Season brisket well with salt, pepper, thyme, and paprika on both sides. Refrigerate to meld flavors for 2-24 hours.

When ready to cook, let the meat stand at room temperature for 30-60 minutes.

Heat 2 tablespoons oil in a large, heavy-bottomed pot with a top or Dutch oven over medium-high heat. Add brisket, fat side down. Cook without moving for 7 minutes until well browned and fat starts to render. Then turn the brisket over and cook the other side until well browned, about 3-5 more minutes.

Remove and set the brisket aside on a plate. Reduce the heat to medium and add the onion. Sauté until onions start to brown and soften, about 5-7 minutes. Add smashed garlic and sauté another minute.

Then add crushed tomatoes and brown sugar; sauté while scraping up any stuck onions and other goodness.

Add the brisket back in the pot. Pour broth and bring to a simmer, lower heat to medium-low and cover. The liquid should be at a very low simmer.

After about two hours, add in potatoes and carrots to pot and flip brisket over.

Braise until brisket is very tender to the touch but not falling apart, about 3 1/2 to 4 1/2 hours. (It may take more depending on the thickness.) Cool brisket in the sauce and refrigerate overnight.

The next day, transfer brisket to a large plate or cutting board (you may have to heat it slightly to release it).

Slice brisket against the grain. Put pieces back in the sauce and heat on the stovetop over medium heat. Adjust sauce with salt to taste. Serve hot and garnish with parsley.