community
You Should Know that JewBelong
ArchieGottesman ’ s national nonprofitmarkets the joys and challenges of Judaism
WRITTEN BY CINDY SCHWEICH HANDLER
Mini storage units and Judaism : The two subjects might not seem related , being that mini storage units are big empty spaces and Judaism is an ancient global religion . But they do have one thing in common : brand specialist Archie Gottesman has gotten people talking about both of them .
Between the late ’ 90s and 2014 , Gottesman raised awareness — and sometimes blood pressures — with wildly entertaining New York-centric billboards advertising the Manhattan Mini Storage units of Edison Properties , the parking lots-and-storage spaces business founded byher father and uncle inthe 1950s .(“ Why leave acity that has six professional sports teams , and the Mets ?” and “ New Yorkers aren ’ t better than anyone else . We just dress like it ” are two of the dozens ofmemorable messages she popularized .)
Forthe last several years , though , Gottesman — along with marketer Stacy Stuart , whom she hired at Edison 28 years ago — has been training her sharp wit and energies on the topic of Judaism , the religion they share . The mission of their nonprofit , JewBelong , is twofold : To help disengaged Jews —“ DJs ,” in Gottesman ’ s parlance — reconnect and feel comfortable within the Jewish community , and to raise awareness about the recent explosion in antisemitism , including tips on how to fight it .
JOY OF JUDAISM ( Left ) Two of JewBelong ’ s Manhattan Mini Storage billboards ; ( right ) Archie Gottesman , co-founder of JewBelong .
18 BACK TOSCHOOL 2023 MONTCLAIR MAGAZINE