What began as a simple attempt to celebrate heritage quickly escalated into a town-wide controversy that ended one man’s livelihood.
Residents walking past a small deli in Flemington, New Jersey, were stunned to see a handwritten sign in the window proclaiming “White History Month.” What followed was a wave of outrage, police involvement, and a heated public debate — all culminating in the permanent closure of the deli.
A Gesture Misunderstood
Jim Boggess, owner of the Main Street deli, wanted to honor his heritage and share that pride with his community. Thinking he had found a lighthearted and creative way to do so, he placed a handwritten sign in his shop window reading:
“CELEBRATE YOUR WHITE HERITAGE IN MARCH, WHITE HISTORY MONTH.”
But the reaction was far from what he expected. Bhakti Curtis, a customer of mixed-race descent, expressed immediate concern. Curtis said the sign seemed to mock Black History Month and highlighted that the cross on the “T” in “WHITE” resembled imagery associated with hate groups like the Ku Klux Klan.
Curtis filed a complaint with the Flemington Police Department. While authorities ultimately concluded the sign was neither illegal nor explicitly racist, the incident quickly drew intense public scrutiny.
Backlash and Fallout
Despite removing the sign and personally apologizing to Curtis — a reconciliation captured in a photo of the two men shaking hands — Boggess faced sustained public criticism. Media coverage and community outrage took their toll: regular customers stopped visiting, and his financial situation deteriorated.
Within a month of the controversy beginning, the backlash had effectively forced Boggess to close his deli for good.
Conclusion
This episode demonstrates how a single message, even one intended as a celebration, can ignite public debate and alter a business’s fate. Boggess’s story underscores the complexities of navigating sensitive topics like race, heritage, and public expression. In small towns and large cities alike, words matter — and sometimes, a sign in a window can have consequences far beyond what anyone could have anticipated.