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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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Popular Right-Wing YouTuber Under Fire After Supporting Probe to ‘Expose’ Jewish ‘Invasion’ of New Jersey
Nick Shirley speaks during a roundtable on antifa, an anti-fascist movement US President Donald Trump designated a domestic “terrorist organization” via executive order on Sept. 22, at the White House in Washington, DC, US, Oct. 8, 2025. Photo: REUTERS/Evelyn Hockstein
American social media personality Nick Shirley, a 23-year-old YouTuber known for his controversial investigative videos, has drawn scrutiny after endorsing a “documentary” about a supposed “Jewish invasion.”
Shirley reposted a message from fellow content creator Tyler Oliveira promoting a 73-minute video claiming to expose a “Jewish invasion” of New Jersey. Oliveira also included a graphic appearing to show Orthodox Jews causing destruction and threatening non-Jews.
In his repost on the X social media platform, Shirley wrote “EXPOSE IT ALL,” a phrase that drew attention over his apparent call to target New Jersey’s Jewish community.
EXPOSE IT ALL
— Nick shirley (@nickshirleyy) February 25, 2026
The endorsement came one day after Shirley attend the 2026 State of the Union address as the guest of Republican US Rep. Pete Stauber of Minnesota.
The “documentary” itself focuses on a narrative about Orthodox Jewish communities in New Jersey, including local disputes over welfare and land use. In the film, Oliviera depicts the state’s Jewish community as exploiting the legal system to divert funding from public schools to private Jewish schools and using political leverage to exploit the local non-Jewish community.
Oliveria has an extensive video library in which he posts lengthy documentaries characterizing the presence of local minority communities as “invasions.” In January, he posted a 22-minute video detailing the supposed “invasion” of Indian immigrants into Canada.
Shirley, a popular right-wing political commentator and self-described investigative journalist, first gained widespread attention in late 2025 after posting a video alleging widespread fraud at Somali-run childcare centers and similar facilities in Minnesota. The video, which received millions of views on social media, led to national debate and political action including the temporary suspension of certain federal funding.
Upon the release of the investigation, Shirley’s national profile surged dramatically. His video was shared by Elon Musk and US Vice President JD Vance.
“This dude has done far more useful journalism than any of the winners of the 2024 @pulitzercenter prizes,” Vance wrote on X while sharing the video.
Despite the video’s viral success, independent factchecking and state agency records later showed that elements of Shirley’s Minnesota report were either incorrect or lacked sufficient evidence for the claims he made. At least two of the Minnesota facilities featured in his video had been closed for some time, and state officials have not confirmed the specific fraud allegations presented in the video.
Unlike the video focused on Minnesota, the video featuring Jewish families did not uncover any systemic pattern of fraudulent activity, raising questions over the motive of the purported investigation.
Shirley’s call to “expose” the Jewish community of New Jersey comes at a time when, according to recent polling, young Republicans have increasingly embraced antisemitism and conspiracy theories.
Earlier this month, for example, a new survey by Irwin Mansdorf, a fellow at the Jerusalem Center for Security and Foreign Affairs, and Charles Jacobs, president of the Jewish Leadership Project, found that 45 percent of Republicans under the age of 44 said Jews pose a threat to the “American way of life.”
In December, the Manhattan Institute, a prominent US-based think tank, released a major poll showing that younger Republican voters are much less supportive of Israel and more likely to express antisemitic views than their older cohorts.
According to the data, 25 percent of Republicans under 50 openly express antisemitic views as opposed to just 4 percent over the age of 50.
Startlingly, a substantial amount, 37 percent, of GOP voters indicate belief in Holocaust denialism. These figures are more pronounced among young men under 50, with a majority, 54 percent, agreeing that the Holocaust “was greatly exaggerated or did not happen as historians describe.” Among men over 50, 41 percent agree with the sentiment.
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Jewish Advocacy Groups Sue California Over K-12 Antisemitism
Students from Encinal High School and St. Joseph Notre Dame High School in Alameda, California, participating in anti-Israel demonstration on Jan 26. 2024: Photo: Michael Ho Wai Lee / SOPA Images via Reuters Connect
A coalition of leading Jewish advocacy organizations is suing the state of California for allegedly failing to address “systemic” antisemitic discrimination in K-12 public schools.
Led by the Louis D. Brandeis Center for Human Rights Under Law and StandWithUs, the legal action stems from consecutive years of antisemitic abused perpetrated against Jewish students, parents, and teachers by anti-Zionists at every level of the school system. Court documents shared with The Algemeiner earlier this week revealed new, harrowing accusations of Jews being called “k—kes,” Jewish students being threatened with gang assaults, and K-12 students chanting “F—k the Jews” during anti-Israel demonstrations promoted by faculty.
In one highly disturbing incident described in the legal complaint, fifth graders from the Oakland Unified School District were filmed by the teacher saying “Another major thing that I’ve learned is that the Jews, the people who took over, basically just stole the Palestinians’ land” and “one thing that’s really surprising to me, and that appeals to me is that the US is helping the Jews.” In another incident, the Oakland Education Association confected a curriculum in which the intifada — two prolonged periods of terrorism in which Palestinians murdered Israeli civilians — was taught to third graders as a nursery rhyme.
“The California education system is teaching the state’s children that Jewish Americans and Israelis are racists, white supremacists, oppressors, and baby-killers who should be shunned,” Brandeis Center chairman and former US assistant secretary of education for civil rights Kenneth Marcus said in a statement on Thursday. “The result is not surprising: Jewish children and children perceived as Jewish are bullied and excluded by their peers and harassed by their teachers, who silence, mock, and even segregate them if they speak out. School officials have done little or nothing at all to help these children.”
Litigation related to antisemitic incidents in California K-12 schools surged following Hamas’s Oct. 7, 2023, massacre across southern Israel, which triggered a barrage of antisemitic hate crimes throughout the US and the world. The list of outrages includes a student group chanting “Kill the Jews” during an anti-Israel protest and partisan activists smuggling far-left, anti-Zionist content into classrooms without clearing the content with parents and other stakeholders.
Elsewhere in California, K-12 antisemitism has caused severe psychological trauma to Jewish students as young as eight years old and fostered a hostile learning environment, according to complaints
In the Berkeley United School District (BUSD), teachers have allegedly used their classrooms to promote antisemitic stereotypes about Israel, weaponizing disciplines such as art and history to convince unsuspecting minors that Israel is a “settler-colonial” apartheid state committing a genocide of Palestinians. While this took place, high level BUSD officials were accused of ignoring complaints about discrimination and tacitly approving hateful conduct even as it spread throughout the student body.
At Berkeley High School, for example, a history teacher forced students to explain why Israel is an apartheid state and screened an anti-Zionist documentary, according to a lawsuit filed last year by the Brandeis Center and the Anti-Defamation League (ADL). The teacher allegedly squelched dissent, telling a Jewish student who raised concerns about the content of her lessons that only anti-Zionist narratives matter in her classroom and that any other which argues that Israel isn’t an apartheid state is “laughable.” Elsewhere in the school, an art teacher, whose name is redacted from the complaint for matters of privacy, displayed anti-Israel artworks in his classroom, one of which showed a fist punching through a Star of David.
In September 2023, the Brandeis Center, along with the ADL and the American Jewish Committee (AJC), sued the Santa Clara Unified School District (SCUSD) in California for concealing from the public its adoption of ethnic studies curricula containing antisemitic and anti-Zionist themes. Then last February, the school district paused implementation of the program to settle the lawsuit. One month later, the Brandeis Center, StandWithUs, and the ADL filed a civil rights complaint accusing the Etiwanda School District in San Bernardino County, California, of doing nothing after a 12-year-old Jewish girl was assaulted, having been beaten with stick, on school grounds and teased with jokes about Adolf Hitler.
“Jews consistently are being targeted with hostility because of who they are, including in California and particularly in K-12 public schools. This lawsuit seeks to remedy that,” StandWithUs chief executive officer Roz Rothstein said in Thursday’s press release. “It is imperative that California K-12 schools not be co-opted by those seeking to indoctrinate students into antisemitic hate. However, Jewish students and parents indicate that this is precisely what is happening in California. Shockingly, those tasked with enforcing non-discrimination laws in our schools have failed to intervene effectively to put a stop to this growing problem.”
She added, “This lawsuit was necessitated by that systemic failure and seeks to ensure, going forward, that California’s Jewish students are protected and have access to an education free from discrimination.”
Follow Dion J. Pierre @DionJPierre.
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Jewish Olympic Gold Medalist Jack Hughes Honored by New Jersey Devils as NHL Season Resumes
Jan 23, 2026; Vancouver, British Columbia, CAN; New Jersey Devils forward Jack Hughes (86) handles the puck against the Vancouver Canucks in the first period at Rogers Arena. Mandatory Photo: Bob Frid-Imagn Images via Reuters
Jewish Olympic hockey player Jack Hughes was honored by his team the New Jersey Devils on Wednesday night before their loss to the Buffalo Sabres in Newark.
Ahead of the game, the Devils showed on the Jumbotron a video of Hughes, 24, scoring the overtime goal that secured the United States its 2-1 victory and gold medal over Canada on Sunday in the 2026 Milan Cortina Olympics. Hughes lost a few teeth during the game when he took a high stick to the mouth from Canada’s Sam Bennett during the third period. The win marked the first time a US men’s hockey team had won gold at the Olympics since a 1980 victory against the former Soviet Union.
“I’m so proud and so happy that the men’s and women’s USA hockey teams brought gold medals back to America,” Hughes told the crowd in a pre-game speech on Wednesday given from the ice, while he held back tears. “And I’m so proud to represent the New Jersey Devils organization and to represent the great state of New Jersey. From the bottom of my heart, all of my [Team] USA teammates, we want to thank you for all the love and support. We feel it. Thank you.”
The Devils center — whose mother is Jewish while his father is Catholic — arrived in New Jersey late Tuesday night after US President Donald Trump recognized him and his Olympic teammates in the State of the Union address. Hughes played Wednesday night as Buffalo won for the seventh time in 10 games, 2-1, on goals from US Olympian Tage Thompson and Peyton Krebs. The NHL restarted its season on Wednesday after taking a break due to the Olympic Games in Milan.
On Thursday, before the New Jersey Devils took on the Pittsburgh Penguins at PPG Paints Arena, Hughes received a standing ovation as the Penguins honored athletes who represented their countries at the 2026 Winter Olympics.
Earlier in the week, the popular Hobby’s Delicatessen & Restaurant located blocks away from Newark’s Prudential Center, which is home to the New Jersey Devils, named a sandwich after Hughes. The owners said “Jack’s Golden Goal Sandwich,” which features roast beef and “golden sauteed onions” on a soft roll, is “so tender, you don’t need teeth.”
Trump announced during Tuesday night’s State of the Union that Connor Hellebuyck, the goaltender for the US men’s Olympic hockey team that won gold, will be awarded the Presidential Medal of Freedom. Hellebuyck made 41 saves in the Olympic game against Canada on Sunday and also assisted on the overtime goal by Hughes that led to the team’s gold medal win.