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An East Williamsburg appetizing shop offers ‘a taste of nostalgia’ to its customers
(New York Jewish Week) — Let’s face it: Classic Jewish deli and appetizing shops are having a moment. According to Bon Appetit, “the old school deli is the newest hot girl hangout,” while an exhibit on Jewish delis at the New-York Historical Society continues to draw crowds. These days, we’re basically all Estelle Reiner and we want to have what Sally Albright is having.
In recent years, a whole new crop of appetizing stores and delis have popped up in New York, with even Cousin Greg (Nicholas Braun) from “Succession” getting into the business: He’s an investor in the newish Jewish lunch counter S&P. And while some of these establishments, like Edith’s Sandwich Counter, seek to bridge the gap between an older generation and a new one, the year-old Simply Nova in East Williamsburg is all about harkening back to the days of yore.
From their tagline (“A taste of nostalgia”) to their classic deli boards, Simply Nova hopes to transport their clientele to the past.
According to Sean Brownlee, co-owner of Simply Nova, their emphasis on nostalgia is having the intended effect. “When people come in, the first thing they say is, ‘This reminds me of my childhood,’” Brownlee, 25, told the New York Jewish Week. “And that’s a really good, good feeling to know that we bring old memories — old, good memories — to people.”
The menu’s old-school offerings certainly help, too: Simply Nova boasts everything you’d want from an appetizing store and more — including, but certainly not limited to, bagels and all of the requisite fixings, pastrami and roast beef sandwiches, chopped liver, herring, matzah ball soup, latkes and a bakery corner featuring babka, rugelach, macaroons and black and white cookies. Simply Nova has scores of lox options on offer, like a pastrami cured salmon, beet gravlax and an Icelandic salmon of which Simply Nova is New York City’s exclusive purveyor. (My favorite is the classic Eastern Nova Scotia.) And yes, gluten-free bagels and dairy-free cream cheese are available as well.
Brownlee first met co-owner Felix Placencia, 52, when they worked together at a few other New York City appetizing stores. (Brownlee and Placencia declined to name those shops, though this Instagram post indicates they both had worked at Russ & Daughters.) They realized that with their combined experience and passion, they could go into business for themselves.
Brownlee has spent his entire seven-year career at appetizing shops, Placencia has 26 years devoted to the same. But perhaps just as important as work history was the shared conclusion that there was something missing from their previous places of employment: an emphasis on service.
“We wanted to create a more close relationship with the customers and bring nostalgic spirits to them, especially neighborhoods like these, where they don’t have that close relationships with those businesses out there,” Brownlee said. He estimates that their clientele is about evenly divided across generational lines, with approximately 45% of them Jewish.
“These days there is not many truly neighborhood store[s] where people go and it’s ‘their’ store, where they can go every week or every day if they desire to, and feel comfortable,” Brownlee said, estimating that 80% of their clientele are repeat customers.
“We believe that the first experience of the food is the service,” he added. “So if you come to a place that doesn’t give you that first impression of customer service, even though the food is great, you’re not going to taste it.”
Brownlee and Placencia are both of Dominican heritage, and although neither is Jewish, their time working in appetizing stores has instilled in them a deep love of traditional appetizing foods. “I felt very connected to it,” Placencia said, both of the cuisine and the process of making it.
Brownlee said that at Simply Nova, they work to cater to their customers’ individual needs (pun somewhat intended). Brownlee said Simply Nova recently catered a wedding at Gracie Mansion. Although they typically prepare their platters in-house and drop them off, the customer requested staff prep on site, and so their wish was granted.
Simply Nova’s predilection for the past also stands in contrast with its neighborhood. Nestled on Metropolitan Avenue between Graham Avenue and Humboldt Street, Simply Nova is on a block where a giant luxury apartment building replaced a beloved White Castle, and where many of the local establishments seem to be more interested in chasing trends than serving their customers. Simply Nova is a departure from some of the neighborhood’s other, trendier fare — as well as its many coffee shops and bars.
“Many customers always say, ‘This is so good, we needed a place like this in the neighborhood,’” Placencia said.
When the partners were looking a location, Brownlee, who lives in the area, happened to know the landlord of the building that previously housed The Bagel Store — famous for creating the rainbow bagel — which closed its Williamsburg doors in the summer of 2019.
“It was perfect,” Brownlee said.
Just last month, Simply Nova celebrated its one-year anniversary. And Brownlee and Placencia, a Bronx resident, couldn’t be happier with how their business has evolved. Instead of relying on advertising, their customer base has built by word of mouth — exactly as they’d hoped it would.
“We’ve always wanted to build a place that grows slowly by customers who really trust us, and that fulfills us, knowing those people keep coming back,” Brownlee said, adding that their customers come from all over the city.
Now, Brownlee and Placencia are looking to the future. “We’re already planning to expand,” Brownlee said, sharing that they’re hoping to open a second location later this year.
Brownlee expressed how important it is to provide their Jewish customers with an authentic experience to connect them with their heritage. “I feel that this food is very special,” he said. “Many different cultures, or countries, they have their type of food, and it’s easy for people to find it. It’s not so easy for people who grew up with this kind of food to find it.”
While there has been a surge of appetizing shops in Brooklyn and Manhattan over the last decade or so, this wasn’t always the case — particularly when you consider how bountiful appetizing shops once were in New York City. When Shelsky’s Cobble Hill location opened in 2011, it was the first new appetizing store in Brooklyn in 60 years.
Brownlee insists appetizing stores can and should be for everyone. “Anybody who loves food, and loves lox or good soup or good bagel — they could come and enjoy [it] if it’s presented to them the right way,” he said. “They don’t necessarily have to know about the food.”
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Israel Says US Gaza Executive Board Composition Against Its Policy
FILE PHOTO: Displaced Palestinians shelter at a tent camp in Khan Younis, southern Gaza Strip, January 14, 2026. REUTERS/Haseeb Alwazeer/File Photo
Prime Minister Benjamin Netanyahu’s office said on Saturday that this week’s Trump administration announcement on the composition of a Gaza executive board was not coordinated with Israel and ran counter to government policy.
It said Foreign Minister Gideon Saar would raise the issue with US Secretary of State Marco Rubio.
The statement did not specify what part of the board’s composition contradicted Israeli policy. An Israeli government spokesperson declined to comment.
The board, unveiled by the White House on Friday, includes Turkish Foreign Minister Hakan Fidan. Israel has repeatedly opposed any Turkish role in Gaza.
Other members of the executive board include Sigrid Kaag, the U.N. special coordinator for the Middle East peace process; an Israeli‑Cypriot billionaire; and a minister from the United Arab Emirates, which established relations with Israel in 2020.
Washington this week also announced the start of the second phase of President Donald Trump’s plan, announced in September, to end the war in Gaza. This includes creating a transitional technocratic Palestinian administration in the enclave.
The first members of the so-called Board of Peace – to be chaired by Trump and tasked with supervising Gaza’s temporary governance – were also named. Members include Rubio, billionaire developer Steve Witkoff and Trump’s son-in-law Jared Kushner.
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Iran’s Leader Khamenei Accuses Trump of Inciting Deadly Protests
Iran’s Supreme Leader Ayatollah Ali Khamenei speaks during a meeting in Tehran, Iran, January 17, 2026. Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS
Iran’s Supreme Leader Ayatollah Ali Khamenei on Saturday blamed President Donald Trump for weeks of demonstrations that rights groups said have led to more than 3,000 deaths.
“We consider the US president criminal for the casualties, damages and slander he inflicted on the Iranian nation,” Khamenei said, according to Iranian state media.
The protests erupted on December 28 over economic hardship and swelled into widespread demonstrations calling for the end of clerical rule in the Islamic Republic.
Trump has repeatedly threatened to intervene, including by threatening “very strong action” if Iran executed protesters.
But on Friday, in a social media post, he thanked Tehran’s leaders, saying they had called off mass hangings. Iran said there was “no plan to hang people.”
In comments that appeared to respond to Trump, Khamenei said: “We will not drag the country into war, but we will not let domestic or international criminals go unpunished,” state media reported.
IRAN’S WORST UNREST IN YEARS
Iran’s ultimate authority Khamenei said “several thousand deaths” had happened during the nationwide protests, which are Iran’s worst unrest in years. He accused Iran’s longtime enemies the US and Israel of organizing the violence.
“Those linked to Israel and the US caused massive damage and killed several thousand,” he said, adding that they started fires, destroyed public property and incited chaos. They “committed crimes and a grave slander,” he said.
The US-based Human Rights Activists News Agency, or HRANA, said it had verified 3,090 deaths, including 2,885 protesters, and over 22,000 arrests.
Last week, Iran’s prosecutor general said detainees would face severe punishment. Those held included people who “aided rioters and terrorists attacking security forces and public property” and “mercenaries who took up arms and spread fear among citizens,” he said.
“All perpetrators are mohareb,” state media quoted Mohammad Movahedi Azad as saying, adding that investigations would be conducted “without leniency, mercy or tolerance”.
Mohareb, an Islamic legal term meaning to wage war against God, is punishable by death under Iranian law.
INTERNET SERVICES ARE RESTORED IN PART
Reuters has not been able to independently verify the numbers of casualties or details of disturbances reported by Iranian media and rights groups.
Getting information has been complicated by internet blackouts, which were in part lifted on Saturday.
Iran’s crackdown appears to have broadly quelled protests, according to residents and state media, and the semi-official Mehr News Agency reported on Saturday that internet service had been restored for some users.
The ISNA news website said SMS service had also been reactivated.
“Metrics show a very slight rise in internet connectivity in #Iran this morning” after 200 hours of shutdown, the internet monitoring group NetBlocks posted on X. Connectivity remained around 2% of ordinary levels, it said.
A resident of Karaj, west of Tehran, reached by phone via WhatsApp, said he noticed the internet was back at 4 a.m. (0000 GMT) on Saturday. Karaj experienced some of the most severe violence during the protests. The resident, who asked not to be identified, said Thursday was the peak of the unrest there.
A few Iranians overseas said on social media that they had also been able to message users in Iran early on Saturday.
ARRESTS HAVE FOLLOWED INTELLIGENCE OPERATIONS, MEDIA SAY
State media has reported the arrest of thousands of “rioters and terrorists” across the country, including people linked to opposition groups abroad that advocate the overthrow of the Islamic Republic.
The arrests included several people Iranian state media described as “ringleaders,” including a woman named as Nazanin Baradaran, who was taken into custody following “complex intelligence operations.”
The reports said that Baradaran operated under the pseudonym Raha Parham on behalf of Reza Pahlavi – the exiled son of Iran’s last shah – and had played a leading role in organizing the unrest. Reuters could not verify the report or her identity.
Pahlavi, a longtime opposition figure, has positioned himself as a potential leader in the event of regime collapse and has said he would seek to re-establish diplomatic ties between Iran and Israel if he were to assume a leadership role in the country.
Israeli officials have expressed support for Pahlavi. In a rare public disclosure this month, Israeli Heritage Minister Amichai Eliyahu said in an interview with Israel’s Army Radio that Israel had operatives “on the ground” in Iran.
He said they aimed to weaken Iran’s capabilities, though he denied they were directly working to topple the leadership.
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Protesters Rally in Denmark and Greenland Against Trump Annexation Threat
A protester takes part in a demonstration to show support for Greenland in Copenhagen, Denmark January 17, 2026. Photo: REUTERS/Tom Little
Protesters in Denmark and Greenland demonstrated on Saturday against President Donald Trump’s demand that the Arctic island be ceded to the US and called for it to be left to determine its own future.
Trump says Greenland is vital to US security because of its strategic location and large mineral deposits, and has not ruled out using force to take it. European nations this week sent military personnel to the island at Denmark’s request.
MARCHING IN COPENHAGEN AND NUUK
In Copenhagen, demonstrators chanted “Greenland is not for sale” and held up slogans such as “No means No” and “Hands off Greenland” alongside the territory’s red-and-white flag as they marched to the US embassy.
Some wore red baseball caps resembling the “Make America Great Again” caps of Trump supporters, but with the slogan “Make America Go Away.”
In Greenland’s capital Nuuk, thousands led by Prime Minister Jens-Frederik Nielsen carried flags and similar banners as they headed for the US consulate chanting “Kalaallit Nunaat” – the island’s name in Greenlandic.
“I’ve come here today because I think it’s important to show that Greenland is not for sale. It is not a toy. This is our home,” said Naja Holm, a civil servant.
By the consulate, Nielsen addressed the crowd, drawing loud cheers.
Organizers estimated over 20,000 people attended the protest in Copenhagen – akin to the entire population of Nuuk. Police did not provide an official figure. Other protests were held across Denmark.
“I am very grateful for the huge support we as Greenlanders receive … we are also sending a message to the world that you all must wake up,” said Julie Rademacher, chair of Uagut, an organization for Greenlanders in Denmark.
TRUMP TRIGGERS DIPLOMATIC RIFT
Trump’s repeated statements about the island have triggered a diplomatic crisis between the US and Denmark, both founding members of the NATO military alliance, and have been widely condemned in Europe.
The territory of 57,000 people, governed for centuries from Copenhagen, has carved out significant autonomy since 1979 but remains part of Denmark, which controls defense and foreign policy, and funds much of the administration.
Some 17,000 Greenlanders live in Denmark, according to Danish authorities.
All parties in Greenland’s parliament ultimately favor independence, but they disagree on the timing and have recently said they would rather remain part of Denmark than join the US.
Only 17 percent of Americans approve of Trump’s efforts to acquire Greenland, and large majorities of Democrats and Republicans oppose using military force to annex it, a Reuters/Ipsos poll found. Trump called the poll “fake.”