Starting in 2010, JWA also began holding an Annual Luncheon in New York City at which it honors three women for their activism and achievements. In 2010 the focus was on the Triangle Fire (2010 was the centenary of that tragedy). Honorees included Ruth J. Abram (co-founder of the Tenement Museum), Kate Frucher (attorney and entrepreneur), and journalist Lynn Sherr. In 2011 the luncheon was titled "Making Trouble / Making History." Gloria Steinem presented the awards, which were given to Elizabeth A. Sackler (The Elizabeth A. Sackler Center for Feminist Art, Brooklyn Museum), Rebecca Traister (author, "Big Girls Don't Cry", journalist), and Letty Cottin Pogrebin (author, "Deborah, Golda, and Me," etc., journalist, founding editor, "Ms magazine").