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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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A gunman attacked a Michigan synagogue. Here’s what happens to the community next

On Thursday, a driver rammed his pickup truck into Temple Israel in West Bloomfield Hills, Mich., a large Reform Temple about 25 miles from downtown Detroit. Blessedly, there were no casualties besides the shooter, whom security guards rapidly engaged. One guard was injured. Aside from that, everyone who was inside the synagogue, including 140 children attending school there, was unscathed.

“There’s hopeful news and there’s sad news about the aftermaths of these shootings,” said Mark Oppenheimer, author of Squirrel Hill: The Tree of Life Synagogue Shooting and the Soul of a Neighborhood, a methodical, lyrical look at what happened to the Pittsburgh neighborhood shattered by the Oct. 27, 2018 shooting that left 11 people dead.

The hopeful news is that older, established Jewish communities can rely on close, long-established bonds within and outside the community to get them through.

The sad news is that people unaffected by the shooting tend to move on and forget.

“So whereas this will haunt the Jewish community for years,” Oppenheimer told me in a phone interview, “most people outside the Jewish community will quickly move on to whatever the next horrible incident is.”

What happens next

Authorities have not confirmed the attacker’s motive, although he has been identified as a Michigan man who was born in Lebanon. But among all the unknowns, we do know a few things for certain.

We know that a great tragedy was averted due to the guards’ bravery and expertise, and due to the planning and preparation of synagogue leadership.

We know such attacks have gone from being extremely rare in the United States, to being more frequent.

And we know that what happens now, in the aftermath, matters a great deal.

That’s why, in writing about the worst mass shooting in American Jewish history, Oppenheimer spent most of his time researching what came after the atrocity.

“When the cameras and the police tape were gone, what stayed behind?”Oppenheimer, who teaches at Washington University’s John C. Danforth Center on Religion and Politics, wrote in the book’s introduction.

The power of connection

Both the Tree of Life synagogue and Temple Israel are older, deeply entrenched congregations with close ties to a number of local communities — Jewish and non-Jewish alike.

In one chapter of Squirrel Hill titled, simply, “Gentiles,” Oppenheimer chronicles how non-Jews came to the aid of the stricken congregation, including clergy, politicians and neighbors.

Emblematic of that was the capacity crowd of 2,500 people that came together at Soldiers and Sailors auditorium on the one-year anniversary of the shooting, where law enforcement, politicians and Christian, Muslim and Jewish clergy all spoke.

“There are usually people in government, in community organizations, in neighborhood organizations, who reach out, who want the Jews to know that they’re not alone,” said Oppenheimer.

Evidence of such connection was already on show in Michigan on Thursday. One reporter interviewed a woman praying outside the synagogue, who said, through tears, that the “Holy Spirit” had told her to turn her car around once she saw police cars racing past her to the scene, and go lend support.

In Pittsburgh, the 2018 shooting was also a time for the Jewish community itself to come together.

Squirrel Hill’s close-knit Jewish community crossed denominational divides to show support. An Orthodox rabbi organized a spreadsheet to manage the 24-hour vigils Jewish law prescribes over the bodies of the dead prior to burial.

“In Squirrel Hill, one of the nice things is there is a lot of community and solidarity across denominational lines and levels of observance,” said Oppenheimer, “and that’s pretty rare in American Judaism. It’ll be interesting to see how that plays out in Detroit.”

A new reality

Iin recent years, the need for solidarity and resilience in the face of such attacks has become, unfortunately, more apparent.

When Oppenheimer wrote his book, he was able to state the shooting was “a unique event” in American history. It’s true that until the Tree of Life massacre, antisemitic violence had claimed just 26 lives in U.S. history. The U.S., more than any Western country, and far more than Israel itself, had truly been a safe haven for Jews.

Since Squirrel Hill, six more people have died in four attacks. The previously well-earned sense of safety has been shattered.

“While the odds that any given Jew will be attacked remain quite low, it is obviously pretty terrifying,” said Oppenheimer.

Some critics of the national focus that fell on Squirrel Hill after the Tree of Life shooting argued that the tragedy got far more attention than similar mass shootings that had befallen non-Jewish communities.

But it’s the very rarity of these attacks that makes them so shocking and, at least for American Jews, so memorable.

In this new normal, it’s even more important for Jews to form strong, mutually supportive bonds among themselves, and with others.

And the world moves on

Those bonds are especially crucial because while the victims of violence don’t soon forget and move on, the world does.

“It’s a short burst of solidarity, and then people leave. Understandably so,” Oppenheimer said.

I suspect that even though prayers of gratitude and deliverance will echo through the sanctuaries of Detroit — and in Jewish hearts everywhere — the attack will haunt its intended victims long after the police tape comes down.

What will make the difference in how the community faces those fears and moves forward is the amount of support it receives from those outside it. If the broader Bloomfield and Detroit community refuses to forget this awful incident, it will change the course of healing.

I asked Oppenheimer what lesson he learned from the Tree of Life aftermath could apply to Temple Israel.

“In Pittsburgh, there was a long history of people showing up for each other,” he said Oppenheimer. “The relationships, or lack of relationships, that exist become more noticeable when something goes wrong.”

“Where there are strong ties before a shooting, there are strong ties afterwards.”

The post A gunman attacked a Michigan synagogue. Here’s what happens to the community next appeared first on The Forward.

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Political standoff causing DHS shutdown delays security grants for synagogues

(JTA) — A shutdown at the Department of Homeland Security since Feb. 14 is halting the review of millions of dollars in security funding for nonprofits, leaving Jewish institutions and other vulnerable groups in limbo at a moment of heightened concern about antisemitic threats.

The most recent threat came Thursday when an armed assailant rammed his vehicle into a large synagogue in suburban Detroit, where trained security forces shot at him and he was killed before he could injure anyone.

The closure stems from a political standoff over immigration enforcement: Senate Democrats are refusing to fund DHS unless the bill includes new oversight and limits on ICE operations, while Republicans and the Trump administration insist on passing funding without those changes. The dispute intensified after the killings of U.S. citizens during recent immigration operations.

Applications for the federal Nonprofit Security Grant Program, which helps synagogues, schools and community centers pay for security guards, cameras, reinforced doors and other protections were due Feb. 1 But because the program is administered through the Federal Emergency Management Agency, a component of DHS, the ongoing shutdown has frozen the process before applications could be reviewed. An effort to end the shutdown failed in the Senate on Thursday.

That means organizations that spent months preparing proposals are now waiting indefinitely to learn whether they will receive funding, at a time of rising anxiety and threats.

The grant program has become a cornerstone of security planning for Jewish institutions across the United States, especially in the wake of sometimes deadly attacks. Demand for the grants has surged in recent years as antisemitic incidents have climbed and security costs have soared.

According to data from the Anti-Defamation League, antisemitic incidents in the United States have reached historic highs in recent years, with Jewish institutions frequently targeted with threats, vandalism and harassment. Community leaders say the uncertainty surrounding the grants is arriving at precisely the wrong moment.

The NSGP is designed to distribute hundreds of millions of dollars annually to nonprofits considered at high risk of attack. Organizations submit detailed applications outlining their vulnerabilities and the security improvements they hope to fund, which FEMA then reviews and awards through state agencies.

But during a federal shutdown, most DHS personnel responsible for reviewing those applications are furloughed. As a result, the process has effectively stalled.

For many nonprofits, the delay creates practical and financial uncertainty. Security upgrades such as surveillance systems, bollards, access-control systems and trained guards often depend on the grants, and institutions typically plan their budgets around the expectation of federal support.

Jewish communal security groups say the program has been one of the most successful federal efforts to help protect religious institutions. Michael Masters, CEO of the Secure Community Network, a Jewish security nonprofit, said Jewish organizations rely on federal funding to cover essential security needs, saying that it was “a challenge” that DHS was currently not processing security grant applications.

“There’s no other faith-based community in the United States that needs to spend $760 million a year, at a minimum, on security that we do,” Masters said. “That’s a reality of the threat environment that we have to adapt to, that we have adapted to.”

The post Political standoff causing DHS shutdown delays security grants for synagogues appeared first on The Forward.

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A gunman rammed a Michigan synagogue. Its security preparations may have saved lives.

(JTA) — The suspected assailant, armed with rifles and smoke bombs, who rammed into Temple Israel on Thursday encountered a synagogue that was well prepared for just such an attack.

He hit and injured the congregation’s security director with his car as he plowed through the synagogue’s doors and drove down a hallway. But he didn’t manage to harm anyone else as he was found dead after trained and armed security guards shot at him

And because the rest of the staff knew exactly how to respond to an active shooter threat.

“We always worry that you can plan and plan and plan and practice and practice, and it won’t matter, because it will be something else, but it feels like a miracle that everything worked the way it was supposed to, that our team was so incredibly brave, local law enforcement’s been amazing, and that everybody’s OK,” Rabbi Jen Lader of Temple Israel told the Jewish Telegraphic Agency.

Oakland County Sheriff Michael Bouchard and West Bloomfield County Police Chief Dale Young also immediately praised the security response in the wake of the attack.

“I am deeply proud of the response, not only from the security that was on site, but also of all the police officers and the firefighters that are here right now, we train on active shooter events a lot,” Young said during a press conference outside the synagogue on Thursday. “I think that training certainly helped to mitigate what happened here today.”

Indeed, it was a situation that Jewish institutions across the United States have trained for, as antisemitism and threats of violence have ticked up in recent years, especially following the 2018 synagogue shooting in Pittsburgh that killed 11 Jews during Shabbat services. The rabbi of a synagogue in Colleyville, Texas, credited a security training with enabling him to respond when a man took him and three congregations hostage in 2022.

“Everybody flees danger, and our team went straight toward it, and they were the ones who neutralized the terrorist and saved everybody,” said Lader. “And our teachers followed, you know, to the absolute letter, our active shooter training and lockdown procedures, and saved every kid.”

Beyond the synagogue’s full-time director of security, Lader said Temple Israel also has a full team of armed security guards on the premises at all times as well as a remote security system that is able to secure different areas of the building during threats.

In late January, FBI agents also visited Temple Israel to train clergy and staff about how to respond to an active shooter.

According to a social media post from FBI Detroit, the Active Shooter Attack Prevention and Preparedness course “combines lessons learned from years of research and employs scenario-based exercises to help participants practice the decision-making process of the Run, Hide, Fight principles and take necessary actions for survival.”

Michael Masters, the national director and CEO of the Secure Community Network, an organization that coordinates security for Jewish institutions nationwide, said that the outcomes of the attack Thursday reflected the preparedness of Temple Israel.

“Investing in security is an investment, it’s a down payment on the Jewish future,” said Masters. “The community that made up the synagogue, the larger Detroit Jewish community, has been making that investment for years and years, and today, that investment paid off and lives [were] saved.”

Among the security measures that Masters said his organization recommended were “bollards or fences or natural obstructions” to the building, controlling access to the facility through reinforced doors or windows and having a security presence.

“What we hope this reaffirms is that security needs to be an ongoing investment in order to allow Jewish life, faith based life, to thrive,” said Masters. “And very much that investment can result, and did result, in Jewish lives being saved, and so we all need to recognize that and commit ourselves as members of the community at every level to be a part of making that investment at whatever level we can.”

In the wake of the fatal shooting of two Israeli embassy staffers in Washington D.C. in June, the synagogue hosted a town hall on hate crimes and extremism.

Among the speakers at the town hall was Noah Arbit, a lifelong congregant of Temple Israel who represents West Bloomfield in the Michigan House of Representatives. Arbit said in an interview on Thursday that after he first learned of the attack while working on the state house floor, he immediately began to cry and raced down to his home synagogue.

“I campaigned on taking on hate crimes,” said Arbit. “To be working on these issues, and then to see it come home to roost in my own community, in my own synagogue, in my hometown that I represent is, frankly, just like my worst nightmare.”

While Arbit praised the response by security and law enforcement as the attack unfolded, he said he was “outraged and enraged and deeply pained that it was necessary in the first place.”

“Jewish communities across the country and world have watched, you know, for the past decade, as our institutions have congealed into fortresses,” he said. “We are now forced to live behind, basically, you know, militarized, institutionally securitized institutions, and what a shame that is. It’s not just a shame, It’s unfathomable, it’s unforgivable.”

For Rabbi Mark Miller of Temple Beth El, another Reform synagogue a 20-minute drive away in Bloomfield Hills, the attack on Temple Israel served as a stark reminder of why security infrastructure was essential for Jewish institutions.

“This is one of those moments when, for years and years, we have bemoaned that we have to put so much time and energy into security for our institutions,” said Miller. “And this is one of those days that reminds us that we don’t have a choice.”

Miller’s synagogue had a recent security crisis of its own, when a man drove through its parking lot in December 2022 and shouted antisemitic threats as parents walked their preschoolers into the building. The assailant, Hassan Chokr, was sentenced to 34 months in prison in September for illegally possessing multiple firearms inside a gun store after leaving the synagogue.

“It’s a terrifying day, obviously for a lot of people, especially for parents with their kids at not only Temple Israel but at ours and other temples and Jewish institutions,” Miller said.

Lader said that among her congregants, two competing sentiments had jumped out: Those who “never, in a million years, in our heart of hearts, thought it was ever going to happen to us” and others who “knew it was only a matter of time before it knocked on our door.”

But another feeling was even stronger, she said.

“I think the overarching sentiment, and the one that I want to make sure gets out there, is our absolute gratitude to our internal teams, our amazing staff, local law enforcement and our teachers for really, like, a building full of absolute heroes, who were able to keep us safe,” Lader said.

The post A gunman rammed a Michigan synagogue. Its security preparations may have saved lives. appeared first on The Forward.

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