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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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The post This Brooklyn family’s Hanukkah celebration is all over New York’s subway appeared first on Jewish Telegraphic Agency.
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‘Vote him out’: Israeli-Americans rally against Netanyahu, plan to return to Israel to vote against him
Gripping Israeli flags in Union Square, a crowd of roughly three dozen chanted “Vote him out,” as Israeli Prime Minister Benjamin Netanyahu prepared to speak before the United Nations on Thursday.
“It’s really an embarrassment that he’s even at the U.N.,” said Israeli-American protester Steve Lax, who is planning to fly to Israel to vote in the upcoming election.
UnXeptable, an organization founded by Israeli expats who say they are striving to save Israeli democracy, organized the demonstration. While those protesting opposed the Netanyahu government, the rally was intended more broadly to support change in Israel as the election looms. Roughly three dozen Israelis, Israeli-Americans and Jewish-Americans joined the protest.
Lax, who splits his time between Israel and America, said he supports Yair Golan and the Democrats. The main issues driving his vote are government corruption, settler violence in the West Bank and “the lack of hope for peace.”
“Jewish terrorism is creating more Arab terrorism,” said Lax, chairman of Naot Worldwide. “The settlers are totally out of control, and unfortunately some of the Israeli army, and certainly [Itamar] Ben-Gvir, have been supporting the settlers in what they’re doing.”
Israeli citizens living abroad may vote in the election if they are physically in the country to cast their ballots and have resident status. This is different from America, where citizens can vote by absentee ballot while outside the U.S.
Change, for those at the protest, means supporting one of the many opposition blocs. Offir Gutelzon, the Israeli-American co-founder of UnXeptable, is supporting the Gadi Eisenkot bloc. Critics of Eisenkot question what significant changes he will bring, as he aligns with Netanyahu on opposing Palestinian statehood. However, Gutelzon said Eisenkot’s stance on internal issues is what really matters to Israelis.
These include opposing judicial overhaul, setting term limits for prime ministers and drafting the Haredim into the military.
“I know that from the outside, everyone is looking at what will be different with Palestinians, what will be different in Gaza,” Gutelzon, who moved to America in 2011 for business reasons, said. “Most Israeli voters don’t think about that right now. They want to secure the country as a Jewish and democratic state, and then start talking about other things.”
But for Israeli-American Leora Agron, Gaza is one of the main reasons she is flying back to vote.
“Innocent people are dying,” she said. “Let them live. Give them support to do it, because everything is broken.”
Agron moved to Argentina in 1987 at age 30 to be with her husband. The couple considered moving back to Israel when they had children, but were discouraged by then opposition leader Ariel Sharon’s visit to the Temple Mount, which inflamed tensions with Palestinians.
What’s at stake?
Gutelzon is confident Netanyahu won’t remain in power. Even so, he says the stakes couldn’t be higher, and that if the PM doesn’t change, the country will slip into a “messianic theocracy.” This is in part due to brain drain, the concept of highly educated citizens emigrating.
Nearly 300,000 Israelis have left the country for at least three months since 2023, suggesting a mass emigration trend, according to a study from Tel Aviv University. Professor Itai Ater, who led the study, said the country is currently able to sustain itself despite these numbers. However, if the trend continues, emigration will severely harm the nation’s security and economy.
“We see that it’s many, many physicians, engineers, tech people and academics,” Ater told i24 News. “This is the best of Israel in a sense. The Israeli economy depends on human capital.”
Citing Ater’s study, Gutelzon noted healthcare would be impacted by physicians leaving, along with education if academics emigrate. Additionally, this group of people is paying the highest taxes, he said. They also serve in the military, and are needed given the exemption for Haredim.
Yonatan Schwartz, 19, participated in the protest and said he is reconsidering immigration to Israel. Schwartz, an American with two Israeli parents, attended the UnXeptable protest and said he had been planning to join the Israel Defense Forces. But if Netanyahu is reelected – or a different “right-wing extremist” wins – he said he’ll likely stay in America and go to college instead.
Supporting Israel, not the government
UnXeptable was initially inspired by the 2020 Balfour protests when hundreds of thousands of Israelis took to streets and bridges demanding Netanyahu resign after he was indicted on corruption charges.
“The Balfour protests started with a very simple statement that said that an indicted prime minister is unacceptable,” said Gutelzon, explaining how UnXeptable got its name.
The Bay Area-based organization wanted to show Israelis back home that those in the diaspora supported them. So they demonstrated at their own bridge, the Golden Gate.
Now, the protests have gone beyond showing solidarity with Israelis back home. As Gutelzon puts it, UnXeptable wants to show the world “the other Israel,” one that’s looking “for change.”
The post ‘Vote him out’: Israeli-Americans rally against Netanyahu, plan to return to Israel to vote against him appeared first on The Forward.
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A candy crisis has cast a pall on upcoming bar and bat mitzvahs
Ahead of my New Jersey synagogue’s first bar mitzvah this weekend, we learned that Sunkist Fruit Gems, the popular sacred confection lovingly lobbed at the end of many services to shower the b’nai mitzvah boy or girl with sweetness, had been discontinued by its candy maker.
I dreaded delivering this news to my son and daughter, Max and Rose, who are beginning to celebrate their classmates’ bar and bat mitzvahs and prepare for their own. For children, even those on the brink of adulthood, fruit-flavored gummies matter.
This also deals a blow to a silent protest that had already begun to percolate last spring when I celebrated my own bat mitzvah. When my classmates and I asked where we should take cover when our fans pelted us with the traditional fruit-flavored gummies, we were promptly informed that candy had been banned from the sanctuary.
A candy ban? I audibly gasped.
“This is unacceptable,” Rose declared when I told my kids the news. “We have to do something.”
The Los Angeles-based Ben Myerson Candy Company introduced Fruit Gems in 1955 after working with Sunkist on pectin candies, or natural fruit gels. Sunkist began putting its name on the label in 1966.
To focus more attention on wine and spirits, the Myerson family sold the candy business in 2006 to Jelly Belly Candy Co., which 17 years later was acquired by The Ferrara Candy Company. Apparently, Fruit Gems could not compete with Ferrara’s other products, which include Atomic Fire Balls, Fun Dip, Nerds, Pixy Stix and Lemonheads. And so, in May, Ferrara retired the Gems.
But an Atomic Fire Ball to the head is no way to celebrate a job well done. And lightweight Pixy Stix can not be lobbed hard enough to clear 10 rows of pews and hit their target. In fact, none of those confections can truly replace the sugar-coated, cellophane-wrapped Fruit Gem, which by the way, is also kosher.
While tossing sweets isn’t a sacred ritual, it does add a dose of cathartic joy for children at the end of a two-hour religious service and for the bar or bat mitzvah and their family at the end of a stressful occasion. Scholars trace the practice back to a passage in the Talmud, which mentions throwing grains and nuts at a couple during wedding celebrations.
As other milestones have taken on greater importance, a similar custom has spread to bar and bat mitzvahs in which jelly candy is used to bestow joy and sweetness on the teen as they transition into maturity.
I asked Kenneth Feibush, our temple’s former cantor, how the tradition there started. Now the cantor of Congregation Beth Israel in Houston where no one throws sweets, Feibush said it’s actually more common in Conservative and Orthodox congregations than Reform temples. But a handful of families at Temple Sholom introduced it on their own and it caught on. He had seen it before at a temple in Alaska where he had interned. There, the bar or bat mitzvah would don a helmet or open a parasol to shield themselves from the projectiles.
When I asked our spiritual leader, Rabbi Laurence Groffman, how the tradition ended, he said Temple Sholom prides itself on being an inclusive congregation but there are limits. “Unfortunately, ants don’t make the cut,” he said.
Turns out ants had infested the piano ahead of our Purim spiel last year. And as our temple readied for a costly renovation to our sanctuary, the powers-that-be said no more food fights.
So now that Sunkist Fruit Gems are no longer an option, is the protest against the candy ban a moot point? Is there a way to do a symbolic Gatorade dump to salute the sweat that went into the proverbial win? That’s precisely what our religious school director Cara Moroze recommended.
“I like a good compromise,” she said. “How ‘bout Rose dumps all the candy at once over her brother’s head? Then the kids come up to get the candy. No errant Twizzlers buried in a piano.”
I warned her that she had just reignited the protest movement.
The post A candy crisis has cast a pall on upcoming bar and bat mitzvahs appeared first on The Forward.
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Netanyahu attacks Mamdani in UN speech. ‘You tried to silence me. Well, you can’t.’
Israeli Prime Minister Benjamin Netanyahu turned the world’s biggest diplomatic stage into a platform for a blistering attack on New York City Mayor Zohran Mamdani, who has repeatedly called the Israeli leader a war criminal and had called for his arrest while campaigning.
“Shame on you for distorting the facts,” Netanyahu said during a defiant, 40-minute address to the United Nations General Assembly on Thursday. “Shame on you for spitting in the face of truth, Mr. Mamdani.”
Netanyahu addressed the mayor directly over his repeated accusations that Israel is committing genocide in Gaza and his calls for Netanyahu’s arrest under an International Criminal Court warrant. In July, Mamdani announced that his office acknowledged he lacks the power to arrest Netanyahu while visiting the city, a pledge he made during his mayoral election campaign.
“Mr. Mamdani, you tried to stop me from coming here,” Netanyahu said at the UN. “You tried to silence me. Well, you can’t silence me. You can’t silence the truth.”
Netanyahu also accused Mamdani of associating with people who have expressed support for Hamas or made inflammatory comments about Israel, describing him as the “antisemitic mayor” of New York and suggesting that his anti-Israel rhetoric has fueled antisemitism. The Israeli leader singled out Mamdani for his association with Twitch streamer Hasan Piker and for refusing to rebuke his wife, Rama Duwaji, for liking social media posts praising the Oct. 7 attack and saying Tel Aviv should not exist.
In response, Mamdani said in a statement that Netanyahu used his speech to “repeat baseless lies meant to sanitize his genocide of Palestinians.” The mayor added: “Yet no lie can change the fact that he remains the subject of an International Criminal Court arrest warrant alleging war crimes and crimes against humanity.”
Many diplomats staged a walkout as Netanyahu rose to speak, while some of his supporters chanted, “The people of Israel live!”
Watching them from the podium, Netanyahu asked, “If there are any other moral cowards who haven’t yet left this hall, please do so now, thank you very much.” He almost seemed to be smiling as he surveyed the men and women streaming out the door.
Netanyahu flew to New York on Thursday for a brief visit that also included a number of meetings with heads of state, but absent from his itinerary was President Donald Trump. The US leader spoke at the UN on Tuesday and was in Washington when Netanyahu arrived, though he made time to meet with Mamdani while in New York.
Outside UN headquarters in Manhattan, hundreds of demonstrators took to the streets to rally against Netanyahu and his policies.
A familiar stage for a close campaign
For Netanyahu, the annual U.N. speech has long been about more than diplomacy. It is one of his favorite political stages, using it as an opportunity to speak in fluent English to the world while also projecting strength to voters back home as the Israeli leader willing to stand before an often-hostile international audience and defend his country.
Over the years, Netanyahu has turned those speeches into carefully produced performances. In 2012, he famously held up a cartoon drawing of a bomb and drew a red line to warn about Iran’s nuclear program. In 2014, he displayed a photograph of Palestinian children playing near what he said was a Hamas rocket launcher. Four years later, he presented aerial photographs he said showed a secret Iranian nuclear site. In 2023, he held up a map of what he called “The New Middle East.”
Last year, Netanyahu arrived with another prop: a QR code pinned to his suit jacket. The code directed viewers to a website showing graphic images from the Oct. 7 Hamas attack. This year, he waved a beeper, reminding viewers of the attack against Hezbollah terrorists and left on the podium a Starlink device for the Iranian delegation to watch the protests in their country.
Thursday marked Netanyahu’s 15th General Assembly address since 1998. This one came at a particularly important political moment.
Netanyahu is campaigning for a seventh term by asking Israelis to judge him not only on the failures surrounding the Oct. 7 attack, but on what came afterward: Israel’s military campaign that killed Hamas leadership and dealt major blows to Iran and its regional network. At the same time, Netanyahu portrayed himself as fighting a global political and public-relations battle against what he described as lies and efforts to isolate Israel.
Mamdani, who made Netanyahu a political target for nearly two years, has now become a useful face of Netanyahu’s campaign.
The Netanyahu-Mamdani UN connection
The Netanyahu-Mamdani confrontation also has an unusual connection to the UN stage.
When Netanyahu delivered his UN speech in 2024, Israeli warplanes were sent to strike Hezbollah’s underground headquarters in Beirut, killing its longtime leader Hassan Nasrallah and much of the group’s senior command. A photograph released by Netanyahu’s office showed the prime minister on the phone approving the mission ahead of his address.
Mamdani later cited that episode while explaining his pledge to arrest Netanyahu if he returned to New York. “What troubles me greatly is that Benjamin Netanyahu has also issued military commands from this very city when visiting it,” Mamdani said at a UJA-Federation town hall during the Democratic primary. “I do not want our city to be party to those kinds of decisions.”
After becoming mayor, Mamdani ordered a legal review that concluded New York City did not have the authority to execute the ICC warrant. He conceded that point in July but continued to use his platform to call Netanyahu a war criminal and say he was not welcome in New York. Netanyahu has denied committing war crimes.
Mamdani has been more careful about Netanyahu’s actual visit this week. He said he would not participate in demonstrations against the prime minister and insisted that he had never encouraged New Yorkers to protest him, but defended their First Amendment right to do so.
Netanyahu’s visit was also designed to leave little opportunity for a confrontation.
In contrast to past weeklong visits, Netanyahu was scheduled to spend less than eight hours in the New York area — one of his shortest foreign trips as prime minister. Netanyahu left Israel early Thursday and flew to a military facility in upstate New Jersey rather than landing at a New York airport. Israeli officials have cited security concerns surrounding the trip, including protests and the threat of drone attacks. He was expected to return to Israel Thursday night, without spending the night in New York.
But the audience that may have mattered most was watching from television monitors back home in Israel.
Speaking to the Israeli audience
Netanyahu’s Likud is locked in a competitive election with opposition parties seeking to end his long tenure. Recent polling has shown the anti-Netanyahu bloc slightly ahead of his bloc, though the fragmented opposition could still face difficulty assembling a governing coalition.
Netanyahu has survived political obituaries before. His appearances at the United Nations have helped cultivate the image at the center of his political identity: the Israeli statesman who can speak directly to an American audience and confront Israel’s critics.
On Thursday, he got to play that role once again. Whether he gets another turn at the podium next September will be decided not in New York City, but by Israeli voters next month.
JTA contributed to this report.
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