In Fashion

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Published by: Marc Belsky Ltd Editor: Shani Belsky

Health Fitness Shortcuts [10] Brain Tumors and Cell Phones [14]

Product Review Accessorize Your Ride [16]

Fashion Holiday Hair Care [20]

Finance Preserving a Large IRA [26] Keep a Home Inventory [28]

Interior Design Wall Portraits as Home Décor [32]

Philanthropy Taking the Philanthropic Pulse [38]

Marketing The Top Ten Jewish Marketing Mistakes [44]

Food Food for Thought [50]

Egg Whites + Pesach Desserts [60] How to Plan a “Green” Party [62]

Dating

Contributing Editors: Robert van Amerongen, M.D., Diana Braun, Miriam Eichenstein, Yisrael Friedman, Leah Helfgot, Moshe Kinderlehrer, Dayna Klinger & Cindy Merrill, Tova Marc, Martin Meisels, Tanya Rosen, Riki Wagh, Shonie Schwartz Design & Layout: Sam Belsky Marketing: Barry David Distribution: Victor Distribution Please submit all questions and comments to: Info@InFashionFT.com For advertising information please call

516-499-8356

or email Sales@InFashionFT.com In Fashion is published monthly and is distributed at 170 locations throughout the affluent communities of the Five Towns, Brooklyn, Queens, and Great Neck.

Not responsible for typographical errors.

The publisher and In Fashion do not promote or endorse any products or advertisers in this magazine.

No editorial or art content may be reproduced without prior written consent from the publisher. All rights reserved.

The publisher reserves the right to refuse any editorial or advertising content that does not fit our journalistic and advertising policy.

Ask The Shadchan [66] All rights reserved ©2010 Marc Belsky Ltd.

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on the chair, lift one leg about bellybutton height, hold for a second, and release without touching the floor. Repeat this 12 times, and then switch legs. This will firm and tone your quadriceps (the top of your thighs).

[ Fitness Shortcuts ] By: Tanya Rosen

Why Being Busy is Just NOT an Excuse!

P

op quiz: Who do you think has more time to exercise and eat healthy? Is it working women? Stay at home moms? Singles? Maybe even men?

Chances are that the category you picked is not the category YOU fall under. Why? Because “The grass is always greener on the other side,” or for our purposes, “Health is always easier on the other side.”

Working women always say, “If only I didn’t work...” Stay at home moms say, “If only I wasn’t home all day with the kids...”

Men say, “Women have it so much easier...”

And women claim the men don’t face the same challenges. The truth is, no matter what category you fall under, you are busy. No matter what category you fall under, you also have other things going on in your life, and health and fitness may not be number one on that list.

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So what is the solution? The answer may be fitting health and fitness into life, ANY life. Here are some shortcuts and tips. I hope that no matter what category you are in, you will find something on this list helpful, and most importantly, practical.

Free time? There are other great sites besides Facebook! If you have some time to use the computer for your own purposes, utilize it to track and monitor your eating. There are many free sites such as my-calorie-counter.com, and caloriesperhour.com where you can enter your foods and see how many calories you ate, and what your balance is for the day.

Stay at home moms, multi task, multi task, multi task! Put your baby on your Waiting time is opportunity time. Stuck belly and do some sit ups (holding on to at a red light? Waiting at the checkout him of course), or elevate your feet onto line in Shop-Rite? Use this time! Try a couch while watching your kids play contracting your abdominal muscles, and and do a sit up, reaching as close to your then releasing them. (In simple terms, toes as you can get, and then coming back suck in your belly and then let it out.) Do down. Speaking of kids, have them join the same with your glutes, too. you for some fitness fun. Turn on music Turn your office into a “gym.” and dance together, jump rope, or hula There are many different ways to get hoop together, or if they’re old enough, in a workout right at work. One even do an exercise video with them. way is to invest in a stability ball Who said salad has to come in a bowl? chair. This is a stability ball with People often say that it’s a hassle to bring a back support. Sitting on this chair whole salad bowl or container to work, and will activate your core muscles I agree. My favorite veggie shortcut comes throughout the day, without you in the form of a sandwich bag. Simply put even doing anything. When some cherry tomatoes, baby carrots, and you have a break, you celery sticks into a sandwich bag, and can use this chair there are your vegetables. It doesn’t get for actual any easier than that. Perfect for work, or s t a b i l i t y for an outing. b a l l If you found the time to read this article, exercises you’re doing great. Now just look for (which you more little opportunities in your daily can easily look busy life to incorporate healthy choices up online). Another and ideas. Good luck—the results will be idea is to use the worth it! [ IF ] stairs, a lot! I have a client who spends the first half Tanya Rosen is the owner of Shape Fitness hour of her lunch in Kensington and the co-owner of Shape going up and Fitness in Flatbush. As a certified and down the stairs, experienced Personal Trainer, Aerobics and the second Instructor, and nutritionist, Tanya offers half hour eating these three services to the community. Tanya her lunch. Now specializes in prenatal and postnatal fitness, that’s a well and is best known for her personal and caring d e s e r v e d approach towards every member of the Shape lunch! Another Fitness family. Tanya can be reached at idea is leg raises. Sit (718) 438-2400, or (718) 338-8700.

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[ Brain Tumors and Cell Phones—Is There Really a Connection? ] By: Michelle Jacobs RPA-C

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ith the recent popularity of the smart phone, the question arises of whether the radiation emitted from these devices is high enough to be of a health concern.

All over the world, millions of people are pressing these devices against their heads for hours a day. Cellular phones are a source of something called Radiofrequency radiation (RF), which is a form of microwave energy.

Portable cell phones work by the use of an antenna as part of the headset, which can potentially expose the brain to high levels of this type of energy.

Current research shows that not only are the radiation levels emitted by cellular phones extremely low,

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they are also non-ionizing. What that means is that they don’t have the ability to break organic molecules (i.e., brain cells) apart and interfere with their DNA, as can that of X-rays or CT Scans.

However, there is rising evidence that repeated exposure to the RF of cellular phones in rats actually did have the potential to heat up (as a microwave does to food particles) and damage cells, and possibly even begin the devastating cascade of tumor growth.

So although the majority of reputable studies on the connection between the

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Radiofrequency radiation of cellular phones and their potential for tumor growth in the brain have failed to show an association, the studies were based on a relatively few amount of years. Cell phones are relatively new devices. Time may disprove these studies. I suggest that we use cellular phones wisely by taking precautions. As much as possible, use a landline. Secondly, wired headpieces have less RF than Bluetooths, so as much as possible, try to use those. Never leave your phone charging on your night table by your head overnight. Leave it on another remote area. And as there may be a possible connection between cellular phones and brain tumors, we need to be aware that their radiation may do damage in other areas in the body as well—so don’t keep them in other places close to the body (e.g., pant pocket) for prolonged periods of time either. [IF] Michelle Jacobs is a Senior Physician Assistant at the Weiler Hospital of the Albert Einstein School of Medicine in the Department of Medicine.

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[ Accessorize Your Ride ] By: Miriam Eichenstein

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f you have a new carriage that can use some accessories or an old carriage that needs some updating, keep reading.

Starting with smaller items, a cup holder is a great addition to every carriage. If the company of the stroller that you have makes their own, I do recommend buying that specific one. It usually fits on better than a generic holder. For a good generic cup holder, the Liquid Holster is a great option. It’s easy to attach and self-leveling, which works well for coffee, and it even comes with a screwdriver. A different version would be the Soft Buggy Cup by Think King. For Mom, it can hold small items such as keys and a cell phone, or a water bottle or drink that has a cover. For Baby, it can attach to the side or the bar of most strollers, allowing your child to have a place for their bottle, sippy cup, etc.

Stroller Hooks are a great add-on for everyone. Whether you are mostly walking or are in and out of the car, people typically find themselves with a bag or two and no place to put it. Stroller hooks are an easy solution to this problem. You can choose the Mommy hook, which is one large hook that can only be used on a stroller that has one handle for pushing.

One thing to watch out for is that there is a place for the Mommy Hook to stop on the side. Otherwise it may slide down the frame of your carriage, dragging the bags down or scratching your frame. Another option would be the Hook N’ Stroll bag clips. They come in a set of two and work on all strollers. These clips velcro onto the handles of the stroller and the hooks are made out of plastic and swivel. The same idea but with a little sleeker look would be the stroller hooks by Think King. These hooks also come in a set of two and velcro onto the handles, but are made out of aluminum.

Carry You is a company that has some great ideas. They have many different organizers that can fit on the back of many different model strollers. These different organizers all have two cup holders and 16

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extra storage space for many items such as keys, a cell phone, a pacifier, and more.

Another great item by Carry You is their snack tray. It easily attaches to the bar of any stroller, adding space for your child’s sippy cup, snacks, and toys. For those strollers without a tray option, this is a great addition.

To freshen up the look of your old stroller, to help keep your new stroller clean, or to just add some life to any stroller, you can add a stroller liner. There are quite a few different companies out there with different designs and styles. The first thing to look for is that a stroller liner should be machine washable. When you are sitting your baby on anything, you need to make sure that it can be removed and thrown into the washing machine many times over—for obvious reasons. Booyah Baby makes a beautiful reversible liner in sharp and classic patterns. Most of the fabrics are available in both girl and boy versions.

All of these liners have a soft minky center making it soft and cozy for a child of any age. MonkeyMoo is another company with a great stroller liner. They have over a dozen different patterns to choose from, all of which are reversible. One side is a solid or patterned cotton and the other is a soft and luxurious fabric. A matching stroller blanket is available for all the different fabrics. If you are looking for F a s h i o n

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something with a little more “wow,” the Bebe Chic liners come in great fun colors.

Also reversible, these liners have two different fabrics, one on each side. The fun, bright colors make these liners a little more unique. All the liners listed wash well and wear well. They turn an ordinary stroller into something unique and fresh, add cushion and padding to any stroller, and help keep your stroller clean.

For a great winter product, you must check out the Kidaddle Handmuff. This soft and cozy handmuff attaches to most strollers keeping Mom or Dad’s hands warm while out on a walk or jog. The muff has a super soft inside and a weather resistant exterior. This is great when out in the cold without your gloves, or for most of us who realize we were so busy packing up the baby, we forgot our gloves or only took one.

For those of you going out with more than one child but don’t really need a double stroller, there is the Buggy Board.

Some stroller companies have their own that work best with their strollers. For those that don’t, there are a few great options. The Lascal Buggy Board and the Valco Hitchhiker are two great choices for a Buggy Board that work with many different model strollers. Most kids find it fun to stand on a step behind the stroller and are happy to go for the ride. For the parent that doesn’t quite need a double stroller but needs something to keep their little one close, these work great. They attach and detach easily, so it doesn’t get in your way when not in use.

These are just some of the many ways in which you can accessorize. These items help make your walk more comfortable and fashionable. The above items are just the beginning. One thing that I find important is practicality. Not only can what you buy be nice and look good, but they can help make your day easier. Whether it’s having a place to put your keys and the baby’s bottle or putting down a liner to keep your stroller clean, these items are a great addition for everyone. [IF] Miriam Eichenstein is the co-founder of Oh Baby! located at 3412 Avenue N in Brooklyn. She can be reached at 718-998-7373 or on the web at OhBabyGifts.com. If you have any questions or baby products you would like reviewed, please email miriam@ohbabygifts.com.

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[ Holiday Hair Care ] By: Gitel Rosenzweig

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n preparation for Pesach, everyone rushes to get certain things done, especially hair related things—wigs need to be washed and the kids need haircuts before sefirah. For this Pesach season, I decided to list some of my top hints for hair care. Some of these apply to that pre-Yom Tov haircut you’ll be rushing to get and others will help your hair look better all year round, not just for the holidays.

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Getting the right cut: This subject could be an entire article in itself, but I’ll try to keep it short enough to help you in time for Pesach. A good haircut is not just about what is in style, it also must be what works for your face to highlight your best features and draw attention away from less desirable aspects. It should also work for your hair texture (curly, wavy, or straight).

If you know that side bangs work for your face and highlight your eyes, then stick with it regardless of what’s “in.” If long and layered is in style, then do it with your side bangs, while if a short bob is what you’re looking for, keep the bangs too. There is a way to make any current style work for you, but you have to find a stylist who will have the patience to try things out with you. Ask for advice, but be careful to take recommendations from friends with similar personalities (because if they get along with a stylist, you 20

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probably will too). Also, ask for the same haircut as your friend ONLY if she has the same shaped face, or similar features. If you want to try something you saw in a magazine, the same rule applies; pull out and bring a picture with you only if the model has similar features or face shape.

(We should all be so lucky that we look like supermodels in magazines, but this is usually not the case).

Somewhere in the middle is wavy hair which allows you much more versatility in cutting. Be careful not to over-layer wavy hair, as the layers may come out looking chunky and chopped up. Even if you have some very short layers all around for a fuller shape, they can be done very gently and subtle so that the fullness is even all the way down.

You also need to make sure your cut works for your hair texture. As a general rule, curly hair should have at least a tiny bit of layers to give your curl a little boost and make the curl consistent all the way down. If you have no layers, the longest, top layer drags and is limp while the shorter, underneath layers will jump up tighter and create puffiness. Also make sure to leave it a drop longer if you will be wearing it only curly. The length will work to drag down a bit on your curl and help control the “afro” effect. Also, cut on the conservative side; remember that when you cut an inch off of curly hair, it “boings” or pops up an extra half inch and looks even shorter.

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Straight, limp hair also needs some layers to give it a little lift and create the illusion of volume. Stay away from too short or too many layers though if your hair is too thick or extremely thin: too thick and you may look like a poodle, all puffy on top, while too thin and you might be left with nothing to show for your bottom layers.

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What shampoo/conditioner is best for your hair: I prefer to recommend cheaper shampoos, because they are higher in water content than more expensive ones and tend to rinse out cleaner, leaving less residue on your hair and scalp. It also is less painful if you find the one you bought is not working well for your hair, and you decide to throw it out. Read the bottles carefully and buy only what is made for your hair, not what you want your hair to be: if you have curly hair and want to wear it straight, you still need to buy a shampoo for dry, frizzy hair. If you don’t love what a shampoo does to your hair, give it a couple of weeks before you move on to the next one. Some shampoos need time to affect change in your hair or thoroughly remove residue from your past shampoos.

Also, have a spare, second shampoo in the house, preferably a “clarifying” or deep cleansing shampoo. Every shampoo on the market leaves behind its own signature residue, which does not get washed away when you re-wash with the same shampoo (continued on page 22)

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again. Over time this residue will build up and eventually drag down on your hair or make it look oily faster. Use the alternate or clarifying shampoo once every two to three weeks to remove this build-up to ensure clean, healthy, bouncy hair.

Stick straight, thin, fine hair obviously looks oilier faster, but finer, thinner hair can crack and break even faster if you’re over-washing too. Try to cut your washes back a drop and see how your hair behaves.

or iron all the time and will be doing so for Yom Yov too, use a hot oil treatment special for the chag, but never for the first time. If you’re inexperienced, you may not rinse it out completely and it may leave an oily residue just in time for Yom Tov!

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It may take months to see the benefits of less cracking and breaking, so be consistent and stick with it if you can tolerate less washing.

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Washing and conditioning properly: The most important part of washing is to be thorough. Make sure you scrub your entire scalp (with the pads of your fingertips, not nails). For some, it helps to section your head to make sure you got all parts thoroughly. Start with the top, then sides, and finally the back.

Use front to back, side to side, and up and down motions to cover the whole area of each section. Do this with your shampoo to get it in completely and rinse it out too.

The same rules apply to your conditioner.

Absolutely do not leave any shampoo or conditioner behind. This can cause your hair to get oily faster than it should, or the residue can cause frizziness, knotting, or even damage and broken hairs. Only once you get your hair completely clean, can you truly judge your hair texture and decide how to work with it and what products, cut, or styling tools might be best.

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How often to wash: This is just as important as how thoroughly you wash. Curly hair actually has fewer oil glands than straight hair, and will be dryer.

Straight hair will be oilier and look greasy or matted down faster. Over-washing your hair strips your hair of its natural, necessary oils and can cause it to be dry, cracking, and breaking, (same effects that it has on your hands) especially during the winter. Not washing often enough has the obvious effect of looking and feeling oily, and even can cause a dandruff-like problem from too much oil buildup on your scalp.

If your thick, curly, or even wavy hair is currently dry, frizzy, and unmanageable, you might want to try cutting back on the washes. Your curly hair needs the oils on your head to moisturize and control that frizz and fluff, and you can’t fake it with a moisturizing conditioner. Some curly heads can go up to a full week without a wash, especially during the dry winter months. The same hair in the sweatier, more humid summer should probably not go more than five days between washes.

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Deep conditions and hot oils: If you’re sure you are washing your hair thoroughly and you’ve found the perfect schedule for your hair, and you still have a problem, you may want to try some special help from one of these products.

Dry, frizzy, or curly hair will benefit from occasional extra moisture, but be careful not to overdo it. If you don’t have significant damage, try a deep condition once a month or so. If you have damaged, split ends, or you are heat styling your hair daily, you should deep condition every two weeks, and maybe alternate conditions with an occasional hot oil once a month, too.

Get an extra thick conditioner, usually sold in tubs—not in tubes or bottles— that is for your type of hair. Any regular conditioner can be used to penetrate the hair a little more deeply using the following steps: after shampooing thoroughly, apply the conditioner (not too heavily) and pile your hair on top of your head. Then take a hand towel and soak it in hot water (as hot as you can handle) and wring it almost completely out. Wrap the still hot towel around your head and leave it there while you continue the rest of your shower, or until the towel cools off. If you still have time left in the shower, you can resoak and wrap the towel one more time for good measure. When it has cooled, remove the towel and rinse the conditioner out thoroughly. Leaving extra conditioner behind will not help it absorb into your hair better.

A hot oil is a more intense therapy that should be used for damaged hair only.

Adding oil to undamaged hair may make it limp. Follow the directions on the package to heat the oil before you apply it, but you can also add the towel wrap technique to intensify the treatment. Also make sure to rinse thoroughly and do not condition again after treatment. If you blow dry F a s h i o n

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Guide to heat styling: The three most important rules to blow drying and ironing are: First, never blow dry dripping wet or bone-dry hair. You’ll burn your hair. Always get your hair a little damp before heat styling. Second, never hold the blow dryer or iron in the same place for too long. Always keep it moving.

It’s better to go over a section several times than to burn it once. Third, if you’re going to be heat styling your hair daily, make sure you go for regular trims on time— every six to eight weeks if you see split ends from ironing.

Getting the right size brush, the right blow dryer, and the right straightening or curling iron is important too, but spending tons of money on them is not as important as one might think. This is another subject that can occupy a whole article (and will in the near future), but for the time being, just be practical and don’t spend hundreds on tools you can’t or won’t use. Only invest in expensive, professional tools if you’ve become practiced enough to use them regularly and know to use them without damaging your hair.

Of course there are dozens of other hints and guides, but each head of hair has its own unique features and needs to be treated differently. So when you do go for that emergency holiday haircut, trust your instincts and discuss them with the stylist before they pick up the scissors.

Don’t make the mistake of believing a stylist you just met knows what your hair will do or how it will behave, especially if you know better. Make sure your stylist listens to you when you say what you want and what kind of hair you have. After all, you’ve lived with it longer...and will have to live with the results. [IF] Gitel Rosenzweig, a wig stylist with 12 years experience, is the owner of Gitel Wigs located at 3708 Avenue S in Brooklyn. For any questions or comments to be addressed in future articles, she can be reached at 718-758-1022 or via email at: gitelrosenzweig@yahoo.com.

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[ Preserving a Large IRA... ]

...for Future Generations with Life Insurance By: Martin Meisels

F

or many of us, one of the biggest assets that we have is our Individual Retirement Accounts (IRAs) and qualified retirement plan assets. Many individuals do not use some or all of their retirement assets for their retirement (perhaps they have pensions or other assets to rely upon), and would like to leave these assets to their children or other heirs.

Unfortunately, without proper planning, large IRAs and qualified plan balances run the unique risk of being taxed twice on the death of the account owner–first income taxes, and then estate taxes. With estate tax rates of up to 45% (for 2009 but potentially increasing to 55% in 2011) and income tax rates exceeding 30%, taxes can consume most of the IRA or qualified plan at death.

One Solution: Using Life Insurance to “Preserve” the IRA or Qualified Retirement Plan Life insurance, particularly if held in an irrevocable life insurance trust, can act as a perfect substitute to replace the IRA or qualified retirement plan assets lost to taxes at death.

How Does it Work?

Wanda, age 75, widow of Fred, has a $5.0 million estate, including $3,000,000 in an IRA Rollover account from Fred, but no other liquid assets. She lives off of her pension and Social Security, and wants to leave the account to her children. What will happen to these assets upon her death when estate taxes must be paid within 9 months (according to current laws) from date of death?

Today (2009), income and estate taxes would be approximately $1.37 million.

Since the only liquid asset is the IRA, assuming that the other assets could not be sold quickly enough, the taxes will 26

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be taken from the IRA account, leaving $1.63 million or approximately 54% of the original $3,000,000 IRA. If death occurred in 2011 or after, based upon current law, the income and estate taxes would be approximately $2.55 million.

That would reduce the retirement assets to approximately $450,000, or approximately 15% of the original amount going to heirs.

If, however, Wanda, took distributions from the IRA–perhaps the required minimum distributions required because of her age or additional amounts necessary for this strategy–and gifted these distributions to an irrevocable life insurance trust to purchase life insurance on her life, upon Wanda’s death, the insurance proceeds will replace some or all of the IRA lost to income and estate taxes. Alternatively, the insurance proceeds could be used to provide liquidity to Wanda’s estate to help pay the income and estate taxes. It’s the same result.

If Fred was also still living, life insurance would still be a desirable solution. In that case, instead of a single life policy, a survivorship or second–to–die policy could be utilized.

The survivorship insurance would create a source of liquidity on the death of the last to die.

Considerations 1. Life insurance can act as a replacement of IRA assets used to pay income and estate taxes.

Alternatively, the life insurance can provide liquidity to the estate to help pay for the income and estate taxes without requiring withdrawals from the IRA to pay taxes.

2. Preserves and continues the IRA, or replaces the IRA, for the lives of the heirs.

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3. Through withdrawals to fund the premiums, slowly converts an asset subject to estate and income taxes to one received totally tax free–life insurance.

4. The life insurance product may be a second-to-die policy during the owner’s and spouse’s lifetime, or a single life policy during the surviving spouse’s lifetime.

5. The IRA distributions used to pay premiums are of course included in income (except to the extent they represent non-deductible contributions).

6. There are legal and accounting fees and administrative costs whenever a trust is established. [IF] Martin Meisels is a Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 355 Lexington Avenue, 9th Floor, New York, NY 10017, (212) 541-8800. Securities products/ services and advisory services are offered through PAS, a registered broker/dealer and investment advisor. PAS is an indirect, wholly owned subsidiary of Guardian.

Wealth Advisory Group is not an affiliate or subsidiary of PAS or Guardian. PAS is a member FINRA, SIPC. • 254 South Main Street, Suite 310, New City, NY 10956.

You can reach Mr. Meisels at martin_meisels@parkavenuesecurities.com or on the phone at 845.634.7300 ext. 317.

The foregoing information regarding estate, charitable and/or business planning techniques is not intended to be tax, legal, or investment advice and is provided for general educational purposes only. Neither Guardian, nor its subsidiaries, agents, or employees provide tax or legal advice. You should consult with your tax and legal advisor regarding your individual situation.

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great tools to help organize your records.

[ Keep a Home Inventory ]

F i n a l l y , remember to update your inventory every year or so, and keep it in a safe location away from your dwelling. Taking the time to make and update your inventory now can help you in working with your insurer later and maximize your recovery, should you have the need. [IF]

By: Phil Berkowitz

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his one goes in the category of those things we are planning to do when we have the time: making or updating a home inventory. It may not sound like an exciting activity, but in the event of a calamity such as a fire, burglary, flood, or tornado, a current home inventory can save a lot of time, money, and frustration in the insurance settlement process.

Take this test. Sit down and try to make a detailed list of what’s in each room in your dwelling. It’s amazingly hard to remember all the “stuff ” that accumulates—wall hangings, curtains, cookware, clothing, sports gear, jewelry, knickknacks, rugs, clocks, etc. Get the picture?

This weekend, go ahead and bite the

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bullet. Video or photo each room and list major items on paper. Record brand, model, date, and amount of purchase if possible (serial numbers are important on such items). Also, saving receipts on big-ticket items is always a good idea.

For antiques and jewelry, written descriptions or appraisals are important.

Don’t forget the closets, and remember, even your attic may be full of valuables.

You can usually get a home inventory checklist from your insurer. These lists are F a s h i o n

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Phil Berkowitz is the office manager of State Farm Insurance, specializing in all lines of Personal & Business Insurance and located in Hewlett, NY. He can be reached at 516-374-2100.

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[ Wall Portraits as Home Décor ] By: Rina Schiffman

—Your Guide to Decorating with Portraits

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o you survived taking your kids for professional pictures. You even convinced your husband to get in a few shots (although it did take twenty minutes of intense debate and ended with you agreeing to make his favorite supper for the next two months). You picked up all the finished portraits, and there they sit, in the closet, forlorn and unframed, waiting to fulfill their purpose in life and grace the walls of your home. And there they’ll wait until you can figure out the answer to some important questions, such as where am I putting all these portraits? What’s the best way to display each portrait for maximum impact, and so that the overall look of the room is enhanced? And, do we have to move to a bigger house so we can display all these pictures? Have no fear, in the tips outlined below you’ll find out how to create a truly beautiful, high impact

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wall display with your family’s portraits that will beautify the appearance of every room in your home.

One important thing to consider when designing a wall portrait display for your home really goes back to when you are choosing your portrait sizes. Size is a crucial factor for any portrait that is going to hang on your wall (hence the term “wall portrait”). When you look back at the classical artists such as Sargent and Rembrandt, you’ll find that their masterpieces were as large as 143”x172”!

People would never hang a beautiful painting in an 8x10 or an 11x14 size on their wall. A piece of art or a beautiful portrait loses all its impact in a small size, especially if it is hanging on a wall by itself.

Additionally, if the photo is a group shot and you choose a small size, everyone’s heads will be the size of grapes. To ensure F a s h i o n

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everyone in the shot is fully visible without a magnifying glass, a large wall portrait is the way to go. This applies to portraits of one person as well—you want to be able to enjoy your portraits from across the room, not only when you’re dusting it! I know wall portraits can be costly, but like any high quality piece of art, they should be considered as an investment in your family. Family is what’s most precious to us, and to own a beautiful wall portrait that you and your family will treasure forever is something that is truly priceless.

So, for an instant high-impact display for your wall, simply hang one large portrait, such as a 20x30 or 24x36, in a beautiful frame and trust me, you will feel happy every time you walk into that room.

Another option for a really stunning wall display is to create a cluster of prints arranged together on your wall. For this, (continued on page 34)

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you can use smaller prints such as 11x14’s or 8x10’s (or a combination of both); just make sure to arrange them close together, and at different heights. For a cluster of photos, choose shots that have a consistent look so that they will complement each other.

Depending on the look of the room, you can create totally different styles for your wall displays. For example, for a formal living room, you would choose more classic style portraits and frame them in elegant frames to complement the rest of the room’s décor. For a more contemporary look, gallery wraps are a gorgeous and high-impact option. Gallery wraps are photos that are printed on canvas and then wrapped around a stretcher frame.

These are supposed to be hung unframed (although it is possible to frame the more shallow ones), and you can hang these either in a large size by themselves, or in smaller sizes and grouped together in a cluster.

Three 20x24 (or similar size) gallery wraps hung in a row can look gorgeous as well.

Many photographers offer unique sizing options such as square prints, which look really eye-catching when grouped together 34

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with the traditional rectangle shaped portraits.

Bedrooms are also a great place to display portraits. Update that boring old wedding photo hanging in your master bedroom right now with a beautiful and intimate 30-inch portrait of you and your spouse and children. It will be the first thing you see upon waking up in the morning and before going to sleep at night, and will give you tremendous happiness every time you happen to glance at it.

Transform your baby’s room by hanging a couple of beautiful baby portraits over the baby’s crib (or if you’re the nervous type, on another wall in the room), and the room will instantly feel more inviting.

Decorative frames that match the décor of the room, such as blue frames for boys and pink for girls can be found in upscale baby stores or even the home section of your favorite department store. My favorite display for a baby’s room is three square 16x16 prints centered over the baby’s crib.

It looks adorable!

For children’s rooms, anything goes. You can hang a single large wall portrait over each child’s bed, or do a cluster of smaller F a s h i o n

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prints in staggered heights on a side wall.

Your child’s room is also a great spot to hang that really cutesy type shot or the adorable shot of your child making a wacky face that you wouldn’t necessarily want hanging in your living room. I had one client specifically ask during her children’s portrait session if I would do a shot where they were all making funny faces. It came out really cute, and she chose it to hang in her kid’s room. Her kids get a huge kick out of that photo!

O.k., you’ve read enough. Now go gather all those printed, unframed photos (or if you’re really bad, head to the phone to schedule a professional portrait session) and get to work transforming your home from walls that are bare to walls that have flair! [IF] Rina Schiffman is the owner and photographer of Rina Schiffman Photography. She specializes in capturing natural, emotive portraits of babies and children. Her complete portfolio can be viewed at www.RinaSPhotography.com.

Her home studio is located in Brooklyn, NY, and she can be reached at 917-750-3424 or Rinaschiffman@yahoo.com.

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MOD ART

Sale!

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718-975-0140

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[ Taking the Philanthropic Pulse ] By: Moshe Kinderlehrer

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ver the past few months of writ- just not people I felt comfortable intering this column, I’ve had a num- viewing. Why risk a warm and positive ber of people suggest that I go relationship? out and interview a leading philanthropist Sure, I said to myself, writing an article or two. Everyone is interested, I’ve been is an opportunity for me to build stronger told, in learning more about the leaders relationships and spend quality time with and major donors of our community’s these special people and their families. But most important building, dinner, and an- I kept coming back to my main concern nual campaigns. that they—or just as likely, one of their Don’t we all want to hear more about close family members or friends—will not their lives, how they succeeded in the like or disagree or comment upon somebusiness world, how they are managing thing I write, and the whole experience in the current economic crisis, and how could have a negative outcome. It’s posthey decide which organizations to give sible that the experience will leave them to, and of course, where they like to go with a bitter or sour taste in their mouths. for Pesach?

They might never take my call or answer I agreed and set out to find my first my email ever again. Why take this kind of needless risk? Why run the risk of alienvictim. ating good people who might give to me or I quickly found that this is not as easy as my organization in the future?

I thought. First off, I am a full-time fundAs I went down my list, I realized that raiser, not a writer or journalist. For me, the majority of the people I know fit into my relationships are everything and even the above category. I crossed them all off. if someone is not a donor to my current orFinally, I was able to identify a few people ganization or someone that I am particuwho I know fairly well and consider myself larly close to, I am an optimist at heart (all to be close enough with that I could apdevelopment professionals must be, by the proach them.

They were also people who I way) and firmly believe that they may, one knew wouldn’t mind a little publicity and day, become a major donor to my cause. positive attention directed their way. They I realized quickly that many people who were also people who would trust me to would be good interview candidates were do a good job.

I Just Couldn’t Do It But when I finally identified these few— admittedly, very few —candidates, I hesitated again. I just couldn’t bring myself to do it.

Sure, I could write an incisive and insightful article that they—and my editors and readers at In Fashion—would love it.

But I just couldn’t do it. Sorry.

The Composite Interview: So I decided to still do an interview… but a different kind of interview. I call it a composite interview. By composite, I mean that I will pull together the literally hundreds of conversations that I’ve had in the last year or two with leading donors in our community, and try to boil the essential elements down into a few paragraphs below.

You see, if given the opportunity, I always try to learn as much as I can about the philanthropists I meet and interact with.

I always try to learn something personal about them. I always want to understand why it is they give to certain organizations or are close with certain world leaders or rabbis or rebbes. I don’t always walk away with every question answered, but I al(continued on page 40)

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ways learn something about them…and often something about myself as well.

philanthropists continue to grow in our community and beyond…that’s a subject So here’s my composite interview and my for another column)—are not lazy and get insights into the average “philanthropist” up early every morning. Whether it’s to that I am privileged to know and interact work out, read, do work, daven, or learn, they all wake up early. I’ve also found that with. even if they travel extensively, they try very hard to keep to their established morning Each One is Special in His/Her Own routines to the best of their abilities.

Way I will also attest to the fact that nearly all Allow me to preface this by saying that of our community’s leading philanthroeach is special in his/her own way. I ofpists were never the best students while in ten tell people that one of the things that I school. Usually the better students ended miss most from my time in the rabbinate up being their doctors, lawyers, or acis the fact that as a rabbi, one can really countants. This is not a new observation, see firsthand how unique each and every but I’ve found it to be generally true. congregant is. A rabbi’s perspective about his shul and its members is wholly differ- When I started in this field, I always assumed that there would be a major different than a regular member’s. ence between philanthropists who “made As a rabbi, I learned that even the conit” on their own and those who inherited gregant whose names I barely knew and or married into wealth. Although there barely saw during the year could—and are certainly differences in attitudes and likely did—have something about them expectations, I’ve found that these dif(a personality trait, a habit, a profession, ferences are minimal. Often, I find that or anything) that was unique and special. serious members of the “next generation” Often, I witnessed firsthand a unique relawithin families of means will often work tionship they had, such as how they would just as hard to make sure that they are able interact with a parent or other loved one. I to establish their own legacy, either within would often leave a shiva home or funeral their family’s business by taking it to new simply shaking my head and awestruck at areas or looking for completely different the descriptions and stories I heard about arenas within the business world or with people I barely knew or if had known, had their community involvement/philanbarely registered with me. I became aware thropy. that even the quietest, least visible members were often quite special in their own way. Even those who disliked synagogues Belief in G-d Required and publicly expressed distaste or scorn I’ve also learned some important lessons for rabbis, rituals, organized religion, etc., in faith (emunah). Nearly every Jewish when they were suffering or in great joy, a philanthropist I’ve met believes deeply sensitive rabbi could get a full glimpse of that they’ve achieved significant success the unique soul beneath the hard, crusty only with G-d’s help—no matter how exterior. personally religious they are. They can So I miss that aspect of rabbonus—the all easily point to people who were in the firsthand knowledge that every person we same industries—and sometimes doing interact with is special and truly unique— the same thing as they were—who never and perhaps in fundraising and relation- achieved the levels of success they did. All ship building, I try to recapture what I fiercely believe in G-d’s guiding hand in don’t have anymore. But it’s not exactly their success. the same.

As a fundraiser, one learns quickly that belief in G-d is an important part of raisWith that preface aside, I believe stronging your annual budget and hitting those ly that there are, generally speaking, eleannual fundraising goals, but it is downments or aspects of the individual “major right humbling to be constantly in touch donor” or “philanthropist” that can be exwith so many individuals who just believe trapolated and distilled. that their whole being and success is a tesHere they are: tament to G-d’s influence on the world Philanthropists—and they mostly are and in their lives. I will admit this…it’s men (although the numbers of women quite inspiring for a believing Jew. 40

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I often tell my wife that another fringe benefit of my job is that I get to meet and spend time with so many inspiring and special people. It doesn’t help pay any bills and it’s not written in my contract, but it’s definitely an important part of my job. I think all nonprofit leaders and fundraisers will agree with me on this.

A Closing Observation on the Economic Crisis and the Philanthropy I can go on and on about the different attributes of the most generous members of our community, but I will close with a final observation about the current economic crisis and its impact on the philanthropists I meet. Nearly all of the philanthropists I meet are bothered by the economic crisis in the sense that they have to struggle harder to maintain their existing commitments in the face of shrinking endowments and revenues, or cut back outright. Many bemoan the fact that they are being asked to give even more by the organizations they are close with already.

A comment that I hear quite often is that they are upset that they have to say “no” more often. Many major philanthropists, I’ve learned, are genuinely open to new relationships and are actively looking for new people and organizations to “invest” in. Many are searching earnestly for new and innovative ways to give their tzedaka dollars and help people in different, more impactful ways. They want to give more, if they can. What the current economic crisis has done is inhibit that impulse and desire to give.

For them—and for the rest of us—let’s hope that this crisis does lift…and soon.

Let them go back to saying “yes” more often. [IF] Moshe Kinderlehrer is currently the Director of Development of American Friends of Leket Israel (formerly Table to Table Israel— Israel’s Food Rescue Network as of Jan. 1st). Prior to that, he was a nonprofit and fundraising consultant with over a decade of experience working for and with a wide variety of nonprofits. He is also an ordained Orthodox rabbi (Yeshiva University/RIETS) and holds an MA in Politics from NYU. He resides in Bergen County, NJ, with his wife and four children. He can be reached at: moshe@leket.us or 201-331-0070.

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[ The Top Ten Jewish Marketing Mistakes ] By: Leah Helfgott With Avi Conway

How to Successfully Ruin an Event

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arketing to your own community seems easy enough.

After all, you already know so much about your target audience. They are your friends and neighbors; people who live your lifestyle. You know the restaurants they frequent, the music they listen to, and the websites they visit. You know their favorite vacation spots, where their kids go to school, and what magazines they read. So it sounds easy enough: just pick a medium, get a price for an ad, and go for it.

But in truth, there are big challenges involved in marketing, and you have to be smart to succeed. Lots of businesses and organizations fail to reach their own communities. The results are low turnout and lost revenue. In this economic climate, we can’t afford to keep trying; we need to make our impact the first time.

This is especially true for non-profits,

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which have taken a hard hit in the last few years. Donors are harder to find, and large funding sources for Jewish causes are not as generous as they once were. Now, more than ever, non-profits need to invest in marketing so they can make a powerful impact the first time and get the funding they need.

So here’s what you’ve been waiting for, the top ten Jewish marketing mistakes:

10

Poor planning, leaving no lead time for marketing.

This mistake is all too common. People don’t realize how much time is involved in planning an event and executing a successful marketing campaign. They will need to figure out the details of the event, write up the content, update the website, chat on social media, select the appropriate print media, select designers, F a s h i o n

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review designs, and get materials printed.

This takes a lot of time.

And no, if that ad is not ready by Tuesday, it can’t go in this week’s paper.

A kiruv organization has always held a Chanukah party. But this year, two weeks before the party, the director’s friend manages to secure a really great magician for the kids at a decent price. Now the event will be their best Chanukah party ever. This calls for bigtime marketing. But with only two weeks to the event, there’s only so much they can do.

They get a designer and a printer to rush for them, but this process still sets them back a week. They have just one week to distribute the materials and people have already begun to make their Chanukah plans…. Now they’re just praying that enough kids come to make that magician worth the while!

Marketing Done Right: Expect at least three to four weeks for marketing planning and design. Allow one week (continued on page 46)

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for distribution, whether it’s direct mail, posters, or email. Then take two weeks to receive a response and get feedback, and then do another round of marketing.

Two to three rounds are recommended for large events, so plan everything months in advance.

9

Assuming that someone else is on top of it, and it will just happen.

This happens especially in non-profits that are managed by a combination of paid staff and volunteers. Sometimes roles and responsibilities are not so clear, and everyone thinks someone else is taking care of marketing—when, in fact, no marketing is happening at all.

It’s a month before the big concert fundraiser. The singer’s agent calls the organization asking how many seats were sold. The administrator says 40. The agent goes ballistic—it’s a 300-seat auditorium!

He threatens to pull out if they don’t sell at least 250 seats. The administrator gets off the phone and calls the volunteer organizer of the event, suggesting bigger web ads go out to the online Jewish media. But, it turns out, no ads were ever sent—each thought the other was in charge! The two of them scramble at the last minute to get the ads out. They manage to sell 230 seats and the concert goes on. But they barely break even on the concert.

Marketing Done Right: Regular meetings should take place, and roles should be very clear. Nobody should be confused as to who is doing what.

8

Spending a lot on the event, but cheaping out on the marketing.

Because marketing is often seen as last on the to-do list, it can easily get lost among all the other plans. By the time the plans are finished, there’s no money in the budget for marketing.

An established non-profit is inviting everyone to a community-wide lecture.

They already know how much the speaker will cost. Now it’s just a matter of the room rental. So they go out and find a nice shul with a big room. It costs more than they expect, but it’s an important speaker, so they splurge. Then they realize they need some kind of refreshments. They get estimates for a simple—but elegant—spread of tea and

rugalach. They agree to the least expensive option, but the event is already over-budget.

Then someone remembers the plasticware— oh, and the marketing! Since there’s no money for marketing, they cheap out on the invitation. It’s so awful, that when people get it in the mail, they think it’s just some small event for some start-up. The invitation fails to convey the significance of the event, the importance of the speaker, and the nice atmosphere they are offering. As a result, only hard-core believers in the cause come to the event. All the new people they were trying to attract stay away.

Marketing Done Right: Include your marketing costs in the event budget from the get-go. Always assume it will cost more than you think. Also, make sure the quality of your marketing matches the quality of your event.

7

Taking everything in-house without the time, manpower, or skillset to do it right.

To cut costs these days, many Jewish organizations have insisted on keeping everything in-house, asking their alreadystressed staff members to take on new roles. Often, this leads to people with subpar skills producing…well…pretty bad stuff.

Administrators Chaya and Reuven agree to design the flyer for their organization’s upcoming fundraiser. Chaya learned some Photoshop in camp one summer, and Reuven’s just so tech-savvy, “ he’ ll figure it out.” Chaya and Reuven do their best, but they just don’t have the skills or the eye for good graphics.

Neither has any professional experience with design. They spend way too many hours on it, neglecting their other responsibilities, and the flyer comes out terribly dry and boring. And who wants to go to a boring fundraiser?

Marketing Done Right: Hire a professional designer, and let your staff focus on what they’re good at.

6

Offering no website, an outdated website, or no online payment.

How often do we go to an organization’s website looking for the latest news, only to find that it was built in 2003 and has not been updated since? And believe it or not, some organizations don’t even have a website yet! You have to admit, that’s

pretty sad. Others have a website, but they don’t take online donations. This is a big mistake. There are always random people out there who feel a connection to the organization, find the site, and want to give.

The organization’s founder, Rabbi Greenberg, has a magnetic personality and is a great fundraiser. He spends several weeks each year visiting a select number of high-level philanthropists. This keeps the organization alive. But now Rabbi Greenberg is 75, and he can’t travel as much. He keeps up his efforts over the phone, but the pledges are simply not the same. How they wish now that they had a broader donor base—lots of supporters who maybe give just $18 or $54, but give each year. Having a website for the last five years with online donations would have given them something to fall back on when money was short. They do it now, just hoping it’s not too late…

Marketing Done Right: Maintain an updated website with the option to pay online. Even if you think a great website is not in the budget, in this day and age, it needs to be an absolute priority.

5

Creating a website that does not match the organization’s needs.

Before creating a website, you need to know who your audience is and what you want the website to do for the organization. We know it’s hard to pin this down, but if you don’t, you risk spending money on a site that doesn’t serve your needs—and might actually hamper your work.

An organization in Israel has an “American Friends” office in New York. To save on costs, the executive director decides to develop the organization’s website in Israel. The site serves the Israeli office well, and even offers some content in English. However, the site is not suitable for the organization’s American donors. The design has an oddly foreign feel, the URL ends in org.il, there is no online donation, and the content is not really what they want to hear. Instead of praising the organization and the great work they do, the website talks about every little event, including which ones were cancelled! The director of development is uncomfortable sending potential donors to the site. Instead of benefiting the organization, the site has now become a liability for the NY office, causing thousands of dollars in lost revenue. (continued on page 48)

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Marketing Done Right: Your site should connect to its audience and be something you are truly proud to show. Create several sites if necessary.

4

Requiring a large committee to approve all graphics.

Regardless of the size or structure of an organization, the entire staff does not need to be on the graphics committee. Usually a consistent group of two to three people is more than enough. Too many, and the process will get bogged down.

double-check everything before you blast it out to the world.

2

Doing print ads but no web ads or social media.

Even if you aren’t directly part of it, you’re probably aware by now that there is an entire world online where people chat nonstop. And here’s the key point for you: people mention the events they are going to, their favorite organizations, and their important causes. You should be part of these discussions and not rely solely on print materials.

Sarah is redesigning the organization’s website. She meets with three people to discuss the content. But when it comes time for the organization to approve the design, 12 people are invited to the meeting. There are so many comments that, by the end of the meeting, Sarah knows she will have to scrap all her work and start again. The site gets delayed several times like this, and it’s taking months to complete. On top of that, it’s already gone way over-budget. The board gets impatient and fires the executive director. Now Sarah is working with new people and starting from scratch. Will this website ever get off the ground?

3

Providing incomplete information in the marketing materials.

The invitation goes out for the annual benefit dinner which will take place in New York. The location is clear, the date is clear, but the event is called for “18:15.” What does that even mean? Is that a typo—did they mean 8:15? It turns out the time was written in military time because the text was written in Israel. The event is actually held at 6:15, but some people come two hours late. Oops.

Marketing Done Right: Don’t confuse people with incomplete or sloppy information. Be extremely clear, and 48

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Failing to provide meaningful materials at the event.

If you think you’ve followed our advice thus far, that’s great, but don’t forget about the event itself! Here you have a crowd of people sitting in the room. They are a perfect audience for your message. Present your organization well and give out nicely prepared materials.

Mr. and Mrs. Jacob, the hosts of the parlor meeting, are expecting a big turnout tonight.

Many of their friends already mentioned they are coming, and they are expecting even more. The rabbi has arrived and the chairs are all set up. Mrs. Jacob realizes there should be a sign on their front door. She runs to grab a paper and writes the name of the organization in handwriting and posts it on the door. The sign is a sad symbol of lack of preparation.

People come in, the rabbi speaks, but no brochures are handed out.

Here again, people see that nothing was prepared. And when they go home, they quickly forget all about the organization. This has been a lost opportunity.

Marketing Done Right: Prepare your event materials well in advance. Make sure everyone understands your message and gets a good impression of you and your work. Give them something to take home.

Marketing Done Right: Keep your committees lean, and try to include people who know what the organization needs, but will not be overly-picky.

You would be surprised how often materials are prepared with no date, time, or location. Or the location is there, but they left off State and Zip, assuming, “everyone knows where we are.” This is a big oops!

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Mendy is in charge of marketing for the big Purim party at his shul. Every member in the shul got the flyer, and it was posted all over town. Mendy’s feeling good about his efforts. A week later, a neighboring shul starts marketing its own Purim party. They put huge ads on all the important websites and use Facebook and Twitter aggressively to spread the word. Tons of people go to their website and sign up. As it turns out, a bunch of them are even members of Mendy’s shul!

Where did Mendy go wrong?

Marketing Done Right: Don’t be left behind. Use Facebook, Twitter , and Blogs to get people excited about your cause and bring people to your website. Offer an online signup.

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We all have organizations that are dear to our hearts, whether it’s a yeshiva, a shul, a health cause, or a gemach. Talk to them; we bet they relate to many of these mistakes. Maybe your input will help them do it right the first time! [IF] Leah Helfgott is Designer and Social Media Specialist at i-Point Web Design (www.i-pointwebdesign.com). Many of her clients are Jewish businesses or Jewish nonprofit organizations. Favorite marketing mistake: large graphics committee (#4).

Avi Conway of Prime Media Distribution, LLC (www.primemediadistribution.com) specializes in marketing to the Orthodox Jewish community in the NY-metro area.

Favorite marketing mistake: incomplete information (#3).

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[ Food for Thought ] By: Deena Chanowitz

O

ftentimes, the ironies found within our long-established Jewish cultural traditions are overwhelmingly humorous. In the recent cinematic production, Defiance, set amidst the occupation of Belarus

by Nazi-Germany, the story of the four Bielski brothers is revealed as we learn of their desperate and courageous endeavor to form a Jewish partisan group to fight against the Nazis and save Jewish lives.

In an almost unnoticed monologue in the film, the presumed Rabbi of the Bielski’s makeshift forest community is overheard lecturing a small gathering on the topic of the impending Passover holiday. With sincere naivety, the Rabbi says, “But the children of Israel were afraid to leave Israel, until Moses said: Do not trust in me; trust in G-d. He will take care of you. And, that is why, tomorrow, we will celebrate the Passover by sitting around and arguing 50

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just as we have done for centuries.”

Another paradoxical Passover theme, which has gradually developed over the years, stems from our attempt to minimize any lacking we might feel while conforming to the holiday’s dietary restrictions.

Instead of using the flour we normally do throughout the year, we opt to use potato starch as our staple ingredient. And since the taste and texture of potato starch is still not completely satisfying, we tend to add extra fat products, extra refined sugar, extra oil, and extra eggs. But, by increasing our usage of these ingredients, we raise our cholesterol levels, radically fluctuate our glycemic indexes, increase our anxiety and irritability, increase our risk of cancer, increase our risk of heart disease, speed up our aging process, and promote lethargy and obesity.

In truth, Passover is a holiday throughout

which we attempt to reaffirm, no, relive our faith in the Almighty. One of the ways we do this is by simplifying our menus and eliminating the unnecessary “fluff ” in our diets. But, it is our choice how we supplement our diets to replace the prohibited items we are accustomed to throughout the year. Passover provides us with the opportunity to incorporate truly nourishing and natural ingredients into our menus. If we choose to fill the dietary void with an unhealthy excess of potentially harmful (albeit permissible) ingredients, we may have missed the point.

Our traditional Jewish Passover customs include an annual recommitment on our part to protect and sustain ourselves in an appropriate fashion. As we reflect upon our redemptive journey, we recall how we were provided with everything we needed (continued on page 52)

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in the form of mon, which was completely wholesome and nutritious. In fact, the mon produced no waste byproduct whatsoever needing to be expelled from our bodies.

Very much in line with the overall Passover spirit, our commitment to health requires a certain degree of trust in the imbued power of the natural world which has been crafted for us. By allowing nature’s bounty back into our homes, we each give our body the fuel it needs to restore our health and increase our vibrance and presence in the company of our family and friends.

For observant Jews of Ashkenazic descent, quinoa is also at the center of a fierce Passover halachic debate. While most authorities see no problem with consuming it on Passover, there are some that forbid it as kitnios because, they believe, quinoa seeds are similar enough to the forbidden Passover grains so as to create a concern that they will become mixed up somehow.

There has been substantial discussion on this issue, much of which can be easily located online for anyone wishing to look into it.

Now, all this talk about health, arguing, and Jewish tradition has got me thinking about quinoa. That’s right, quinoa (keenwah)! It’s an ancient “grain” native to South America. At one time, it was referred to as “the gold of the Incas,” although the Incas themselves (who recognized quinoa’s value in increasing the stamina of their warriors) called it “mother seed.” Not only is quinoa packed with protein, but the protein it supplies is a complete protein, as it contains all nine essential amino acids. It is especially well-endowed with the amino acid lysine, which is essential for tissue growth and repair. Quinoa is also an excellent source of manganese, magnesium, iron, copper, and phosphorus, which makes this “grain” especially valuable for people with migraine headaches, diabetes, and atherosclerosis. Truth be told, although quinoa is commonly called a grain, and shares some grain-like characteristics in terms of appearance, taste, and texture, it is actually the seed of a vegetable plant most closely related to beets, chard, and spinach.

Nonetheless, the following is a quote taken directly from Star-K’s website: “Quinoa was determined to be Kosher L’Pesach.

It is not related to the chameishes minei dagan—five types of grain products—nor to millet or rice. Quinoa is a member of the “goose foot” family, which includes sugar beets and beet root. The Star-K tested quinoa to see if it would rise. The result was, as Chazal termed, sirchon; the quinoa decayed, it did not rise. Furthermore, quinoa does not grow in the vicinity of chometz, nor does its growth resemble kitniyos (see Igros Moshe O.C. Vol. 3, 63). Therefore, quinoa is 100% Kosher L’Pesach. It is recommended to purchase from manufacturers that do not process chometz grains. Consumers are urged to carefully check grains before Pesach for “extraneous matter.”

Like the Jewish people, quinoa’s very existence has been challenged at times.

Spanish conquerers, in their attempts to devestate and control the South American Indians and their culture, destroyed the fields in which quinoa was grown.

They illegalized its growth, with the punishment of death awaiting any violator.

Through this harsh decree, the cultivation of quinoa was just about terminated, and this super-food was almost lost forever.

Thankfully, in the 1980’s, two Americans rediscovered the concentrated nutritional value of quinoa and began cultivating it in Colorado. Since then, quinoa has become increasingly available in the marketplace, as people began to recognize its exceptional health benefits and delicious taste.

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But, regardless of whether or not you eat it on Passover, quinoa is an amazingly versatile staple to have in your home. I have used this nutrient and protein packed super-food in an almost endless number of ways. You can make a myriad of yummy and creative side dishes with it or use it just as easily in soups, salads, stews, breakfast porridges, puddings, croquettes, breads, and chowders. You can even use it in cholent! In almost any recipe, you can use quinoa to replace or supplement whatever grain is called for, such as rice, barley, kasha, millet etc. But out of all the quinoa dishes I’ve made, I would have to say my absolute favorites are: quinoa sushi, quinoa tabouli, quinoa chili, quinoa pilaf, and slow-cooked chicken & quinoa.

I am suddenly hungry. But, before I go, please enjoy the recipes below either on Passover or whenever. They are just as yummy and healthy no matter when you eat them.

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TO COOK THE QUINOA Add 1 part grain to 2 parts liquid in a saucepan. When it starts to boil, reduce heat to a simmer and cover. It should take about 15 minutes to cook. You know it is cooked when the grains become translucent, and the white germ has partially detached itself, appearing like a white-spiraled tail.

QUINOA PILAF 1 Spanish onion, diced 2 cloves garlic, crushed 1 cup carrot, diced ½ cup anise, diced ½ cup babybella musrooms, sliced 1 tbsp grapeseed oil ¼ cup pine nuts ¼ cup dried cranberries 6 cups cooked quinoa ¼ tsp coriander ¼ tsp cumin Salt & pepper to taste Heat grapeseed oil. Add Spanish onion, sauté until it looks translucent and begins to carmelize. Add garlic, carrots, and fennel; sauté for a few minutes until it begins to turn golden brown. Add babybellas; sauté until soft. Remove from heat. Toss with cooked quinoa, pine nuts, cranberries, and spices.

QUINOA TABOULI 2 cups cooked quinoa 1 cucumber, diced 2 small tomatoes, diced 1 small purple onion, diced ¼ cup fresh mint, chopped 2 cups fresh cilantro, chopped (can use parsley instead) Toss the above ingredients with 1/6 cup fresh lemon juice, 1/8 cup extra virgin olive oil, 1 tsp pepper, and 2 tsp salt (or to taste). [IF] Deena Chanowitz is a personal natural health food chef, servicing clients in Manhattan, Brooklyn, and Long Island.

She also does upscale, private party catering of any size. She can be reached at Deena.Chanowitz@gmail.com.

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the meringues will crack and the outside will separate from the inside, leaving the outside crisp and dry with a wet inside.

[ Egg Whites + Pesach Desserts ] By: Shonie Schawrtz

BASIC MERINGUES 2 egg whites ½ c sugar Pinch of cream of tartar

E

gg Whites are a great ingredient to take advantage of on Pesach. When properly whipped, egg whites incorporate air and allow for the finished product to be fluffy and delicious. During the year, egg whites are often mixed with flour for different variations of a genoise (similar to a sponge cake). With Pesach around the corner, I would like to offer a great recipe utilizing the egg white, which will result in a dessert everyone will continue to want long after Pesach has ended.

The most important part of baking with egg whites is knowing how to properly work them. The biggest mistakes most people make are either over-whipping or under-whipping the egg white. Underwhipped egg whites will not hold its shape when baked, they will simply deflate.

Over-whipped egg whites cannot be brought back to peaks.

There are two types of peaks that are mentioned when working with egg whites: soft peaks and stiff peaks. The difference between soft peaks and stiff peaks is easily discerned by any baker. The best indicator is your tools. When the beater goes through you should check if the batter flows back over itself or if you can see where the beater just was. If the egg white flows back, it is considered soft, but if the beater left its mark, it is called stiff.

You can also put a spoon in it and when you take it out check the peak on the top: is it folding over slightly? Then it is soft.

Is the peak staying upright? Then it is stiff. Depending on the recipe and what additional items are being added, you should follow the directions to the “T.” Some tips to help: •

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Make sure the bowl and whisk you are using are completely clean.

Any residual grease will deflate the I n

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Preheat the oven to 200 degrees.

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Whip the whites until foam starts to form.

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Add the cream of tartar.

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Continue beating until soft peaks form.

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Gradually add sugar and beat until stiff peaks have formed. (The batter should not be gritty.)

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The protein in the egg whites will expand better (i.e., foam) when warm, so try to bring your egg whites to room temperature before beating.

Pipe (or spoon) meringues onto a parchment paper lined baking sheet.

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Bake for about 1 ½ hours.

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A copper bowl is the best kind to use when beating egg whites since the metal reacts chemically with the egg whites. Most home kitchens have glass or stainless steel bowls, which will work just fine too.

Shut off the oven and let it sit in the oven, with the door open a crack, until they are completely dry and set.

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They are done when they are pale in color and fairly crisp.

egg whites. Everything should be completely dry or you will inhibit the foam from forming.

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Add a pinch of acid to help stabilize the foam, cream of tartar, or even lemon juice or vinegar will do the trick. (You are not adding a significant amount, so it should not affect the sweet taste at the end.) It should be added slowly as the whites start to foam.

The weather does affect working with egg whites. A humid or muggy day may require you to bake your airy concoction for a little while longer.

A meringue is the most basic of desserts incorporating egg whites. It is airy and sweet and melts in your mouth. It is made simply by whipping egg whites and sugar.

It is the “fundamental” dessert using egg whites before moving on to more complex recipes where additional ingredients are added to this delicate foam.

You can double/triple/quadruple this recipe as many times as you need. You can pipe them out from a piping bag or just use a spoon to dollop some directly onto the cookie sheet. You can make them big or small and can add colors, chocolate chips, or even nuts if you desire. You can also pipe them out as bowls and fill them with fresh fruit or ices.

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Once you have tackled learning how to whip your egg whites properly, you can try your hand at many more recipes, especially ones that are great for Pesach, such as mousses and custards. Good luck! [IF] Shonie Schwartz is the owner of Balabusta Basics and Sweet Regrets. She was recently featured in the Fall 2009 Bridal Section of the New York Times. Shonie trained at the French Culinary Institute in NY. She used her education to create the Culinary Arts program at Manhattan High School for Girls. She also teaches at many local cooking schools and does demos for all occasions. Shonie can adapt a cooking class to any age or occasion—birthday party, bridal shower, fundraiser, bat mitzvah, etc. Classes are usually given in her (glatt kosher) home kitchen in Woodmere, Long Island, though she can travel for personal or group lessons. Those who want to give a kallah something truly useful should consider a gift certificate for a cooking class. Visit her site: www.BalabustaBasics.com.

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   So why entrust your  to any company but the best!

This Pesach, you and your children can continue to enjoy the extra zing that you’ve come to expect from your favorite condiment all year round.

While other ketchups are poor imitations, Gefen brings you a Pesach version with fresh tomatoes, genuine flavor and texture that you love.   

At Gefen, we take our products very seriously.

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PARVE

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[ How to Plan a “Green” Party ] By: Lucy Rosenthal

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owadays, the hot new catchphrase is all about “going green” and how we can incorporate that lifestyle into our everyday lives. So while you may not have sprung for the latest hybrid car or started your own compost pile in the backyard, “going green” isn’t an all or nothing endeavor. You can add a few ecofriendly elements to the next party that you are planning that won’t break your budget and will have minimum impact on the environment.

First of all, forget paper invitations— send E-vites. They eliminate waste and best of all are free! They also allow both the hostess and the guests to keep track of who will be attending.

Next, get creative with your centerpieces.

Use decorations that will last long after the party is over. Instead of using cut flowers, opt for potted plants or herbs, which are sustainable and will double as party

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favors for people to take home. Fruits and vegetables also make fabulous displays, and keeping everything monochromatic can be visually stunning. Pile limes into tall vases placed on a white tablecloth and use lime color linen napkins to complement.

When it comes to setting the table, use real dishes instead of paper. Apart from being infinitely more chic, they will cut down on waste. If you don’t have enough place settings, consider borrowing from a friend to create an eclectic mismatched look.

If possible, buying locally from Farmer’s markets really cuts down on the carbon footprint, and the food you will be buying will be much fresher than something that has been sitting on the docks for a few weeks! A creative cook can always plan a fabulous menu around what is seasonally available at the Farmer’s market.

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It just so happens that the most earthfriendly way to light your event is also the most beautiful one. Candles create the ambiance in a room and really set the mood and tone for a party. One important tip is to only use unscented candles; you don’t want to overpower the smell of the food or offend a guest who may have a heightened sense of smell. I personally get terrible headaches from vanilla scented candles and that would cause me to leave an event immediately! Flickering candlelight is extremely glamorous—just be careful not to go overboard. I once attended a dinner party in the height of the summer and the blaze of pillar candles used as centerpieces caused the guests to swelter!

As these easy tips show, hosting an eco-friendly affair doesn’t mean having to sacrifice style or substance. Just by adding a little environmental awareness to your party planning, you can save money while also helping to save the earth. [IF]

Lucy Rosenthal is a party planner who lives in Woodmere. She can be reached ot 516-383-2038

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[ Ask The Shadchan ] By: Yisrael Friedman

I have a 27-year-old daughter who has gone out with at least 50 boys. Lately it’s been harder and harder for her to get dates from quality guys. The last guy she went out with put so little effort into the date that he didn’t even bother to shave before. Most of her dates (about five this whole year) are one and done. Is there a smaller pool of older boys that are potential candidates for marriage?

Also how do we increase her exposure to get more dates? Please give some insight.

–Yaakov G., Brooklyn

question that came up was whether or not he was attracted to her. My friend confided that although he did find her attractive, he always “pictured” himself with someone a little more petite and maybe a drop taller.

His Rosh yeshiva wisely replied, ”Look in the mirror, you’re no Clark Gable yourself!” Needless to say, this friend took his advice and today is happily married.

The same applies to personality. Some of the quietest girls say no to guys after one date because they didn’t show enough personality. Get a mirror!

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On a more serious note, there is often a lack of foresight in your realistic prospects.

Saying things like, “There are no more normal boys out there,” demonstrates your own lack of flexibility or willingness to compromise, and that in and of itself is detrimental to your chances. As I’ve written before, BROADEN YOUR HORIZONS. Sit down after going on a date and focus on the positive characteristics of the person. One divorced girl came to me for a shidduch interview and bluntly told me she was in a brief and terrible marriage and therefore would absolutely not go out with any divorced guys because she does not picture herself with a divorced person. This is a very unrealistic approach. If you want to make progress in your dating career, you have to prioritize. Without settling on the most fundamental aspects of a person like Middos and Mentchlichkeit, you have to figure out what is most important to you and what you can consider secondary in a spouse.

nytime I speak to an older single girl or her parents, I get the same complaint about the lack of suitable all-around boys out there in the 27-and-older crowd. Ironically, I get the same exact complaint from their male counterparts. I have been to shidduch weekends specifically designed for older singles, and the outcome is usually uniformly the same. After the weekend, the shadchanim sit down with all the boys and girls and collect names of singles they would be interested to go out with after the weekend. Incredibly every girl comes up with same short list of four boys or so that are super good looking and have the greatest personalities. And of course, these boys are already at the top of their class in an Ivy League college. The same pattern is found by the guys, where they are only “willing” to date the same few prettiest and most qualified girls in the room. As I have written in many previous articles on this topic, one has to form a realistic and at the same time suitable shidduch prospect for oneself. A friend of mine once went to his Rosh Yeshiva to seek advice regarding a girl he was dating at the time. The first 66

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As far as increasing exposure, I would suggest just getting yourself “out there.”

There are many singles events, frum F a s h i o n

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dating sites, and other avenues that need to be researched. Shadchanim are doing great work out there (and I’m saying this without any bias whatsoever….), yet at the end of the day, you need to advocate and take action for yourself and empower yourself to become your own shadchan.

There are many stories of shidduchim that have come about through all sorts of interesting chance meetings, and older singles should certainly think about ways to maximize their exposure and meet people on their own. Also, many times when you date someone, even though that person may not be right for you, you now have a better first-hand understanding of that person. Try to think of suitable ideas for her/him from your own pool of friends. Most shidduchim are not made by professional shadchanim, but rather by friends and close encounters who have a deeper understanding of your needs.

It’s hard to be in the shidduchim scene for a long time. Being in “the trenches” with the singles that I try to help, I know how disheartening it can become, and I often feel their pain. But, I really don’t understand why singles don’t do more to help themselves. I strongly believe that the more singles do to promote themselves, the quicker they will find their zivug. [IF]

Yisrael Friedman is a full time shadchan for Connections, the Shidduch division of Gateways. For questions or interesting and funny dating stories to be published in future articles, please email yfriedman@gatewaysonline.com.

For all shidduchim inquiries, email connections@gatewaysonline.com.

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