Shluchim Cleverly Circumvent Menorah Ban in Grass Valley

After several years of unsuccessful attempts to obtain permission for a public Menorah in Grass Valley, CA, Rabbi Nochum and Chyena Yusewitz decided to take a creative new approach, and it has totally transformed Chanukah in Grass Valley.

Instead of focusing on a single public display, the Menorah Merchant Initiative was launched, collaborating with local store owners to fill downtown Grass Valley with menorahs in shop windows. The owner of Moms & Minis was instrumental in this grassroots effort, personally visiting shop owners to encourage their participation. The response? Overwhelming. Now in its second year, 40 stores enthusiastically said yes, and this Chanukah, as you walk through downtown Grass Valley, you’ll find menorahs glowing and reflecting in windows, each one an inspiration to many, many Jews.

This initiative continues the legacy of public menorah lightings, which began 50 years ago with the Rebbe’s vision to inspire Jewish pride and identity as the Rebbe famously wrote to the Teaneck Jewish community: “The Chanukah menorah displayed publicly during the eight days of Chanukah has been an inspiration to many, many Jews, and evoked in them a spirit of identity with their Jewish people and the Jewish way of life. To many others, it has brought a sense of pride in their Yiddishkeit and the realization that there is no reason really in this free country to hide one’s Jewishness.”

We truly saw this spirit brought to life this year in Grass Valley. Everywhere you turned, and everywhere you drove you saw – not one, but – dozens of menorahs.

The feedback has been incredible and heartwarming. Irina, a local mom, expressed: “All menorahs in town have made me and my daughter smile SOOO much! 🙌🙏💜🥰 You have done such a wonderful job getting them displayed everywhere!!!” An Israeli father of two shared in a message: “We applaud you. We’ve been telling our family in Israel all about the menorahs going up everywhere. Eizeh Wow! Meragesh Lirot.”

Another longtime resident shared: “I love what is happening!! When we moved here close to 30 years ago, not one thing representing Jewish holidays was to be found. Chabad has been very instrumental in this change.”

And it’s not just the locals who’ve noticed. People have been driving from 75 miles away to see the menorahs and join in the Chanukah celebrations. Many shops have reported visitors coming in just to thank them for participating.

“It is so exciting that you have created such a treasured Hanukkah energy in Grass Valley and Nevada City. Thank you, Rabbi Nochum & Chyena. The two of you are definitely a light to the world. I’m so grateful that you are in it.” Said Sheila.

It’s a rare thing to see a town come alive with this much Jewish pride and joy, and the sense of community has been so moving. The initiative has also given a well-deserved spotlight to Jewish-friendly businesses and the businesses carrying menorahs, dreidels, Chanukah cards, and gifts. Many people have stopped in person or posted online to thank these businesses for participating, expressing how much it means to see their traditions reflected so proudly in the town’s celebrations.

A special thank you goes to Gr8Nes for their amazing support. Their innovative product has been a cornerstone of this effort, and we couldn’t have brought this vision to life without them.

From visitors snapping photos to families scanning the QR Code for the #merchantmenorahs walking tour, it’s clear that the Menorah Merchant Initiative has brought a new energy to our little town.

And while we’re thrilled with the results, we know this is just the beginning. May this initiative bring much nachas to the Rebbe and inspire others to spread light in their own communities. Thank you to everyone who’s supported this project—you’ve helped bring so much light, Jewish pride, and joy to Grass Valley this Chanukah.

For more information email [email protected] or visit instagram.com/merchantmenorahs.

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