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Adir Michaeli, maestro of the babka, bakes his way into the heart of Manhattan
(New York Jewish Week) — In a city where love of babka borders on a religion, Adir Michaeli, founder of Michaeli Bakery, is the (you’ll pardon the expression) high priest of the confection.
You may not know his name, but if you love good babka, you probably know his product. Michaeli, 39, was once the pastry department manager and head pastry chef of Lechamim Bakery in Tel Aviv; there, Michaeli told the New York Jewish Week, he spent two years perfecting the babka recipe. When Lechamim founder Uri Scheft wanted to expand to the United States, he tapped Michaeli to help open Lechamim’s American cousin, Breads Bakery, in New York. Since opening in 2013, Breads has since become the gold standard for babka in New York.
After three years with Breads — which has since expanded to five locations in the city — Michaeli left the company to start his own business, which he said was a dream of his. Now, after a fitful start due to COVID, Michaeli Bakery has developed its own devoted following at two locations in Manhattan.
“People love these pastries,” said Michaeli, referring to New Yorkers’ embrace of the babka, rugelach and bourekas for which Breads, and now Michaeli, has become known.
Of course, it’s not like New Yorkers were suffering from a lack of babka prior to either bakery’s arrival. Lots of bakeries, notably Green’s Bakery of Brooklyn, had been making and selling the gooey, yeasted cake for decades. Local New York comedian Jerry Seinfeld even devoted an episode of his eponymous show to the sweet treat back in 1994.
But Breads brought a babka to New York unlike anything that New Yorkers had ever tasted before. It was made with a laminated dough, similar to croissants, and it was at once light, fluffy and rich, layered with butter, stuffed with Nutella and chocolate chunks, and glazed with a simple syrup. A couple of months after Breads opened on East 16th St. near Union Square in 2013, New York magazine food writers Robin Raisfeld and Rob Patronite anointed Breads’ babka as the best in the city.
“The business went boom!” Michaeli told the New York Jewish Week. Almost overnight, Breads went from a virtually unknown purveyor of Israeli pastries to an essential stop on the tourist food trail.
“Everyone starts to come and take pictures with the babka,” said Michaeli. During their first Rosh Hashanah, not long after the New York magazine article appeared, Michaeli said the bakery sold 3,000 loaves of babka in a single day.
(Co-founder Scheft left Breads in 2021 and now runs Bakey, a Boston bakery. As for Breads’ current ownership, a spokesperson said that Michaeli “had nothing to do with the creation of Breads Bakery’s Babka.”)
After leaving Breads, Michaeli considered opening up a bakery in Tel Aviv and briefly returned there, but, assessing the competition, he soon realized that his future was in New York.
“There was only one Israeli bakery in New York — more [of them] should come,” he said.
Living on the Upper West Side while working on his business plan and meeting with potential investors, Michaeli did some baking for Anat Sror, an Israeli-born caterer and owner of Cafe Petisco, a now-closed restaurant on the Lower East Side.
Sror knew that Michaeli wanted to start his own bakery, and though she had never invested in anybody before, she decided to back Michaeli. “He’s very talented, very passionate, and he knew exactly what he wanted to do,” said Sror. “He had a great business plan. Plus, we had worked together so I knew exactly what he is capable of. I felt it was a good risk to take.”
Sror helped Michaeli find a storefront not too far from Cafe Petisco. They both agreed it was not an ideal location, but it was within their budget. “We trusted that once people try his stuff and get to know the bakery, things will be easier,” Sror said.
Michaeli Bakery opened on Division St. on the Lower East Side in May 2019. Conceived as an “Israeli patisserie,” it sold pastries, cookies, cakes, cream cakes, cheesecakes, sandwiches and, on Fridays, challah.
Less than a year later, however, just as the bakery was developing a name for itself, the COVID-19 pandemic brought the city to its knees. As New Yorkers stayed home or left the city altogether, Sror shut her restaurant and catering concern. Meanwhile, Michaeli streamlined his bakery’s offerings, focusing on babka, rugelach and bourekas, dropping the sandwiches and cakes on his original menu.
During the long months of the pandemic, Michaeli said he worked round the clock, keeping the business open seven days a week and working as the establishment’s baker, barista and manager. On the bright side? “It gave me the flexibility to build the business over time,” he said.
His efforts paid off: Less than three years later, in March 2022, Michaeli and Sror opened a second location on East 90th St. and First Ave. “The decision to open on the Upper East Side was because customers kept saying it was too far to come to the Lower East Side,” said Sror.
Sensing “the vibe” uptown, according to Michaeli, he decided to make the bakery kosher. “My integrity is that if I’m kosher, I’m kosher,” he said, referring to his decision to have kosher supervision for both bakeries, and to close them on Saturdays and early on Fridays. “Uptown Sunday is super busy, we need the reset of Saturday. “
“My vision is that I do the best that I can,” he added. “Everyone on the team is the same. Every day should be 100%. There is no 99%. This is the DNA of the place.”
One loyal customer, art consultant Andrea Meislin, raves about the “chocolate-y, gooey and decadent” babka at Michaeli, what Meislin describes as “babka to die for.” In addition to the chocolate babka, Michaeli makes a vegan chocolate babka, cheese and cherry babka and halvah babka. His Galil bourekas, made with goat cheese, onion and za’atar, are very popular, too.
These days, the biggest challenge Michaeli faces, he said, is dealing with the enormous demand the holidays bring. “For Hanukkah, I sent the manager out to the line on the street, to say that we are sorry. We can’t catch up with demand,” said Michaeli. “We told customers [on line] to go away. It was horrible. It is a problem I am trying to solve.”
Moving forward, Sror is optimistic that the bakery will expand: “It will either be another location, perhaps on the Upper West Side, or we are thinking about making a bigger location to be able to produce a bit more,” she said. Sror hopes Michaeli will be able to expand his menu, perhaps by adding his classic, light Israeli cheesecakes, what Michaeli calls “Grandma Cheesecake.”
When asked what differentiates Michaeli’s baked goods from Breads’ or other bakeries’, the baker refused to compare, stating that he just aims to do the best he can, all the time. “If someone says this is better than this or that, I really don’t care,” says Michaeli. “There is no competition. This is what we do.”
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The post Adir Michaeli, maestro of the babka, bakes his way into the heart of Manhattan appeared first on Jewish Telegraphic Agency.
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This Toronto street corner has been a site of anti-Zionist activism for months. Police just opened a hate crime investigation.
The Toronto Police Service hate crimes unit is investigating teacher Abbas Hamze for remarks about “Zionists.” Canadian Jewish groups, including the Jewish Federations of Canada’s advocacy arm and B’nai Brith Canada, have called his speech, which went viral online, “blatant antisemitism.”
Hamze’s remarks invoked antisemitic tropes, accusing “Zionists” of performing “black magic” as well as raping and killing children. He spoke at the intersection of Bathurst and Sheppard, in the heavily Jewish Toronto neighborhood of Bathurst Manor – Clanton Park.
According to his LinkedIn, Hamze works as an instructor at several Canadian colleges in the area, including the University of Niagara Falls and Georgian College. He does not specify what he teaches.
Hamze could not be reached for comment. The University of Niagara Falls and Georgian College did not respond to requests to comment, and the Toronto Police declined a request for comment.
UNF issued a statement addressing Hamze’s remarks, distancing the university from the instructor’s statements and stating that they have “zero tolerance for discrimination, hate, harassment, or any conduct that threatens the dignity and well-being of others.” They announced that they are “launching an internal investigation” into the matter.
In his speech, Hamze claimed that “British colonizers have planted this cancerous, false Zionist state of Israel … right in the heart of Islam.”
Later — wearing a keffiyeh and reading from his phone into a megaphone emblazoned with the Lebanese flag — the instructor repeated numerous antisemitic conspiracy theories, including the debunked idea that Jews have caused or deserved centuries of persecution.
“The Zionists have never had a country of their own because of their mischief,” Hamze said. “They are the most kicked-out people in the world who are making black magic and horrible things.”
He went on to say that Jewish corruption is “crystal clear in Epstein Island where they have the Jewish leaders from all around the world.” He accused “Zionists” of having “raped, and killed, and ate children at the same time.”
Finally, he unfoundedly blamed the actions of President Donald Trump on “Zionists” who “blackmail” and “control” people.
“That’s why you can see now a guy like Trump who caused this genocide in Gaza kidnaps the presidents of Venezuala, kills the supreme leader of Iran Imam Ali Khamenei, may God sanctify his soul,” he said. “This is because of them, the terrorist Zionists.”
It appears that people became aware of Hamze’s remarks after Casey Babb, an Israel and International Relations scholar, posted a video of him on X.
In a joint statement, Canadian Jewish groups described Hamze’s claims as “antisemitic blood libels that have been used for centuries to justify hatred and violence against Jews.”
The statement says that the intersection where Hamze spoke, Bathurst and Sheppard, has long been a site of “antisemitic harassment, intimidation and provocation, too often under the guise of anti-Zionism,” and called on Toronto’s police department to investigate the incident.
“Allowing this behaviour to go unchecked is to normalize antisemitism as an everyday feature of life in this city,” it stated.
The city’s police have opened an investigation. However, online, some said that Hamze had been speaking at the street corner for months without police intervention.
In Canada, public incitement of hatred is considered a criminal offense. The Canadian criminal code says that “communicating statements in any public place” that “incites hatred against any identifiable group where such incitement is likely to lead to a breach of the peace” is a breach of law, resulting in up to two years in prison.
The post This Toronto street corner has been a site of anti-Zionist activism for months. Police just opened a hate crime investigation. appeared first on The Forward.
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West Elm’s Russ & Daughters merch did something their in-house line could never
Figuring out one’s Judaica vibe can be a challenging endeavor for those of us who don’t have tastes in line with the colorful stained glass or embossed silver aesthetics that tend to dominate the category. Newer designers have introduced some minimalist options, but that’s also not really for me.
But for those of us with a tendency toward the whimsical or kitsch, furniture retailer West Elm is coming to the rescue with two new collections, geared toward the High Holidays and Hanukkah.
There’s a Russ & Daughters collaboration of blue-and-white ceramics, featuring serving platters with handpainted designs such as a fish or latkes, trinket trays with pickles and more fish, simple Delft-colored dinnerware and napkins with little cutlery printed in the corners.
And, separately, in an apparent attempt to capitalize on the Jewish market, West Elm also released a set of their own plates, bowls and tea towels printed with colorful “deli favorites” — pickles, brisket, hamentaschen, black-and-white cookies, and the like.
The concepts are pretty similar; both lean into the idea of decorating plates with food objects that may or may not be the food you actually put on them.
I do admittedly already have a large blue-and-white platter with a fish painted on it that I find charmingly eclectic, and just as suitable for serving foods that are not of the oceanic persuasion as it is for foods that are indeed from the briny deep. So I’m not inherently opposed to the concept. But I don’t feel as good about the in-house West Elm Jewish designs, like a bowl with a sort of mushy depiction of matzo balls at the bottom. Imagine eating anything else out of that. Honestly, imagine eating matzo ball soup out of it. It seems disorienting.
Everyone’s tastes vary, and if you want to eat a salad off of a plate with a colorful brisket sandwich painted on it, be my guest. But I think the Russ & Daughters offering is the better of the options. For the most part, the collection stays on the artful side of kitsch largely thanks to the simplicity of the designs and the color scheme. And, more importantly, the internal logic seems actually Jewish. The pieces are useful — perhaps with the exception of the latke platter — for multiple Jewish occasions. The matchbox with a challah on it may feel a bit random at first glance but it does conjure an image of lighting candles on Shabbat, and there are matching candle holders. The art kind of evokes Marc Chagall.
The West Elm deli hits sets on the other hand — which are separate from their collab with the iconic Lower East Side deli — feel as though they’re screaming their Jewishness. The tea towel mixes together hamentaschen and sufganiyot (or possibly a bagel, it’s hard to tell) on the same piece of cloth, despite the fact that these desserts correspond to different holidays. The drawings are cute, but the overall effect is frantic, like someone dumped every Jewish food they could name onto the same page and sent it off to the printers. It’s giving Target Rosh Hashanah decorations — the sort that have a menorah alongside the apples and honey.
A few years ago, Crate and Barrel had Jewish lifestyle influencer Rebecca Lowin curate a Hanukkah display, but it was done using items the store already carried in white, blue and silver; only the menorah was specifically Jewish. Now, a similar home decor store is creating entire lines catering specifically to Jewish holidays and culture. That’s a sign of an increased mainstream embrace of Jewish culture, and that’s a good thing — it wasn’t so long ago that it wasn’t possible to find much public recognition of the existence of the High Holidays, and every attempt featured a hanukkiah with the wrong number of branches or a loaf of challah for Passover. Today, if Jews want twee merchandise — and no judgment — there’s plenty. There are even Hanukkah gnomes, if your taste runs to that.
But there’s still a dearth of decor that feels elegant and thoughtful, instead of try-hard. Decor that feels actually rooted in Jewishness, instead of like a Jewish gloss on something that’s really for another holiday. The Russ and Daughters collaboration is rooted in actual Jewish history. Even if you don’t like a fish motif as much as me, that’s a step in the right direction.
The post West Elm’s Russ & Daughters merch did something their in-house line could never appeared first on The Forward.
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Sephardic and Mizrahi groups accuse New York Magazine of erasing Middle Eastern Jews. The editor-in-chief agreed to a meeting.
As editors of New York Magazine dug in their heels this week, defending the magazine’s viral “Habibi City” package published earlier this month, 14 Sephardic and Mizrahi Jewish organizations delivered an open letter on Monday night, accusing the magazine of erasing Middle Eastern Jews from its coverage.
On Tuesday, Editor-in-chief David Haskell invited them to meet in September, saying he wants the magazine’s coverage to reflect the multitude of perspectives in the region.
In addition to asking for a meeting, co-signers of the letter, convened by JIMENA (Jews Indigenous to the Middle East and North Africa), asked the magazine to acknowledge what they call the package’s exclusionary framing and provide more representative coverage of Sephardic and Mizrahi Jews going forward.
The dispute centers on the magazine’s August issue about the city’s burgeoning Southwest Asian and North African cultural scene known as SWANA. The package explores restaurants, cafes, cultural collectives and dance parties, tracing much of their growth to the war in Gaza that followed theHamas-led attacks on Israel on Oct. 7, 2023.
“Out of that resistance,” the magazine writes, “a cultural ecosystem started to bloom.”
This week, the magazine published a statement standing by its use of the term genocide to describe Israel’s actions in Gaza, adding that “accusations of antisemitic intent were in fact obfuscating an overwhelming scholarly consensus, and that its use would be allowed in our pages.”
The open letter did not address the use of that term. Instead, it addressed the article’s framing.
The package describes membership in SWANA community in political terms.
“To be in SWANA community,” one article says, means “embracing a set of shared beliefs: that Palestinians deserve human rights. That what happened in Gaza in the aftermath of October 7 constitutes a genocide. That social justice and social welfare override capitalist concerns.”
The same article describes the place of Israelis within SWANA culture as “complicated,” in part because of the term’s “political framework.”
It also says SWANA New Yorkers “face xenophobia, Islamophobia and Zionism” in the city — language that drew particular ire from the coalition and online critics.
According to the letter, New York Magazine’s framing turns SWANA from a geographic and cultural identity into an ideological one, excluding many of New York’s Jews from the Middle East and North Africa unless they reject Israel — the country where many of their families found refuge after fleeing persecution and discrimination elsewhere in the region.
“A Mizrahi Jew whose grandparents were born in the region, expelled from their country of origin, and who carries the region in her language, liturgy, and kitchen belongs only upon disavowal of the movement through which her family survived,” the letter reads.
As the letter puts it, for a great majority of Sephardic and Mizrahi Jews to be represented “as we actually are” means representing them as Zionists.
The letter also faults the package for invoking Oct. 7 repeatedly without acknowledging the atrocities committed that day and erasing the region’s non-Muslim populations.
“When we read ‘Habibi City,’ we immediately saw that this wasn’t something one organization should answer alone,” Sarah Levin, JIMENA’s executive director told the Forward. “The feature made claims about who belongs in contemporary Middle Eastern and North African and ‘SWANA’ communities in NYC, so the response needed to come from the breadth of the communities being written out.”
After she read the package, she began contacting other Sephardic and Mizrahi organizations about writing an open letter. Within four days, all 14 organizations had signed on.
“Iranian, Iraqi, Syrian, North African and Sephardic communal organizations almost never act in concert, and they’ve united around one argument,” Levin said.
Signatories include the American Sephardi Federation, the Iranian American Jewish Federation of New York and the Jewish Community Relations Council of New York.
Levin said the groups had little difficulty reaching consensus. “When the argument is, ‘We exist, and we will not be defined out of our own region,’ there isn’t much for our communities to debate.”
What concerned Levin most, she said, was the size of New York Magazine‘s audience and cultural reach. The Pulitzer Prize-winning bi-weekly magazine boasts reaching 1.8 million readers each week.
“When a magazine that shapes American culture tells millions of readers that belonging to the Middle East requires renouncing Zionism, that is not a small thing,” Levin said. “That is why we responded the way we did.”
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