Mix sugars, eggs, butter, and soda in a mixer.
Add three-fourths of the flour until you get a soft, smooth dough. Reserve the last quarter of the flour to knead into the dough as needed.
Cover the bowl with plastic and a towel and place in a warm place until double in bulk.
Knead again, and then form balls or braided rolls. Place on a Gefen Parchment Paper-lined baking try and cover. Let rise again.
Brush with beaten egg and sprinkle with poppy seeds or sesame seeds.
Bake at 350 degrees Fahrenheit (180 degrees Celsius) until nicely brown.
Photography by Tamara Friedman