Tu b’Av – Jews in the mood for love
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Tu b’Av – Jews in the mood for love

A new take on an ancient tradition

Jennie Rivlin Roberts, founder of the Jewish retail site ModernTribe.com, said she learned about Tu b’Av last year through Lisa Alcalay Klug, author of “Cool Jew: The Ultimate Guide for Every Member of the Tribe.”

Together, Roberts and Klug – who this year are co-sponsoring a Tu b’Av “LoveFest” in Los Angeles featuring a variety of Jewish performers – have created a contest called the “Cool Jew Love Day Giveaway.”

Describing Tu b’Av as “an annual Jewish celebration of sweethearts,” the two have tapped “nine cool Jews and Jewish businesses” to participate in the project, Roberts told The Jewish Standard, describing them as “independent Jewish artists and entrepreneurs who love being Jewish and keeping Jewish traditions alive, meaningful, and fun.”

While the two women note that Tu b’Av is more likely to be celebrated today in clubs and dance halls than in vineyards, they point to the continuity in “coming together to celebrate our passion and enthusiasm for our rich culture.”

“People are hungry for this kind of fresh, Jewish stuff,” said Roberts. “For many of us, ‘Jewish American Pop Culture’ is a very strong way people connect to Judaism and other Jews.” Added Klug, “Celebrating Jewish innovation and our love of Judaism is a natural extension of the original spirit of Tu b’Av.”

The two giveaway prize packages include music CDs, DVDs, kosher Mashuga Nuts, apparel, Roberts’ “No Limit Texas Driedel” game, and copies of Klug’s book, “Cool Jew.” To enter the contest, visit blog.moderntribe.com and answer the question, “What do you love about being Jewish?”

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