Russ and Daughters Cafe To Open May 7
The Lower East Side has changed radically since many of our grandparents and great grandparents came through the immigrant neighborhood. But small markers of its Jewish past remain — if you know where to look. Perhaps one of the best ones is the iconic neon Russ & Daughters Appetizing sign on East Houston.
When the legendary bagel and lox Mecca opens their first café tomorrow on Orchard Street, a new neon sign will mark the spot. The New Yorker stopped by the shop and the studio of Let There Be Neon, the company that made the sign, to find out the back story.
Watching the molding of the neon lights and the slicing of the lox is mesmerizing. “That steady meditative focused work of shaping and blowing the glass immediately reminded me of what happens at Russ & Daughters,” says fourth-generation co-owner Nikki Russ.
A bystander in the clip says: “Just looking at the sign makes me hungry.” Us too.
I’m personally matching all gifts to the Forward, up to $36,000. Can I match your gift now?
Hello, fellow Forward reader! I’m Joel Brown, a Forward reader and supporter for more than 15 years, and currently the chair of the board of directors.
I’m an avid Forward reader because it ticks so many of my essential boxes: excellent journalism, Jewish focus and diverse viewpoints. In today’s political climate, what I most appreciate is the Forward’s independence — made possible by the generosity of its membership.
The Forward is committed to bringing you unbiased, nuanced Jewish news. From my position as board chair, I see an exciting future as we expand our position as the definitive independent voice of contemporary American Judaism.
— Joel Brown, Forward board chair
Support our mission to tell the Jewish story fully and fairly.
