January 30, 2025

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Shifra & Puah Celebrates Five Years of Nurturing Mothers at Annual Fundraiser

(l-r) Shayna Cohen, Rebbetzin Shterney Kanelsky, Rochel Bushman.

Five years ago, Shifra & Puah of New Jersey began as a small initiative in Hillside to care for postpartum mothers—a time when many women feel unseen and overwhelmed. Today, the organization has grown into a cornerstone of community support, delivering warmth, nourishment and compassion to hundreds of families. On Sunday, January 12, the organization hosted its fifth annual fundraiser at Bris Avrohom in Hillside, celebrating five years of dedicated service to new mothers. Held on the week of parshat Shemot, where the biblical women Shifra and Puah are mentioned, the evening honored the organization’s visionary founder and chairman emeritus, Shayna Cohen. The event brought together 100 women for an inspiring and elegant gathering.

The celebration featured a classy vintage theme, with decor enhanced by up-lighting and wine. Guests enjoyed oven-brick pizza, a poke bowl bar, a soup and salad station and a decadent dessert bar. Classical Chassidic melodies played softly in the background, creating a warm and uplifting ambiance.

The evening was filled with fun and meaningful moments, including a lively “Pass the Parcel” game where every guest left a winner. A highlight of the night was the much- anticipated auction, with two-tier raffles, one exclusively from chayalim and Israeli-owned businesses, strengthening ties with the organization’s mission to support others. A dollar from the Lubavitcher Rebbe was also featured, along with a $500 airfare credit, courtesy of Bennish Travel.

Shifra & Puah celebrates at Bris Avrohom, Hillside.

Speakers throughout the evening shared heartfelt stories and reflections on Shifra &Puah’s remarkable impact over the years. Rebbetzin Shterney Kanelsky spoke about the importance of the organization as a lifeline for postpartum mothers navigating recovery, emphasizing the immense need for such a support system. Rochel Bushman, co-founder and current director, reflected in her speech, “By delivering breakfasts, offering support, and showing kindness, we remind postpartum mothers that they are not just caregivers but they are cared for themselves.” Past recipients Chava Shapiro and Keshet Starr shared how receiving care during the early years of the program had a profound impact on their self-care recovery and helped them feel appreciated.

Upon bringing up Shayna Cohen, Rochel also reflected on Shifra & Puah’s beginnings, recounting how she initially envisioned simple, on-the-go foods like hard-boiled eggs, cheese sticks and yogurts to help mom get through the week. It was Shayna’s vision and insistence on delivering hot, daily breakfasts such as eggs, soup and desserts that brought comfort and warmth to countless mothers. Shayna mentioned, “I wanted the moms to feel cared for and nourished, so they could take care of themselves and, eventually, their families.”

Shayna shared how she began Shifra & Puah in the community. When dinner meal trains were offered for postpartum families, she recalls not being able to contribute due to her hectic schedule and commute from work. “Still, I wanted to find a way to help. One thing I noticed was that breakfasts weren’t being offered and I remembered how grateful I had felt when I received Shifra & Puah in Crown Heights. I began delivering hot protein-packed meals using healthy ingredients and dessert.

“After providing several breakfasts, I thought, ‘Maybe I can start Shifra & Puah in our community.’ I had a vision, but I wanted to do things a little differently. First, I wanted to include a personal memo and a menu, so the mom would know exactly what was being served. Second, I wanted to include the bracha for certain foods like bagels, breads and cakes. And most importantly, I wanted to make sure fathers were included. I wanted to acknowledge their hard work in helping with the growth of their family.

Auction prize from Israeli-owned businesses.

“After the birth of my fifth child, I experienced postpartum depression. Thankfully, with some immediate intervention, I was able to get on the path of healing and growth. Even though I was struggling, I remained part of Shifra & Puah. The time came when I knew I needed to step back and made the difficult decision to let go of this organization that I worked so hard to cultivate so that I could be there for my family, but most importantly for myself.”

Shayna concluded by introducing Esther Aiello as the director of operations strategy, recognizing her contributions to Shifra & Puah’s growth and success.

Over the past five years, Shifra & Puah has grown to a team of over 20 volunteers who deliver breakfasts for six days; two weeks later recipients receive a decadent snack box, then at one month a Shabbos sweet box made by volunteers featuring homemade cakes with wine, and at three months, a custom postpartum gift package. These warm gifts include a massage from TheraTouch Massage, fitness sessions with Fit with Stacy, a wash and set from BeYOUtiful by Chani, a custom onesie by Shayna, and a self-care gift card of the recipient’s choice.

In 2024, new services were introduced, including more complimentary wash and sets from FlipAndWave and household help offering two hours of meal prep, dishwashing or laundry services.

Later in 2025, Shifra & Puah plans to launch postpartum nutrition sessions, further enhancing the comprehensive care offered to mothers.

“The Lubavitcher Rebbe often emphasized the mitzvah of ahavat Yisrael, love for one’s fellow Jew, as the cornerstone of our shared mission,” Rochel shared. “He taught us that true care for another means seeing their needs as our own. Just as Shifra and Puah ensured the survival and well-being of the Jewish children in Egypt, we too must ensure that no mother feels alone, unseen or unsupported in her journey.”

Shifra & Puah’s fifth annual fundraiser was not just a celebration of accomplishments but also a call to action. It was a powerful reminder of its mission to nurture and support mothers during the postpartum period. Rochel Bushman concluded, “Every mother deserves to feel cared for, cherished and supported during this precious time. Thank you to our volunteers, vendors, sponsors and donors. Together, we are making that vision a reality.”

For more information about Shifra & Puah or to get involved, visit www.ShifraPuahNJ.com.

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