Shifra & Puah NJ Celebrates Five Years of Nurturing Mothers

Five years ago, Shifra & Puah of NJ began as a small initiative in Hillside, NJ to care for postpartum mothers. Today, the organization has grown into a cornerstone of community support, delivering warmth, nourishment, and compassion to hundreds of Jewish families. 

By Jenny Genut

Five years ago, Shifra & Puah of NJ began as a small initiative in Hillside, NJ to care for postpartum mothers—a time when many women feel unseen and

overwhelmed. Today, the organization has grown into a cornerstone of community support, delivering warmth, nourishment, and compassion to hundreds of families. 

On Sunday, January 12, 2025, Shifra & Puah of NJ hosted its 5th Annual Fundraiser at Bris Avrohom in Hillside, celebrating five years of dedicated service to new mothers. Held on the week of parsha Shemos where the biblical women Shifra and Puah are mentioned, the evening honored the organization’s visionary founder, Shayna Cohen. The event brought together 100 women for an inspiring and elegant gathering.

The celebration featured a classy vintage theme, with decor enhanced by up-lighting from Big-Day Photobooth and wine. Guests enjoyed oven-brick pizza, a poke bowl bar, a soup and salad station, and a decadent dessert bar. Classical Chassidic melodies played softly in the background, creating a warm and uplifting ambiance.

The evening was filled with fun and meaningful moments, including a lively “Pass the Parcel” game where every guest left a winner. A highlight of the night was the much-anticipated auction, with two tier raffles, one exclusively from Chayal (Israeli soldiers) and Israeli-owned businesses, strengthening ties with the organization’s mission to support others. A dollar from the Lubavitcher Rebbe was also featured, amongst a $500 airfare credit, courtesy of Bennish Travel.

Speakers throughout the evening shared heartfelt stories and reflections on Shifra & Puah’s remarkable impact over the years. Rebbetzin Shterney Kanelsky spoke about the importance of the organization as a lifeline for postpartum mothers navigating recovery,

emphasizing the immense need for such a support system. Rochel Bushman, co-founder

and current director, reflected in her speech, “By delivering breakfasts, offering support, and showing kindness, we remind postpartum mothers that they are not just caregivers but are cared for themselves.” Past recipients Chava Shapiro and Keshet Starr shared

how receiving care during the early years of the program had a profound impact on themselves, for their self-care recovery and helped them feel appreciated.

Upon bringing up Shayna Cohen, Rochel reflected on Shifra & Puah’s beginnings, recounting how she initially envisioned simple, on-the-go foods like hard-boiled eggs, cheese sticks and yogurts to help mom get through the week. It was Shayna’s vision of delivering hot, daily breakfasts such as eggs, soup, and desserts that brought comfort and warmth to countless mothers. Shayna mentioned, “I wanted the moms to feel cared for and nourished, so they could take care of themselves and eventually, their families.”

Shayna shared how she began Shifra & Puah in the community. She recalls not being able to contribute to dinner meal trains due to her hectic schedule and commute from work. “Still, I wanted to find a way to help. One thing I noticed was that breakfasts weren’t being offered and I remembered how grateful I felt when I received Shifra & Puah in Crown Heights. I began delivering hot protein-packed meals using healthy ingredients and dessert. “After providing several breakfasts, I thought, ‘Maybe I can start Shifra & Puah in our community.’ I had a vision, but I wanted to do things a little differently. First, I wanted to include a personal memo and a menu, so the mom would know exactly what was being served and bracha (blessing) for certain foods like bagels, breads, and cakes. And most importantly, I wanted to make sure fathers were included. I wanted to acknowledge their hard work in helping with the growth of their family.”

“After the birth of my fifth child, I had experienced postpartum depression. Thankfully with some immediate intervention, I was able to get on the path of healing and growth. Even though I was struggling, I remained part of Shifra & Puah. The time came when I knew I needed to step back and made the difficult decision to let go of this organization that I worked so hard to cultivate so that I can be there for my family, but most importantly for myself.”

Shayna concluded by introducing Esther Aiello as the new Director of Operations Strategy, recognizing her contributions to Shifra & Puah’s continued growth and success over the last year.

Over the past five years, Shifra & Puah has grown to a team of over twenty volunteers serving a total of over 80 mothers! We deliver breakfasts for 6 days, two weeks later recipients receive a decadent snack box, at one month a Shabbos sweet box made by volunteers featuring homemade cakes with wine, and at three months, a custom postpartum gift package. These warm gifts include a massage from TheraTouch Massage, fitness sessions with Fit with Stacy, a wash and set from BeYOUtiful by Chani, a custom onesie by Shayna, and a self-care gift card of her choice.

In 2024, new services were introduced, including more complimentary wash and sets from FlipAndWave and household help offering two hours of meal prep, dishwashing, or laundry services. Later in 2025, Shifra & Puah plans to launch postpartum nutrition sessions, further enhancing the comprehensive care offered to mothers.

“The Lubavitcher Rebbe often emphasized the mitzvah of ahavas yisroel, love for one’s fellow Jew, as the cornerstone of our shared mission,” Rochel shared. “He taught us that true care for another means seeing their needs as our own. Just as Shifra and Puah ensured the survival and well-being of the Jewish children in Egypt, we too must ensure that no mother feels alone, unseen, or unsupported in her journey.”

Shifra & Puah’s 5th Annual Fundraiser was not just a celebration of accomplishments but also a call to action. It was a powerful reminder of its mission to nurture and support mothers during the postpartum period. Rochel Bushman concluded, “Every mother deserves to feel cared for, cherished, and supported during this precious time. Thank you to our numerous volunteers, vendors, sponsors and donors. Together, we are making that vision a reality. ”

For more information about Shifra & Puah or to get involved, visit www.ShifraPuahNJ.com.