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Afikomen’s ‘What’s Cooking for Shabbos’ is an Instagram hit
By Alix Wall
April 26, 2022
Nell Mahgel-Friedman was in need of inspiration for social media posts for Afikomen, the Judaica shop in Berkeley she runs with her husband, Rabbi Chaim Mahgel-Friedman. With Chaim busy in the kitchen preparing Shabbat dinner and not able to help her brainstorm, she asked him, “What’s cooking for Shabbos?” After showing off the meal they had prepared in a short video for Instagram Reels, they said, “That’s what’s cooking for Shabbos!”
When they got 1,900 views in the first week, they knew they were on to something, and #whatscookingforshabbos was born.
“People recognize us, and the kids, from the Reel,” Nell said. “And it even brings people into the store to purchase items to enhance their Shabbos at home.”
Awarded Readers’ Choice 2021
“Afikomen is a regular part of Readers’ Choice, almost as much as it is ensconced in the hearts of Berkeley shoppers. Essentially, an institution in the East Bay providing the most incredibly complete offerings of Judaica for all your Shabbat, Hanukkah, Passover and other holiday needs, in addition to general Judaica for the home and simcha events.”
“Rent your chuppah for your wedding! Beautiful choice of ketubahs and other wedding needs, plus a broad selection of Jewish books covering a plethora of topics. Jewish wearables include various choices of tallit, kippahs and the like. Just about anything you can think of that’s Jewish, Afikomen carries it (or can order it for you).”
Renewal Mill’s kosher vegan treats come to Afikomen Judaica shop
By Alix Wall
If Nell Mahgel-Friedman could have her way, she’d give the following tagline to the new local food company Renewal Mill: “Tikkun olam that tastes great.” (Tikkun olam means fixing the world.)
That’s why Mahgel-Friedman, who with husband Chaim owns the Berkeley Judaica shop Afikomen, has invited the owners of the Oakland-based business to do a demo at their store later this month.