With September comes Rosh Hashanah and Yom Kippur - so what better merchant to feature than Russ & Daughters! Smoked salmon, cavier, herring, imported cheeses, tasty salads, and much more, this Lower East Side institution is a must see on any visit to New York City.

One of the oldest stores in the Lower East Side, Russ & Daughters has been in operation in the same place on Houston Street since 1914. However, that's not where it started. Around 1900, founder Joel Russ was one of millions of immigrants coming in by the boatful from Eastern Europe. Originally from a shtetl (a small town) in what was the Austro-Hungarian Empire, Joel made the journey to America all by himself. Arriving at Ellis Island, he met up with his sister Chana, who was already in the herring business on the Lower East Side. Soon, Joel had a pushcart of his own and eventually saved up enough to open his own store.

In 1914, "Russ' Cut Rate Appetizers" opened its doors. In time, everyone was coming to the store - and not just because of superior quality. Customers were pleasantly surprised to see Joel's three lovely daughters, Ida, Hattie and Anne digging in to the barrels of herring themselves; a job not usually performed by the fairer sex. Realizing his daughters were part of his success, he made them partners and changed the name of the store to Russ & Daughters. The rest is history.

Today the store is run by Joel's grandson, Mark, along with his wife Maria. And the lovely young woman behind the counter helping you with your herring order? That's Niki, Joel Russ' great grandaughter.