It is appropriate to send Jewish friends a Rosh Hashanah (Jewish New Year) card any time between Rosh Hashanah, which begins at sundown October 1, and Yom Kippur (the Day of Atonement), which ends at sundown, October 11. An appropriate Hebrew greeting during this 10-day period is L’shanah tovah” (pronounced l’shun ah tow vah). Shanah means year; tovah means good.