Cream the butter, brown sugar and eggs in a large mixing bowl. Continue to beat until lighter and somewhat fluffy. Slowly stir in the dry ingredients, mixing just until blended. Wrap the dough in plastic wrap and refrigerate for at least two hours, or until no longer sticky.
To prepare the date filling, chop the pitted dates by hand or in a small food processor. Add to water, sugar and lemon juice in a small saucepan over medium-high heat. Bring to a boil, stir then simmer for 10 minutes. Add chopped pecans, if using.
Set aside to cool.
Once chilled, roll one-third to one-half of the cookie dough out onto a clean counter or mat floured well with Jules flour. Roll the dough into a rectangle about 12 inches long by 8-10 inches wide. Spread the date mixture on top of the rectangle, reserving enough to cover the remaining dough.
Using a bench scraper or spatula, gently roll the dough, starting with the long end of the rectangle. Continue until all the dough is rolled together like a jelly roll. Wrap in plastic wrap and refrigerate again for two hours or until firm.
Repeat the process with the remaining dough and date filling.
Preheat the oven to 350° F (static) or 325º F (convection).
Remove the plastic wrap and slice each roll with a sharp knife, cutting 1/4 inch slices to form the pinwheel cookies. Place cookies on parchment-lined cookie sheets, leaving at least 1 inch between each cookie to allow for spread. Bake for 14 minutes, or until the cookies are no longer shiny in the middle and appear to be cooked throughout. The edges should not be browning. Remove to cool on wire racks.
Makes approximately 3 dozen cookies.