At its core, stationery is all about discovery and connection, whether you are journaling or sending a letter to a lifelong, far-flung friend. Thus cards can connect communities scattered to the four winds — and amongst Jewish people, Yiddish instantly unites us. Because this language with no borders came to life during tumultuous times, it has a certain drama, dark humor and yes, even joy and hope to it.
When I hear it unexpectedly and correctly spoken — say, someone exclaims,”Oy, gevalt!” during a Zoom call upon learning bad news — there is an instant familiarity and despite context, I have to stifle a smile. In Yiddish this feeling can loosely be referred to as ‘mispucha’ — a sense of family or family network. It’s a kind of in-joke, where part of the fun is drawing out every consonant-heavy syllable. And frankly, this kind of fun should be accessible to all!
Aside from my own heritage, as a lover of language, words, vernacular and written communication, it was very heartwarming to find Everyday Yiddish. To me, capturing this language to add color to correspondence is a most noble feat — but also a mighty task, as unsurprisingly, Jewish people tend to have strong feelings, personal connections and lots of opinions here. We heard our grandmothers throw in a Yiddish word or two as they were trying to get us to eat, or perhaps they were just describing situations they escaped.
Thus I definitely a fangirled a bit when I first discovered the range at NY NOW several markets back. Better yet, its Founder and Creative Director Jody Kamen let me profile her!
SS: Like most Jewish people, I grew up hearing the Yiddish sprinkled through various conversations. What made you choose it as the center of your entire stationery range?
JK: I also grew up hearing a lot of Yiddish sprinkled in conversations. And how cool is it that you and I, who grew up in different cities, have this shared connection to the language!? It is a vibrant, funny and expressive language that can’t die out on my watch! I like to say I launched the line after many years of wishing Jewish greeting cards were a little less blue (in color) and a lot more in my own (Jewish) voice. And, because so many Yiddish words have become part of the English language, most of the cards are accessible for everyone. I include the definition of the Yiddish (or sometimes Hebrew) word on the back of the card so that anyone can pick up the cards and be in on the joke!
SS: What was your first card design? What was the impulse behind it?
JK: My first card was Happy Alter Kaker (Editor’s Note: this is essentially an old fart, usually a grumpy old man!). I designed it because I wanted to see it on a shelf and give it to my friends for their birthdays. It says so much with two simple words. And who doesn’t love birthday cake!
SS: Do you have a favorite card? Why?
JK: It’s a tie between a) “Raising Mensches” because it doubles as a compliment to oneself in true Jewish humor, and b) “This calls for egg salad” because there isn’t a time that doesn’t!
SS: What is the best feedback you have heard from your customers?
JK: “Wow, these are actually very funny!”
“These remind me of my grandparents!”
“This was my Zaida/Zayde’s favorite word” (Editor’s note: in Yiddish, Bubbe means grandmother and Zayde means grandfather.)
SS: Have you had any negative feedback?
JK: “This should actually be spelled like XYZ…” (Editor’s note: I am not surprised!)
SS: Everyone knows ‘Hanukkah’ can be spelled seemingly endless ways, that is definitely the case with Yiddish too. For example, growing up I was always told I had ‘spilkas’ (ants in my pants), but I have heard it as ‘spilkies’ too. Have you gotten feedback in this regard? Do you just go with what you know, or do you try to generate alternative versions?
JK: The spellings truly give me the most anxiety! I am constantly second guessing my spelling and worry that I went with the wrong choice. This goes for the definitions I put on the back of the cards as well. At the end of the day, this line is my voice, and I go with what I know and take creative liberty in my choices. The fact that there are so many ways to spell Hanukkah inspired one of my earliest cards, Fakakta Spellings.
SS: Can you share any details of what you are working on these days?
JK: I am constantly asked for my designs on different types of merchandise. So I am currently exploring what that looks like on things like hats, mugs, coasters, etc., and I hope to share those soon!
SS: What is your favorite Yiddish word and why?
JK: My favorite Yiddish word is Verklempt because it sounds like what it means, and it takes effort to say. But mostly because of the iconic Linda Richman character I grew up watching on SNL.
SS: Is there anything else you would like to share about this brand with paper nerd readers?
JK: It doesn’t have to be blue and white to read Jewish! My designs are bold, playful and full of color, inspired by the unique humor, sarcasm and joy of Yiddish language and Jewish culture.
Thank you so much Jody for taking us behind the scenes! Nerds in the wild, start your shop here, and be sure to check out her mahj merch and lots of fun tchotchkes! And if you are in the trade, Everyday Yiddish is also on Faire, ready to season your wares.
