Atlantans Rally to Support Boycotted Ali’s Cookies
The Decatur/Emory location has been impacted by pro-Palestinian protesters.
After 37 years with the Atlanta Journal-Constitution and now with the AJT, , Jaffe’s focus is lifestyle, art, dining, fashion, and community events with emphasis on Jewish movers and shakers.
Sabras Nofar and Sagi Shablis were living the sweet life, owning and operating the Decatur/Emory Ali’s Cookies, until Oct. 7 when the world dealt with the shockwaves of the attack on Israel by Hamas.
When the Shablis’ displayed an Israeli flag in the store, they did they expect the backlash and eventual boycott by those who stopped patronizing them.
Nofar said, “Oct. 7, 2023, that is a day that I am sure everyone will remember as Black Saturday. For me, and for every other Jew and Israeli, these horrors, this reality, is so hard to explain and to cope with, to know that my people suffered and still are, is heartbreaking. Since that day, the store hasn’t been the same.”
She originally thought that it was a coincidence, but as time went by, no matter what they did, reduced sales totals lingered and deepened. Red flags included the business’s social media pages being “unfollowed” or potential customers entering the store and seeing the flag, making a sour face, then heading out the door. Nofar noted that some nice folks did ask about their families in Israel and expressed concern.
Nofar then posted the upsetting situation on social media, specifically Facebook’s Jewish Women of Atlanta, and found reposts of support swiftly and demonstratively followed.
“I will order more cookies immediately,” one post read.
“I will order Ali’s Cookies for my party this weekend,” read another.
“I don’t need cookies, but I’ll donate what I can.”
“I will send cookies to all my clients now.”
“I live in Chattanooga, can you ship?”
“My brother-in-law visiting from Israel just bought 17 cookies.”
“Am Yisroel Chai, every occasion needs cookies!”
“I’m sharing to all my connections.”
Of note, this particular Ali’s Cookies is not AKC Kosher certified. Also note that there are two other Ali’s Cookies locations, East Cobb and Dunwoody, not owned by Nofar and Sagi Shablis. A newer statement elucidated that Emory location’s cookies are Kosher “style.” Nofar clarified, “All of our products are Kosher, the only thing that is not Kosher are the marshmallows (on the S’mores cookie and the Ali’s Monster cookie). We also open on Shabbat, so we don’t have a Kosher certification because of it.”
The couple both served in the IDF. Nofar went to Bar Ilan University to attain a bachelor’s degree in economics and business administration/ management, before earning an MBA in administration and management from the University of Haifa. They arrived in the U.S. in 2021 and bought the store in 2022. The couple has two children.
In terms of choosing the cookie business, Nofar said, “I started baking when I became a mom, during COVID, working from home. I discovered that I could bake really well, and succeeded in all kinds of different things, cakes, cookies, challah, muffins, cupcakes, pizza, pizza muffins, bread, and buns. “
Ali’s Cookies has 34 different flavors of cookies, and cookie cakes, 12”, 16”, 18” and full sheets. They have two flavors of vegan cookies and six flavors of gluten-free cookies. They also have 12 different flavors of ice cream, milkshakes, soft drinks, and coffee.
Nofar concluded, “On Jan. 9, I thought it may be good to share our situation with the Jewish community on Facebook. The responsiveness and love from there warms our hearts. We’re so grateful for each one of the communities, and so happy to be part of this wonderful group! When we decided to move here, Ali’s Cookies was just right for us.”
Delivery is available through Door Dash, Uber Eats, and Chow Now. Ali’s Cookies is located at 1561 N. Decatur Road. (404)377-2547
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