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Eichler's
Takes Manhattan
JONATHAN MARK
02
v.
.GEMINI TRAVEL
Special to The Jewish News
IV
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Tours & Travel
Travel
z
ith the arrival of mega-
bookstores such as
Barnes & Noble, the
very concept of what a
bookstore can be is being rethought.
For instance, mustiness is replaced
with sleek contemporary styling; cus-
tomers are unrushed and can actually
sit and read as well as browse; and
there might be an informal lecture or
reading by the author of a new book.
And now Eichler's, the Flatbush
book emporium that specialized in
traditional volumes for the Orthodox
masters of text, has opened a
Midtown branch (62 W. 45th) that
owner Meyer Eichler says is inspired
by its mega-modern colleagues
around town.
(800) 354-8320
(216) 514-9000
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IN GRADING & EVALUATION
Jonathan Mark is an associate editor
Stewart Ain is a writer far the New
1111
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Elie Wiesel: a bookstore draw.
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120
Eichler's recent grand opening,
complete with guest star Elie Wiesel,
revealed changes not only on the
shelves but in the big-chain enhance-
ments that are shaking up the busi-
ness.
On the one hand, owner Meyer
Eichler, a graduate of the Lubavitch
rabbinical college, has his new
branch stocked with the traditional
classics and Orthodox paraphernalia
such as Shabbat belts that enable a
pious Jew to cleverly wear his house
keys as a belt buckle, so as to elude
the Sabbath prohibition on carrying
keys. On the other hand, the new
Eichler's (while much smaller than
the multi-storied Barnes & Noble)
has several large video screens; a cen-
hose driving by Camp
c.
Ramah in upstate Nyack
were in for a shock recent-
ly: Nuns were sitting in
lawn chairs and a 12-foot-high cruci-
fix was in the playground of the
camp, which is owned by the Jewish
Theological Seminary.
The camp had been transformed
to resemble a Christian retreat for
Woody Allen's latest movie, whose
working title is Celebrity.
Before two days of shooting
began, all Hebrew signs at the camp
were removed and the wooden
benches in the dining room were
replaced with wooden chairs. Foot-
tall crosses were also affixed to the
walls and doors of the dining room.
The exterior of the camp syna-
gogue was also outfitted fOr the
K)(
movie — a statue of the Virgin Mary
was placed in front.
The campgrounds used to be a
Christian orphanage and the syna-
gogue has a bell steeple and non-
Fine Jewelers
30400 Telegraph Rd. • Suite 134
Bingham Farms 642-5575
11/14
1997
ter aisle large enough to seat 90,
should there be a guest author in the
house; and chairs (with more expect-
ed to arrive any day) so one could
hunker down with a hardcover, with-
out being rushed.
"We're learning to stock the
Manhattan store different than the
Brooklyn store,” says Eichler. "In
Brooklyn we'd get a request once in
five years for an S.Y. Agnon book;
here, we're getting 10 a week.
Authors like Sholom Aleichem, Isaac
Bashevis Singer were never asked for
in our Brooklyn store," as was also
the case for contemporary best-seller
Joseph Telushkin's "literacy" series.
The music section reflects a wider
audience, too, with Allan Sherman (--f
CDs alongside more traditional
favorites such as Shlomo Carlebach
and Uncle Moishy.
The three-level store includes a
mezzanine and a finished basement
that has yet to open. In the interim,
Eichler's will be opening eyes and
minds and souls as all good book-
stores do.
BIG OR SMALL You Name It, We'll Ship It!
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