For Rosh Hashanah 5785, Artscroll Printing has introduced its new special card entitled “Dove of October 7th.”
Elliot Schwartz, President of Artscroll Printing, said, “In the year following September 11, we produced a card to commemorate that historic day. Many people requested this card and it touched many, especially in the New York area.
“This year, Jenny Platzman, who has curated the last 22 years of Rosh Hashanah cards, along with our lead designer Ilana Landau, created a beautiful card commemorating this time in Jewish life. As we remember those we have lost since October 7th and those still held hostage, we hold onto the hope for their safe return, a better future, and a time of peace. On Yisroel Chai.”
Schwartz continued, “After October 7, I was in Israel trying to come up with something that would resonate with the American market that was not only Rosh Hashanah but tied into Am Yisroel Chai. We had Ilana (Landau) design a card that she felt was for a happy occasion and at the same time was meant to be remembered, but not as a commemoration.”
Platzman, a graphic designer who curated her first collection for Artscroll Printing while she was a student at FIT, wrote on the website: “‘October 7 Dove’ describes the new beginnings that are always celebrated on Rosh Hashanah. This year, we add to our shared concern for the hostages still held captive by remembering their fate and praying for their quick and safe return. We also humble ourselves and honor Israel’s fallen heroes who made the ultimate sacrifice for our people and our heritage.”
For the occasion, Schwartz said, Artscroll Printing wanted to design a card that would have a broad base and appeal to everyone. “We believe this card is the type of card that anyone would love to send or receive.” So far, the card has been the most popular design of the upcoming holiday season. “If someone receives two or three of these, they shouldn’t feel like it’s a repeat of a card; it’s more of an affirmation for anyone who wants to use that card.”
Schwartz also announced that Artscroll Printing will donate $18 per order to the Jewish National Fund (JNF), which is actively rebuilding the devastated communities and healing wounded souls devastated by the October 7 attack, as described on the back of each card. The JNF has helped Israel turn deserts into farmland, meet the water needs of the growing country, and build infrastructure and affordable housing, create jobs, and provide necessary social amenities throughout northern and southern Israel. Since its founding in 1901, the JNF’s sole mission has been to develop our homeland and enable its residents to thrive in peace. It has no political or religious affiliation. The JNF was chosen as a Tzedakah because it helps residents in both the north and the south. The JNF has made the Zionist dream a reality.
Artscroll Printing has been in business for 51 years. In June 1973, they produced a Jewish New Year card catalog that was very different from what was on the market up to that point. “Our cards had a Jewish and Israeli touch that was missing from the selections that people were sending,” said Schwartz. “Rosh Hashanah cards are a tradition that many families use to convey their warm wishes as they spread across the United States.”
Schwartz noted that for the next 30 years, Artscroll Printing was a leader in the design and production of Rosh Hashanah cards, with over 600,000 cards printed and mailed in 1999. “With the advent of email and electronic cards, individuals ordered fewer cards and synagogues and organizations ordered more, using them for both fundraising and community greetings. Yet last year, Artscroll Printing reached approximately 60,000 households with its designs and greetings.”
Rosh Hashanah cards are used during the holiday to socialize. Schwartz recalled Rabbi Yonah Weinri of Judaica Illuminations and former member of the Artscroll Printing team quoting the 17th-century author of the Be’er Heitev on the Shulchan Aruch: “…when Elul begins, when writing a letter to a friend, one should mention at the beginning that one wishes him a good year.” (Siman 581:10)
Often these cards are used to decorate sukkahs or holiday tables. Artscroll Printing’s website features over 100 card designs. “There are Israel-oriented cards and there are symbolic cards, including the apple, the apple and honey, the shofar and the simanim card,” said Schwartz.
Artscroll Printing’s website states, “May our New Year’s cards inspire memories and actions that benefit our people, our Israel, and our world.” For more information on the October 7 Dove or the other cards, visit www.Artscrollprintcards.com or the Instagram account @artscrollprint.
