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Missed Deadlines · Jul 27, 2026

My Longest, Most Consistent Relationship in New York

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Hilary Sheinbaum · Missed Deadlines

I started this Substack last year and immediately quit it in one swoop. Talk about MISSED DEADLINES! But, if you believe in mid-year’s resolutions, I’m going to try to give it a consistent go.

The truth is, I’ve been a bit busy over here. After months of morning sickness, figuring out what pants actually fit me throughout my pregnancy, and everything in between (there’s a lot to digest), I had a baby. Ermmm, I have a baby. There’s still a lot going on, I still don’t sleep, and there’s a lot I’m still learning. But I digress.

One last thing about babies: in the process of becoming a mother (essentially a new person — hello matrescence!*), I’ve been thinking a lot about life-long relationships. And carbs.

(*Note: This word is underlined in red in my drafts/not recognized by my computer…. likely indication that the world has not caught up to this phenomenon!!!, but that’s a post for another day.)

Since this newsletter is about the deadlines I miss, here’s a fun one. More than a decade ago, and for several years, I served as a food & beverage contributor to amNew York (the best, free, subway newspaper of yesteryear—if I do say so myself).

During that time, I was assigned a story about Challah. In case you were wondering—because I certainly was—the intro of that story kind of, sort of still exists online (see: amNew York’s website).

In preparation for my Pulitzer-worthy reporting on golden, braided egg bread, I was kindly introduced to Breads Bakery. I wrote my story. I filed it with my editor. It published. I was on to the next assignment.

But, Breads Bakery was not done with me.

Over the next few months—and, um, roughly 13 ish years—that followed, Breads lured me back with their prize-winning Nutella Babka, limited time cheesecake offerings every May, and baked goods for Jewish holidays year-round. They have kindly fed and caffeinated me, given me inspiration/spontaneous carb loading to run 3 miles on any given Tuesday, and taught me how to create some of their delicacies.

(See: video evidence of me making a Nutella babka in 2016.)

Unlike Breads Bakery’s sufganiyot offered every December, I am not going to sugar coat the embarrassing(?), shocking(?) amount of Breads Bakery photos I have in my camera roll. Granted, it’s been 13 years, but, the number is «takes a deep breath » over 300.

From this revelation, one might conclude that I need to peel back and step away from sugar. To that, I say: if you’re my doctor, please immediately unsubscribe from this newsletter.

To everyone else, let’s put my concerning sweets-to-salad ratio aside. On a brighter note: If this writing thing doesn’t work out for me, maybe I can be a full-time Breads Bakery photographer or Babka influencer. (I have the portfolio for it, anyway.)

With that, back to my ode to Breads…

For lack of a better description, Breads Bakery can best be described as the answer to all of my minor and medium problems.

Hostess gift? Babka. Lunch date? Salad and sandwich offerings. Feeling sad? Rugelach. Coffee meeting? Breads Bakery Union Square. Event coming up? They cater. Wedding cake? Yep.

Ours was a custom three-tired babka wedding cake. I did, in fact, invite/pay for my figurative boyfriend (Breads) to be part of my marriage. I know what you’re thinking… my husband is a very lucky man. (He knows.)

I’m going to finish this newsletter swiftly (because my child just woke from a nap, and that means my free time is up). But, before I do—I’m going to attempt to come full circle on this years-long relationship. Throughout no less six moves in New York, a career evolution, and a number of milestones in between… Breads has stayed consistent, reliable and genuinely sweet.

When my baby was born, Breads Bakery didn’t ask if I needed anything or what they could do. In my first days postpartum, they lovingly sent enough food for a family of 10 (which we certainly are not—but I did very much appreciate it, and needed it, and ate it all). Within the package of breads, and dips and desserts, they included a onesie for my little one.

On the front of the onesie is the Breads Bakery logo. On the back is their slogan. It fittingly reads: True Love.

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