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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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Indonesia Denies Prabowo Visit to Israel, Raising Questions Over Middle East Diplomacy

Indonesian President Prabowo Subianto arrives in Sharm El Sheikh, Egypt, to attend the Gaza peace summit with world leaders. Photo: Screenshot
Indonesia has publicly denied that President Prabowo Subianto will visit Israel this week, contradicting media reports that he would become the first Indonesian head of state to do so and raising questions about Jakarta’s approach to Middle East diplomacy.
On Monday, Foreign Minister Sugiono said there was “no such plan” for Subianto to visit Israel, adding that he will return to Jakarta after attending the Gaza peace summit in Egypt, where leaders signed a US-brokered agreement aimed at ending the two-year conflict between Israel and the Palestinian terrorist group Hamas.
Sugiono’s announcement followed media reports suggesting that preparations were underway for a historic visit to Israel, with Subianto potentially arriving on Tuesday or Wednesday
As the world’s largest Muslim-majority nation with no diplomatic ties to Israel, Indonesia would make history if its president were to visit the Jewish state, potentially opening the door to broader regional normalization efforts.
Subianto traveled to Egypt on Monday to join world leaders at the Sharm El Sheikh Peace Summit to discuss the future of Gaza and post-war reconstruction efforts.
“Indonesia is fully committed to promoting peace in the Middle East region,” the Indonesian leader said in a statement.
Hari ini, saya berkunjung ke Republik Arab Mesir untuk menghadiri Konferensi Tingkat Tinggi (KTT) Perdamaian Sharm El-Sheikh. Dalam forum ini, saya akan menyaksikan penandatanganan perjanjian perdamaian dan penghentian perang di Gaza.
Indonesia berkomitmen penuh untuk mendorong… pic.twitter.com/5cfLMV9wBA
— Prabowo Subianto (@prabowo) October 13, 2025
Even though Subianto has advocated for Israel’s right to exist and live in security at the United Nations General Assembly last month, he has also called for the establishment of a Palestinian state — a move that, Israeli officials have warned, would reward terrorism.
Indonesia has also repeatedly condemned Israel on the international stage, falsely accusing the Jewish state of committing genocide during its defensive campaign against Hamas in Gaza.
Last week, the Indonesian government imposed a ban on Israeli athletes from entering the country for an international gymnastics competition, citing protest against the war in Gaza.
Yusril Ihza Mahendra – Indonesia’s minister for law, human rights, and immigration – announced that Israeli athletes will be denied visas to enter Indonesia for the competition.
“The government will not grant visas to Israeli gymnasts who intend to attend the World Artistic Gymnastics Championships in Jakarta,” Mahendra said on Thursday.
The decision was made following directives from Subianto, who condemned Israel for its military actions in the Gaza Strip during his speech at the UN General Assembly.
In 2023, Indonesia was stripped of hosting rights for the Under-20 World Cup because of protests in the country regarding Israel’s participation in the international soccer competition.
That same year, the ANOC World Beach Games was canceled after Indonesia abruptly pulled out as hosts in protest of Israel’s involvement.
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Kamala Harris on whether Israel committed genocide: ‘We should all step back and ask this question’

Former Vice President Kamala Harris held back from labeling Israel’s actions in Gaza a “genocide” on Sunday but said it was an appropriate question.
“A lot of folks in your party have called what’s happening in Gaza a genocide. Do you agree with that?” correspondent Eugene Daniels asked Harris during an interview on MSNBC’s “The Weekend.”
“Listen, it is a term of law that a court will decide,” Harris responded. “But I will tell you that when you look at the number of children that have been killed, the number of innocent civilians that have been killed, the refusal to give aid and support, we should all step back and ask this question and be honest about it, yeah.”
Several lawmakers, including Vermont’s Jewish Sen. Bernie Sanders, an independent, and far-right Georgia Republican Rep. Marjorie Taylor Greene, have described Israel’s conduct in Gaza over the past two years in Gaza as a genocide, but the allegation has not gotten mainstream support in Congress.
Throughout Harris’ book tour for her new memoir, “107 Days,” the former vice president has drawn pro-Palestinian protests who have accused her of being a “war criminal” and of supporting “genocide” in Gaza during her term. She has at times rebuffed the protesters and also given airtime to their concerns.
“I was the first person at the highest level of our United States government or administration to talk about the fact that the people in Gaza were starving,” Harris told protesters at a book event last month, according to the Washington Post.
Later in the interview, Daniels asked Harris whether she agreed that President Donald Trump should be “commended” for his role in brokering the ceasefire deal between Hamas and Israel that saw the release of the 20 living hostages on Monday.
“I don’t think we should hold any credit where it’s due,” said Harris. “I really do hope it becomes real and that the hostages are out, that Gaza is no longer being treated with such brutality of force, that aid goes in. I commend the people who have been a part of this process. I commend the Qataris, the Egyptians, and the president.”
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Eurovision Song Contest Organizer Calls Off November Vote on Israel Participation

A logo of the Eurovision Song Contest is seen in front of the St. Jakobshalle in Basel, Switzerland, May 1, 2025. Photo: REUTERS/Denis Balibouse
Eurovision Song Contest organizers will no longer meet online in November to vote on Israel‘s participation in the competition, following Middle East “developments,” the European Broadcasting Union said on Monday in an apparent reference to the Gaza ceasefire.
Austria had appealed to countries not to boycott next year’s contest – due to be held in Vienna – over Israel‘s participation and concerns about the two-year-old Gaza conflict.
Eurovision, which stresses its political neutrality, has faced controversy this year linked to the war, and several countries had pledged to withdraw from the event if Israel took part.
Austrian national broadcaster, ORF, which will host the 2026 contest, told Reuters it welcomed the EBU’s decision.
On Monday the Hamas Palestinian terrorist group freed the last living Israeli hostages from Gaza and Israel sent home busloads of Palestinian detainees, under a ceasefire deal aimed at bringing an end to the two-year-old war.
“The Board agreed to put the issue on the agenda of its ordinary Winter General Assembly, which will be taking place in December,” instead of the extraordinary meeting which had been slated to take place online in November, an EBU statement said.
It said that following “recent developments in the Middle East” the Executive Board agreed on Monday that there should be an in-person discussion among Members “on the issue of participation in the Eurovision Song Contest 2026.”
The EBU did not clarify, when asked by Reuters, if a vote on Israeli broadcaster KAN’s participation would still go ahead, and said further details about the session will be shared with EBU Members in the coming weeks.
KAN did not immediately reply to a request for comment.
In September a letter from the EBU’s President said the executive board recognized that it could not reach a consensual position on KAN’s participation in the competition.
“Given that the Union has never faced a divisive situation like this before, the Board agreed that this question merited a broader democratic basis for a decision,” Delphine Ernotte Cunci said in the letter.