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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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Mali’s Defense Minister Reported Dead in Major Weekend Assault
FILE PHOTO: A Malian soldier stands in position with his weapon during an attack on Mali’s main military base Kati outside the capital Bamako, Mali April 25, 2026. Photo: REUTERS/Stringer/File Photo
Mali’s Defense Minister Sadio Camara was killed in an attack by an al Qaeda affiliate on his residence near the main army base outside Bamako on Saturday, France’s RFI radio and two relatives said on Sunday.
The operation in Kati, 15 km north of Bamako, was part of a wider assault by the affiliate, Jama’at Nusrat al-Islam wal-Muslimin (JNIM), which cooperated with a Tuareg-dominated rebel group in what analysts and diplomats described as one of the largest coordinated attacks in the country in recent years.
A relative of Camara’s told Reuters he had been killed, while a Malian journalist known to be a brother-in-law of the defense minister posted about his death on Facebook.
A spokesperson for Mali’s defense ministry and a government spokesperson did not respond to requests for comment on Sunday. A statement by the armed forces said operations were continuing in various parts of the country to repel the insurgents.
A Reuters witness reported gunfire in Kati on Sunday morning.
MAJOR SHOCK FOR MALI’S MILITARY LEADERS
The United Nations called for an international response to violence and terrorism in West Africa’s Sahel region following Saturday’s assault, for which authorities have not provided a death toll.
“The Secretary‑General is deeply concerned by reports of attacks in several locations across Mali. He strongly condemns these acts of violence,” a U.N. spokesperson posted on X.
If confirmed, Camara’s death would represent a major shock for Mali’s military leaders, said Djenabou Cisse, associate fellow at the Foundation for Strategic Research (FRS), which specializes in West African security.
The current government, led by Assimi Goita, took power after coups in 2020 and 2021 and has pursued closer ties with Russia while spurning Western military cooperation – a strategy Camara promoted.
“As a key figure within the junta and a central architect of the Mali–Russia rapprochement, his removal would underscore JNIM’s capacity to strike at the core of state power,” Cisse said.
FATE UNCLEAR OF STRATEGIC CITY KIDAL
In addition to Kati, Saturday’s strike hit near Bamako airport and in localities further north, including Mopti, Sevare and Gao.
The fate of the strategic city of Kidal, a former stronghold for the Azawad Liberation Front (FLA), the Tuareg-dominated group that partnered with JNIM, was unclear on Sunday.
The FLA said in a statement that Kidal had fallen, and a spokesperson for the group said on X that a deal had been struck to let Russian mercenaries leave a besieged camp outside the city where Malian armed forces were still entrenched.
But Sunday’s statement from Mali’s armed forces said operations to repel the insurgents were still underway in Kidal among other places.
Ulf Laessing, head of the Sahel program at German think tank the Konrad Adenauer Foundation, said the attack was a setback for Russia, which backed the military-led government after it kicked out French, US and other Western forces.
“For Russia the attack has been a disaster,” Laessing said. “They were unable to prevent the fall of the highly symbolic Tuareg stronghold of Kidal and now need to leave this northern city.”
GOVERNMENT HAD PROMISED TO DELIVER GREATER SECURITY
Russian state‑run broadcaster Vesti reported on Sunday that Russia’s Africa Corps was repelling a large‑scale Islamist attack on Mali’s government.
According to Vesti, Russian personnel were responding along with units of Mali’s Presidential Guard and armed forces, preventing the presidential palace from being seized.
Vesti said some members of Russia’s Africa Corps were wounded, without providing further details.
Saturday’s attacks are the latest sign that Mali’s government has failed to deliver greater security despite promising to do so.
In September 2024, JNIM attacked a gendarmerie training school near Bamako airport, killing about 70 people. More recently, it carried out an effective fuel blockade that has starved the capital’s residents and businesses of power and supplies.
The government has recently pursued closer ties with Washington, which has sought to rebuild cooperation on security and explore mining opportunities.
Mali’s foreign minister told Reuters on Monday that neighboring states and foreign powers were backing terrorist groups, but declined to name the countries.
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Trump Safe After Being Rushed from White House Correspondents Dinner, Shooter in Custody
U.S. President Donald Trump is escorted out as a shooter opens fire during the annual White House Correspondents’ Association dinner in Washington, D.C., U.S., April 25, 2026, in this screen capture from video. REUTERS/Bo Erickson
President Donald Trump and first lady Melania Trump were rushed out of the White House Correspondents’ Association dinner by Secret Service agents on Saturday night after a man armed with a shotgun tried to breach security, officials said.
A man armed with a shotgun fired at a Secret Service agent, an FBI official told Reuters. The agent was hit in an area covered by protective gear and not harmed, the official said.
All federal officials, including Trump, were safe. About an hour after Trump was rushed from the event, he posted on Truth Social that a “shooter had been apprehended.”
“Quite an evening in D.C. Secret Service and Law Enforcement did a fantastic job,” Trump added.
Shortly afterwards, he posted, “The First Lady, plus the Vice President, and all Cabinet members, are in perfect condition.” He said he would be holding a White House press conference on Saturday night.
Anthony Guglielmi, a Secret Service spokesman, said the service was investigating a shooting near the main screening area at the entrance to the event.
After the sound of shots, dinner attendees immediately stopped talking and people started screaming “Get down, get down!”
Hundreds of guests dove under the tables as Secret Service officers in combat gear ran into the dining room. Trump and the first lady had bent down behind the dais before being hustled out by Secret Service officers.
Many of the 2,600 attendees took cover while waiters fled to the front of the dining hall.
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Trump Cancels Envoys’ Pakistan Trip, in Blow to Hopes for Iran War Breakthrough
US President Donald Trump speaks on the day he honors reigning Major League Soccer (MLS) champion Inter Miami CF players and team officials with an event in the East Room of the White House in Washington, DC, US, March 5, 2026. Photo: REUTERS/Jonathan Ernst
President Donald Trump canceled a trip by two US envoys to Iran war mediator Pakistan on Saturday, dealing a new setback to peace prospects after Iran’s foreign minister departed Islamabad after speaking only to Pakistani officials.
While peace talks failed to materialize Saturday, Israeli Prime Minister Benjamin Netanyahu ordered his troops to “forcefully” attack Hezbollah targets in Lebanon, his office said, further testing a three-week ceasefire.
Trump told reporters in Florida that he decided to call off the planned visit by US envoys Steve Witkoff and Jared Kushner because the talks in Islamabad involved too much travel and expense, and Iran’s latest peace offer was not good enough for him.
Before boarding Air Force One on Saturday for a return flight to Washington, Trump said Iran had improved an offer to resolve the conflict after he canceled the visit, “but not enough.”
In a social media post, Trump also wrote there was “tremendous infighting and confusion” within Iran’s leadership.
“Nobody knows who is in charge, including them. Also, we have all the cards, they have none! If they want to talk, all they have to do is call!!!” he posted on Truth Social.
Iranian Foreign Minister Abbas Araqchi earlier left the Pakistani capital without any sign of a breakthrough in talks with Pakistani Prime Minister Shehbaz Sharif and other senior officials.
Araqchi later described his visit to Pakistan as “very fruitful,” adding in a social media post that he had “shared Iran’s position concerning (a) workable framework to permanently end the war on Iran. Have yet to see if the U.S. is truly serious about diplomacy”.
Iranian media reported that Araqchi had flown to Oman’s capital Muscat, saying he will meet with senior officials to “discuss and exchange views on bilateral relations and regional developments”.
Sharif wrote in a post on X that he spoke with Iranian President Masoud Pezeshkian about the regional security situation and told him that Pakistan was committed to serving “as an honest and sincere facilitator — working tirelessly to advance durable peace and lasting stability.”
Tehran has ruled out a new round of direct talks with the United States and an Iranian diplomatic source said his country would not accept Washington’s “maximalist demands.”
IRAN AND US AT AN IMPASSE
Washington and Tehran are at an impasse as Iran has largely closed the Strait of Hormuz, which normally carries one-fifth of global oil and liquefied natural gas shipments, while the US blocks Iran’s oil exports.
The conflict, in which a ceasefire is in force, began with US-Israeli airstrikes on Iran on February 28. Iran has since carried out strikes against Israel, US bases and Gulf states, and the war has pushed up energy prices to multi-year highs, stoking inflation and darkening global growth prospects.
Araqchi “explained our country’s principled positions regarding the latest developments related to the ceasefire and the complete end of the imposed war against Iran,” said a statement on the minister’s official Telegram account.
Asked about Tehran’s reservations over US positions in the talks, an Iranian diplomatic source in Islamabad told Reuters: “Principally, Iranian side will not accept maximalist demands.”
White House press secretary Karoline Leavitt had said the US had seen some progress from the Iranian side in recent days and hoped more would come over the weekend, while Vice President JD Vance was ready to travel to Pakistan as well.
Vance led a first round of unsuccessful talks with Iran in Islamabad earlier this month.