Saying Goodbye to Fig Tree & Vine
By Danielle Crittenden Frum
When I launched Fig Tree & Vine two years ago, my ambition was to create a beautiful site featuring unique, artisanal products and content that celebrated and catered to North American Jewish lifestyles. No one else was filling this space -- and no one to this day still does except for FT&V.
I've greatly enjoyed the adventure of running a start-up, while also traveling the world to explore far-flung pockets of Jewish culture. I've met talented, creative, and truly amazing individuals who are bringing new aesthetics to Judaica design and globalizing Israeli cuisine. I've loved coming up with ways to enhance and modernize the way we celebrate traditional holidays. And I've greatly enjoyed sourcing delicious, inventive recipes every week for Shabbat.
However, I've had to do some hard reckoning over the New Year about Fig Tree & Vine's future -- and unfortunately the conclusion I've come to is that our revenues, while growing, won't be able to sustain us on a reasonable timeline. Thus as of January 30, Fig Tree & Vine will be suspending sales of its Judaica collections, except for in-stock items in our Clearance section. We will also be suspending our newsletter. The site itself will stay operational for the next few months while I wind it down, so you will still be able to access our content -- reviews, recipes, entertaining, travel etc.-- from the home page.
I'm proud of what we built -- and deeply appreciative and grateful to the many thousands of you who have followed us, liked us, recommended us, and subscribed to our newsletter. Your support and feedback -- and the many friends I've made -- throughout this whole adventure have made the experiment of Fig Tree & Vine beyond worthwhile. Thank you for being a part of this wonderful journey with me.