What was once a tired and deteriorating building is now a shining jewel in the heart of Deal, New Jersey. The Shore Area Mikveh has been completely transformed—rebuilt with grace, beauty, and holiness, and elevated into a tranquil, spa-like sanctuary for Jewish women.
The driving force behind the transformation was Eddie Mizrahi, whose leadership, vision, and passion brought this monumental project to life. As president, he stepped up to fundraise, rally community support, and manage the renovation with unshakeable dedication. With spiritual leadership from Rabbi Shmuel Choueka and the esteemed rabbis Rabbi Shlomo Diamond, Rabbi Moshe Malka, Rabbi Saul J. Kassin, and Rabbi Edmond Nahum, and through the devoted work of Debra Shiloach, Richie Benedict of Ray Builders, and the entire team, the mikveh was not just renovated—it was transformed into a sanctuary of beauty and holiness.
A Vision Comes to Life
What started as a desperate need quickly turned into a divine opportunity. After years of disrepair—peeling tiles, broken compressors, and failing systems—the mikveh was no longer sustainable. Rabbi Choueka gave the green light for a total overhaul, and from that moment on, things moved quickly.
Debra Shiloach, an experienced designer, immediately volunteered to take on the interior concept. Inspired by a wallpaper pattern she found, she crafted a space that now evokes peace, elegance, and spiritual beauty. Drawing on her previous work with mikvaot and her experience with top designers, Debra created a setting that would honor the mitzvah and elevate every woman’s experience.
Elyse Kairey, the mikveh’s manager of 25 years, was deeply moved by the transformation. “I never thought I’d see the day this mikveh reflected the true beauty of the mitzvah,” she said. Today, the space includes 15 preparation rooms, a stunning bridal suite, and four pools—all painted in soft creams and whites. The now iconic Matriarch Wall, inspired by Eddie Mizrahi and dedicated by Jack A. Kassin in memory of Mrs. Mazal Kassin, the wife of Chief Rabbi Jacob Kassin, pays tribute to the spiritual women who built the foundation of the community.
Building Under Pressure
Maurice Zekaria, vice president of the committee, stepped in to oversee construction. Known for his work on many community projects, Maurice faced intense challenges: the building had no plans, the timeline was tight, and the mikveh needed to reopen in time for Deal’s busy summer season. “We had to gut the entire interior. There was no way around it,” he explained.
To complete the job in under six months, the team worked nonstop. Tradesmen—each one a religious Jew with deep respect for the mitzvah—worked shoulder-to-shoulder in tight spaces to meet the deadline. “It was my toughest project,” Maurice said, “but we had the right team and Hashem guiding us every step.”
All of it was made possible by community generosity. “We had no money in the bank when we started,” Maurice recalled. “We had to raise funds on the spot, borrow, and pay contractors before we even had a fundraising event.”
Rallying the Community
Eddie Mizrahi, known for his creativity and commitment to the community, led the fundraising campaign with energy and heart. He collaborated with graphic designer Stacey Gindi to develop a professional brochure that told the mikveh’s story and inspired donations. Rabbi Choueka, along with many leading community rabbis lent their voices in support, reminding the community of the mikveh’s vital role.
Last Memorial Day weekend Eddie organized an elegant gala at the home of Ely and Rena Cohen, working alongside event planner Norma Cohen, Stacey Gindi, Debra Shiloach, Ellen Sutton, and a team of volunteers. They honored the mikveh’s original founders—Sonny Laniado, Ike Hidary, and Manny Haber—and showcased an inspiring video Eddie created with Joe Mansour. “With Hashem’s help,” Eddie shared, “we raised what we needed.”
While construction continued, Elyse and her team coordinated with smaller local mikvaot to ensure women still had access. “We never stopped answering phones. We juggled and made it work,” she said.
What’s Next
The mikveh reopened in June 2024—on schedule and against all odds. Comment cards now flood in with heartfelt thanks from women across the community who feel the care, warmth, and serenity in every detail.
But for Eddie, the work isn’t over. He’s aiming to raise another million dollars: half for final touches, half for future upkeep. He’s also producing an all-women’s video to promote mikveh awareness and plans a Breakfast & Celebration this May in honor of community matriarch, Cookie Chera. It will be held in May at the home of Lisa and Lee Cohen, who along with the Setton family have generously sponsored the name of the campus.
For more information or to sponsor a part of this special building, contact Eddie Mizrahi at (347) 260-0745.
