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Chabad women come together once a year in person. The rest of the time, there’s Instagram.
(JTA) — The first post on Rivky Hertzel’s Instagram account — which she and her husband signed up for last year ahead of a planned move to Zambia — depicts a classic Chabad activity: a mock matzah bake for children that the couple organized in Lusaka, the country’s capital, ahead of last Passover.
But like many Instagram posts, the cheerful photo didn’t exactly tell the whole story:
The kids’ chef hats were made out of paper, their aprons were made out of garbage bags, and their rolling pins were actually the detached handles of toilet plungers — wrapped in Saran Wrap — that Hertzel picked up on the fly at a local store when she realized she was short on baking supplies.
Only after the bake was done did Hertzel, 22, reveal the origins of the “rolling pins.” Much to her relief, the kids’ parents had a good laugh about it.
And months later, in a “Throwback Thursday” post, Hertzel shared a photo of the deconstructed toilet plungers themselves. The red ends of the plungers sat in rows next to the separated handles.
“What do you think we used the plungers for?” she wrote. One viewer responded, “Moshe’s staff.” Another wrote, “As a plunger:).” She then revealed that they were rolling pins, to her followers’ delight.
“I have friends in Alaska and in New York and anywhere else, and I think they were excited and kind of inspired by that,” Hertzel told the Jewish Telegraphic Agency. “When you’re living in New York, what are you thinking about Jewish kids in Africa? No one’s thinking about it. They were inspired by the lengths that we were willing to go to make a special Jewish experience for kids.”
Hertzel’s experience is an example of the increasingly significant and versatile role Instagram is playing in the lives of Chabad’s women emissaries, known as shluchos. Nearly 4,000 shluchos gathered this past weekend for a conference that concluded with a massive gala dinner at a New Jersey convention center. But during the rest of the year, many of the emissaries live without a robust local Orthodox support system, often taking the lead in organizing Jewish activities in far-flung locales with few, if any, other observant Jews.
To fill that gap, some have turned to Instagram as a vehicle to document both their work and personal lives. And as a younger generation of emissaries begins taking up posts around the world, the way they portray their Jewish outreach cuts across Instagram’s many vibes. Some stick to curating a beautiful photo grid, while others use the platform to broadcast the messier parts of raising a family while running a Jewish community. Some keep their accounts private, viewing social media primarily as a way to reach friends and relatives across the globe.
“There’s so many wonderful, beautiful things that social media can be used for,” said Chavie Bruk, the Chabad emissary in Bozeman, Montana. “The more we can talk about the day-to-day struggles and the day-to-day life and the not-glorified part about being a shlucha, I feel like it just creates community and comfort and support.”
Bruk, 38, has been on Instagram for about 10 years, and started using it regularly about three years ago. Her Instagram is a combination of colorful family photos on the permanent grid, and front-camera facing 24-hour stories where she “doesn’t sugarcoat things” about her life as parent to five adopted children, one of whom is Black and another has a seizure disorder, living in a mostly rural state with only 5,000 Jews.
On Wednesday, she posted a story about a blockage in the septic tank of her house, which is not connected to the city sewer system.
“This has been two days of trying to figure out where is the blockage and they cannot figure it out,” Bruk says in the video. “And we’ve tried everything. Which means we haven’t really been able to use a lot of water in the house. So now it means that we have to get a backhoe. We’re very lucky that our neighbor has one. So Montana!”
Until the blockage is found, Bruk says in the video, her family has to limit their consumption of water.
“I show up how I am,” Bruk told JTA. “Just because you’re doing something really awesome and just because you even love what you’re doing, doesn’t mean it’s not going to be hard.”
She added, “My parents’ generation, there wasn’t room for that. There wasn’t room for expressing hardship. I think [in] that generation, the shluchos were looked at as superhuman. They just were able to pull it all off without their hair being ruffled… We need to embrace that and really be like, ‘You know what? No. We’re shluchos, we do amazing things. We do things that are superhuman, but we’re not superhuman.’”
Other emissaries use Instagram as a way to broadcast a fashionable version of themselves in an effort to connect with young Jews. Emunah Wircberg, 31, a shlucha and director of a Philadelphia art gallery called Old City Jewish Arts Center, is also a fashion blogger. Wircberg and her husband Zalman primarily serve Jews in their 20s and 30s, and they usually meet at the gallery for art-themed social events, networking opportunities and chic Shabbat dinners.
Wirchberg’s Instagram is largely beige, black and white, showing off her modest style of silky skirts layered with chunky knits, oversized blazers and coats, and a variety of wide brim hats, all with a loose silhouette. Some of the photos are shot in Philadelphia and others are taken in Israel, posing in front of the iconic Jerusalem stone.
Wircberg also posts stylized pictures of her family life and Jewish ritual, such as shots of her family’s Purim costumes, Hanukkah and pre-Shabbat candle lighting. Some of them are inflected with Chabad teachings, including references to Chaya Mushka Schneerson, the wife of Rabbi Menachem Mendel Schneerson, the late Chabad leader known as the Rebbe.
Emunah Wircberg is a Chabad emissary and a modest fashion blogger. (Screenshots via Instagram)
With 20,000 followers, Wircberg’s friends have asked her why she doesn’t try to monetize the page, though she does include links to donate to local Jewish institutions. “I view my Instagram as part of my shluchos, so I don’t want it to be a place where I’m trying to make money,” she said.
Wircberg also posts videos of her Shabbat cooking — recounting one time when she accidentally used an unkosher mustard for a chicken that she had to throw out — and shares artist-centered events and other activities.
Wirchberg said she appreciates “every opportunity that you have to show your life as a shlucha, Chabad Hasidic woman.” She added, “Showing that to the world and showing that to your followers and connecting with them in that way is actually a really cool, great channel to be able to do that.”
Other shluchos shy away from using Instagram as a public platform. For Esther Hecht, the 26-year-old emissary in Auckland, New Zealand, making phone calls to her friends and family in England and the United States often feels like an impossible task — a distaste that, polling shows, she shares with other members of her generation.
Instead, she finds the asynchronous nature of social media to be a helpful alternative when it comes to catching up with people.
At the conference, in between speaking at the podium in front of the nearly 4,000 guests, she found herself handing out her phone to exchange social media handles. Asked why she focuses on the platforms, she said, “It keeps me connected.”
Esther Hecht, the shlucha for Auckland, New Zealand, speaks at the annual conference for Chabad women emissaries. (Courtesy of Chabad)
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Trump Wants Say on Iran’s Next Leader, Claims Tehran Calling US About a Deal
US President Donald Trump speaks on the day he honors reigning Major League Soccer (MLS) champion Inter Miami CF players and team officials with an event in the East Room of the White House in Washington, DC, US, March 5, 2026. Photo: REUTERS/Jonathan Ernst
US President Donald Trump claimed the right to join Iran in deciding its next leader as the war escalated on Thursday, with US and Israeli jets hitting areas across the country and Gulf cities coming under renewed bombardment.
In a phone interview with Reuters, Trump said Mojtaba Khamenei, the son of the late Supreme Leader Ali Khamenei – a hardliner who has been considered a favorite to succeed his father – was an unlikely choice.
“We want to be involved in the process of choosing the person who is going to lead Iran into the future,” he said.
Trump also encouraged Iranian Kurdish forces to go on the offensive.
“I’d be all for it,” said Trump, whose administration has had contact with Iranian Kurdish groups since the US-Israeli strikes began. He would not say whether the United States would provide air cover for any Kurdish offensive.
The attack is a major political gamble for the Republican president, with opinion polls showing little public support and Americans concerned about the rise in gasoline prices caused by disruption to energy supplies. Trump dismissed that concern.
He said later in the day that Tehran was reaching out to the United States about making a deal amid US and Israeli strikes on Iran, adding that further action to reduce pressure on oil was imminent.
“They’re calling, they’re saying ‘how do we make a deal?’ I said you’re being a little bit late,” said Trump, speaking at an event with the Inter Miami soccer team at the White House.
Trump touted the US military actions in Iran, saying they were destroying Tehran’s missile and drone capability and that “their navy is gone – 24 ships in three days,” as he called on Iranian diplomats to request asylum and help shape a better country.
“We also urge Iranian diplomats around the world to request asylum and to help us shape a new and better Iran,” he said.
ISRAELIS WARN TEHRAN RESIDENTS
On the war’s sixth day, Iran launched a series of attacks on Israel, the United Arab Emirates, and Qatar. Fire crews in Bahrain extinguished a blaze at a refinery following a missile strike.
Two drone attacks targeted an Iranian opposition camp in Iraqi Kurdistan, as well as an oil field operated by an American firm, security sources said.
The Israeli military warned residents to evacuate areas including eastern Tehran, while Iranian media reported blasts were heard in various parts of the capital. An air attack killed 17 people in a guest house on a road northwest of the capital, Iranian state television said.
MANY MUNITIONS, IRAN‘S ATTACKS DROPPED
US Defense Secretary Pete Hegseth and Admiral Brad Cooper, who leads US forces in the Middle East, said that the US has enough munitions to continue its bombardment indefinitely.
“Iran is hoping that we cannot sustain this, which is a really bad miscalculation,” Hegseth told reporters at Central Command headquarters in Florida. “Our munitions are full up and our will is ironclad.”
Cooper said the US had now hit at least 30 Iranian ships, including a large drone carrier that he said was the size of a World War Two aircraft carrier. He added that B-2 bombers had in the past few hours dropped dozens of 2,000 penetrator bombs targeting deeply buried ballistic missile launchers, and that bombings were also targeting Iran‘s missile production facilities.
Iran‘s ballistic missile attacks had decreased by 90% since the first day of the war, while drone attacks had decreased by 83% in that time frame, he said.
WARNING SIRENS BLARE IN MULTIPLE NATIONS
Azerbaijan on Thursday became the latest country drawn in, as it accused Iran of firing drones at its territory and ordered its southern airspace closed for 12 hours. Iran, which has a significant Azeri minority, denied it had targeted its neighbor, but the episode underlined how rapidly the war has spread since the surprise US and Israeli airstrikes that killed Khamenei on Saturday.
Along with the gleaming cities of the Gulf, in easy range of Iranian drones and missiles, Cyprus and Turkey have both been targeted. European nations have pledged to deploy ships to the eastern Mediterranean and hostilities have been seen as far afield as waters off Sri Lanka, where a US submarine sank an Iranian warship on Tuesday, killing 80 crew members.
In Iran, at least 1,230 people have been killed, according to the Iranian Red Crescent Society, including 175 schoolgirls and staff killed at a primary school in Minab in the country’s south on the first day of the war. Another 77 have been killed in Lebanon, its Health Ministry says. Thousands fled southern Beirut on Thursday after Israel warned residents to leave.
NETANYAHU SAYS ‘MUCH WORK STILL LIES AHEAD’
Shares on Wall Street fell on Thursday, weighed by surging oil prices, as the economic impact of the campaign intensified, with countries around the world cut off from a fifth of global supplies of oil and liquefied natural gas and air transport still facing chaos and global logistics increasingly snarled.
On Thursday, Iran‘s Revolutionary Guards said they had hit a US tanker in the northern part of the Gulf and the vessel was on fire, the latest of numerous reports of such attacks.
Visiting an air force base in the south of the country, Israeli Prime Minister Benjamin Netanyahu said Israel’s achievements so far in Iran had been “great” but that “much work still lies ahead.”
Iran‘s foreign minister said Washington would “bitterly regret” the precedent it had set by sinking a ship in international waters without warning. A commander of the Revolutionary Guards, General Kioumars Heydari, told state TV: “We have decided to fight Americans wherever they are.”
The body of Supreme Leader Ayatollah Ali Khamenei, killed in the first hours of the US-Israeli air campaign in the first assassination of a country’s top ruler by an airstrike, had been due to lie in state in a Tehran prayer hall from Wednesday evening to launch three days of mourning.
But the memorial, expected to draw many thousands of mourners to the streets, was abruptly postponed.
Two sources familiar with Israel’s battle plans said that Israel, having killed many Iranian leaders, was now planning to enter a second phase when it would target underground bunkers where Iran stores its missiles.
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Israel Decided to Kill Khamenei in November, Defense Minister Says
Israel’s Defense Minister Israel Katz and his Greek counterpart Nikos Dendias make statements to the press, at the Ministry of Defense in Athens Greece, Jan. 20, 2026. Photo: REUTERS/Louisa Gouliamaki
Israel took the decision to kill Iran’s Supreme Leader Ali Khamenei in November and was planning to carry out the operation around six months later, Defense Minister Israel Katz said on Thursday.
Khamenei was killed in the first hours of the US-Israeli air campaign that began on Saturday in the first assassination of a country’s top ruler by an airstrike.
The joint air assault is nearing the end of its first week after opening salvos killed the country’s leaders and set off a regional war, with Iranian attacks in Israel, the Gulf and Iraq, and Israeli attacks against Iran’s ally Hezbollah in Lebanon.
“Already in November we were convened with the prime minister in a very tight forum and the prime minister [Benjamin Netanyahu] set the goal of eliminating Khamenei,” Katz told Israel‘s N12 TV news. The timing was set for mid-2026, he said.
The plan was eventually shared with the Washington and brought forward around January after protests broke out Iran, when Israel was concerned its pressured clerical rulers might launch an attack against Israel and US assets in the Middle East, Katz said.
Israel has said its aim is to eliminate the existential threat it sees in Iran’s nuclear program and ballistic missile project, and to bring about regime change. Iran’s rulers have so far shown no sign of relinquishing power.
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China in Talks With Iran to Allow Safe Oil and Gas Passage Through Hormuz, Sources Say
An oil tanker unloads crude oil at a crude oil terminal in Zhoushan, Zhejiang province, China, July 4, 2018. Picture taken July 4, 2018. Photo: REUTERS/Stringer
China is in talks with Iran to allow crude oil and Qatari liquefied natural gas vessels safe passage through the Strait of Hormuz as the US-Israeli war on Tehran intensifies, three diplomatic sources told Reuters.
The war, which entered its sixth day on Thursday, has left the critical shipping passageway all-but shut, with countries around the world cut off from a fifth of global oil and liquefied natural gas supplies.
China, which has friendly relations with Iran and relies heavily on Middle Eastern supplies, is unhappy about the Islamic Republic’s move to paralyze shipping through the Strait and is pressing Tehran to allow safe passage for the vessels, according to the sources.
The world’s second-largest economy gets about 45% of its oil from the Strait.
Ship tracking data showed a vessel called the Iron Maiden passed through the Strait overnight after changing its signaling to “China-owner,” but far more sailings will be needed to calm global markets.
Crude oil prices are up more than 15% since the conflict began amid production stoppages as Tehran attacks energy facilities in the Gulf as well as ships crossing the Strait.
Its missiles have also reached as far afield as Cyprus, Azerbaijan, and Turkey, destabilizing global markets and prompting major economies to warn about inflation risks.
Crude tanker transits through the strait fell to four vessels on March 1, the day after hostilities broke out, versus an average of 24 a day since January, Vortexa vessel-tracking data showed.
Around 300 oil tankers remain inside the Strait, according to Vortexa and ship tracker Kpler.
Sugar industry veteran Mike McDougall told Reuters that Middle East sugar executives say there are some ships transiting the Strait at the moment, all of which are either Chinese or Iranian-owned.
Jamal Al-Ghurair, the managing director of Dubai-based Al Khaleej Sugar, told Reuters some ships carrying sugar are currently allowed to pass through the Strait while others are not, without giving further details.
Iran‘s government said earlier in the week that no vessels belonging to the United States, Israel, European countries or their allies would be allowed to pass through the Strait of Hormuz, but the statement made no mention of China.