The Bright, Fun Judaica We Need Right Now

It’s an interesting challenge to run an upbeat Jewish lifestyle newsletter when the news of the Jews, as we used to call it on my podcast Unorthodox, seems ever more grim. 

But I believe there is value in turning toward the light. There are plenty of people out there parsing the news, or just posting about it. I want GOLDA to be a space to celebrate the beauty and joy of living Jewishly. It’s something that can be easy to overlook these days, but it’s more important than ever. 

I was reminded of this the other night as I scrolled Instagram mindlessly. Suddenly I saw something that shook me out of my social media stupor: a story from Feldi Studios, featuring bright new colors of her funky mezuzahs. 

This, I thought immediately. This is what we all need right now. 

The next day I got on the phone with Feldi, aka Melissa Felderman, to talk through why it’s so comforting—and empowering—to find Jewish objects that reflect our modern style and sensibilities. 

Melissa is a designer, artist, and engineer, and teaches environmental design at the University of Colorado Boulder. She’s also making the most fun Judaica out there. 

Here’s my conversation with Melissa Felderman of Feldi Studios. 

You recently posted a video on Instagram that said, “POV: You can’t find any Judaica that matches your aesthetic so you make your own line.” Is that the genesis of Feldi Studios? 

It wasn’t exactly that straight of a line, but yes. 

The first time I was looking for a menorah that felt like it suited my style was in college. I went to Bloomingdale's, I went everywhere, and I just couldn't find anything. I eventually found something that was okay, but it never felt really right. More recently I hit that stage where I bought a house and we started to decorate it, and I went to look for Judaica, and the same thing happened. 

At that point I had this ceramics business, and I was watching my peers make Christmas ornaments. Every year, people were going crazy for these ornaments, and I was like, “Oh, maybe I should make an ornament.” I tried to make an ornament, which was hilarious because I've never interacted with one. I made it way too big and way too heavy. 

Because you’d never actually put one on a tree. 

I’ve never touched one. 

Two years ago, I tried making a menorah out of clay. I made one for my mom and my sister, and they were so excited about them. So I decided that for the next Hanukkah I would design a menorah like my friends do ornaments, and see how it did. As I designed it, I posted pictures on my Instagram. My Jewish friends were DMing me so fast, like “I would buy the shit out of that tomorrow,” “Can I send you money right now for it?” 

I realized wow, this is a missing space. I started with the menorah, and when I saw that was going well, I wanted to expand on it. I had ideas for other products, so I just started designing them. And people are responding! It’s been really fun.

How do you find the right balance between funky and functional? 

I need all of my pieces to meet halachic law, that’s my number one standard. So my designs follow what the ritual requires. Beyond that, my goal is to make something that is appealing to a millennial or Gen X in their home aesthetic, something that meets their style. A lot of what I’m seeing out there when I go to Bloomingdales or Neiman Marcus, it really feels like it’s designed for a different generation. 

Some of my designs are based on beautiful industrial designs that I’ve been looking at for years. But I also like to root my pieces in some symbolism. My Kiddush cup has the Jewish Star as the base of the design.

I love how when you look into it you see the wine in a star shape. It’s so clever. 

But it comes to a circle at the top, so you can still drink out of it. It’s functional. 

My Arch Mezuzah has the Hebrew letter shin in it, but it’s a little more discreet. 

But then some designs are more fun and playful and they feel good in the home, like the menorah. It’s not as symbolic but it’s very functional. And the Squizuzah is just super satisfying to touch, and that increases interaction with the mezuzah, which is something that I really like about it. So they all have a different approach. But the most important thing is that I would want it in my home. 

Why do you feel it’s important to have Jewish items that brighten our homes, that are not just functional but, as you say, also have that added element of fun and liveliness? 

Part of the way we interact with the spaces around us is that we create spaces that represent our identities. You paint the walls a specific color because it makes you feel a certain way. You put up certain art because it makes you feel something or it says something about you. All the things you have in your home, they create the story of who you are. 

I want to have Judaica so that I can include my Jewish identity in all of these stories around my house. I want to keep my grandparents’ heirloom Judaica as well, but that doesn’t necessarily need to be the only piece I have. I can also have something that fits today’s design style and feels joyous to me when I use it, not just because of the tradition but because of the way it feels in my hand or the symbolism that’s embedded in it. 

It’s an expression of my identity, and of our identity. 

I imagine a lot of your sales are tied to holidays, but do you also see upticks after these darker moments, where people want to embrace their Jewish identity? 

I thought that the menorah was going to be super tied to Hanukkah, but they sell year-round. Jewish ritual objects make for a great wedding or bat mitzvah gift.

I do notice some correlation between the harder days and an uptick in sales. I got a really big sale one day, and I was pretty blown away. I was messaging with the buyer, thanking her and telling her how much it meant to me. It was the day after the Bibas bodies came back, and she said, “I just need to find ways to give back to my community today, so I’m just doing whatever I can to connect and support and be a part of it.” 

And that’s a weird feeling, because I don’t deserve sales for that, but I also understand that impulse of connecting in that way. 

But I think people in these dark moments are searching for something that feels warm and comforting and helps them develop and articulate their Jewish identity. And so in a beautiful way you’re actually doing a service for people, because you are there offering us original takes on ancient Jewish objects and bringing happiness and connection to our lives. 

Thank you.  

Golda’s Feldi Studio Picks

Melissa is restocking her site next week, so don’t worry if your favorites are currently out of stock.

Worm Mezuzah — Blush Pink

Shabbat Candle Pair — Jade

Arch Mezuzah, Pink Orange Fade

Kiddish Cup — Copper

Shabbat Candle Holder, Rainbow Sherbet

Thanks to Melissa of Feldi Studios for sharing her story—and her colorful wares!—with us.

Wishing you all brightness and joy wherever you’re finding it lately. Email us at [email protected] with what you’re reading, watching, doing, or buying—we’ll share our favorites in an upcoming email!

Stay GOLDA,

Stephanie