Shluchim in downtown Grass Valley, CA, have taken Pirsumei Nissa to new heights, with a ‘Merchant Menorah’ initiative, joining up with dozens of local stores to display bright menorahs in their storefronts and uplift the Jewish community.
For the second year, the merchants of downtown Grass Valley are proudly displaying menorahs in their shop windows, spreading the light of Chanukah throughout the streets. This unique initiative, organized by Emily Rangel with the support of Chabad of Grass Valley, has made Grass Valley a trailblazer in bringing the message of Chanukah into the public square.
What began last year with 20 stores has now doubled, with even more local businesses joining in to place menorahs in their windows for the eight nights of Chanukah. The sight of so many menorahs shining together brings pride to the Jewish community and inspires everyone who passes by.
Shop owners have shared how meaningful this initiative has been. Lydia Rasmussen, from Tribal Weaver, said, “Last year, people came in just to say how special it was to see a menorah in the window. It’s such a simple act, but it touched so many.”
For Moms and Minis, the menorah in the window carries deep personal meaning. Emily Rangel, the shop’s owner and granddaughter of Holocaust survivors, described the reaction: “People stopped by to say thank you, some even with tears in their eyes. They shared how it made them feel respected and valued. It’s incredible to see how one small light can make such a difference.”
Grass Valley has embraced the message of Chanukah, that even a small light can push away great darkness. Rabbi Nochum Yusewitz of Chabad of Grass Valley explained, “Chanukah reminds us to increase in light, even when things seem dark. These menorahs in shop windows are a simple but powerful way to share that message with the whole town.”
This year, the initiative includes a fun addition: the Merchant Menorah Selfie Challenge. Locals are encouraged to snap a picture with the menorahs displayed in shop windows and share it online with the hashtag #MerchantMenorahs. Participants are then entered into a raffle with prizes, adding excitement to the mitzvah of publicizing the miracle of Chanukah.
Shluchim interested in more details of this initiative can email [email protected] or WhatsApp 530-404-0020.
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