Rabbi Boruch and Devorah Klar, co-directors of the Lubavitch Center of Essex County, are set to celebrate the store’s silver anniversary by “strengthening our original mission,” said Devorah.

According to Rabbi Klar, opening the store was a labor of love. “We didn’t open the store to make money; we wanted to fill a need. We are not in business for business’ sake,” he said.

Devorah added, “The store began as a Chabad house with a storefront. We thought retail was a great, non-threatening way to develop relationships in the community. Meet the Klars and you know you’ll be invited to a class or for dinner at Shabbat House. People with little connection to anything Jewish would walk in and get that first-time exposure…That’s why we’re here!”

In the intervening years, the Lubavitch Center has seen many iterations, the most recent being the addition of Cafe Klarbucks last summer.

“We started Cafe Klarbucks to create an ambiance in the store for classes and programs…We can’t compete with Amazon. That’s not why we’re here,” Rabbi Klar noted. “Our oldest son reminded us that we are here because we have a vision, to be there for people. So we decided to make the setting more accessible and inviting, and the cafe grew from that.”

“People were coming in, hanging out, taking classes, attending programs and just talking with us…and then COVID happened,” he continued. “Obviously the cafe isn’t happening now, but the store is still here. We have had contactless pickup available for people…Pesach was busy enough, and we have had a few customers every day since then. All businesses are suffering, but we are reinventing ourselves once again.”

“Because of COVID, we had to let all our staff go,” Rabbi Klar added. “We have been managing the store on our own, along with juggling all our other responsibilities…But we can’t do everything…Before COVID, our goal was to cover staff salaries and overhead. Now that we’re not paying salaries at all, we decided to get creative.”

The Klars are viewing the changes brought about by COVID-19 as a “great opportunity to make our own changes.”

The store is fast approaching its busiest times of the year: first Sukkot and then Chanukah. “We are preparing to receive the sukkahs and set up our display outside,” he said. “And I am already getting calls and emails about menorahs.” Menorah.net is a line of public display menorahs created by Rabbi Klar, on display in different locations around the world.

To accommodate their many goals, and the various aspects of their business, while sticking to the original vision for the Lubavitch Center, Rabbi Klar and Devorah have decided to cut back on the store’s hours of operation. “We will be open every day but Saturday from noon to 4 p.m. That way we can focus on the store for that period of time and devote the rest of the day to numerous classes, counseling, programming at the store and Shabbat House,” Rabbi Klar stated.

“Therefore, to celebrate our 25th anniversary and bring more Judaism to more people, we have created a new and incredible concept for Lubavitch Center Judaica. Our plan is to sell everything in the store at 25% off, all books and gifts,” he shared with The Jewish Link. “We will have the opportunity to meet more people and service the community to a greater extent than we ever imagined.”

In order to receive the 25% off, the Lubavitch Center has created a loyalty membership program, at the cost of $36/year/person or $54/year/family. “We’re loyal to the community and this is a way for the community to feel loyalty to the store. With the membership you will get the 25% off discounted prices. No one, not Amazon or any other online presence, can compete with those prices,” Rabbi Klar stated. Membership is not compulsory, but only members will receive the 25% off. Rabbi Klar feels that in one visit to Lubavitch Center Judaica a member will save more than the cost of membership.

The Klars look forward to forging deeper connections with community members and furthering their original mission. “Our joy is to be your home for everything Jewish. So many remark that just being in the store, there is a warmth and spirituality that is tangible,” concluded Devorah.

During the last 40 years, the Klars introduced the Jewish Renaissance Fair, Cafe Devorah, The Grand Purim Ball and so much more to the Jewish community of Essex County and beyond. The new loyalty discount program at Lubavitch Center Judaica, in celebration of its 25 years in West Orange, is another “great opportunity for the Jewish community,” said Rabbi Klar.

Fore more information on the Lubavitch Center and the new loyalty program, please visit chabadofessex.com, call 973-731-0770 or email [email protected].

By Jill Kirsch

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