In the early morning hours of the day, you might notice a new (but unmistakably old-school) glow coming from our front window. Our newly installed neon sign casts a warm, nostalgic glow that’s right at home with our half-century of history, as well as our deliciously baked traditional bialys. Both of these play into our rich history of culture and food here at Rosenfeld’s Bagels.

A Glowing Example of Our Roots
Both bagels and bialys are long associated with New York City’s mid-20th-century food scene. During that time, the city’s delis, bakeries and bagel shops all sported the vibrant glow of hand-crafted neon signs that provided a cost-effective and highly visible promotion of products available. Neon was more than advertising, it was a symbol of a neighborhood. Our new sign pays homage to that era, when small businesses stood out without flashy videos or social media gimmicks, but instead honest food and a welcoming light in the window.

Bialys Are Tradition
Just as the neon signs were part of the historical landscape, bialys are part of our culinary heritage. Brought to the East Coast of the US by Jewish immigrants from Bialystock, Poland, bialys became a staple and beloved offering of New York bagel shops, and for generations were the quiet favorite of foodies who appreciated their texture and flavor. (Learn more about bialys in this article from our blog.)

Working-Class Authenticity
Together, bialys and neon signs evoke a sense of authentic, no-frills tradition. Neon signs represent mom-and-pop shops, not corporate chains. Bialys are a simple food, but part of the tradition of the hard-working people who came to the melting pot of New York City to find a better way of life. At Rosenfeld’s, we still hand-bake every piece of bread from our ovens, and our team is a melting pot of hard-working people from all walks of life, history and traditions. This sign and this food represent the working-class authenticity that we are proud to be known for.

So whether you’re new to bialys or a longtime lover of this delicious, savory pastry, stop by and grab one, or a dozen, and check out our new sign while you’re here. It’s more than just bread, it’s a piece of history that glows as brightly as ever.