to win the Democratic nomination for New York City mayor and went on to lead American Jewish World Service. Messinger backed Mamdani in the mayoral race last year. Guests were then privately ushered in to take photos with Mamdani.

Mamdani’s coalition

New York City Mayor Zohran Mamdani on May 18. Photo by Jacob Kornbluh

The reception came just days after Mamdani reignited tensions with many Jewish communities by posting a Nakba Day video produced by his City Hall media team commemorating the displacement of Palestinians during Israel’s founding in 1948. That was followed by what was perceived as a delayed and balanced response to pro-Palestinian protesters descending on a heavily Jewish Brooklyn neighborhood where a synagogue hosted a real estate sale that included West Bank properties.

The Nakba video angered many Jewish New Yorkers who already viewed Mamdani’s sharp criticism of Israel and embrace of Palestinian activism as dismissive of Jewish fears over rising antisemitism. Despite the backlash, there was little indication that Mamdani intends to moderate the political identity that brought him to power. Mamdani defended the video Monday morning when pressed about the civic purpose of using official city resources to mark Nakba Day, saying that acknowledging Palestinian suffering does not negate Jewish suffering or Israel’s history. He also declared that his “door is always open” to Jewish leaders despite the backlash.

But on Monday, a notable array of prominent Jewish leaders did not walk in — or were not invited.

Among those absent were leaders of the Jewish Community Relations Council, the Conference of Presidents, UJA Federation of New York, Board of Rabbis, Anti-Defamation League, American Jewish Committee, the Reform movement, Met Council, Orthodox Union, Agudath Israel of America and Chabad-Lubavitch. Devorah Halberstam and Yaacov Behrman, leaders affiliated with Lubavitch in Crown Heights who recently appeared with Mamdani, did attend.

Some Jewish communal leaders absent from the Gracie Mansion reception have embraced a strategy of total opposition to Mamdani, viewing engagement with him as legitimizing a mayor they see as hostile to Zionism. Other organizations that are dependent on city grants or ongoing access to the municipal government have continued engaging with City Hall even while publicly criticizing the mayor’s rhetoric on Israel and antisemitism.

But that has become increasingly harder for them. The UJA Federation of New York, which hosted Mamdani for a mayoral candidate forum last year, said its leadership did not attend because it was “being hosted by a mayor who denies a core pillar of our heritage — the State of Israel as the homeland of the Jewish people.”

Rabbi Joseph Potasnik, executive vice president of the New York Board of Rabbis, who was among 19 Jewish leaders on Mamdani’s transition team, told the New York Post he declined an invitation to join.

The reception suggested that Mamdani is continuing to cultivate a smaller alternative Jewish coalition, separate from the traditional pro-Israel communal establishment and rooted more in progressive activism and pragmatic community relationships. Mamdani recently appointed Rabbi Miriam Grossman, a JVP activist, as his faith liaison.  To his critics, however, the evening underscored how narrow that coalition remains within the broader Jewish community of New York City.

The post Mamdani’s first Jewish Heritage event reveals a narrowed circle appeared first on The Forward.

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