For Rosh Hashanah 5785, Artscroll Printing has unveiled their new featured card entitled “October 7 Dove.”
Elliot Schwartz, Artscroll Printing’s president, explained: “The year after September 11, we produced a card commemorating that historic day. Many people ordered that card and it touched many, especially in the New York area.
“This year, Jenny Platzman, who has curated the last 22 years of Rosh Hashanah cards along with our lead designer, Ilana Landau, created a beautiful card that commemorates this time in the lives of Jewish people. By remembering those we have lost since October 7, and those who are still being held hostage, we hold onto the hope for their safe return, a brighter future, and a time of peace. Am Yisroel Chai.”
Schwartz continued: “After October 7, I was in Israel and was trying to think of something that would resonate with the American market that wasn’t just Rosh Hashanah but intertwined with Am Yisroel Chai. We let Ilana [Landau] create a card that she felt would be for a happy occasion, and, at the same time, to be remembered but not as a memorial.”
Platzman, a graphic designer who curated her first collection for Artscroll Printing while still a student at FIT, wrote on the website, “‘October 7 Dove’ describes the new beginnings that are always embraced at Rosh Hashanah. This year we add our collective concern for the still-captive hostages by remembering their plight and praying for their swift and safe return. We are also humbled by and honor the fallen heroes of Israel who have made the ultimate sacrifice for our people and heritage.”
For this occasion, Schwartz said that Artscroll Printing wanted to create a card that would have a broad base to appeal to everyone. “We think this card is the kind of card that everybody would be proud to send or receive.” To date, the card has been the most popular design of the upcoming holiday season. “If somebody receives two or three of them, they shouldn’t feel it’s a repeat of a card; it’s more of an affirmation of everybody who wants to use that card.”
Schwartz also announced that Artscroll Printing will donate $18 per order to the Jewish National Fund (JNF), which is actively rebuilding the damaged communities and restoring damaged souls, resulting from the October 7 attack. This is described on the back of each card. JNF has helped Israel develop farmlands out of deserts, fulfilled water needs for the growing country, and has built infrastructure and affordable housing, created jobs and needed social institutions throughout Israel’s north and south. Since its founding in 1901, JNF’s sole mission has been to develop our native homeland and enable its inhabitants to thrive in peace. It is neither politically nor religiously affiliated. JNF was selected as the tzedakah as it is helping residents in the North and the South. JNF turned the Zionist dream into reality.
Artscroll Printing has been in business for 51 years. In June 1973, they produced a Jewish New Year’s card catalog that was very different from what had been previously on the market. “Our cards had a Jewish and Israeli flavor that was missing from the selection people were sending, said Schwartz. “Rosh Hashanah cards have been a tradition that many families have used to communicate their warm wishes as families spread out across the United States.”
Schwartz noted that for the next 30 years, Artscroll Printing was a leader in designing and producing Rosh Hashanah cards. In 1999, over 600,000 cards were printed and sent. “With the advent of email and e-cards, there have been fewer cards ordered by individuals and more orders by synagogues and organizations that use it as both fundraisers and communal greetings. Still, Artscroll Printing reached approximately 60,000 households with their designs and greetings this past year.”
As Rosh Hashanah cards are used to connect during the holiday season. Schwartz recalled Rabbi Yonah Weinri of Judaica Illuminations and a former Artscroll Printing team member, who quoted the 17th century- author of the Be’er Heitev on the Shulchan Aruch “… once Elul begins, when one writes a letter to his friend, he should make mention in the beginning that he wishes him a good year.” (Siman 581:10)
Frequently, these cards are used to decorate sukkahs or holiday tables. The Artscroll Printing website site hosts over 100 card designs. “There are Israeli-oriented cards and there are symbolistic cards including the apple, the apple and honey, the shofar and the simanim card,” said Schwartz.
The Artscroll Printing website states, “May our New Year’s cards inspire memory and actions that benefit our people, our Israel, and our world.” To learn more about the “October 7 Dove” or any of the other cards visit www.Artscrollprintcards.com or their Instagram account @artscrollprint.
