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This Brooklyn family’s Hanukkah celebration is all over New York’s subway
(New York Jewish Week) — For photographer and Instagram blogger Mordechai Rubinstein, seeing his face plastered all over the subway this holiday season has been an unexpected delight.
Rubinstein is decidedly not a dermatologist (a la subway-famous Dr. Zizmor), nor is he hawking subscription meds or beauty products. Rather, Rubinstein is featured in Nordstrom’s prominent “Make Merry” holiday campaign, where he’s seen celebrating Hanukkah alongside his wife Sara Brown-Rubinstein and their 5-year-old daughter, Isabella.
The ads have been prominently displayed in subway and bus lines across the city. “We first saw it in the wild — we didn’t even know until people started sending us pictures,” said Rubinstein, who assumed the family photo shoot, which happened over the summer in their Greenpoint, Brooklyn home, would be used exclusively on social media. “It was a huge surprise, I don’t know how else to say it.”
The ads spotlight the family of three eating latkes and lighting the menorah together. Rubinstein — who’s known to his 127,000 Instagram followers as @mistermort and describes himself in his bio as “SHMUCK AT LARGE, GARMENTOLOGIST, ANTHROPOLOGIST, photographer, photojournalist and author” — wears a bright pink sweater over a floral shirt and mustard pants, completing the look with a green knit kippah. Meanwhile, Sara and Isabella keep it more simple, wearing a black sweater and white maxi skirt, and a blue and white dress, respectively.
Each member of the family lights their own menorah on Hanukkah, the couple said. (Courtesy of Nordstrom)
The campaign features other notable New Yorkers celebrating the holidays, including actress Christina Ricci and her hairdresser husband, Mark Hampton, and actor and singer Leslie Odom, Jr., his wife Nicolette Robinson and their two kids. (Actress Robinson is Jewish, and though the Nordstrom ads mostly focus on their family’s Christmas situation, there is also a menorah in the photos.)
“When they came to us for the project, we actually didn’t realize how public facing it was going to be,” Brown-Rubinstein, an interior designer for Ralph Lauren stores, told the New York Jewish Week. “But we love Nordstrom and everything they stand for, and we feel like we’re just a great team of people. They are always featuring such great people from different communities and we love working with them.”
For the shoot, the couple said they had nearly complete creative control — they picked out the decor, food, prayer books and outfits they would be wearing for their pretend Hanukkah party.
“Everything was kosher, obviously. It’s pretty sick to have our yarmulkes and latkes in a Hanukkah ad and not some wack pajamas,” said Rubinstein. “They [Nordstrom] let it be authentic to us.”
Even the latkes — which one observer likened to a hockey puck — are legit: they brought them in from Russ and Daughters, Brown-Rubinstein said.
“Inclusivity is important to us as a company, and we know it is something our customers value too,” Red Godfrey, vice president of creative at Nordstrom, told the New York Jewish Week via email. “Our campaign spreads cheer by showing the real human connection through warm and intimate moments shared amongst loved ones in their most personal settings.
“We aimed to capture the authenticity of real families making merry together and giving us a glimpse of what the holidays look like in their homes,” Godfrey added.
Rubinstein is part of the Lubavitch community and was raised in Rhode Island, Maryland and Brooklyn — his parents now live in Crown Heights. Brown-Rubinstein, who grew up in Connecticut, attended Modern Orthodox synagogues as a child, but now considers herself more culturally Jewish. The couple is dedicated to raising their daughter with a strong Jewish identity.
“I’m Lubavitch — I live for mivtzoim,” Rubinstein said, referring to Chabad’s outreach to less observant Jews, such as the practice of Chabad emissaries asking New Yorkers on the street if they are Jewish during Sukkot and inviting them to shake the lulav.
Rubinstein said the experience of representing and reaching out to other Jewish New Yorkers via the Nordstrom campaign felt very similar. “It’s an honor,” he said.
Alongside the ads, Rubinstein collaborated with Nordstrom to design two handmade, luxury menorahs in the shape of a car and a truck that can be purchased on Nordstrom’s website for a cool $585 and $800 each.
Mordechai Rubinstein and Sara Brown-Rubinstein live in Greenpoint with their daughter Isabella and are committed to creating a Jewish life for her. (Courtesy of Nordstrom)
The couple also curated their ideal holiday entertaining items on Nordstrom’s website, including menorahs, cutlery, dishes, and other gifts and shared their Hanukkah traditions with Nordstrom, which include making a latke recipe courtesy of Rubinstein’s sister, Chani.
Now that the eight-day holiday is officially here, the family, just like in year’s past, will light their own menorahs; eat latkes, sufganiyot and gelt; and spend time with family and friends at Hanukkah parties.
Though they have worked with Nordstrom before on a Father’s Day campaign, this is the first time the Rubinsteins have showcased their Jewish identity in such a public, outward-facing way.
“I’m like, very Jewy — I’m the most Jewish,” Rubinstein said. “I love sharing when I’m in Crown Heights with my family, or on Jewish holidays and stuff, I try to share as much as I can. But it’s not often that I get to incorporate it into work — like, never.”
“A big part of my work is documenting and capturing how people wear their clothes, so I’ll put up pictures [on Instagram] if I’m in Crown Heights or Hasidic Brooklyn. I’ll definitely photograph and post from there. But as far as modeling in a campaign like this, it’s something I’ve never really done. To be able to wear a yarmulke [in a campaign] is brand new,” he added.
Interestingly, unlike many American department stores — Macy’s, Neiman-Marcus, Bloomingdales and Bergdorf Goodman, to name a few — Nordstrom does not have Jewish roots. Founded in Seattle 1901 by Swedish immigrants who made their first fortune during the Alaskan gold rush, Nordstrom has been expanding ever since. They opened a seven-story flagship store on 57th and Broadway at the end of 2019.
“We’re proud to be a part of the community,” Godfrey said. “We’re particularly excited about the way this campaign is showing up in New York City and have received positive feedback from customers and local New Yorkers who are seeing the images on billboards, in the subway and on buses.”
For the couple, who met at a concert at now-closed Hiro Ballroom in 2007, the reactions to the ad from friends, family and strangers have also been their favorite part of the experience — a teacher at Isabella’s school called with excitement after seeing the family’s photos on the subway. Even strangers have taken to posting and tagging Rubinstein on Instagram when they see spot the ad.
“It’s really been very heartwarming, so many we haven’t spoken to in a long time have reached out,” Brown-Rubinstein said.
The family hasn’t seen the ad all together yet — Brown-Rubinstein and Isabella rarely take the subway — but Rubinstein said he travels on the train specifically so he can see it. “All I want is to get my family in front of the picture of ourselves on a city bus framed,” he said.
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Somerville councilors to discuss Israel divestment proposal
(JTA) — SOMERVILLE, Mass. — The issue of divestment from Israel returns to the Somerville City Council in Massachusetts on Tuesday night as lawmakers plan to discuss how to implement a nonbinding ballot question on the matter that passed last year.
The divestment push has divided the city of more than 84,000 residents, which has a long-standing Jewish population. It is located between Cambridge, home to Harvard University, and Medford, a city with which it shares the Tufts University campus.
After Question 3 passed with 55.7% of the residents’ vote in November 2025, the City Council that same month passed a resolution committing to work toward an ordinance within a year to enact the ballot’s goals.
The measure to that effect, introduced in June, would bar the city from investing in or procuring labor, services or goods from companies that support entities identified by the ordinance as violating international law, including Israel.
Unlike the divestment proposal awaiting a November ballot vote in Providence or the binding human rights divestment ordinance passed by Medford’s city council in 2025, the Somerville ordinance specifically mentions Israel and Palestine.
In response to the push for a binding ordinance, 74 registered voters in Somerville submitted a petition for a hearing, which was held in September, before final action is taken, citing concerns about its impact on the city. The issue has now moved to the city’s Legislative Matters Committee, which is meeting Tuesday night.
Among the groups opposing divestment is Shalom Somerville, which submitted the September petition stating that “the sense of belonging and safety experienced by Jewish, Israeli and other residents of diverse backgrounds” is at risk as a result of the ordinance.
Sam Gechter, co-founder and president of Shalom Somerville, said that the ordinance singles out Jews who support Israel, which makes it antisemitic. Deputy City Solicitor David Shapiro also advised in November 2024 that such an ordinance would be “likely invalid,” according to a letter from the Anti-Defamation League and the Louis D. Brandeis Center for Human Rights Under Law.
“I think it’s incredibly irresponsible,” Gechter said, suggesting that the ordinance would slow down governmental action. “But the biggest thing for me is that it makes Jews feel unwelcome in Somerville.”
A local organization, Somerville for Palestine (S4P), has been a driving force behind both the ballot question and the ordinance, which the group developed in collaboration with sponsoring city councilors Ben Ewen-Campen, Ben Wheeler, Wilfred N. Mbah and Jon Link. “It’s what people voted for,” said Mo Katz-Christy, a member of S4P’s leadership and Jewish Caucus. “We want to follow the will of the people.”
The ADL issued a statement condemning the ordinance in June. It also joined the Brandeis Center in issuing a letter calling the proposal an unconstitutional intrusion into foreign affairs.
Other Jewish organizations disagree. Jewish Voice for Peace Boston has worked closely with S4P to back the measures. “I don’t think that those objections have validity,” said Eli Gerzon, a longtime member of JVP. “As a Jewish organization, we are especially concerned that ‘never again’ really means what it says: never again, that we never let a Holocaust, a genocide happen.”
This article originally appeared on JTA.org.
The post Somerville councilors to discuss Israel divestment proposal appeared first on The Forward.
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A major Jewish museum hopes to join the Smithsonian – at a difficult moment for the storied institution
(JTA) — Philadelphia’s Weitzman National Museum of American Jewish History is moving closer to becoming part of the Smithsonian Institution at a moment of significant upheaval for the storied museum network.
A new congressional commission will study whether to make the museum part of the Smithsonian. Its members were sworn in Tuesday, when they also held their first meeting.
In an exclusive interview with the Jewish Telegraphic Agency, the commission’s new chair Philip Darivoff, a former longtime chair of the Weitzman, and vice chair Dara Horn, a New York Times bestselling author, said that the Weitzman joining the Smithsonian would send a powerful message that Jews are a crucial component of the history of the country.
“It’s a different statement that our country makes when it says that the study of Jewish American history and culture is important to this nation,” Darivoff said. Both he and Horn also hope that a boost in the Weitzman’s profile could combat what they called an “epidemic of ignorance” among Americans when it comes to knowledge of Jewish history and culture.
“This really would be an elevation of the Jewish community,” Horn, author of “People Love Dead Jews” and “The Final Solution to the Jewish Question,” told JTA. “The place that Jews show up in a school curriculum is typically more about the Holocaust” — an area that the author has written critically about in the past as too limiting a view of Jewish life.
Horn believes in the Weitzman project, she said, because she hopes to emphasize the ways that Jews have contributed to American founding ideals such as religious pluralism.
“I’m really interested in the connections between the Jewish story and a lot of our foundational ideas in this country,” she said. Jewish ideas such as the Exodus from Egypt in the Passover story “were inspiring to Americans,” she added.
The wheels for the Weitzman joining the Smithsonian began turning in 2024, when Congress passed legislation in 2024, then signed by President Biden, to establish the commission. The group spent the next two years putting the commission together, and has two years from its first meeting to research and publish a report on the feasibility of such a move — though Darivoff said he hopes to finish the work well before the deadline.
Adding a new member to the Smithsonian has been known to take years, if not decades. The two most recent additions, the National Museum of the American Latino and the American Women’s History Museum, were both long in the works.
Founded in 1976, the Weitzman is already an existing, fully functioning institution — and also already a Smithsonian affiliate, meaning it can share resources with other museums in the system. Unlike a museum being built from scratch, the Weitzman already has a building and collection, which proponents hope could speed the process.”
Dan Tadmor, the Weitzman’s CEO, told JTA that joining the Smithsonian would improve their educational mission.
“We have a national footprint for our educational programming, but of course we’d like to widen it,” he said. “Who would say no to a curriculum that’s been developed by a Smithsonian museum?”
The Weitzman’s bid for increased prominence within the Smithsonian comes as the Trump administration has sought to exert greater control over the latter — home to such storied institutions as the National Museum of American History, the National Portrait Gallery and the National Zoo.
This summer the White House issued a report alleging “radical ideology” in the museums’ content, and Interior Secretary Doug Burgum recently announced plans for signs accusing Smithsonian leaders of ideological bias. Observers say such signs are indicative of larger administration priorities opposing the teaching of historical subjects such as slavery. Smithsonian Secretary Lonnie Bunch III is stepping down at the end of the year.
A representative from the Smithsonian declined to comment to JTA on the Weitzman’s bid, or on its current political conditions.
The commission’s chair and vice chair of the new Weitzman said that the current political upheaval shouldn’t affect their work. The Smithsonian, Horn said, “has lasted through many political winds.”
“I think we see this as a long-term project that’s about the place of Jewish Americans in this country’s history,” Darivoff said. “The Smithsonian is a really important institution for this country, and it is the great museum complex of our nation. God willing, it will be flourishing for centuries to come. It’d be an honor to be included in the Smithsonian.”
This article originally appeared on JTA.org.
The post A major Jewish museum hopes to join the Smithsonian – at a difficult moment for the storied institution appeared first on The Forward.
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Two deaths in Manchester synagogue attack last year will be probed through public inquiry, Britain says
(JTA) — The deaths of two Jewish men in an attack on a synagogue in Manchester last year will be examined through a public inquiry, the British home secretary announced on Monday, a necessary step to include sensitive information in the investigation.
Melvin Cravitz and Adrian Daulby were killed during the attack on Yom Kippur on Oct. 2, 2025, when Jihad Al-Shamie rammed a car into a group of worshippers outside the Heaton Park Hebrew Congregation in Manchester and stabbed two people. Cravitz died from stab wounds and another man, Andrew Franks, was seriously injured but survived. Daulby was shot by police while blocking the synagogue doors to stop Al-Shamie from entering. Two other people were seriously injured.
Al-Shamie, a Syrian-born British citizen, said he was acting for the Islamic State, also known as ISIS, before police shot him dead.
Home Secretary Shabana Mahmood announced the public inquiry in a statement about national security at the House of Commons, saying that “what happened that day must be fully understood.”
“This will ensure that all evidence can be heard, including any sensitive national security material that could not otherwise be fully heard in the coroner’s court,” said Mahmood.
Judge Alexia Durran, the chief coroner of England and Wales, was overseeing inquests into the deaths of Cravitz and Daulby. Durran last month recommended that Mahmood convert the inquests into a public inquiry, following statements from Home Office lawyers that some information from MI5 would be withheld from open court due to national security concerns. A full investigation that involves hearing sensitive material in private requires a public inquiry.
Earlier this year, Greater Manchester Police’s chief constable Stephen Watson said he was “deeply sorry” for a “missed opportunity” to uncover the plot against the Heaton Park synagogue. Watson made the apology after prosecutors revealed that Al-Shamie had two prior arrests for allegedly breaching a non-molestation order and alleged rape, and his mobile devices were not examined until after the synagogue attack.
Mahmood listed “a series of attacks on our Jewish community” in the year since the synagogue attack, including the stabbing of two Jewish men in the London neighborhood of Golders Green, a spate of arson attacks and a “foiled but potentially lethal plot” against Jews in Manchester on the eve of Yom Kippur last month. In the last case, two Iranian men have been charged with terrorism offenses.
“Faced with the threat posed to our Jewish community, we have increased funding to the police by an additional £250 million to boost police presence in key Jewish areas and to tackle antisemitism on our streets,” said Mahmood.
She added, “I know we cannot simply build higher walls around our Jewish community and expect them to live in fear. So we must root out the evil of antisemitism wherever it lurks in society, and this government is committed to that effort.”
Mahmood’s announcement comes days after the Home Office released data showing that hate crimes against Jewish people in England and Wales rose 10% in the year ending in March.
Mahmood said the United Kingdom was aware that “the Iranian state is targeting our Jewish community,” adding that the threat posed to Jews demonstrated “how the lines are increasingly blurring between extremism and state threats.”
The post Two deaths in Manchester synagogue attack last year will be probed through public inquiry, Britain says appeared first on The Forward.
