In Decatur, cookie sales at Ali’s Cookies have crumbled after the store owners expressed support for their Israel homeland amid overseas conflict. Nofar and Sagi Shablis, Israeli transplants and former members of the Israel Defense Forces (IDF), saw their daily store revenue tumble from a sweet $800 to a bitter $300 as they came to grips with the local response to the Israeli flag displayed in their establishment since last October.
The downturn began ominously on what Nofar Shablis referred to as "Black Saturday." "October 7th. We call it Black Saturday. What happened in Israel. Ever since sales went down 50%," she told FOX5 Atlanta. The steep drop has been attributed to a boycott after violence erupted between Israel and Hamas, prompting a community response that has also seen an increase in hate crimes, as reported by the FBI in December.
According to the Atlanta Jewish Times, however, Atlantans have rallied behind the store following Nofar's appeal for support on social media. The Jewish community response included pledges to increase orders and donations, highlighting a surge of solidarity. "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," Nofar Shablis expressed her gratitude.
Customers reported being deterred by the sight of the flag, some even trying to remove it. "There were a few people who wanted to buy, but said 'we do not support murderers,' and there were a few times people tried to tear up the flag at the front of the store," Nofar explained in the FOX5 interview. Despite the negative reactions, many Atlantans have proven their willingness to put their money where their mouth are to support the business owners, going against the boycott tide.
Ali’s Cookies offers an array of 34 flavors of cookies, including vegan and gluten-free options, to Decatur's sweets enthusiasts. Confections aside, this showcase of communal strength exemplifies the complexities that arise when the personal and political intersect in the small-business arena. The Shablis family hopes to continue dishing out desserts and fostering unity through their baked goods, bolstered by support from near and far.
