Brafman Unveils New Venue for Meir’s Upsherin

On Oct. 21, EB Catering Co.’s Eli Brafman kicked off the premiere event at the Atlanta Jewish Academy event space, exclaiming “Let’s make parties great again!” Brafman and his wife Sarel hosted a group of 350, including approximately 125 children, for the upsherin (hair cutting ceremony) of their son, Meir Shlomo Brafman, grandson of Rabbi Yossi and Dassi New and Leo and Faige Brafman.

Meir is named for Sarel’s great-granduncle, Rabbi Meir Shlomo Yanovsky, of Nikolayev, Ukraine. Yiddish for shearing off, the traditional upsherin ceremony is a joyous occasion during which a three-year-old boy has his first haircut. Friends and family came up to cut a lock of Meir’s brown wisps in anticipation of his entry into Jewish law and its mitzvot, the start of wearing tzitzit and a yarmulke.

Meir surrounded in a giant bubble.

Susan Gordon Moray, the AJA’s chief advancement officer, said, “We are now available for rental here with all the tables and chairs. What’s wonderful also is the adjoining sports field that can host huge crowds using all adjoining accommodations. E.B is our official ‘in-house’ caterer, but party givers can bring in their own cuisine. Jewish events must be kosher. The Vivian Zisholtz Sportsmanship Center and Minsk Gymnasium are 10,000 square feet. Rentals for the field and gymnasium run between $7500 and $15,000.”

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Practiced mainly by the Chassidic and Charedi communities, the upsherin is now widely popular. The custom is related to the biblical laws of “orlah,” or first fruits, which prohibit the harvesting of fruits produced by the tree during the first three years. Proud zayde Rabbi Yossi New told the AJT, “In Deuteronomy man is likened to a tree in the field. So, just as one cannot touch the fruit for three years, we don’t cut a child’s hair until his third birthday. The message to a tree owner and to the parents of a child is the same: Everything was created by and belongs to G-d, and it’s only with His gracious permission that we enjoy life’s offerings.” (Deuteronomy 20:19)

Expansive shot of the new AJA event facility.

At the event, Rabbi New told the audience: “A young boy once approached his zayde, a great Chassidic master, crying, ‘If Hashem appeared before Avraham, why does he not appear before me?’” Rabbi New admired the depth of the child who, even prior to age six, desired a relationship with Hashem. He wished that Meir’s parents would nurture the gift of his desire to be connected to G-d.

Beginning at 5 p.m., the newly-marketed Atlanta Jewish Academy social hall was transformed into a glowbox of music, neon colors, mod lime and orange furniture, and flashing lights. A beautiful bubble blower performer delighted kids with her pop-able streams. Music filled the room, and some commented that it was more like a bar mitvzah than an upsherin. Since Meir’s father, Eli is a caterer, he delivered a fabulous array of specialties.

Photography By Sarah Slavik // Rabbi Yossi New snipping Meir’s hair as Mom looks on.

Mother Sarel welcomed the crowd and out-of-town visitors, as Uncle Rabbi Isser New read a letter in Yiddish and English from the Rebbe to upsherin boys. The head Rabbi of Congregation Beth Tefilah cut the first lock, followed by Meir’s paternal zayde. As his hair was cut, Meir dropped a coin in the tzedakah box to begin his life with acts of charity.

Now that Sarel and Eli have three children, they commented on what they have learned about child rearing: “You never know how to deal with a situation until it hits you. Then we deal with it. They all have different personalities: One doesn’t sit still, one is happy-go-lucky and ‘chill’ like Meir, and the youngest is really energetic.”

The EB Catering Co. brings the New York kosher dining experience to private homes, simchas, and events. Brafman operates out of a ghost kitchen on High Point Rd. and has extensive menus for Shabbat, the High Holy Days, and some weekdays, with rotating choices like Wholesome Wednesdays. His food trucks delight Atlanta neighborhoods with falafel, which comes with all the fixings.

Menu
Ricotta tomato jam crostini
Lemon caper bronzini with croutons
Artichoke dip with pita crisp

MAIN BUFFET
French Onion Soup
Kale caesar salad, carrots, oven dried tomatoes
Fruity arugula salad

LIVE PIZZA STATION
Fire stone pizza crusts
Sauce, cheese
Toppings

Sushi station
Salmon Crudo
Gravlax

PASTA STATION
Penne ala vodka
Mac and cheese with toasted breadcrumbs
Pappardelle with wild mushrooms

DESSERT
Ice cream bar / Waffle station
Personalized cookies
Glow in the dark cake
Mini cupcakes
Rice krispy pops
Mini cheesecakes
Mini forrero roche cups
Crembo
Mini mango passion cups
Cake pops