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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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The latest issue of the Hasidic magazine ‘Chvalyes’ discusses psychedelic drugs
ערגעץ װוּ אױף דער ייִדישער װעלט, אָדער דער ייִדיש־װעלט, דאַרף זיך געפֿינען אַ פֿאָרשער װאָס זאָל זיך אָפּגעבן מיט דער נײַער געשיכטע פֿון דער חסידישער ליטעראַטור, בפֿרט מיט אירע עליות און ירידות, די פּערזענלעכקײטן און אַנשטאַלטן.
אַ נײַע און פֿאַרכאַפּנדיקע חסידישע אױסגאַבע איז תּמיד אַ סיבה זיך צו אַנגזאַזשירן מיט דער דאָזיקער געשיכטע, צו פֿאַרשטײן פֿאַר װאָס ס׳איז כּדאַי דאָס צו לײענען מיט קאָפּ.
טאַקע דערפֿאַר וועל איך הײַנט שרײַבן וועגן „כוואַליעס“ — אַ נײַעם זשורנאַל, וואָס איך האָב הײַיאָר מיטגענומען אין שיל אַרײַן װי לײענװאַרג בעת די לאַנגע יום־טובֿ־דרשות.
ס׳איז פֿאַראַן אַזאַ סטערעאָטיפּ בײַ ייִדישיסטן (און מיט דעם בין איך אױסן נישט־חסידישע ייִדיש־רעדערס און ליבהאָבערס פֿון ייִדיש), אַז חסידיש ייִדיש האָט נאָר צו טאָן מיט גאָר פֿרומע זאַכן, נאָר טעמעס װאָס גוטע פֿרומע לײַט װאָלטן אָנגענומען.
ס׳איז אָבער נישט אַזױ. דורך די אַלע גילגולים פֿון דער אַמעריקאַנער חסידישער ליטעראַטור — זאָל זײַן בלאָגס, װעבזײַטלעך (צום בײַשפּיל „אײַװעלט“ אָדער דער שױן אונטערגעגאַנגענער „קאַװע־שטיבעל“), אָדער אין אַ רײ קורציאָריקע אָבער דאָך לעבעדיקע זשורנאַלן — איז דער אינטערעסאַנטסטער אינהאַלט, לױט מײַן מיינונג, נישט די עסײען װעגן דער חסידישער געשיכטע, אָדער מעשׂיות פֿון צדיקים און רביים, נאָר דװקא די גבֿית־עדותן פֿון טאָגטעגלעכע קאָנפֿליקטן.
געװען אַ מאָל „װעקער“ (דאָרט האָב איך אָפּגעדרוקט אַ פּאָר שטיקלעך, װאָס דאָס איז אַלײן אַ סימן פֿון אָפֿנקײט — װי אָפֿט לײענען די ייִדישיסטן און די חסידים אײנער דעם צװײטן?), און דערנאָך איז מען אַריבער אױף אַ נײַער פּובליקאַציע, „כװאַליעס“.
סײַ „װעקער“ סײַ „קאַװע שטיבעל“ זײַנען צום באַדויערן מער נישטאָ — דאַכט זיך, מער צוליב פֿינאַנציעלע װי אידעאָלאָגישע סיבות. אַ דאַנק דער מי, און מסתּמא דעם כּוח־הגעלטשאַפֿונג פֿון דער רעדאַקציע, האָט מען אָבער שױן אַרױסגעגעבן העכער אַ טוץ נומערן פֿון „כװאַליעס,“ װאָס איך דערלױב זיך צו זאָגן איז פּראָסט־פּשוט אַ גילגול פֿון „דער װעקער.“
דער נײַער נומער איז אָבער באַזונדערש רײַך און כּדאַי אָנצוקוקן צוליב דעם פֿענצטערל, װאָס ער עפֿנט אױף אין דער חסידישער װעלט אַרײַן. און דװקא אַ פֿענצטערל װאָס װײַזט די טײלן פֿון דער געזעלשאַפֿט װאָס אַ סך װילן, זײ זאָלן בלײַבן באַהאַלטן. װי די רעדאַקציע „כװאַליעס“ באַשרײַבט זײער צײַטשריפֿט, דינט זי ווי אַ פּלאַטפֿאָרמע פֿאַר מאַטעריאַלן „װאָס האָבן נישט קײן געהעריגן פּלאַץ אין די אַלגעמײנע אױסגאַבעס אױף די פּאָליצעס פֿון די הײמישע געשעפֿטן.“
ספּעציעל טשיקאַװע איז די טעמע װאָס פֿאַרנעמט דעם אױבן־אָן פֿון דער איצטיקער פֿילפֿאַרביקער הילע: „סײַקעדעליקס,“ דאָס הײסט, דער באַנוץ פֿון פּסיכעדעלישע סובסאַנצן אין די היימישע קרײַזן און זײער װירקונג אױפֿן יחיד און כּלל.
זיכער, װי אַ דאָקטער און אַ מענטש װאָס איז מער װײניקער באַקאַנט מיט דער הױפּטשטראָמיקער גױיִשער אַמעריקאַנער קולטור, האָב איך געװוּסט אַז די דאָזיקע בשׂמים, צום בײַשפּיל אײַאַהואַסקאַ, קעטאַמין, פּסילאָסײַבין, און אַזױ װײַטער, זײַנען געשטיגן אין פּאָפּולעריטעט. נאָר אַז זײ האָבן אױך אַרײַנגעדרונגען אין בתּי־מדרשים, בײַ רבישע משפּחות און גבֿירישע בעלי־בתּים, װי אױך פּאָרפֿעלקער און סתּם חסידים מיט כּלערלײ פֿאַרלאַנגען און פּראָבלעמען – דאָס האָב איך נישט געװוּסט.
אין דעם עפֿענונג־אַרטיקל װאָס דינט װי אַן אַרײַנפֿיר אין דער טעמע, װערט קלאָר װי פֿאַרשפּרייט ס׳איז שױן געװאָרן די דאָזיקע „סחורה.“ „װער האָט מעדיצין?“ פֿרעגט אײנעם בײַ א שבת־טיש. אַ צװײטער זאָגט אַז ער האָט קעטאַמין, נאָר דער װאָס האָט געבעטן די „מעדיצין,“ באַשרײַבט װײַטער דער מחבר פֿון אַרטיקל, „שטעלט קלאָר אַז ער זוכט דװקא שװעמלעך. עס נעמט נאָך אַ סעקונדע ביז אַ צװײטע ברענגט אַפֿיר די געװוּנטשענע ׳מעדיצין׳, װאָס װערט געגעסן בײַם שבת טיש װי דער אַפֿיקומן בײַם סדר.“
װי אַזױ איז מען געקומען צו דעם? מע פּרוּװט באַקענען דעם לײענער אױף אײן פֿוס מיט דער געשיכטע פֿון פּסיכעדעלקס. עס װערט ברײט באַהאַנדלט די אַמעריקאַנער געשיכטע פֿון דער יוגנט-קולטור בשעת די 1960ער יאָרן און אירע פֿאַרבינדונגען מיט פֿאַרשײדענע סובסטאַנצן װאָס „ענדערן“ דעם מוח, װי אױך מעגלעכע פּאַראַלעלן צװישן יענער היפּי־װעלט פֿון געזעלשאַפֿטלעכן אױפֿברױז און דער הײַנטיקער װעלט פֿון כעמיש־נײַגעריקע חסידים.
נישט דאָס װערט דערזאָגט, נאָר די דאָזיקע װעלט איז אױך אין מיטן פֿון אַ רײ לאַנג־טערמיניקע און טיף־גרײכיקע בײַטענישן, און דער דאָזיקער סובסטאַנצן־באַנוץ איז זיכער טײלװײַז געװירקט דערפֿון. אײן קעפּל אין דעם אַרטיקל פֿון דער געשיכטע פֿון פּסיכעדעליקס שטעלט אַפֿילו די פֿראַגע, „צי זעכציג־ט זיך יעצט אין דער הײמישער װעלט?“ דאָס הײסט, צי זײַנען הײַנטיקע הסידים געװירקט פֿון יענע פֿאַרטשאַדעטע יאָרן פֿון דער אַמעריקאַנער יוגנט אין די 1960ער?
שטעקט אפֿשר דער גרעסטער חידוש אין דעם, װי אַזױ די שרײַבערס פֿון די אַרטיקלען אױף דער דאָזיקער טעמע טרעטן אַרױס צו זאָגן אַז דעם נושׂא באַהאַנדלט מען אין דעם נומער װײַל די אָנפֿירערס פֿון זײער קהילה גיבן זיך נישט אָפּ דערמיט. מוטיק, נאָר אױך אונטער פּסעװדאָנימען….און אַרױסברענגען די דאָזיקע פֿראַגעס װיל מען אױף אַ געמאָסטענעם, נישט קאָנטראָװערסיעלן אופֿן. װי עס זאָגן די רעדאַקטאָרן, „מיר זענען נישט דאָ צו טױשן קײנעם אָדער צו שטופּן אַגענדעס.“
דער רעשט פֿון דעם פֿעטן נומער איז אָבער אױך װיכטיק. עס נעמט אַרײַן אַן אַרטיקל פֿון אַ חסידיתטע מיטן פּסעוודאָנים „אשת חבֿר“, אונטערן טיטל „אַ פֿעמיניסטקע װאַקסט אין ברוקלין“. די פֿרוי גײט אַדורך אַ קריזיס פֿון אמונה װאָס װערט באַאײַנפֿלוסט אָבער נישט געלײזט פֿון די װערק פֿון מאָדערן־פֿרומע ייִדישע פֿרױען, װאָס האָבן קריטיקרט אױף אַן ענלעכן אופֿן די ייִדישע פּאַטריאַרכיע.
„איך האָב טועם געװען דעם סאָרט אָפֿענעם דזשודאַיִזם,“ שרײַבט „אשת חבֿר“, „און נישט געטראָפֿן דאָרט אידישקײט. מײַן באַשעפֿער האָט אַ חסידישן אַקצענט.“ לסוף באַשליסט זי, אז אפֿשר מוז זי אַלײן אָנשרײַבן אַ בוך װעגן אירע קאָנפֿליקטן. „אױב איז דאָ אַ בוך װאָס דו װילסט לײענען אָבער עס איז נאָכנישט געשריבן געװאָרן, דאַן מוזטו עס אַלײן שרײַבן.“
אַ לענגערע עסײ, ממש אַ מאַמר, פֿון באַװוּסטן שרײַבער קטלא קניא גיט זיך אָפּ מיט דער טעמע פֿון ייִדישן חינוך — נאָך אַ בײַשפּיל פֿון אַ טיפֿזיניקער און שאַרפֿער קריטיק װאָס צילט דװקא אױף די סאַמע יסודות פֿון חסידישן לעבן־שטייגער. דער מחבר פּרוּװט האַלטן דעם באַלאַנס צװישן מוטיקן דעם בחור צו װעמען ער שרײַבט, און אים „טראָסטן“ (װי עס זאָגן די חסידים) אַלײן צו געפֿינען זײַן װעג אין לעבן. „דאָרט איז דיר איצט באַשערט צו זײַן און װען די צײַט װעט קומען װעסטו דאַרפֿן מוזן אַלײן אַרױסקריכן און אױסװאַקסן.“
(אין 2018 האָט קטלא קניא אַרױסגעגעבן אַ גאַנץ בוך וועגן דער דאָזיקער טעמע.דער עסײ אין „כװאַליעס“ איז אַנדערש, געוואָנדן צו אַ יונגן בחור אין ערשטן פּערזאָן, און פֿאָרט איז דאָס אַ באַװײַז, אַז די פֿאַרמאַכטקײט פֿון חינוך איז פֿאַרבליבן אַן אַקטועלע טעמע, װאָס שטערט דעם שרײַבער.)
אַרױסהײבן דאַרף מען אױך אַ ליד װאָס באַשרײַבט אַ פּרטימדיק, און זײער מענטשיש, בילד פֿון דעם רבונו של עולם אַלײן. דער דאָזיקער כּבֿיכול איז „אינספּײַערד“ (אינספּירירט), זאָגט דער פּאָעט, „בײַ משה רבני, אָבאַמאַ, און דשאַן נאַש.“ ער „שמײכלט מיסטעריעז, מאָנאַ ליזאַ.“ כאָטש ער איז אוניװערסאַל, האָט ער דאָך אַ „סאָפֿט ספּאָט פֿאַר זײַן אידיש פֿאָלק.“ פֿירט אױס דער דיכטער, „שמע ישׂראל – דער װאָן ענד אָנלי, ה׳ אחד!“
צװײ באַמערקונגען פּאַסן דאָ װי אַן אױספֿיר. ראשית-כּל, אַז מע האָט געשאַפֿן די נײיטיקע געלטגעבערס פֿאַר אַזאַ נומער איז אַלײן אַ סימן אַז אַן אױסגאַבע פֿאַר אמתער ליטעראַטור, װאָס מע פֿלעגט רופֿן אין אונדזער קרײַזן אַ „ליטעראַרישע געזעלשאַפֿטלעכע צײַטשריפֿט“ איז יאָ פֿאַראַן, זײַט בײַ זײַט מיט די גאָר פֿרומע אָפֿיצעלע אָרגאַנען, שבת־בלעטער, און הײמזשורנאַלן. (מסתּמא נעמען יענע אַרײַן אױך גוטע ליטעראַטור; איך בין פּשוט װײניק באַקאַנט מיט זײ.)
און לסוף, דאַרף איך מודה זײַן אַז ס׳איז אַ מחיה צו לײענען אַ זשורנאַל פֿון ייִדן, װאָס איז נישט 100% אָפּגעגעבן ישׂראל אָדער פּאַלעסטינע. זײַט װיסן אַז יענע טעמע איז מיר לעבנס־װיכטיק, און פֿאָרט, װערט אָפֿט מאָל אױסגעשעפּט יעדן ביסל שאַפֿערישער כּוח פֿון דער דאָזיקער הײסער טעמע.
דעם דאָזיקן זשורנאַל און זײַנע שרײַבערס פֿעלט נישט קײן כּוח, דאַכט זיך. איך קוק אַרױס צו לײענען די קומעדיקע נומערן.
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Watch: The cattle farmer building a synagogue in a cornfield
For the past year and a half, we’ve followed Nik Jakobs, a third-generation cattle farmer in Sterling, Illinois, who is building a synagogue in a two-acre cornfield. Alongside it, he is also building a museum of tolerance.
Our coverage began when Nik traveled 600 miles to rescue the ark, bimah and stained glass from a closing congregation in Pennsylvania. After we published our first story about the unlikely journey, additional synagogues began donating their own sacred objects, each from a community that could no longer keep them.
Nik, 41, is the grandson of Holocaust survivors, and the museum is his way of teaching the tolerance that saved his family. His grandmother, Edith, was 11 in 1942 when a Lutheran farmer named Willem Drenth offered the family’s home as a hiding place. She was one of 13 Jews who lived in that single room for two years and eight months, with no electricity and no running water. About a hundred villagers knew about the Jews in hiding. No one said a word.
While in hiding, Edith kept busy by learning to knit. She embroidered a cloth, which survived and will now cover the Torah in Nik’s new synagogue.
This spring, Nik and his family traveled to the Netherlands, where the village staged a play about the family in hiding and the Drenths. They watched actors portray their ancestors, and the Christians who kept their family alive.
Edith died this month at 95. Her voice, trained to a whisper in hiding, never regained its full volume. Her story did.
That story is now drawing others in. The Anne Frank House donates one sapling a year, grown from the chestnut tree Anne saw from her attic hiding place. It has chosen the Illinois synagogue and museum to plant its next one. After visiting Anne’s house with his four daughters, Nik put it this way: “Anne’s story ends. My grandmother’s didn’t.”
Nik and his family broke ground on the sanctuary this spring, on land beside a Lutheran church — the same faith as the farmer who saved his family.
If all goes as planned, the doors open in late 2027. They hope the first service will be the bat mitzvah of Nik’s oldest daughter, Taylor. The pews will hold the congregants of the closing synagogues whose ark, Torah and windows helped build the room, there to see their old homes live again.
Catch up on all of our stories about Nik Jakobs.
The post Watch: The cattle farmer building a synagogue in a cornfield appeared first on The Forward.
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In this Florida district, politicians battle over who most loves Israel
(JTA) — BOCA RATON, Fla. — Rep. Jared Moskowitz said that he is “proud to be known as the most pro-Israel Jewish Democrat in Congress” during a synagogue event in one of the country’s most Jewish congressional districts on Tuesday evening.
The comment came during a one-hour candidates’ forum featuring Moskowitz and his Republican challenger, Scott Singer — both Jewish and both wearing kippahs — that largely centered on Israel and got testy at moments.
Moskowitz said he is “proud to have AIPAC’s endorsement” at a moment when the popularity of Israel and the pro-Israel lobbying group AIPAC has plummeted among Democratic voters amid Israel’s military campaign in Gaza and the war with Iran.
But the crowd at the Reform synagogue Congregation B’nai Israel in Boca Raton was, like Florida’s 25th Congressional District itself, split across party lines, and staunchly pro-Israel.
“This isn’t New York, this isn’t Boston — this is South Florida,” attendee Edward Kone told the Jewish Telegraphic Agency.
Moskowitz had soundly defeated democratic socialist challenger Oliver Larkin, a sharp Israel critic, in August. As Democrats look to take control of the House of Representatives, Florida’s recently redrawn 25th Congressional District — which would have favored Trump by 9 percentage points in 2024 but backed Joe Biden in 2020 under its new boundaries — is being closely watched ahead of the Nov. 3 midterm elections.
Despite some tense moments between Moskowitz and Singer, who was Boca Raton’s mayor until earlier this year, the two politicians have been largely aligned on the issue of Israel.
Both have condemned accusations that Israel has committed genocide against Palestinians in Gaza. They each oppose any effort to condition or cut off U.S. military aid to Israel. Both supported Israel’s strikes on Iranian facilities in 2025, though Moskowitz has since called for the U.S. to end its war with Iran.
Moskowitz referenced his and Singer’s shared pro-Israel viewpoints on Tuesday during the forum moderated by South Florida Sun Sentinel journalist Anthony Man.
“This is exactly why nothing gets done in Washington. This is exactly why nothing is functioning: Because literally two people who agree on 99% of this stuff want to take this 1% and try to ram it down people’s throats,” Moskowitz said.
Singer, however, made a point of emphasizing where the two candidates differ on Israel. He criticized Moskowitz for voting for the March 2026 war powers resolution in response to the Trump administration ordering strikes on Iran without congressional authorization. While Moskowitz has called for the administration to end the war, Singer argued that the threat of Iran must be thoroughly dealt with. “We have to ensure victory here,” he said.
For siblings Edward and Susan Kone, both Jewish Republican voters who attended the forum, Moskowitz’s record on Israel does not stack up against Singer’s positions. They, too, criticized Moskowitz for voting to end the Iran war, and for his 2023 vote to keep Minnesota Rep. Ilhan Omar on the Foreign Affairs Committee.
“I’m America first, but Israel is extremely important to me. And on Israel, Jared Moskowitz just doesn’t add up,” Edward Kone said. Omar is among a number of pro-Palestinian Democrats whom Republicans say are leading the party’s left-wing flank in turning it against Israel..
Singer himself blasted Moskowitz for his vote against removing Omar, and tied Moskowitz to the left flank of the Democratic Party.
“The strategy is adjective, verb, Ilhan Omar, I got it. Let’s move onto the next topic,” Moskowitz responded, drawing some groans from the audience.
Others in the room had voted for Moskowitz in previous elections, and said they were likely to do so again, at least in part because of his Israel stance.
“He has a good track record with Israel, and as an American Jew I appreciate that,” said Peter Davidson, an independent who is a member of Congregation B’nai Israel.
Moskowitz pointed to his endorsement from AIPAC and Singer’s lack of an endorsement from Rep. Randy Fine, a fellow Jewish Republican from Florida, as evidence that he is seen as satisfyingly pro-Israel across parts of the political spectrum. He also pointed to a post on X by Jeff Miller, an RJC board member, who wrote that he has “zero interest in tearing down one of the few Democrats left willing to stand unapologetically with America and Israel.”
“They’re staying out,” Moskowitz said. “They’re specifically saying, ‘We’re not going to oppose Jared Moskowitz because of his record fighting antisemitism and fighting for the State of Israel.’”
Singer has the endorsement of the RJC as well as Trump. He admitted during the forum that he had reached out to Fine for an endorsement and was rejected.
Earlier this year, Singer downplayed anti-Israel trends on the right as “a few fringe commentators” who are out of step with Trump. Moskowitz challenged him to name three of those figures: Tucker Carlson, Candace Owens and Florida gubernatorial candidate James Fishback.
Singer named all three and said “I gladly, shamelessly condemn” them, but countered that Democrats are voting in anti-Israel voices while Republicans cast theirs aside.
Man also asked Singer about President Donald Trump’s use of the term “Shylock” on Monday, a term that references a character from the play “The Merchant of Venice” which is rooted in an antisemitic trope.
“I think that’s an ill-advised term,” Singer said, before pivoting to praise of Trump and urging the audience to focus on what the president has done for Israel rather than his choice of words..
“‘Merchant of Venice’ happens to be my favorite Shakespeare play. That term has multiple meanings. But let’s look at the real record beyond an offhand comment: No president has been better for the State of Israel than President Trump,” Singer said, drawing applause.
As for the upcoming Israeli elections — which Trump recently weighed in on — Singer told reporters after the event that he was too busy with his own race to make endorsements and does not have a preferred candidate.
“To be candid, I have some awareness of it, but I’m not following it intently,” he said.
Singer’s attacks on Tuesday often focused on Moskowitz’s Democratic Party, which he says will drown out the congressman’s pro-Israel views as it takes its cues from its left-wing flank. He pointed to Moskowitz’s quote from last month, when he said that pro-Israel voices are being “ostracized” in the party.
“It’s great that he says these things, but he’s also voted to empower Ilhan Omar twice,” Singer said. “He’s tried to go along to get along with the Squad, and it’s not working.”
But for some in the crowd, that attack didn’t quite land.
Davidson, an independent, said he is “not a great fan” of the Democratic Party. But for him, Moskowitz is an exception.
“He’s more of an independent thinker,” Davidson said. “Crosses a lot of party lines.”
This article originally appeared on JTA.org.
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