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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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San Francisco mayor Daniel Lurie condemns ‘Tax the Jews’ chant heard during protest
(JTA) — Jewish leaders and California elected officials have condemned an antisemitic chant that was audible during a protest Wednesday against the repeal of a local San Francisco tax ordinance.
During a news conference addressing a new housing construction development plan hosted by San Francisco mayor Daniel Lurie and San Francisco District 5 Supervisor Bilal Mahmood, protesters with the Democratic Socialists of America chanted “tax the rich.”
According to videos reviewed by the Jewish Telegraphic Agency, one woman on the scene can be clearly seen and heard chanting “tax Israel” and “tax the Jews.”
For those curious, a source sent me this video of the press conference. You can hear a woman chanting “tax Israel” and “tax the Jews” about 30 seconds in. https://t.co/0fDb9H8TXH pic.twitter.com/PkdHLGzBc1
— Gabriel Lorenzo Greschler (@ggreschler) February 26, 2026
Lurie, who is Jewish, condemned the chants, which he said had come from a group of people.
“At an event this afternoon, a group of individuals that were chanting ‘tax the rich’ began to shout ‘tax the Jews,’” Lurie tweeted. “Suggesting that Jews are wealthy is a tired trope, and targeting our community at an event focused on creating economic opportunity for San Franciscans is decidedly antisemitic. I will never accept hate directed at the Jewish community or any community in our city. Those are not San Francisco values—we’re better than that.”
The DSA, the largest socialist organization in the country, distanced itself from the chants, saying that only a single person was involved and that she was not a DSA member.
“During today’s protest of the Prop I repeal, a non-member joined the crowd and spouted disgusting antisemitic remarks,” the DSA said in a statement. “DSA members and other protesters asked her to stop, but she refused. We want to be clear that whatever hate she holds isn’t shared by DSA members and we categorically reject antisemitism.”
In the videos, the woman is wearing a head covering and glasses and appears to be pacing a distance away from the other protesters.
The incident comes as the DSA, which endorses the Boycott, Divestment, and Sanctions movement and opposes economic and military aid to Israel, has both notched major wins and drawn repeated allegations of antisemitism. After Oct. 7, it broke with one of its political stars, New York Rep. Alexandria Ocasio-Cortez, following her appearance on a panel where she condemned antisemitism. More recently, one of its members, Zohran Mamdani, was elected mayor of New York City. There, a DSA member last week challenged a DSA-affiliated elected official for condemning Hamas during an open meeting.
In San Francisco, the chant was condemned by other Jewish organizations, leaders and government officials, like the San Francisco Jewish Community Relations Council, California Rep. Ro Khanna, and Anti-Defamation League CEO Jonathan Greenblatt.
In a statement shared on X, Amy Spitalnick, the CEO of Jewish Council for Public Affairs, said, “What does antisemitism look like? This. This is hate and extremism masquerading as progressive politics when, in fact, nothing about it is progressive — and it only undermines the fight for justice, all of our safety, and our democracy.”
The post San Francisco mayor Daniel Lurie condemns ‘Tax the Jews’ chant heard during protest appeared first on The Forward.
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HarperCollins to publish book of conversations with Rabbi Eli Schlanger, Chabad emissary slain in Sydney
(JTA) — A book featuring testimony from Rabbi Eli Schlanger, the Chabad emissary who was killed in December in an antisemitic terror attack in Sydney, will be published this spring, HarperCollins Publishers announced on Thursday.
Schlanger, who moved to Bondi Beach as an emissary of the Chabad movement 18 years ago, was the father of five children, including a newborn son. On Dec. 14, Schlanger was hosting the Chabad of Bondi’s Hanukkah celebration when two gunmen opened fire on the festivities, killing Schlanger as well as 14 others.
The book, titled “Conversations With My Rabbi: Timeless Teachings for a Fractured World,” was written by Nikki Goldstein, a Jewish author who first encountered Schlanger during a hospital stay in 2022.
Last January, Goldstein and Schlanger began recording their conversations together for a book, but weeks before finishing its final chapter, Schlanger was killed.
“I was devastated, shocked, and grieving. But I knew that Eli’s legacy, his mission to bring light and love to the world, would not die with him,” Nikki Goldstein said in a statement. “Eli saved my life those years ago, and it’s my honor and privilege to ensure that his voice, memory, and mission are not silenced by terror and continue to work miracles.”
The book, which is set to be published on May 26, is the second major work centering a Jewish victim of terrorism to be released within a year. Former hostage Eli Sharabi’s memoir “Hostage,” published last fall, was named Book of the Year by the National Jewish Book Awards earlier this month. The memoir, which details Sharabi’s abduction by Hamas on Oct. 7, 2023, and 15 months he spent in captivity before learning that his wife and daughters had been murdered, was a bestseller in Israel before coming out in English.
A book by another icon of the Israeli hostage crisis is slated to hit the shelves in April. Rachel Goldberg-Polin’s memoir, titled “When We See You Again,” chronicles her relentless advocacy to free her son Hersh, who was kidnapped from the Nova music festival in Israel on Oct. 7 and subsequently murdered by Hamas in August 2024.
The post HarperCollins to publish book of conversations with Rabbi Eli Schlanger, Chabad emissary slain in Sydney appeared first on The Forward.
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Israel Helps Somaliland Tackle Water Crisis, Welcomes First Ambassador After Recognition
Israel’s special envoy for water issues, Ambassador Rony Yedidia Clein, center, stands with Somaliland’s director-general at the Ministry of Water Development, Aden Abdela Abdule, second from the right, and other officials at a waste treatment facility in Israel, Feb. 25, 2025. Photo: Screenshot
Israel has initiated a multi-prong approach to aid Somaliland in overcoming a series of droughts which have plagued the Horn of Africa region for years, lending its support in water management and other areas as the two sides formally establish diplomatic relations.
On Monday, the first official delegation from Somaliland — 25 water sector workers — arrived in Israel following Jerusalem’s decision in December to become the first country to officially recognize the Republic of Somaliland as an independent and sovereign state
Israel’s agency for international development cooperation, MASHAV, is spearheading the collaboration effort.
“Honored to welcome this morning the participants of the 1st [MASHAV] tailor-made course for Somaliland’s National Water Authority (SNWA) ‘National Water Resources Planning and Management,’ building capabilities and bilateral cooperation,” the Israeli agency’s head, Eynat Shlein, posted on social media.
Israel’s envoy for water issues, Ambassador Rony Yedidia Clein, and the Somaliland visitors toured the National Center for Water Education and Innovation at the Shafdan wastewater treatment complex in Rishon LeZion.
Despite being largely arid and having limited natural freshwater supply, Israel has emerged as a global leader in water management, recycling nearly 90 percent of its wastewater, primarily for agricultural irrigation.
Aden Abdela Abdule, who serves as director general of Somaliland’s Ministry of Water Development, met with Eden Bar Tal, director general of Israel’s Foreign Ministry. According to Shlein, the two officials “stressed the importance of the bilateral relations and the joint partnership. During the meeting and a separate discussion with the MASHAV team, we discussed the vast potential to cooperation between the two states.”
The situation has become dire for Somaliland’s farmers struggling with thirsty crops.
“We are desperate,” Faysal Omar Salah, who operates a family farm near the village of Lallays, told AFP, describing how his children survive on milk from his cattle. “If the rain crisis continues, we will just leave this land and go to a town. We hope Israel will help us cultivate our dry land.”
Israeli experts will reportedly visit Somaliland soon to aid in installing technology to counter a variety of water challenges which have hit the African country’s 6.2 million inhabitants. Over the last five years, the rainy seasons in the region have arrived late and diminished, causing shortages, regular droughts, and a need to rely on groundwater. In addition, Somaliland has seen water losses in its city regions and lacks major monitoring technology.
“Inshallah, Israel is going to help us changing our practices. Because if you want to change practices, you need to have knowledge,” Agriculture Ministry official Mokhtar Dahir Ahmed told AFP.
Meanwhile, Israel and Somaliland have moved to formalize their diplomatic relations.
On Wednesday, Israel’s Foreign Ministry announced it had formally welcomed Dr. Mohamed Haji, recognizing him as the fully accredited Ambassador Extraordinary and Plenipotentiary of the Republic of Somaliland to Israel. Israel will reciprocate by naming its ambassador to Somaliland in the coming weeks.
Somaliland’s President Abdirahman Mohamed Abdillahi is scheduled to make his first official visit to Israel at the end of March, the Jerusalem Post reported, citing sources familiar with the matter. He had previously visited in December for discreet negotiations that led to the partnership with the Jewish state.
According to experts, the growing Israel-Somaliland partnership could be a “game changer” for Israel, boosting the Jewish state’s ability to counter the Yemen-based Houthi terrorist group while offering strategic and geographic advantages amid shifting regional power dynamics.
Unlike most other states in the region, Somaliland has relative security, regular elections, and a degree of political stability — qualities that make it a valuable partner for international allies and a key player in regional cooperation.
Somaliland, which has claimed independence for decades in East Africa but remains largely unrecognized, is situated on the southern coast of the Gulf of Aden and bordered by Djibouti to the northwest, Ethiopia to the south and west, and Somalia to the south and east. It has sought to break off from Somalia since 1991 and utilized its own passports, currency, military, and law enforcement. The region remains distinct from the rest of Somalia due to the dominance of the Isaaq clan.
However, several Arab, Islamic, and African countries, including regional powers, publicly rejected the move, as did other states such as China.
Somalia’s President Hassan Sheikh Mohamud warned Israel at the Al Jazeera Forum in Doha on Feb. 7 against establishing a military base in Somaliland.
“We will confront any Israeli forces that enter, because we oppose this and will never allow it,” he said.
That same day, the Somali president blasted Israel’s decision to recognize Somaliland in an interview with Iran’s PressTV propaganda network. Mohamud labeled Israel’s recognition as “reckless, fundamentally wrong, and illegal action under international law.”
The European Union also opposed the decision, saying it “reaffirms the importance of respecting the unity, the sovereignty, and the territorial integrity” of Somalia.
US President Donald Trump has said he opposes recognition of Somaliland, but his administration defended Israel’s decision, saying Jerusalem “has the same right to conduct diplomatic relations as any other sovereign state.”
Somaliland’s minister of the presidency, Khadar Hussein Abdi, told AFP on Saturday that the government is prepared to offer mineral rights and military infrastructure in exchange for recognition from the United States. The region includes significant lithium deposits, putting it in potential competition with China which currently dominates the market, controlling roughly 65-70 percent of the world’s lithium refining capacities and 60 percent of rare earthing mining.
“Situated along the Gulf of Aden near the Bab el-Mandeb Strait – a chokepoint linking the Red Sea to the Suez Canal and carrying roughly 10 percent of global seaborne trade – the territory [Somaliland] offers not only resource potential but strategic logistics leverage,” Anne-Laure Klein, managing director in the portfolio operations group for Rothschild and Company, wrote on Thursday in Energy Capital & Power, a publication which encourages energy investments in Africa.
“For Washington, combining mineral access with positioning along a key maritime corridor could strengthen both supply chain security and transatlantic export routes at a time of intensifying geopolitical competition,” she added. “The question now is whether diplomatic recognition will follow – and if strategic geography and untapped minerals together are enough to tip the balance.”