Shelby Kaufman

Founder and Chief Knish Officer

Shelby Kaufman is the knish-obsessed force behind Kniche, a modern take on the classic deli treat, served with humor, nostalgia, and just the right amount of chutzpah.

The name Kniche (pronounced like “niche”) is a playful nod to the brand’s mission: making a niche knish. A classic comfort food, reimagined with personality, purpose, and a category all its own.

Drawing from a background in hospitality, food creativity, and brand building, Shelby transforms the humble potato knish into a full sensory moment. Every event is a little heimish, a little theatrical, and a lot delicious.

Kniche pop-ups have become a sought-after NYC experience for anyone craving comfort food with character. Shelby brings the warmth of an old-school deli and the spark of a new-school foodie, crafting gatherings that are playful, memorable, and always filled with good vibes and great nosh.