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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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A pioneering Reform synagogue makes way for a booming Iranian Jewish community
Temple Beth-El is an island of Reform Judaism in the Iranian milieu of deep Great Neck, a suburb on the North Shore of Long Island 35 minutes away from Manhattan by train. There are around two dozen synagogues in Great Neck; three of them are Reform, and two of those are tucked away at the edges of the peninsula. Temple Beth-El stands bravely at the center, with frontage on Middle Neck Road, the main street, just steps away from multiple Orthodox synagogues and kosher restaurants serving a spectrum of cuisines.
As an Iranian-American Jew from Great Neck, I’ve been to Temple Beth-El twice before: once, in middle school, for a classmate’s bar mitzvah, and then, in 2021, to get the COVID vaccine. I called it, simply, “the Ashkenazi synagogue.” Tonight, as the oldest synagogue in Great Neck prepares to downsize, I am here for the third time ever, for Friday night services.
Temple Beth-El formed in 1928, when Great Neck was dominated by Protestants. The presence of the synagogue made even more Jews from the city want to move east. Its rabbis were outspoken civil rights activists and hosted Martin Luther King, Jr. in 1967. Now, as Great Neck’s demographics shift further toward more religious Jews, Temple Beth-El’s congregation is shrinking. The synagogue is selling its property to an Iranian Orthodox yeshiva and will be leasing back a portion of it.
In the mid 1980s, Temple Beth-El had around 1,500 families, with a 500-person waiting list, said Stuart Botwinick, the synagogue’s executive director. Now, as members have died off and younger ones aren’t joining as quickly, it has around 400, and can’t fill up its main sanctuary on Rosh Hashanah. Wielding cold economic calculus, I can envision someone arguing that if fewer people choose to attend a synagogue, then whatever happens to it must be natural, or deserved. I can even envision myself arguing that. It’s not guilt, because I did nothing wrong, but as a member of the majority group, some sense of duty makes me want to see with my own eyes what is being lost.
A man hands me a siddur and wishes me a Shabbat shalom. The chapel is beautiful, with a dark wood vaulted ceiling, stained glass and hanging lanterns. I find a seat in the gender-integrated pews among some 30 congregants. I try to follow the prayers, but I don’t know any of the tunes — my home synagogue is not nearly this musical. I am surprised to see some men not wearing kippahs. Rebelliously, I stray from the page everyone else is on and flip briefly to the back of the siddur. There are lyrics to “Hatikvah,” “America the Beautiful,” “God Bless America,” “The Star-Spangled Banner” and, maybe worst of all, “O Canada.” My inner Satmar rebbe shudders.
Fortunately, national hymns are not part of tonight’s repertoire. From the bimah, the rabbi, Brian Stoller, outs me as a Forward reporter. The moment the service ends, several excited Ashkenazi seniors approach me; clearly, the name of this news outlet carries much more clout here than in my typical Great Neck circles.

Stoller holds an optimistic vision of Temple Beth-El’s future that emphasizes adult education and cultural arts above physical space. In other words, “we’re not here to be landlords,” says Jennifer Still-Schiff, a co-president of the synagogue sisterhood. Still, losing ownership and part of their space must be somewhat traumatic. Once the service ends, Howard Herman, an honorary vice president of the board who’s been a member since the 1980s, gives me a tour and shows me all of the things the synagogue will need to sell.
“We have this beautiful Judaica museum, and we’re going to be selling it or giving a lot of it away,” he says. Then he shows me the large sanctuary. We can’t find the light switch, so we turn on our cell phone flashlights to inspect a 55-foot-long sculpture behind the bimah: “The White Flame of the Six Million” by Louise Nevelson. In the sculpture, which integrates the Torah ark, shapes carved out from white wood represent the uniqueness of every life lost in the genocide. “We’re going to have to sell this,” Herman says. “Who can buy this?”

That sanctuary, where Temple Beth-El used to hold regular Shabbat services and now only holds High Holy Day services, seats almost 900 people. It will become part of the yeshiva’s space. Sisterhood co-president Rochelle Rosenbloom says the chapel, which seats about 250, will be enough to seat worshipers even on the High Holy Days. If it isn’t, she and Still-Shiff said, they can stagger two sets of services or have people watch the services on a TV in the lobby.
At a time when Great Neck was still mostly Christian, the existence of Temple Beth-El “was an essential sign that Jews could live in Great Neck and that there were enough of them, committed to religious participation through the Reform movement, to make it safe and desirable for others to try it out,” historian Judith Goldstein wrote in her book Inventing Great Neck. It was the peninsula’s only synagogue until 1941, when Temple Israel of Great Neck formed, said Brad Kolodny, an amateur historian of Long Island Jewish history. In the 1960s, Jews — particularly liberal, Reform Jews — began to outnumber Christians in Great Neck. Temple Beth-El had to build a bigger sanctuary. At times, even that sanctuary — the one with the Holocaust memorial sculpture — filled up, and administration had to set up overflow seating in other rooms.
Persian synagogues started cropping up in Great Neck after the Islamic Revolution in 1979. Great Neck has Iraqi and Syrian synagogues, too, plus several synagogues that are not officially Mizrahi but have Mizrahi congregants. Now, any car trying to drive on, say, Steamboat Road on a Saturday morning must use caution, as the sidewalks aren’t wide enough for the large groups of skipping children, bike-riding kippah-clad young men, and moms pushing double strollers in their Shabbat finest.
People in the Jewish world can get accused of being “Ashkenormative,” but since 1979, Great Neck has become Mizrahi-normative. When I was a child, a last name like “Weiss” or “Katz” connoted nothing to me, and for the longest time I assumed that my classmates whose hair was lighter than mine couldn’t possibly be Jewish. I used to watch The Nanny with my mom; one night, as Fran and Sylvia Fine peppered their speech with schleps, schvitzes, and other Yiddishisms, I asked my mom what language the characters were speaking. “I don’t know,” she said.
Fran was a prime example of what I eventually came to understand as the stereotype of the liberal American Jew, a character so familiar to American audiences that she could speak Yiddish and expect to be understood. But as the growth of the Orthodox community outpaces that of other denominations, I realize that stereotype is becoming less and less accurate. Forty-four percent of Jews ages 65 or older identify as Reform, but only 29% of Jews who are 18 to 30. And more concerningly: among people raised Reform, 12% of them are “no longer Jewish,” according to a 2020 Pew research study. When, in 1994, Fran Fine wished for “a husband and a house in Great Neck,” she was talking about a place already in flux, a place where a legacy of civil rights activism would soon give way to people who voted heavily for Donald Trump and helped elect George Santos.
When I told my mom I was writing about Temple Beth-El, she told me in an approving tone of voice that they lend out wheelchairs and other medical equipment for free, and collect donations from families of people who’ve died and no longer need theirs. Indeed, “social action” is an important value here: The synagogue also sends volunteers to an interfaith food pantry based at a local church, and some congregants volunteer to support undocumented immigrants, said Botwinick.

That willingness to look outward distinguishes Temple Beth-El from, say, my synagogue, and Botwinick argues many Iranian Jews benefit from it. “We believe that the Jewish community and the greater community actually falls in line with a lot of what we do and what we believe,” but doesn’t say so “because of cultural pressures,” Botwinick said. “Equal rights is important, health is important, caring for the immigrant community matters. It takes a strong voice — Temple Beth-El is that strong voice — to say these things matter.”
This is the most compelling thing anyone has told me for this story: that even Orthodox Jews benefit from having a Reform synagogue for a neighbor. If, for example, Temple Beth-El hadn’t opened as a vaccine hub, I struggle to see my synagogue, where many congregants are vaccine-skeptical, filling that gap.
Dr. Gary Zola, Temple Beth-El’s historian in residence, addressed the threats of decline facing Reform Judaism in a March 13 sermon, and said the synagogue’s long history should serve as a source of hope. “Let’s not forget that 98 years ago, a handful of Jewish scholars decided to create a Jewish community out of nothingness.”
“It is clear that the enervation of liberal Jewish life is a challenge,” he said, “but it’s a challenge that awaits our response.”
The post A pioneering Reform synagogue makes way for a booming Iranian Jewish community appeared first on The Forward.
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Top British private Jewish school closing amid funding challenges
(JTA) — Immanuel College, a top-ranked Jewish private day school in the outskirts of London, announced on Tuesday that it will close its doors at the end of this year amid financial pressures and declining enrollment.
“This is an incredibly difficult and painful moment,” Daniel Levy, the chair of governors for the school, said in a statement. “Immanuel College has been a cornerstone of education and community life for more than 35 years, and we know how deeply this news will be felt by all those connected to it.”
The Modern Orthodox Jewish day school, which was ranked the U.K.’s top-performing Jewish school in The Sunday Times Parent Power Guide in 2025, is one of a small number of independent Jewish schools in the London area.
Founded in 1990 by Lord Immanuel Jakobovits, the former Chief Rabbi of the British Commonwealth, the school serves roughly 360 pupils ages 10-18. Last year, Immanuel College’s prep school also shut down due to “unprecedented financial pressures.”
The school sits alongside a much larger network of state-funded Jewish schools, including the prestigious JFS (formerly Jews’ Free School) and the Jewish Community Secondary School.
Levy said that the school was “committed to ensuring that every pupil is guided to the right next step,” and was working with schools across the Jewish and independent school landscape to find placements for its students. (Independent schools in the U.K. are fee-paying private schools, while state schools are government-funded and free to attend.)
A press release pinned the closure on a litany of factors, including “the introduction of VAT on independent school fees, rising operational costs driven by inflation and increased National Insurance contributions, and a decline in pupil numbers.”
VAT, or the U.K.’s value added tax, was applied to private schools in the country last year after they were previously exempted from it.
In the release, the school also said the decline in enrollment “reflects a broader trend across the sector, with a growing number of independent schools closing in recent years.”
“Additionally, changing dynamics within the Jewish education landscape, including the increased popularity of Jewish state schools, have contributed to reduced enrolment,” the release continued, adding that Immanuel faced ongoing annual losses exceeding £2 million, or $2.3 million.
Oliver Dowden, a British lawmaker and member of the Conservative Party, lamented the closure in a post on X, writing that it was “yet another victim of Labour’s VAT raid on private schools.”
“Very sad to learn of closure of the brilliant Immanuel College at the end of the current academic year. A real blow to Bushey and the Jewish community,” Dowden wrote, referring to the Hertfordshire village where Immanuel is located.
Writer and political analyst Arieh Kovler described the school as an “oddity” in the British Jewish educational landscape, writing in a post on X that it was “not religious enough for ‘black hat’ type modern Orthodox, not prestigious enough for parents who want excellent private schools, and parents who just want a Jewish school for their kids have many free state options now.”
According to Britain’s Institute for Jewish Policy Research, of the Jewish children enrolled in Jewish schools, 60 percent attend haredi (or “strictly”) Orthodox schools, a figure that does not include haredi Orthodox teenagers studying in yeshivot and seminaries not included in government data. In the 1990s, only 46 percent of Jewish students attended haredi schools.
For many parents and members of the British Jewish community, the loss of the school cut deep.
“At a time when our children’s strength in their own identity is so essential, it feels doubly tragic for a school that instills that Jewish pride to close,” Naomi Greenaway, an Immanuel College parent and journalist, wrote in an op-ed in The Jewish Chronicle. “But this tragedy is one that the Immanuel College community of parents, pupils, teachers, trustees, governors and alumni will have to mourn together.”
Rabbi Alex Chapper, the leader of the Borehamwood & Elstree United Synagogue in England, wrote in a post on Facebook that the closure served as a reminder of “just how important Jewish education is for our community.”
“It must never be taken for granted, outsourced, or undervalued,” Chapper wrote. “Instead, we should redouble our commitment to supporting the education of the next generation, so they can build a proud, knowledgeable, and confident Jewish future.”
The Hertfordshire Friends of Israel also mourned the closure in a post on Facebook, writing, “This is more than just a school closure story, it’s about a community, a legacy and the growing pressures on Jewish education across the UK.”
This article originally appeared on JTA.org.
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Hochul pushes 25-foot buffer around New York houses of worship as Mamdani wavers on local bills
New York Gov. Kathy Hochul on Tuesday doubled down on her support for proposed legislation that would create a 25-foot buffer zone around houses of worship statewide, stepping into a growing debate over public safety and free speech in a move that puts her at odds with New York City Mayor Zohran Mamdani.
Hochul, who is running for reelection this year, pushed the plan ahead of a final budget agreement with the state Legislature, now more than two weeks past its April 1 deadline. It comes as Mamdani has declined to say whether he will sign a more limited measure passed by the City Council aimed at curbing disruptive demonstrations outside synagogues and schools.
“I want to get that done,” Hochul, speaking alongside Jewish leaders and law enforcement officials, said about her proposed 25-foot buffer, which would be upheld by police around places of worship. “That is common sense. It’s a statement when people leave their homes, that they will feel safe from harassment.” She added that the fear of Jews facing antisemitic attacks and harassment “is not a hypothetical. It is happening. It has happened, and the effects are lingering.”
The governor’s proposal marks a more aggressive statewide approach than the one recently passed by the New York City Council, led by Speaker Julie Menin, who is Jewish, as anti-Jewish incidents continue to make up a majority of reported hate crimes in New York. The Council’s package of bills directs the NYPD to develop a plan within 45 days for managing protests near houses of worship and educational institutions. The synagogue-focused measure passed 44–5 — a veto-proof margin — while a companion bill addressing protests near schools cleared the chamber with a narrower majority.
Mamdani, a strident critic of Israel who rose to power aligned with pro-Palestinian activism, has not committed to signing or vetoing the legislation, citing “serious concerns” raised by free speech advocates and pro-Palestinian supporters about limiting New Yorkers’ constitutional rights. Under city law, the bills could also become law automatically if he takes no action within 30 days.
The mayor, however, did publicly express objections to the Council’s initial proposal to establish buffer zones of up to 100 feet outside synagogues. “I wouldn’t sign any legislation that we find to be outside of the bounds of the law,” he said. The perimeter proposal was omitted in the final version of the bill following reservations expressed by Police Commissioner Jessica Tisch, who cautioned that a one-size-fits-all rule might not withstand legal challenge and could prove unworkable across neighborhoods with vastly different street layouts.
A City Hall spokesperson referred to Mamdani’s previous statements when asked for comment on the Hochul proposal. The state measure could supersede any action he takes.
The proposals emerged following disruptive protests outside houses of worship in recent months centered on events promoting immigration to and real estate in Israel, at Park Avenue Synagogue in Manhattan and Young Israel of Kew Gardens Hills in Queens.
Hochul was uncompromising about her approach. “I believe I have the right to protect people’s constitutional right to free exercise of religion,” she told reporters. “And so if that needs to be tested in court, bring it on.”
Hochul, who endorsed Mamdani in the mayoral election last year, has maintained a warm relationship with Jewish leaders since becoming governor. If passed, the buffer zone bill could bolster her chances among the state’s more than one million Jewish voters against Bruce Blakeman, the Republican candidate and the first Jewish executive of Nassau County on Long Island. In 2022, former Rep. Lee Zeldin came within five percentage points of winning the governor’s race, powered by strong Jewish support.
Hochul made the announcement to call for an additional $70 million in funding for the state’s Securing Communities Against Hate Crimes program, which provides grants to protect vulnerable institutions, as well as a new online system for reporting bias incidents. Hochul has already allocated $131 million in grants for a total of 1,745 security projects since taking office in 2021.
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