You might think that the main reason why ArtScroll opened a book and seforim sales hub at the new women’s clothing store The ADdress at the American Dream Mall in East Rutherford, was to provide a diversion for all the men who were waiting for their wives, fiancées, sisters or girlfriends shopping there. And you’d be partially right.

As an ArtScroll representative explained to The Jewish Link the week after The ADdress opened on February 14, the sales hub is designed to appeal to both genders. And it’s doing remarkably well. He noted that one man who stopped by mentioned that he’s following Daf Yomi and, while there, decided to get the rest of Shas and have his name engraved on each volume. Women have also been interested in the leather-bound Tehillim books, the selections for children and other publications. And ArtScroll has been doing a brisk business in kippot sales, too.

This reporter noticed hundreds of appealing options to choose from. And he observed with amusement that, while at the shop, a thoughtful young man picked up a large ArtScroll kosher cookbook to share with his new wife. Sharp guy!

By Harry Glazer