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Dreidels remain a popular gift.

Photo via traditionsjewishgifts.com
the artists creating ceremonial things have stopped or moved
into other things.

“We’re known for having a great selection of books, with a
number of pieces handmade. Plus, people like to support us
over Amazon or Bloomingdale’s because we’re nonprofit. So
for a $200 menorah where you’d normally pay sales tax, here
there’s no sales tax, museum members save 10 percent and
every penny generated goes back into the museum.”
Wendy Silver-Gordon of traditionsjewishgifts.com can
somewhat relate.

“There are probably hundreds, if not thousands, of online
sites selling Judaica,” Silver-Gordon said. “A majority of them
are probably people working out of old offices or spare bed-
rooms. Only a handful of us operate out of a warehouse and
have a real store. Eventually, the consumer finds out. You get
calls from people who need a tallis that weekend. They or-
dered it from some store but never got it. Tradition saves the
day.” In time, going online might even save the day for syna-
gogue gift shops, which are going the way of the dinosaur
between plummeting synagogue memberships and the pro-
liferation of online options.

That’s why the gift shop at Beth Sholom Congregation in
Elkins Park has its own website, no doubt figuring that if you
can’t beat ’em, join ’em.

“I think of it as a marketing necessity,” said Ronne Hell-
man, who’s worked in the shop nearly eight years. “We don’t
have many transactions because not many know about us, but
at least this way people can do some preliminary shopping. I
don’t know of another synagogue gift shop that has a website,
but it’s a better use of our money than putting it into tradi-
tional advertising.”
Like NMAJH.org, bscgiftshop.com has an ulterior motive
for existing.

“Our hope is it’s more meaningful to people to be making
purchases from the synagogue than from Amazon,” she said.

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“We hope they appreciate the benefit
to the synagogue. We consider ourselves a
year-round fundraiser for the synagogue.”
But the harsh reality is that shoppers
generally are either looking for the best
deal — or something that no one else has
available. “One reason we’re so successful is we
have so many different items,” said Sil-
ver-Gordon, who started the site in 2001.

“At this point, we have over 800 mezuzahs
and different menorahs. It’s hard to find
that type of assortment anywhere. We do
have some vendors create exclusive items
“Only a handful
of us operate out
of a warehouse
and have a real
store. Eventually,
the consumer
finds out.” —
WENDY SILVER-GORDON
for us, but not an entire line. And we make
our own wedding glass keepsake items,
because it’s nice to have something just a
little bit different.”
That’s especially true since the holidays
are approaching.

“Definitely, this is our busiest time,”
Kreitzer said. “We have tons of new stuff
from emoji dreidels to a menorah in brass
or chrome that’s a monument to the mod-
ern bagel. I was writing the blog, with
a new recipe every week, looking for a
creative outlet. Last year, I found mod-
erntribe.com was for sale, the perfect
complement.” There’s probably a similar story behind
every Jewish website, something else you
won’t find on Amazon.

“My mother-in-law started with a retail
store, my husband opened this location in
the mall and I opened the site,” Silver-Gor-
don said. “I’d come from a Jewish artist’s
perspective because my father and I were
in business together making Judaica when
I met my future mother-in-law.

“The industry has consolidated. A lot of
stores have closed over the years. But we
rely on word-of-mouth and previous cus-
tomer experience.

“That gives us the ability to offer all
price points. The store’s in a good location,
but online offers us a lot more growth.” l
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