# Shelma Feingold

Shelma Feingold (sometimes written Shlomo; 1865 – August 16, 1935) was an entrepreneur, publisher, and journalist active in the Land of Israel at the end of the 19th century and the early decades of the 20th century. Born Jewish and a student at the Volozhin Yeshiva, Feingold drew close to the British Israelites sect. As a result, he became widely known as an apostate, though it is uncertain whether he officially changed his religion. Due to his religious beliefs and his unconventional lifestyle and customs, Feingold faced negative attitudes from his Jewish contemporaries. He was even immortalized in S. Y. Agnon's novel Temol Shilshom (Only Yesterday) under the nickname "the apostate". Despite this, Feingold was a resourceful entrepreneur who left behind remarkable buildings in Jerusalem, Tel Aviv, Tiberias, and Afula.

## Biography
### Before His Immigration to the Land of Israel

Shelma Feingold was born in 1865 in the town of Dzyarechyn, Russia, to David and Feiga Feingold. His maternal grandfather was the rabbi of Shchuchyn. The family were observant Jews, and they had seven children. His father, born in Drachyn in 1844, was a wealthy merchant. Feingold studied at the Volozhin Yeshiva and was ordained as a rabbi. At around age 20, he traveled to England, where he became close to the British Israelites sect.
The sect's core belief was that contemporary Britons are descendants of the biblical Israelites, particularly the Ten Lost Tribes. While primarily Christian, the sect focused its religious endeavors on finding evidence of Britain's Hebrew origins through philology, archaeology, and biblical interpretation. The sect was highly regarded in the late 19th century.
In London, Feingold married a young orphaned Christian woman named Elizabeth Colville in 1888. She had been adopted by Margaret Ellis Palmer (1845–1944), a wealthy public figure in her forties. Palmer became closely associated with Feingold and financed his construction and cultural ventures. From 1891 to 1895, Feingold, Colville, and Palmer lived in Paris, where Feingold published a multilingual journal reflecting the values of the British Israelites, titled La Vérité ("The Truth"). In the winter of 1895–1896, the trio immigrated to the Land of Israel.

### His Activities in Jerusalem

In Jerusalem, Feingold became a wealthy merchant and gained recognition within the Jewish community. However, many viewed him with suspicion, both because of his religious views and his unusual personal relationships. While married to Elizabeth, who never appeared in public, he conducted his business openly accompanied by Palmer, an unmarried woman who lived with him and his wife. The prevailing suspicion was that he was a missionary.
Feingold's efforts to gain favor with the community, such as opening a Sephardi study hall, partnering in the establishment of the Sephardi Old Age Home, or distributing matzah to the poor during Passover, were met with hostility and suspicion. In June 1896, a group of young men called "Bnei Yisrael" organized anti-missionary activities and broke the windows of his house one night. Despite his attempts, Feingold was denied a license to publish his newspaper.
S. Y. Agnon describes "the apostate" (a portrayal of Feingold) in his novel Temol Shilshom (Only Yesterday):
   He was a tall and robust man and something of a writer. Although he professed belief in a syncretic faith, he did not truly believe any Jew would adopt such beliefs. If a Jew came to him wishing to convert, he would ask why. If the person said they were poor and without livelihood, Feingold would give them wages and even travel expenses to London, where they could convert a second time and earn double the pay. If someone claimed they wanted to convert out of conviction, he would rebuke them harshly, saying, "Go and tell the gentiles; I do not believe you." This, he would recount to ingratiate himself with us, while telling the gentiles a different story to endear himself to them. When he despaired of pleasing God, he sought to please people. Yet, as the saying goes, one who does not find favor in God's eyes will not find favor in human eyes either. The Jews distrusted him for renouncing his people and his God, and the Christians doubted the sincerity of his faith. (S. Y. Agnon, Temol Shilshom (Only Yesterday), Schoken 1998, pp. 200–201.)
In 1900, Feingold brought his brother Yitzhak Isaac to the Land of Israel to help manage his business. Later, he also brought the rest of his family: brothers Yechiel Dov Volkovisky-Feingold and Noah Feingold, as well as sisters Rivka Feingold, Sulka Trop, and Sarah Segalowitz.

### Feingold House

In 1898, Feingold constructed a building in Jerusalem on Jaffa Road, near the Nahalat Shiv'a neighborhood, on land purchased from the Armenian Patriarchate. Shortly before completing the building, Feingold brought his father, David, to Jerusalem and housed him in nearby Nahalat Shiv'a.
The house was a three-story structure. According to the Palestine Post, it featured 13 rooms on each floor – symbolizing the Tribes of Israel – shaped like the letter "L" and centered around an internal courtyard with a rose garden. Inscriptions on the building included "Shema Yisrael," a Star of David, and the verse "On your walls, O Jerusalem, I have set watchmen." The house served as both a residential and commercial hub, becoming a thriving economic center.
The second floor housed the first cinema in the Land of Israel, established in 1912. Starting in 1909, the building also hosted the "HaMitzpeh" printing press, which published numerous newspapers of the time, including those by Eliezer Ben-Yehuda.
Despite its prominence, the building acquired a negative reputation and was nicknamed "The Apostate’s House." In S. Y. Agnon's novel Temol Shilshom (Only Yesterday), it is described as a place where devout Jews avoided living. Consequently, rents were low, and tenants were not required to pay a year in advance, as was customary in Jerusalem. Agnon housed his protagonist Yitzhak Kumer, a member of the Second Aliyah turned Haredi Jew, in the "Apostate’s House." Agnon described it as follows:
   The entire building was occupied. Shops, warehouses, and cellars were below, with residential rooms above, their doors opening into the courtyard. A wrought-iron balcony encircled the upper floors like a closed "mem." Families, bachelors, and spinsters lived there, some with artistic or intellectual trades, others without a specific profession but ready for any enterprise. Among them were artists, writers, and those inclined toward the arts and literature. There were also milliners and seamstresses, whose hands busied with work while their hearts turned toward an undefined something. (S. Y. Agnon, Temol Shilshom (Only Yesterday), Schoken 1998, p. 201.)
In 1921, the building was purchased by Winifred Waters Gatling, a wealthy American Christian Scientist, and became known as "Gatling House." Part of it was leased to Histadrut institutions, while Gatling used another portion to publish the newspaper New Jerusalem from 1922 to 1923, promoting the principles of Christian Science. The paper, however, was short-lived and unsuccessful.
In the 1930s, Gatling suddenly ordered the removal of the third floor. According to one version, spiritual entities in a dream instructed her to do so; another explanation suggested it was a tax-saving measure. The true reason remains unknown. In 1937, Gatling left Palestine and returned to the United States, selling the building to Jewish entrepreneurs Isaac Peretz and Avraham Hassidof.
The building underwent many transformations and, by the 1990s, as tourism and gastronomy flourished in Nahalat Shiv'a, "Feingold Courtyard" became a hotspot for restaurants and cafes.
"Feingold House" or "Gatling House" was the pinnacle of Feingold's extensive real estate ventures in the early 20th century. Among his projects was the Sephardic Old Age Home on Jaffa Road, built in 1906.

### HaZvi

In 1909, Feingold entered into an agreement with Itamar Ben-Avi to revive the struggling newspaper HaZvi. According to the agreement, Feingold became the owner, but Ben-Avi retained editorial freedom. In the first issue of the renewed HaZvi, published in September 1909 (23 Elul, 1841 from the destruction of the Temple , as described in the paper), it stated: "Sole and responsible editor: Ben-Avi" and "Publisher and business manager: S. Feingold". The newspaper detailed the agreement between Feingold and Ben-Avi, witnessed by figures like Mrs. Palmer, Shlomo Amar, and Chaim Valero. Ben-Avi summarized the partnership terms for readers:
   From this partnership, the public can see how the continued publication of HaTzvi is now secured for the coming year. At the same time, the public sees the exact nature of the agreement between Mr. Feingold and us. The boundaries of the two domains are precisely delineated, and neither interferes with the other's jurisdiction, even slightly. Mr. Feingold, the publisher, is responsible for the business, while the editing remains solely in the editor's hands, without any changes. The intellectual and moral side of the newspaper is the sacred domain of the editor alone, which will be preserved in its full sanctity and purity, free from any foreign influence. The publisher provides the agreed funds, and the editor independently selects his assistants and writers, accepts articles, and publishes only what he deems good and proper.
The partnership brought financial stability to the paper, primarily from advertisements for Feingold's businesses and its printing at Feingold's "Mitzpeh" press. Each issue's back page featured ads for Feingold's enterprises.
However, the collaboration with "the apostate" drew criticism. Figures like Kadish Silman mocked the partnership, claiming it betrayed Jewish values.
After six months, the partnership dissolved. In mid-February 1910, the last issue of HaZvi under Feingold's ownership was published. Some, such as Second Aliyah figure David Smilansky, believed the split stemmed from Feingold's interference in editorial content. Smilansky wrote:
   HaZvi ceased its publication ... It was all too clear that the union between a writer with certain public principles and a contractor par excellence concerned only with profits was not a successful match. Although the contract prohibited the publisher from interfering in editorial matters, Feingold often did so, leading to the dissolution of the partnership and the paper's closure. Shortly after, Ben-Yehuda, in partnership with his previous publisher, began releasing HaOr. However, this paper was small and meager in every respect. Once again, the old question arises: When will we finally have our own newspaper that is literarily respectable, upholds public principles, and is reasonably assured of long-term, stable existence?
Ben-Avi, however, denied Feingold's involvement in editorial matters, attributing the breakup to an incident between the Russian consul and Jewish youths. Following the altercation, the consul demanded the newspaper's offices be removed from Beit Feingold, and as a Russian subject, Feingold had to comply. Feingold, for his part, accused the Ben-Yehuda family of "clinging to him like a leech, draining his resources," forcing him to end the partnership.
On 25 February 1910, just three days after HaTzvi ceased, the Ben-Yehuda family launched their new newspaper, HaOr, edited by Eliezer Ben-Yehuda. They promised readers that "HaOr will soon become the great, independent daily newspaper that Jerusalem has long demanded." Meanwhile, Feingold, using his Hebrew name "Shlomo Yefeh Zahav," attacked the family and their paper in the newspaper HaCherut.

### His Activities in Tel Aviv

In 1904, Feingold established several rental houses and a hotel named "Bella Vista" (Beautiful View) north of Jaffa, in the Manshiya neighborhood, along the seafront. This was the first to attempt to capitalize on the tourism potential of the coastline in the area, several years before Tel Aviv was founded. It wasn't until 1922 that the city leaders of Tel Aviv began to connect the city to the sea. The houses Feingold built in the area were known as "Feingold's Houses", and included a bathhouse and rooms for tourists. Feingold and Palmer spent part of their time in Tel Aviv from then on. Some say the solitary figure in the famous photograph by Avraham Soskine, which depicts the lottery for land at Ahuzat Bayit, is Feingold, shouting to the crowd, "Crazy people – there's no water there." This story has no proof, and it's likely fabricated, but over the years it has become a "literary truth" and is mentioned, for example, in the short story collection Ha-Or veha-kesem (The Light and the Magic) by Rubik Rosenthal. Feingold's properties in Tel Aviv were managed by his younger brother, Isaac. The "Bella Vista" hotel was one of the most luxurious in the country.
During World War I, the Turks seized the hotel and converted it into a detention center, which was used to imprison foreign nationals before their deportation.
In 1919, Feingold initiated the construction of three buildings at the intersection of Lilienblum and Nachalat Binyamin streets: Margaret Alice Palmer's house, his own castle-like house, and the post and telegraph office. Nearby, Feingold also built a hotel called "Zussmanovich." The buildings, which featured special design elements like domes and lion sculptures, were designed by architect Yitzhak Schwartz (Shen-Tzur). In the latter half of the 1920s, Feingold also purchased a rental property at 33 Balfour Street.
During the 1929 riots, Isaac was murdered.
In 1930, a new central post office was established at Allenby Street 132, and the post office moved there. That same year, Feingold encountered financial difficulties and was declared bankrupt. All four of his properties in Tel Aviv were put up for public auction and were later demolished. The post office building was purchased by a credit bank, demolished, and a new structure was built in its place in 1936–1937, which now houses the Bank of Israel.

### Settlement Attempts in Rafah

At the beginning of the 20th century, Zionist figures, inspired by Herzl's unpublished Al-Arish plan, attempted to acquire land in the Rafah plain area to settle Jews there. This attempt was made by a British consular agent in Gaza named Alexander Knezvich, who partnered with another Jew living in Gaza, David Amos. The two faced numerous problems and tried to gain the protection of a regional power for their venture. In 1912, they approached Margaret Palmer and Salim Ayoub, the General Consul of Persia in Jerusalem and a wealthy banker, with an offer to invest a large sum in purchasing the land. Palmer consulted with the British consulate in Jerusalem regarding the investment. Had she agreed and joined the project, her British citizenship would have been highly beneficial for a plan that included founding a company in Cairo and opening a branch in Jerusalem. The British treated the matter with suspicion, and a consular representative named McGregor did everything he could to prevent Palmer from joining the venture. In his letters, he described the relationship between Palmer and Feingold in these words:
   Mrs. Palmer is a woman of means, but somewhat lacking in intelligence. She is completely under the influence of a Jew with a questionable reputation named Feingold, who seems to have gained full control over her affairs, to the extent that she cannot be considered an independent person...
McGregor succeeded in convincing Palmer to withdraw from the deal, but Knezvich, who had already invested significant capital and several years of work into the project, was determined. Knezvich registered an "Anglo-Egyptian Company" in Egypt, which purchased land in Rafah, but the venture ended in disappointment due to a flaw in the ownership rights of the land Knezvich had purchased, and the actions of the British, who were opposed to Jewish settlement in the area.
Rumors about Feingold and Palmer's investment in Al-Arish continued to spread. On 13 November 1912, Haor, Ben Yehuda's newspaper, published the following report:
   In Al-Arish, we heard from a reliable source that Mr. Feingold and Mrs. Palmer bought a vast area of land in Rafah, in the Galilee of Al-Arish, covering two hundred and forty-seven thousand dunams. Mr. Feingold and Mrs. Palmer decided to dedicate this large land to Jewish settlement under favorable and easy conditions and have already entered negotiations with the Egyptian authorities on the matter.
In 1929, the Anglo-Palestine Bank conducted an investigation to determine the ownership rights to the land purchased by Knezvich. It was found that Knezvich, Amos, and Ayoub sold land to the Anglo-Palestine Bank, but their ownership rights were not certain. The ownership rights were never fully clarified, and the matter developed into a legal and political issue. In any case, it was clarified that Palmer and Feingold had no involvement in the matter.

### World War I and After

When World War I broke out, Feingold, a Russian subject, was forced to move to Alexandria, where he opened a laundromat and continued publishing his newspaper HaEmet. In 1915, his wife Elizabeth passed away. In March 1919, Feingold and Palmer returned to Jerusalem. He resumed his real estate dealings and even tried to establish a settlement for Jews and British Israelites in the Jiftlik area, but this plan failed.

### Feingold's Activities in Afula

In 1925, the city of Afula was established. Architect Richard Kauffmann, who designed Afula at the request of the American Zionist community, also planned the city's central boulevard, later named Arlozorov Boulevard. Feingold believed that Afula had commercial potential, and in October 1925, he laid the cornerstone for the city's main commercial building. He stated his intention to also construct residential buildings, a post office, a police station, and a school. Eventually, only the "Feingold House" was built—a two-story building in the shape of the letter L, with a closed courtyard behind it, and its front facing a boulevard lined with Washingtonia palms. The façade facing the palm-lined boulevard featured a covered sidewalk and a columned promenade. In Afula's early days, Feingold House served as the city's central structure, as well as its commercial and administrative hub. On the second floor of Feingold House, a cinematograph hall was established. Later, it operated as a cinema named "Aviv Cinema," which continued under the British Mandate and early years of the State of Israel. In the mid-1960s, the cinema reopened as "Neve Or" and continued under that name until the late 1970s. Until the 1960s, the Clalit Health Services clinic was also located on another wing of the second floor.
During the 1929 Palestine riots, when Afula was in danger of an attack from the residents of Jenin, women and children were gathered at Feingold House, either on the second floor or in the enclosed courtyard, until the danger passed.
With the establishment of the State of Israel, Afula developed and expanded, with new neighborhoods such as Afula Illit and Givat Hamoreh being built. However, Arlozorov Boulevard (referred to by locals as "The Palm Boulevard") remained the city's central hub until the late 1970s. With the beginning of mass immigration from the former Soviet Union in the late 1980s and early 1990s, Afula's population doubled. The boulevard ceased to be the main recreational center. The development of the industrial zone in eastern Afula, the establishment of a shopping mall there, and the development of other areas for leisure and commerce shifted attention away from the boulevard, whose external appearance had also lost its former shine. The "Neve Or" cinema ceased operations, and Feingold House fell into neglect. In the early 2000s, the Afula Municipality began a project to renovate the boulevard, during which Feingold House underwent restoration and preservation. The newly renovated boulevard was inaugurated by Mayor Yitzhak Miron in 2005. As of 2018, several shops are located on the ground floor of Feingold House, while the upper floor remains largely abandoned.

### His Work in Tiberias and the Last Years of His life

The last major construction project of Feingold was in Tiberias. In the mid-1920s, he decided to settle in Tiberias and built a large and luxurious hotel, "Hotel Elishva," in the Kiryat Shmuel neighborhood, named after his late wife. The hotel was one of the most luxurious in the country, adorned with a dome, and its construction took three years. On 1 February 1929, the hotel was inaugurated in the presence of the High Commissioner for Palestine, Sir John Chancellor, and the President of the Supreme Court, Michael McDonnell. During the inauguration, Feingold appeared with his second wife, Yehudit Simcha Shandel, an English Jew born in 1881, daughter of Rabbi Herman Shandel, rabbi of the Ramsgate community in England. Feingold, Yehudit, and Margaret Palmer all lived in the hotel. The hotel, located at the corner of the streets of Ehad Ha'am and Bialik, also served as a cinema and became a focal point for residents of the Jordan Valley and Lower Galilee. Feingold failed in managing the hotel, and in 1930, he and Palmer declared bankruptcy, but they continued living in the hotel and managing it for others. In early 1931, Feingold and Palmer's properties, including buildings in Tel Aviv, Jaffa, Tiberias, Afula, an unfinished house in Ramat Gan, and plots in Jerusalem, Tiberias, and Ramla, were put up for public auction. Solomon Feingold passed away on the 16 August 1935, and he was buried in the Jewish cemetery in Tiberias. In September 1935, the Tiberias Rabbinical Court divided his estate between Margaret Palmer, Yehudit Feingold, and other heirs – Yosef Moshe Weidberg, Yosef Segalovich, and Dr. Avryan. These were likely relatives.
Margaret Palmer spent her last years in the German Colony in Jerusalem and passed away on 9 January 1944, at the age of 99. She was buried in the Templer cemetery in the Emek Refaim area.
Yehudit Feingold continued to live in poverty, earning a living from a drinks stall in the hotel's courtyard until her death in 1953. She was buried in the Jewish cemetery in Tiberias.
The "Elizabeth" Hotel stood abandoned for many years. Until 1948, it housed British officers, and after the British left the country, it was abandoned. In the 1960s, it was re-established as the "Ginosar Hotel," and a cinema called "Elizabeth Cinema" operated there. However, these also did not last, and the place remained abandoned for many years. In August 2001, the hotel burned down, and the dome collapsed. After the fire, the Council for Conservation of Heritage Sites in Israel and the Tiberias Municipality initiated the renovation of the hotel, which was carried out by a company called "Yehuda Farhi." Today, the hotel stands unused. The renovated structure has been restored without the dome. The place is now in disrepair, with squatters living there.

## Feingold's Legacy

Feingold's activities left behind several magnificent buildings, still standing today in the city centers of Jerusalem, Tel Aviv, Afula, and Tiberias. During important years for the Zionist enterprise, Feingold served as an investing and initiating force, providing livelihood for Jews in the land and development for its cities. His connections with the British Israelites and his ambiguous relationship with Margaret Palmer and his two wives, Elizabeth and Yehudit, left him with a somewhat questionable reputation. Over the years, it has been suggested that during the time he lived with Margaret and Yehudit in the hotel in Tiberias, he was married to both of them simultaneously, and this even appears as a fact in books and articles published about him, which confuse Elizabeth with Margaret. It seems that this reputation led to him never being commemorated, and his work never received any official recognition from the State of Israel or the Zionist movement. On his tombstone in the Jewish cemetery in Tiberias, the following words were inscribed, which many, including Itamar Ben-Avi, believed to reflect his work: "A loyal pioneer to the Land of Israel and its inhabitants."