In Flemington, New Jersey, deli owner Jim Boggess sought to honor his heritage and share his pride with the community. Operating a deli on Main Street, Boggess believed he had come up with a meaningful way to connect with his customers. He placed a handwritten sign in the shop’s window that read: “CELEBRATE YOUR WHITE HERITAGE IN MARCH, WHITE HISTORY MONTH.”
What Boggess intended as a celebration of his background quickly turned into a source of outrage. One customer, Bhakti Curtis, who identifies as mixed-race, was particularly offended by the sign. Curtis felt it was disrespectful to Black History Month and alleged that the way the “T” in “WHITE” was crossed bore a resemblance to symbols associated with the Ku Klux Klan. Disturbed by what he saw, Curtis filed a complaint with the Flemington Police Department, expressing that the sign was deeply offensive.
While the police concluded that the sign was neither racist nor explicitly derogatory, the backlash in the community was swift and severe. Many residents felt the sign was insensitive, and public opinion quickly turned against Boggess. For four days, the deli owner endured mounting criticism and scrutiny. Ultimately, he decided to remove the sign, but by then, the damage had already been done.
The controversy surrounding the sign drove away customers, leaving Boggess struggling to keep his business afloat. Despite his efforts to mend relationships—including reconciling with Curtis and posing for a photo together as a gesture of goodwill—the deli’s reputation was irreparably damaged. A month after the sign was first displayed, Boggess made the difficult decision to close his business.
Faced with financial hardship and no clear path forward, Boggess turned to the public for help. He created a GoFundMe campaign titled “Jimbos white history sign gone bad,” sharing his side of the story and appealing for support. In the campaign’s description, Boggess wrote:
“If you haven’t heard of this story and you want to read about it, just google Flemington white history or go on YouTube and search White History Month. Anyway, it went crazy for four days and then I had to take the sign down for various reasons. It was only supposed to be a white thing, but people read more into it than that.
I don’t think I deserve this just because I wanted to be proud of being white and be able to celebrate my heritage like everyone else does. If you read this, please leave a comment and what state you’re from so I can see where my support is coming from.
Thank you for all the support and I WILL stay strong and hope to find a job.
Thank you,
Jimbo Boggess.”
Although Boggess received letters and messages of support from people across the country, it was not enough to save his business. The backlash from the local community had permanently impacted his deli, making recovery impossible. Losing his shop meant losing the realization of his American dream—a painful conclusion to an effort he had hoped would unite and celebrate.
The incident serves as a cautionary tale about how actions, even those rooted in personal pride, can be perceived differently depending on the audience. In a diverse and interconnected society, messages that might feel innocent or celebratory to one person can strike a nerve with others, leading to unintended consequences.
For Jim Boggess, the fallout from this controversy was a harsh lesson in the complexities of running a business in today’s world. His attempt to celebrate his heritage inadvertently sparked outrage, costing him his livelihood and forcing him to close the doors of his deli for good. While he may have received support from some individuals, the overwhelmingly negative local reaction proved too much to overcome.
This story highlights the importance of understanding and respecting the diverse perspectives of a community. It underscores how public perception, once turned against a business or individual, can be incredibly difficult to repair. For Boggess, it marked the end of a dream he had worked hard to achieve and left him searching for a way to rebuild his life. As debates about cultural pride and sensitivity continue, his experience remains a powerful reminder of the need to approach such topics with care and consideration.