LR Friends
Comfort Food With Maya Jankelowitz
When she founded Jack’s Wife Freda with her husband almost fifteen years ago, Maya Jankelowitz made everyone’s favorite home away from home. Today, the iconic all-day cafe has become a mainstay of New York’s culinary scene, boasting five locations — but the flagship will always be our favorite, just down the street from our SoHo shop. It was there that Maya met Jessie, the beginning of a friendship based in a shared love for making, hosting, and beautiful things, all passions we infused into the exclusive apron our teams designed together. To celebrate our collaboration’s launch, join us in conversation with Maya for her secrets to impeccable hospitality, signature dishes and more, self styled in pieces from our collection.
Shop the LR X JWF apron and Shelly sandal
The food of Jack’s Wife Freda is infused with rich cultural history and palpable care. How did food feature in your childhood? Is there anything from your upbringing to which you attribute your love for cooking today?
I grew up in Israel, and Dean, my husband and co-founder, grew up in South Africa. We both grew up in homes where food was how love was shared and culture was passed down.
It was never just about the food — it was the togetherness, the invitation to gather, laugh, and connect. It may be cliché, but that’s the essence we try to bring into Jack’s Wife Freda — the comfort of home, wherever you come from.
Shop the LR X JWF apron, Estelle dress, Leonie flat, Thelma dress and Cooper sneaker.
Stepping into Jack’s Wife Freda feels like coming home. What do you believe are the key elements of constructing such a warm, welcoming atmosphere? What makes a good host?
Creating a warm, welcoming atmosphere starts with authenticity and care. At Jack’s Wife Freda, we want people to feel like they’re walking into a space where they’re not just a guest but part of the family. It’s about the little details — how we greet you when you walk in, the music that sets the tone, the way the food is served, and the smiles from the team. It’s all about creating an environment where people feel comfortable, seen, and at ease.
Hospitality begins with how we treat ourselves and each other. It’s important that both our guests and our team feel they can show up as their authentic selves. A good host is someone who is genuinely present, attentive, and knows how to make people feel at home. It’s about setting the tone for the experience, making sure everyone feels valued, ensuring that every moment feels like it belongs, and having fun along the way.
We’re so excited by the launch of our special collaborative apron. Will you share how the project came to life, from friendship to final design?
This collaboration was such a natural extension of our friendship. Jessie and I met over 13 years ago at our original location, and she and her family quickly became regulars. Over the years, we’ve shared so many overlapping parts of life — being neighbors in SoHo, raising kids at the same school, even finding our shared “home away from home” in Jamaica.
We’ve always admired each other’s work, so creating something together just made sense. We wanted the apron to feel timeless and personal — something you could wear in the kitchen, at a dinner party, or while making art. Every detail, from the cut to the fabric to the embroidery, was designed with love. It really reflects the heart of both of our worlds: thoughtful, creative, and made to be lived in.
I’m so grateful for Jessie and her AMAZING team at Loeffler Randall — they brought such care, beauty, and intention into every part of this collaboration. It’s truly a dream come to life.
A restaurateur by trade, you’re also an amazing host for home-cooked meals. What is your ideal dinner party dish, drink, and hosting outfit?
For me, a dinner party is all about creating a relaxed yet thoughtful atmosphere. My ideal dish is something that feels homey but also a little special — like a slow-cooked lamb shoulder or a big, colorful mezze spread with lots of dips and fresh bread to share. I love serving something that lets guests dig in and feel connected, like they’re at a long table full of friends and family.
For the drink, I’d go with our new Freda label sparkling wine, coming very soon! It’s light, bubbly, and perfect for a celebratory evening.
As for my hosting outfit, I like to keep it chic but comfortable — something I can move in easily while still feeling put-together. Jessie’s Loeffler Randall ballerina flats are my go-to. They’re stylish, comfortable, and effortlessly elevate any outfit, perfect for a night spent hosting.
What is the first recipe you plan to cook while wearing our apron, and why?
Probably shakshuka — it’s the first dish we ever put on the menu at Jack’s Wife Freda, and it still feels like home. It’s cozy, colorful, and made to be shared, which is exactly the energy this apron carries too. Plus, it’s the kind of thing I’d just as happily make for a weekend brunch or a quiet dinner at home.
Jack’s Wife’s interiors are replete with signature details — including your stunning handmade ceramics! What do you love most about this pastime? Do you have any key sources of inspiration?
Aww, thanks! When we opened Jack’s Wife Freda in 2011, we literally designed the space ourselves, sourcing every piece from within a square mile of SoHo. We have meaningful relationships with every vendor — from Olampia on the Bowery to Chair Up on Delancey Street, to our banquets from Raulhohaus that used to be on Crosby Street back in the day. We truly feel the energy of community knowing the stories and people behind each piece in the restaurant
It was a fun race for Dean and me in the months leading up to the opening, finding whatever we could in stock from our neighborhood. Fourteen years later, we’re still working together, and we’re proud of how we’ve kept those original elements intact, yet elevated.
As for ceramics, it’s a new little adventure for me, and I’ve loved exploring the meditative process of working with clay. It’s a great outlet for my creativity. The key sources of inspiration for me come from nature, texture, and the beauty of simplicity. I love the organic, earthy feel of ceramics, which is why you’ll find them throughout Jack’s Wife Freda — there’s a certain warmth and rawness to them that complements the vibe of the restaurant.
In founding Jack’s Wife Freda, you realized a dream shared by so many. What advice do you have for anyone who aspires to open their own restaurant?
Be clear on your “why.” The restaurant world is full of long days and unpredictable moments, so you really have to love it — like, deep in your bones. Know the feeling you want people to leave with, not just what’s on the plate.
Also, relationships are everything. From your team to your vendors to your guests, build with kindness and integrity. And don’t be afraid to start small or scrappy — that’s where the soul often lives.
Jack’s Wife Freda is a SoHo staple. Would you share a few more of your favorite neighborhood spots?
SoHo holds such a special place in my heart, and there’s no shortage of great spots in the neighborhood. I always pop into the Loeffler Randall store for stylish, comfortable pieces, and Blue Ribbon Sushi is a go-to. Balthazar is perfect for nostalgic meals, and Café Gitane has a great laid-back vibe.
I love browsing McNally Jackson Bookstore, checking out Christian Siriano’s “secret” showroom, and staying active at our friend Stephen’s S10 gym, and chill at Broome Street Temple with my friend Eddie Stern. Plus, being close to Chinatown means I can grab amazing dumplings, get my hair done, and swing by Los Tacos up the block on Lafayette Street for some of the best tacos around!
SoHo’s energy is vibrant yet feels like home — I’m lucky to call it my neighborhood.
