In a neighborhood best known for its role in S. Francisco’s hippie movement of the 1960s, a family of new Chabad-Lubavitch emissaries have geared up to bring a one-of-a-kind Jewish message of brotherly love.

Joined by their newborn son, Rabbi Nosson and Chaya Potash recently established Chabad of Cole Valley to serve the surrounding area that includes the well-known Haight-Ashbury district along with Inner Sunset and Twin Peaks. Their first public event – a community mixer and kosher wine tasting – occurs tonight.

Chaya Potash, 22, grew up nearby and relocated to the area with her English-born husband. According to Nosson Potash, their appointment to Cole Valley was a welcome one: “We decided to jump in and fill the needs of Jewish families in the area.”