Mazel Tov’s storefront at 5138 Geary Blvd. was previously home to Chabad’s Jewish Book and Gift Shop. Rest took over the location in September. When she opened her doors a month later, her shelves were only partially stocked.
“People were disturbed when the [Chabad] store closed. They were constantly asking at Shenson’s, `What happened?'” Rest said. “San Francisco is starving” for a Judaica shop, she added, citing as proof, “I shared a booth at the recent Sukkot fair at Temple Emanu-El. I got a mailing list of 200 that day.”
Unlike its predecessor, which maintained a highly traditional bent and would not carry modern interpretations of liturgical texts, Rest hopes her shop will attract and serve the entire Jewish community.
So next to book titles like “Chassidic Dimensions” and “The Essence of Teshuva” are volumes geared toward women and toward gay and lesbian readers, with titles like “Great Jewish Women,” “Lifecycles” and “The Reformer’s Apprentice.”
Books account for about half of Rest’s stock. The other half is devoted to traditional Judaica and Jewish art.
Arranged on the light walnut floor are videos for children, holiday cookie cutters, bags of Star of David-shaped pasta, blue-and-white paper plates, napkins, cups and wrapping paper.
Placed on glass shelving units are chanukiot shaped like dinosaurs and Jacob’s ladder, tallitot and yarmulkes, handmade dreidels and mezuzot carved of wood.
Consignment artwork by local Jewish artisans adorns the walls.
“I’m having such a great time. This stuff is so cute,” Rest said.
However, the public defender turned retailer — who as a child dreamed of being a rabbi’s wife — is interested in creating more than a pretty shop.
Of course, “the essence is to create a space that is beautiful and encourage people to take that with them. Put [Judaica] on your wall or door; give it to a child. That’s the feeling I’m hoping to generate,” she said, adding, “I’m relying on my passion to make it work.
“I don’t really see this as a business. It’s a connection, a service to the community.”
In addition to selling books and Judaica, Rest plans to have author readings, wedding and b’nai mitzvah registry and bulletin boards listing local Jewish events and services. A children’s activity corner is in the works also.
“It’s all part of my mission,” she said.
Because the store is small, two separate grand openings are planned on successive Sundays, Nov. 3 and 10.
Store hours are from 11 a.m. to 5 p.m. Sunday through Thursday and 11 a.m. to 3 p.m. Friday. To better serve the community, Rest hopes to expand the hours from noon to 8 p.m on several days.
Although Mazel Tov Gifts has been open only about six weeks, Rest said business is good. Upper-end, higher-priced chanukiot are selling quickly. However, Rest stressed that the store is not exclusive; prices range from a $2 illuminated Star-of-David spinning top to $200 one-of-a-kind chanukiot.
In addition, Rest has already begun collecting a number of “Mazel Tov stories” — like the one about the visitors from Brazil who stocked up on gifts to bring home. Or about the young man who bought a yarmulke.
“It’s for my wedding,” he told Rest.
She beamed, recounting the interaction. “It’s like Mazel Tov is going to his wedding,” she said. “That’s what it’s all about — being a part of the community, giving back and sharing your love for it.”