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The Hanukkah merch market has exploded. But are Jews feeling more represented?
(JTA) — It was early November when Nicholas Wymer-Santiago walked into his local Target in Austin, Texas, and realized it was beginning to feel a lot like Hanukkah.
Instead of an endcap with a limited array of Hanukkah basics, as he had seen in past years, there stretched out a whole aisle of holiday products: pillows; dreidel-shaped pet toys; window decals; menorahs in the shape of lions, corgis and whales; and so much more. Even the $5-and-under impulse-buys section filled with seasonal products had a supply of Hanukkah goods, including a Star of David-shaped bowl and a set of dishes labeled “sour cream” and “applesauce.”
“In a good way, it was overwhelming at first, because there’s so much and I kind of want to buy it all,” Wymer-Santiago recalled feeling as he stood in the holiday section, looking up at a large photograph of a Hanukkah celebration alongside others showcasing Christmas.
The higher education administrator at the University of Texas decided to limit himself, at first taking home just a tea towel and a matching mug printed with a Hanukkah motif.
“And then I came back twice, maybe three times and each time I bought more and more items that I know I probably don’t need,” he said. “I think I’ve just had so much excitement about the novelty of it all, and having the ability to purchase these items, many of which I’ve never seen before.”
Wymer-Santiago is hardly alone in loading his cart with Hanukkah merchandise. Across the United States, big-box stores appear to be stocking more Hanukkah products than ever — and while off-color items such as Hanukkah gnomes and “Oy to the World” dish towels have raised eyebrows, the real story might be that American retailers have decked their shelves with menorahs, tableware and other items that are appropriate, affordable and often downright tasteful.
For many American Jews, the result is a sense of inclusion at a time of unease — although some are wrestling with what it means to have access to a fast-fashion form of Judaica.
“It is very exciting to go into Target or Michaels or a Walmart and to see Hanukkah merchandise,” said Ariel Scheer Stein, an influencer who shares crafting and holiday content for Jewish families on Instagram, where she has more than 20,000 followers.
Social media influencers in Miami, New York City and Denver respond to the flood of Hanukkah products at their local Target shops in 2022. (Instagram/@jamwithjamie/@cupofjo)
“The feeling is almost like pride and like we’re being seen and represented,” Stein added. “In a sea of Christmas … it feels really great, even if it’s a much smaller representation, that the Jewish holiday is there also and the Jewish community is being acknowledged and represented.”
The idea that retailers have stocked up on Hanukkah goods to make Jews feel represented is tempting, but it’s probably not the only reason for a shift in the market, according to Russell Winer, deputy chair of the marketing department at New York University’s Stern School of Business. He said that while an endcap — the small set of shelves at the end of an aisle — might sometimes be given over for symbolic purposes, the devotion of an entire aisle at the busiest time of the year is purely a business decision.
“These stores are very sophisticated in what they put in them,” Winer said. “They’re not going to put stuff on the shelves, especially at the holidays, if they don’t think they’re going to sell.”
There are signs that the Hanukkah market might be much wider than the proportion of Americans who identify as Jewish, 2.5%, would suggest. Numerator, a respected consumer trends polling firm, found in a survey of 11,000 consumers conducted in January 2022 that 14% of respondents said they were “definitely” or “probably” celebrating Hanukkah this year, compared to 96% for Christmas. More than half of the Hanukkah celebrants said they expected to spend more than $50 on the holiday — suggesting that retailers can expect hundreds of millions of dollars in Hanukkah spending this year.
Part of that marketplace is the growing number of families in which Hanukkah is celebrated alongside other holidays, usually Christmas. Most American Jews who have married in the last decade have done so to people who are not Jewish, according to the 2020 Pew study of American Jews; most of them say they are raising their children exclusively or partly as Jews. They may want to have products that allow Hanukkah to share the stage equitably with the other celebrations in their family.
“I’m not terribly surprised from a cultural standpoint that there’s more merchandise,” said Winer, who is Jewish. He said he and his wife had purchased Hanukkah stockings for their grandchildren, who are being raised in two faith traditions. (Evangelical Christians and Messianics, those who adopt Jewish practices while believing in the divinity of Jesus, also represent an emerging market for Jewish ritual objects.)
Stein offered another theory to explain the uptick in interest in Hanukkah products: the fact that social media and Zoom meetings have made home lives more transparent than ever.
“The communal sharing of lives, whether you’re an influencer or even my friends on Facebook showing what their display is this year or taking a picture of a recipe they were really proud of, making latkes from scratch — there’s just more visibility than there has been in the past,” she said. “And that’s probably a factor.”
Whatever the reasons, shoppers are noticing. Like Stein and countless other Jewish influencers, Rabbi Yael Buechler, a devoted observer of Jewish consumer trends, has offered tours of Hanukkah merchandise to her social media followers. Wearing Hanukkah pajamas that she designed and sells, Buechler has posted 14 videos to TikTok showcasing the Hanukkah collections of national retailers and assigns each store a “yay” or “nay” based on several metrics, including whether items display accurate Hebrew or appear to be generic blue-and-white items being passed off as made for the holiday. The videos, which have been viewed hundreds of thousands of times, have given her a broad view of what’s available to the Hanukkah consumer.
Welcome to the second installment of Hanukkah merch: YAY or NAY? .@target edition .Items were rated by:If the product was beyond blue & white Correct Hebrew Whether the Hanukkiyah was kosher If the Hanukkah pun was goodWhether animal was Hanukkah punnable (i.e. Menorasaurus) .#hanukkahiscoming #hanukkahfails #hanukkahcountdown #hanukkahyayornay #yayornay #hanukkah2022 #targetfinds #hanukkahpresents #hanukkahpjs #hanukkahgifts #hanukkahcheck #chanukah2022
“I see a lot more products this year than any other year,” said Buechler, who works at a Jewish school outside New York City. “I see a lot of new prints. I see more creativity in the market. I see more humor in the market.”
Like Wymer-Santiago, Buechler said Target, which has 2,000 locations across the United States, stood out as offering the widest array of products and the lowest proportion of “fails,” or products that miss the mark religiously, culturally or aesthetically.
“They have really stepped it up,” Buechler said. “Target also carries the Nickelodeon ‘Rugrats’ Hanukkah sweatshirts that are just brilliant. … I would definitely say they get the biggest ‘yay’ for this year.”
Target, which has a track record of using inclusive imagery in its advertisements and in-store promotions, declined to answer questions about its offerings, including how much bigger its Hanukkah collection is this year than in the past and how widely the products for Jewish buyers have been distributed. But a spokesperson said the feeling Wymer-Santiago and Stein described after visiting their local stores is exactly what the company is trying to cultivate.
“Target is committed to creating an inclusive guest experience in which all guests feel represented,” the spokesperson wrote in an email. The spokesperson noted that Target’s Hanukkah assortment “was developed in collaboration with Jewish team members and input from our Jewish employee resource group” and crosses several of the retailer’s in-house brands.
One of those lines, Opalhouse by Jungalow, was created by a Jewish artist, Justina Blakeney. Last year, Blakeney’s first Hanukkah collection included plates and pillows, as well as a gold menorah shaped like a dove. This year, Blakeney added new pillow designs and a clay menorah.
Target’s website prominent promotes Hanukkah products, including from a house brand by a Jewish creator named Justina Blakeney. (Screenshot)
“If I could go back in time and tell elementary-school-aged Justina (or ‘Tina’ as I was called back then) that I would have a chance to design a Hanukkah collection for Target, I would have lost my mind,” she wrote in an October blog post revealing the collection.
Hanukkah goods have always been widely available through Jewish merchandisers and at synagogue bazaars — but those products have been available only to people who already engaged in Jewish communities. Amazon and other online retailers have increased access, but only for people who are hunting for Hanukkah supplies. A Hanukkah aisle at Target, in contrast, reaches the many Jews who may not already have robust holiday traditions.
Stein, who said she particularly regretted not snapping up a marble dreidel sculpture that quickly sold out at Target, said she saw only benefits in promoting major retailers’ Hanukkah offerings, even if doing so has made her something of an unpaid advertiser at times.
“Right now, especially with the rise of antisemitism, if there are ways that we can spur Jewish joy — and for me, that’s by sharing and inspiring people with different kinds of Hanukkah merch and home decor and jewelry — I think that’s great,” she said.
Not everyone is thrilled by the shift in the marketplace. The sweeping Hanukkah displays are drawing criticism from those who have long lamented that the American primacy of Christmas has caused Jews to focus too much on a minor holiday, while leaving holidays with more religious significance relatively uncelebrated.
“I think: What would it feel like to see a giant Shavuot display?” Wymer-Santiago said.
The fast-fashion aspect of the big-box retailers’ offerings, many of which are imported from China, also raises concerns about whether easy access to trendy Judaica comes at environmental and cultural costs.
“How about we don’t extract fossil fuels to make crap that no one needs and that makes Jewish communities less distinctive?” asked Dan Friedman, a writer and longtime climate activist, though he emphasized that systemic change, rather than tweaks to purchasing decisions by Jewish consumers, is needed to avert climate catastrophe.
For Buechler and others, the benefits of a mass-market Hanukkah merchandise boom outweigh any possible drawbacks.
“As a rabbi, I am all for anything that will make Hanukkah celebrations more engaging and potentially lengthen a family celebration,” said Buechler, who said her own collection had outgrown the four tubs it occupied several months ago, and that one of her favorite purchases was of a Hanukkah sweater for lizards that she bought for a friend’s guinea pig.
“I really do believe that owning different kinds of Hanukkah merch, whether apparel or otherwise, will increase the likelihood that a family will celebrate with friends with family for more nights than they would have last year,” she added.
Nicholas Wymer-Santiago takes a selfie showing off his menorah collection, mostly acquired at his local Target in Austin, Texas. (Courtesy of Wymer-Santiago)
Wymer-Santiago plans to celebrate the holiday with his family in Ohio, meaning that he will be leaving behind much of this year’s Target haul in his Austin apartment: the device that makes dreidel-shaped waffles, the window decals that advertise the holiday to passersby, the giant dreidel-shaped jar that he has filled with, well, dreidels. He said he planned to make room in his suitcase for at least one item: a $5 menorah that reminds him of his dog.
Wymer-Santiago said a piece of him worried that Target was taking advantage of his excitement about Jewish representation, the way it has been criticized for doing around LGBTQ Pride celebrations, to sell him stuff he doesn’t need.
“Every time I buy something from Target in general, but definitely for Hanukkah, I think about this,” he said. “But then I think: This thing is so cute. And I just need it.”
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From one Australian deli, he built a shopping empire. His parents taught him what to do with its riches.
I first learned about Sir Frank Lowy at the Australian Museum in Sydney. Alongside an opalized plesiosaur skeleton and a 19th-century rug made of 75 platypus skins, there was a brief account of a Czechoslovakian Holocaust survivor who went on to become Australia’s richest man. It was a bizarre way to discover that the origins of the ubiquitous Westfield shopping malls lay in the Levi family from the tiny pre-War Jewish community of Fiľakovo on the Hungarian/Slovakian border.
In 2018, Sir Frank sold the company he ran with his three sons David, Peter and Steven and moved to Israel. At that point, Queen Elizabeth II had already made Lowy a Knight Bachelor and Australia’s Governor-General had appointed him Companion of the Order of Australia, Australia’s highest honor. Then, in 2024, as Lowy was receiving Israel’s highest civilian award, the Israeli Presidential Medal of Honor, a production marketing team was charged with making a short introductory film about him.
Over the next year, that film grew into To Be a Jew: Frank Lowy in his own words, a new feature-length documentary by Sarit Asnapi. A film about one of Australia’s most successful businessmen could easily have become an inventory of 50 years of deals. Asnapi, known for My Sister’s Keeper (2023) about the ultra-Orthodox community, though, frames the film using the attacks of Oct. 7 that deeply affected Lowy. Talking to me, he teared up at the thought of his young relatives who were brutally murdered at Kibbutz Be’eri, comparing them to his Slovakian cousins murdered in the Shoah. Asnapi shows what Pinchas “Frantisek” Levi — the boy who lost his father in the Holocaust — carried into Frank Lowy’s later life.
When I met him in his New York apartment overlooking Central Park, Lowy told me about an episode during the war that didn’t quite make it to the film. While his older siblings illegally worked around Budapest, he and his mother were relatively safe, though hungry, in the international ghetto. At midnight, his brother sometimes brought food to the building where they were living so that Frank, then a boy, could carry the parcel upstairs to the crowded apartment. His mother would open it, set it out on the table, and invite everyone to eat.
“I protested,” Lowy told me. There were perhaps 30 people in a flat intended for three or four, and he could see how little food they had. What, he wanted to know, would they eat tomorrow?
“Tomorrow, God will provide.” his mother told him.
Lowy, who is now a spry 95, about to turn 96, built and sold Westfield, the shopping center company whose name is familiar to millions of Americans; helped remake Australian soccer; and founded major synagogues and think tanks in both Australia and Israel. But when he describes the principle behind his philanthropy, he returns to that apartment: “When you have a little, give a little. When you have a lot, give a lot.”
We began, though, with soccer. I’m a Leeds United supporter and his son Peter is now a director of the club. Lowy’s connection to the game goes back much further: to Fiľakovo, where his father took him to watch the local team on Sundays. On a return visit years later, Lowy sought out the spot by the field where his father Hugo, who was murdered in Auschwitz, had sat.
Lowy, his mother and his siblings survived. After the war, he went to Palestine, fought in Israel’s War of Independence and, in 1952, reunited with his family in Australia. He told me that on his first weekend in Sydney, he was back at a soccer ground, watching Hakoah, the Jewish club founded by immigrants on the model of the legendary Austrian team, Hakoah Vienna.
Years after that first Sunday at Hakoah, Lowy — who was president of the club from 1969-to-1988 — was asked to help overhaul Australian football. The sport had devoted supporters, but it was a “Volksport” where clubs often carried the national identities and rivalries of immigrant communities. Lowy recalled matches at which hostility in the stands overwhelmed what was happening on the field. He wanted a league that those communities could enjoy together with the rest of Australia.
After being approached by the Australian premier to transform the sport in that country, Lowy led the national governing body from 2003 to 2015. Under his chairmanship, the A-League began in 2005 with Australian city clubs taking over from the Macedonian, Italian, Croatian, Jewish, and other clubs that had preceded them. As well as refashioning the league, Lowy helped the “Socceroos” national team take on a pan-Australian character. With “the kick that united a nation,” John Aloisi’s successful penalty against Uruguay meant that Australia qualified for the 2006 World Cup, its first appearance in 32 years. It was a moment that transformed soccer’s standing in Australia from a niche sport into a mainstream powerhouse.
Soccer isn’t just a hobby for Lowy. In the wake of December 2025’s Bondi Beach massacre, he wrote to the Royal Commission on Antisemitism, suggesting the same principles he used to change the profile of the sport as a potential solution to the blight of rising antisemitism in the country.
He does not pretend that running a league supplies a complete answer to hatred. He does believe that people can change the public life of a country by building institutions, speaking openly and refusing to retreat.
“In soccer, we didn’t try to take people’s ethnic identity away; we worked to stop the expression of ethnic conflict in public. Similarly, it is probably not possible to eradicate a dislike of Jews, but it is possible to help people understand why, in Australian society, the public outpouring of this aversion is not right.”
The persistence of soccer in Lowy’s life fascinated me. So did the contrast between Hakoah, a place where immigrants could keep something of their old lives, and the more broadly Australian game Lowy later helped build. He did not see a contradiction. His early businesses had already taught him what could happen when people from different places found a reason to gather.
After finding factory work on arrival in a burgeoning immigrant Australia, Lowy took a job making sandwiches. Soon, he and fellow immigrant John Saunders opened a delicatessen in the Western Sydney suburb of Blacktown. “The delicatessen was very successful because we were the only ones that were selling continental goods,” he told me, “And the Russians, the Slovaks, and all the people that came were hungry for that. Because in Australia, then, a sandwich meant white bread, a slice of cheese, and white bread on top of it.” So their customers included Europeans from all over, who missed the food they had known before emigrating. The partners bought “Australia’s second espresso machine” and Lowy remembers the Italian workers queuing for coffee on Sunday mornings
One afternoon, an acquaintance told Lowy he was building shops nearby. Lowy, as he avers is the case throughout his career, was “aware and alert.” How does what I observe affect me? What can I do about it? With whom can I take action? So he went back inside and asked Saunders a question that would recur throughout our conversation: Why don’t we do the same? They began with a few shops in Sydney. In 1959, they opened their first proper shopping center in Australia, and in 1977, their first shopping center in America – in Trumbull, Connecticut.
Lowy describes this habit of noticing an opening, then acting on it, as “active optimism.” It is an appealing phrase, though his version has less to do with expecting things to turn out well and more to do with moving into an area and being open to pivot with partners to change goals and maximize success. He spoke of watching for dangers as closely as opportunities, and of the financial crises the company had to survive. He also spoke with unusual ease about the help he received: Saunders, bankers who stood by the business, and colleagues he chose well. “Alone you cannot succeed,” he said.
Lowy is similarly unwilling to make his Jewishness less visible for the comfort of others. He told me that he objected when newspapers called him a “Jewish businessman” in stories where another man’s religion would never have appeared. He wanted to be known as a businessman on the same terms as anyone else. At the same time, wanted no one to mistake who he was.
“I carried the Jewish flag,” he told me. Does he still? “All the time.”
For all his talk of building things, Lowy’s memories of Jewish life begin with what his parents did for people who had little power. Before the war, traveling Jews looking for money far from home in Poland or Carpathia would often sleep for free in the synagogue. On Friday nights, the rabbi would see whether any heads of household would take them in for meals. Lowy remembers that his father would bring these travelers home, and even seat them at the head of the family table, even when other hosts might have put them in the kitchen.
He founded the Lowy Institute, an international policy organization to combat what he saw as Australian isolation. By providing world class, original “policy-relevant research from an Australian perspective,” it can bring Australia into international conversations. Sometimes, that means bringing world leaders to speak in Sydney, or by convening meetings across the world under an Australian umbrella.
In a similar vein, in 2006, he became chairman of Israel’s Institute for National Security Studies, one of the world’s leading security think tanks. He described his private support for Jewish causes, including Holocaust commemoration, Tel Aviv University and the Australian Jewish Communal Appeal (JCA) as something he learned at home, from those meals and from the coins his mother put into a Jewish National Fund box at their home on Fridays.
The documentary follows Lowy as he reflects on nearly a century of Jewish life and visits communities devastated by the Oct. 7 attacks. Its title sounds definitive, but, when we spoke, Lowy was still working out what he wanted people to take from the film. He hoped some might follow his example in giving to others. He hoped, too, that telling a Jewish story openly might do some good.
Near the end of our conversation, Lowy said he was “a Jew, body and soul, Israeli on top of it.” After his journeys to Budapest, Tel Aviv, Sydney, Trumbull and New York, it was a strikingly simple account of himself. I thought again of the boy carrying food up the stairs, anxious about tomorrow, and of his mother setting a place for everyone anyway.
His mother and his father had both shown young Pinchas how to take pride in sharing food with strangers but it took an adult Frank Lowy to bring diverse people together at a massive scale no matter what their differences: whether it was through food at a deli, politics at a think tank, crowds at soccer games, or shoppers at malls across the world.
To Be a Jew: Frank Lowy in his own words, will screen at the Marlene Meyerson JCC Manhattan on Sept. 29, and there will be a Q&A with Sir Frank Lowy afterwards.
The post From one Australian deli, he built a shopping empire. His parents taught him what to do with its riches. appeared first on The Forward.
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They settled in a city where 200,000 Jews thrived. After Kristallnacht, her family fled and she stayed behind.
The City Without Jews: Life and Death in Nazi Vienna
By Douglas Smith
FSG, 560 pages, $37
Several years ago, the historian Douglas Smith, who has won wide recognition for his several books on modern Russia, turned his attention to Vienna and its Jewish community during the rise and fall of the Third Reich. During his research, he discovered the recently published diary and letters of Mignon Langnas (née Rottenberg), one of the few Jews who remained and survived in Vienna under Nazi rule. Gripped by Langnas’ experience of events we have difficulty even now of fully grasping, Smith decided to center his book on this remarkable woman.
It was a brilliant choice: Smith’s new book, The City Without Jews: Life and Death in Nazi Vienna, seamlessly weaves Langnas’ story with the wider account of how Vienna, home to the largest Jewish population of any city in the German-speaking world with nearly 200,000 inhabitants, was declared by Nazi officials, with only slight exaggeration, as Judenrein.

From its fin-de-siècle brilliance in the late 1800s to its fin-des-juifs darkness in the mid-1930s, Vienna was home to both illustrious Jews like Sigmund Freud and Gustav Mahler as well as notorious antisemites like the influential politician Georg von Schönerer and Karl Lueger, the city’s mayor from 1897 to his death in 1910. But antisemitism was a worldview that extended far beyond a political elite. Smith underscores the countless acts of spontaneous antisemitism that erupted in Vienna following the 1938 Anschluss, when Jews were forced to scrub anti-Nazi graffiti from sidewalks and carry pro-Nazi placards. The American journalist and historian William Shirer, on a visit to the city, reported that the Viennese, “usually so soft and sentimental, were behaving worse than the Germans, especially towards Jews.”
Of course, what followed was unspeakably worse. The rapid and rapacious process of Aryanization by the Viennese shocked even German Nazi officials, who hurriedly issued a series of laws and warnings against “wild Aryanization.” The lurid logic of Aryanization, in turn, beggared the Jewish community, making the resolution of the “Jewish question” even more imperative for the Third Reich.
Adolph Eichmann, recently arrived in Vienna, created the Central Office for Jewish Emigration and placed Josef Löwenherz, the director of the Viennese Jewish Community, at its head. Though Löwenherz’s actions were condemned by some survivors after the war, Smith echoes the Holocaust scholar Doron Rabinovici’s conclusion that, while Löwenherz was “co-opted” by the Nazi state, he nevertheless acted courageously in impossible circumstances, saving the lives of tens of thousands of Viennese Jews.
Smith’s account of the evolution of the Final Solution in Vienna, based on an impressive familiarity with primary and secondary sources, manages to be both cogent and comprehensive. What makes his narrative truly compelling, though, is how well he weaves the life of Mignon Langnas into the wider story. Upon settling in Vienna, her family quickly learned German, thoroughly immersed themselves in the literary culture and, despite recurring spasms of antisemitism, thought of Vienna as their home. As Smith observes, the parents’ very choice of “Mignon” as their daughter’s German name, rather than her Hebrew name of Mamcze, signaled their embrace of Viennese Kultur. In 1928, the young woman married Leon Langnas, also a Polish immigrant with whom she had two children, Georg and Manuela. Though they struggled financially, they had no reason to believe that their lives, along with their extended families, would not continue to improve.
Of course, this belief was shattered by the birth of the Third Reich and death of the Austrian Republic. As the prospect of annexation by Nazi Germany loomed, the deep reserves of Austrian antisemitism seeped then burst into public life. In Vienna, the violence of Kristallnacht was far greater and gruesome than in Germany, with dozens of synagogues and thousands of Jewish businesses destroyed, several thousand Jewish residents arrested, and at least 27 Jews murdered and dozens more who took their own lives. As Joachim Fest, a biographer of Hitler, concluded, Kristallnacht was “successful only in Vienna.”

This event persuaded the Langnas family that they had to leave. While fires lit the streets along which roving bands sought out Jews, SS officers came to the Langnas apartment to arrest Leon. He succeeded to hide that night and, at Mignon’s urging, eventually made his way to New York after nearly a year of travails and travels. Mignon then managed the Herculean task of completing the paperwork for the children, who joined Leon in 1940, but refused to leave her parents who could not secure the necessary money and visa.
At this point, alone and anguished, Mignon began the journal that serves as Smith’s window into her life. Over the next four years, what remained of her family, friends, and neighbors were gradually “extracted” — the term of art for the round-up and deportation of Jews by either the SS or Jewish “stewards” employed by the Central Office. Though both of her ailing parents died, Mignon managed to survive through pure luck and sheer will. She leapt at the chance to train as a nurse, a position that not only helped save her from the relentless wave of extractions, but no doubt helped save the lives of many of her patients.
During the final months of the war, when she worked twelve-hour shifts at the Children’s Hospital and Vienna was pounded daily by Allied air strikes, Mignon adopted a mantra: “Don’t think — just don’t think.” If she did allow herself a thought, it was that she wanted to live and see her husband and own children. When the city was liberated in April 1945, slightly more than 5,000 Jews — either employed by the Central Office or married to gentiles — had survived including Mignon, who had lost more than fifty family members. But there was an insurmountable distance between survival and revival.
In June 1946, Mignon arrived in the port of New York City and rejoined her family. Yet she had become a stranger to them — after six years in the US, the children had forgotten not just their German, but mostly their mother as well, and they had become strangers to one another. As she wrote to a cousin, “We are all broken people and nothing happy or bright can resonate in us anymore. I have to cry so much.”
Three years later, Mignon, ill and unable to leave her bed, was admitted to Gotham Hospital where she died a few weeks later. Yet thanks to Douglas Smith’s masterful account, it is not just the horrors Mignon experienced but also the humanity she embodied that will continue to resonate with the reader.
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Could a convert’s kid play Jewish geography?
It was, I think, some small measure of divine consolation that the most dispersed minority on the planet got a little game to bring us back together. Yes, I’m talking about Jewish geography — that special small-talk ritual that often follows when two Jews meet for the first time.
It’s a precious thing, finding out that the stranger from across the country is in fact related to your old day-school pal…or went to camp with his sister…or dunked on him one time in a gap-year program basketball tournament. These connections, however stretched, mark our closeness, placing us somewhere on a giant tree of shared Jewish ancestry that, presumably, begins at Sinai.
But Jewish geography never played that way for me. My dad converted — no Jewish friends or family there — and my mom’s relatives were non-observant, leaving me with dangerously few character references outside of my synagogue and day school class. We didn’t do Pesach programs or Camp Ramah — we didn’t even shul-hop. So on NCSY Shabbatons or at Hillel dinners, when everyone else knew someone who knew someone, I didn’t. Like the converts of the biblical desert, I felt I’d always be pitching my tent on the fringes.
Everything changed one day earlier this year when, doomscrolling on X, I came across a post from a user with my last name. I’ve never met another Keene I wasn’t related to, so I followed my curiosity to her profile. Her bio (it’s since changed) read something like: “Best-selling author. Feminist. Jew.” Gobsmacked, I followed her.
A few minutes later, a message arrived. “Holy s—,” Meg wrote, “are we the only two Jews on earth with the last name Keene?” I guess writing for a Jewish publication gave me away. Over DMs, she told me she lived with her husband and two kids in the Bay Area; like my dad, she had converted from Christianity. Her Keene ancestors hailed from the antebellum South; I told her mine fought for the North. We soon pieced together that we were both descended from Mayflower folks — believe it or not, the same one.
At some point, we realized this was the least Jewish game of Jewish geography that’s ever been played. Of course, playing at all was new for both of us. “Because talking about being a convert is discouraged,” Meg said, “and honestly because most people who talk about being converts converted 5 minutes ago, not 20 years, I end up just sitting quietly during Jewish geography convos. I find it interesting that people generally don’t notice.”
A few days later, we picked up the conversation over the phone, when I learned that she made her name writing about wedding planning but had since pivoted to fiction. She’d finished a novel — but was having trouble getting it out, she said, because her characters had been deemed too Jewish by publishers. (Not long after our call, Cousin Meg launched her own imprint, Meg Keene Books, to take the Big Five head on.)
Still, not all the Jewish Keenes were accounted for. A few months later, Meg told me she’d found another. Andrew Keene lives in Tel Aviv, and — here’s a real twist — he didn’t convert. Instead, Andrew told me over LinkedIn this week, his ancestors were Cohens who changed their name. I’d met Kanes, Kahns and Katzes who were at one point Cohens, but never Keenes. Well, unless I counted myself — after all, Cohen is my mother’s maiden name.
Andrew, whose family hails from Wisconsin, said he wasn’t sure how Cohen had become Keene, or why. “But I do know my grandfather had an uncle, Louis Cohen.” Funny he should say so: I’m named after one. His Louis Cohen worked for Pabst Brewing; mine was a dentist. Andrew’s visiting LA next month, and we’re trying to drag Meg down here for a Jewish Keene summit.
I should caveat that my newfound Jewish geography has come at a price. There had been one nice thing about being the sole Jewish Keene family, which was the illusion of brand control. I grew up believing that whatever name recognition Jewish Keenes achieved would begin with our family of five — what could be, unburdened by what has been. Then, this week, I got a text I had never received before: Are you related to Meg Keene?
The answer’s kind of a long story, but it dates back to Sinai.
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