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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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The post Chabad women come together once a year in person. The rest of the time, there’s Instagram. appeared first on Jewish Telegraphic Agency.
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‘I made a mistake’: Abdul El-Sayed apologizes to Michigan Jews for past comments about synagogue attack
(JTA) — LANSING — Michigan U.S. Senate candidate Abdul El-Sayed apologized for his past comments regarding the March attack on Temple Israel in suburban Detroit during a meeting with the state Democratic party’s Jewish caucus at the party convention on Saturday.
The Democratic nominee told the room that his remarks following the attempted targeting of the West Bloomfield synagogue preschool, in which he had said, in part, “Hurt people hurt people,” were intended to provide “context.”
Reflecting on them, he said on Saturday, “I made a mistake.”
“If my statement caused pain, I’m sorry. It was not what I intended to do,” El-Sayed continued. Referencing the first of two statements he had made about the attack, he added, “We issued a statement, of course, condemning it, and that just should have been it, full stop.”
El-Sayed’s initial Temple Israel comments, which many Jews interpreted as justifying the attack, have alienated Jewish voters in the state. After an initial statement condemning the attack, El-Sayed then followed up with one referencing Israel’s war in Lebanon, where the attacker had lost family in an Israel airstrike.
On Saturday, El-Sayed, a former county health director, insisted that his push for “context” to the attack was broadly appropriate, but not at that moment, explaining that such “conversations” could happen “in the fullness of time.”
“Sometimes you can’t really see context in the moment of acuity or pain,” he said. “The intention for me was not to trample that pain. It was not to discount it. It was not at all to justify any sort of domestic terrorism. That’s wrong, full stop.”
El-Sayed’s apology, which was in response to a question posed to him by a Jewish Democrat in attendance, came amid a new round of outreach efforts he has been making with Jewish voters since he won Michigan’s Democratic senate primary earlier this month. He also plans to attend a Sunday Jewish caucus gathering honoring state Attorney General Dana Nessel with congressional nominee Jeremy Moss in attendance, both of whom the candidate has publicly been at ideological odds with over Jewish issues.
In recent days El-Sayed has also minimized some of his harsh critiques of Israel in his stump speeches and issued a statement distancing himself from onetime campaign ally Hasan Piker, the left-wing anti-Israel streamer.
His nomination acceptance speech later that day made only one, oblique, reference to American support for Israel: “It shouldn’t be this hard to pay your taxes and know that that money’s going to be spent on you, and your kids, and your schools, instead of being dropped in the form of a bomb on somebody else, and their kids, and their school.”
But skepticism was still palpable among the 30 or so Jewish Democrats in the room, a crowd that included one delegate who said his daughter and grandson had been inside Temple Israel when it was attacked.
“Our safety as Jews in America relies on, I think, what’s said by public figures, and how they present themselves in public, and how they advocate for Jews in public,” he said just prior to El-Sayed’s apology.
Not all of El-Sayed’s answers pleased the room. Fielding another question about whether he would support the longstanding Democratic platform of a two-state solution in the Middle East if elected senator, the candidate pivoted.
“It’s incoherent to start with a solution and say, ‘Figure out how to work here,’” El-Sayed said. “To me, it’s about starting with a process and saying, ‘How do we dignify equal rights to peace, dignity, and self-determination for Palestinian people and Jewish Israelis alike?’”
He added, as he has in other interviews, that he was open to the possibility of a two-state solution “if that’s what a free Palestinian and free Jewish Israeli people decide.” But, he qualified, “Our country, under the guise of a two-state solution, has been aiding, arming, and abetting a government that wants to foreclose on the possibility of a second state.”
That didn’t sit well with some in attendance, even as El-Sayed’s apology for his other comments was broadly appreciated.
“I really liked him apologizing for misspeaking. We’ve all made comments that we regret later on,” Rebecca Kasen, a Lansing-area Michigan Jewish Democrat in attendance, told the Jewish Telegraphic Agency. “I was less comfortable with what he said about not supporting a two-state solution.”
Overall, Kasen said, her opinion of El-Sayed had improved after the Jewish caucus meeting as a result of his apology.
“I was probably a more reluctant voter for him” beforehand, she said. That had changed: “Instead of just going to vote now, I am going to be enthusiastically voting for him.”
As the senate race is shaping up to be the potential tipping point to decide control of the chamber in a crucial midterm year seen as a referendum on President Donald Trump, the views of the state’s Jewish Democrats regarding their party have been placed under a microscope for more reasons than just El-Sayed. That has led some longtime Jewish Democratic voters to defect to the Republican opponent, former U.S. Rep. Mike Rogers, and also led to some awkward moments at the convention.
In one example, Washtenaw County Prosecutor Eli Savit, the party’s progressive Jewish nominee for state attorney general, addressed the Jewish caucus by declaring, “We’re going to win and keep the attorney general’s office in the hands of a Michigan Jewish Democrat.” Conspicuously absent from the day’s events was Nessel, the Jewish Democrat currently holding the seat.
Prior to the Saturday convention, Nessel, the state’s highest ranking Jewish official, had announced she would not be attending for fear she would be targeted by antisemitic harassment. Earlier this week, in a podcast interview with The Atlantic, Nessel had reiterated her issues with El-Sayed’s comments about Temple Israel and expressed hope he would walk them back soon.
Nessel’s son Zach Nessel, secretary of the state Jewish Democratic caucus, told the caucus that his mother’s absence stemmed from “agitators” who had targeted her at the party endorsement convention in the spring. Attendance at Saturday’s event was less than one-third of what the Jewish caucus had drawn at the spring convention, organizers said.
Zach Nessel criticized the state Democratic Party for failing to take prompt action to remove the agitators from the earlier convention. He told JTA that Jews in the party “have a right to be concerned.”
“I think the Democratic Party needs to put more work into addressing their concerns,” Zach Nessel said. “But I think that can’t happen without showing up.”
Moss, the Michigan state senator who has recently been at the center of another El-Sayed-related controversy, was spotted at the convention on Saturday but did not attend the Jewish caucus events.
One ally of El-Sayed’s who also addressed the caucus is University of Michigan Board of Regents nominee Amir Makled. He is an attorney for members of the school’s pro-Palestinian encampment movement who had pushed out a Jewish pro-Israel incumbent at the previous convention. During his own address to Jewish delegates, Makled did not mention his history of social media posts including retweeting far-right antisemitic conspiracy theorist Candace Owens and sharing praise for Hezbollah leaders.
Makled’s speech later that day at the nominating convention alluded to his work with the encampments as he declared that Michigan “will never have a university where students are punished simply because their speech makes the powerful uncomfortable.”
In-between candidate meet-and-greets, Jewish caucus members shared their anxieties about their closely scrutinized role in the midterm elections. They were gravely concerned about protecting democracy and election security from Republican threats, and felt that flipping the Senate was crucial.
Yet it was hard, they said, to get much of the Jewish community onboard this time, given the positions of El-Sayed and some other members of the Democratic slate. Michigan is home to an estimated 100,000 Jews, and the senate race is currently polling in a dead heat, making their votes potentially pivotal.
“How do we unify our community to put the country first?” one attendee asked the group. “I have a hard time doing that.”
This article originally appeared on JTA.org.
The post ‘I made a mistake’: Abdul El-Sayed apologizes to Michigan Jews for past comments about synagogue attack appeared first on The Forward.
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The woodcutter and the water carrier in the Torah portion, Nitzavim
לעילוי נשמת מײַן באָבע מנוחה וויטקא ע״ה לזרוב, לכבֿוד איר יאָרצײַט, ט״ו אלול
איינער פֿון די שטאַרקסטע קעגנער מיט וועמען אַ מענטש דאַרף זיך אויסקעמפֿן איז…זיך אַליין.
די סיבה איז פּשוט: די געדאַנקען און געפֿילן וואָס אַ מענטש קען צום בעסטן, זענען זײַנע אייגענע. און ווײַל דאָס זענען זײַנע פּערזענלעכע געדאַנקען און נײגונגען, איז מען נאַטירלעך גענייגט זיי צו געבן אַ גרויסע חשיבות. אויב איך פֿאַרשטיי אַזוי, אָדער איך פֿיל אַזוי, איז דאָס שוין לכאורה אַ גענוג גוטע סיבה צו טאָן אַלץ וואָס איך קען כּדי אויסצופֿירן מײַנע געדאַנקען און באַפֿרידיקן מײַן ווילן.
אָבער זייער אָפֿט טרעפֿט דווקא דאָס פאַרקערטע. דער מענטש וואָס שטעלט אויס זײַן לעבן בלויז לויט דעם וואָס אים דאַכט זיך ריכטיק אָדער באַקוועם, קען צום סוף שאַפֿן געלעגנהייטן וואָס גייען ווײַט העכער פֿון זײַנע באַגרענעצטע און פֿאַרבײַגייענדיקע פּערזענלעכע געפֿילן.
מיט אַנדערע ווערטער, באַקוועמלעכקייט און צוגעוווינטקייט קענען זײַן די גרעסטע שׂונאים פֿונעם מענטשן, אַנשטאָט זײַנע מיטהעלפֿער.
אין דער סדרה פֿון דער וואָך, נצבים־וילך, ווענדט זיך משה רבינו צום ייִדישן פֿאָלק אַזוי:
„אַתֶּם נִצָּבִים הַיּוֹם כֻּלְּכֶם לִפְנֵי ה׳ אֱלֹקֵיכֶם… מֵחֹטֵב עֵצֶיךָ עַד שֹׁאֵב מֵימֶיךָ“ — איר שטייט הײַנט אַלע פֿאַר דעם אייבערשטן, אײַער ג־ט… פֿון דײַנע האָלצהעקערס ביז דײַנע וואַסער־שעפּערס (וואַסער־טרעגערס).
דער גרינדער פֿון חב״ד, רבי שניאור זלמן, באַקאַנט ווי דער אַלטער רבי, דערקלערט אַז דאָס האָלצהאַקן און וואַסער־שעפּן האָבן, אויסער זייער פּשוטן באַטײַט, אויך אַן אינערלעכן טײַטש אין דער פּערזענלעכער עבֿודה פֿונעם מענטש.
דער אויסדרוק „עֵצֶיךָ“, דײַן האָלץ, קען מען אויך פֿאַרשטיין ווי „עצותיך“, דײַנע אייגענע עצות, געדאַנקען און חשבונות.
דאָס „וואַסער“ איז מרמז אויף דעם יסוד המים פֿונעם נפֿש הבהמית — דער מקור און טרײַבקראַפֿט פֿון קערפּערלעכע תּענוגים.
די לערנונג, זאָגט רבי שניאור זלמן, איז אַז אַ מענטש דאַרף „אויסהאַקן“ די אייגענע חשבונות און „אויסשעפּן“ די תּאוות וואָס צילן בעיקר אויף פּערזענלעכע קערפּערלעכע הנאות.
ערשט ווען אַ מענטש קען נייטראַליזירן אָט די צוויי כּוחות און זיך נישט לאָזן פֿירן פֿון זיי, קען ער צום בעסטן מקיים זײַן זײַן שליחות אין לעבן — אָן דעם שוחד פֿון פּערזענלעכער באַקוועמלעכקייט. שוחד פֿאַרבלענדט דאָך די אויגן און לאָזט ניט זען קלאָר און אָביעקטיוו. דאָס זעלבע טרעפֿט מיט באַקוועמלעכקייט. עס לאָזט ניט טראַכן אָביעקטיוו.
מען וואָלט אָבער געקענט מיינען אַז אַזאַ דיסציפּלין איז שייך בלויז צום תּורה־לערנען, צו מענטשן וואָס פֿירן אַ רוחניותדיק לעבן, אָדער בלויז ווען אַ מענטש וויל מצליח זײַן אין זײַן אייגענער גײַסטיקער זוכעניש.
וואָס איז אָבער מיט מסחר, פּרנסה אָדער אַ פּראָפֿעסיע — מיט די לכאורה „נישט־רעליגיעזע“ געביטן פֿון לעבן? דאָרט מעג מען דען נישט טאָן וואָס מען אַליין האַלט פֿאַר ריכטיק און וואָס גיט פּערזענלעכע צופֿרידנקייט?
דער ליובאַוויטשער רבי — זכותו יגן עלינו — ווײַזט אָן אַז דער ענטפֿער אויף דער פֿראַגע ליגט שוין אינעם פּירוש רש״י אויפֿן פסוק.
ווער זענען געווען די דאָזיקע האָלצהעקערס און וואַסער־שעפּערס?
רש״י דערקלערט אַז זיי זענען געווען כּנענים וואָס זענען געקומען צו משה רבינו ע״ה מיט דער כּוונה זיך מגייר צו זײַן, און משה האָט זיי באַשטימט צו דינען ווי האָלצהעקערס און וואַסער־שעפּערס.
דער רבי ווײַזט אן אַז דאָס וואָרט „כּנעני“ מיינט אויך אַ סוחר.
דער רמז איז, אַז נישט בלויז ווען עס רעדט זיך וועגן הימלישע און רוחניותדיקע ענינים — „רעליגיעזע“ באַשעפֿטיקונגען — דאַרף מען זיך באַפֿרײַען פֿון פּערזענלעכע אינטערעסן, צי שׂכלדיקע צי פֿילעוודיקע.
אויך אין מסחר, אין אַלע ענינים וואָס האָבן צו טאָן מיט גשמיות און מאַטעריע, דאַרפֿן די „האָלצהעקערס“ און „וואַסער־שעפּערס“ גיין צו דער אַרבעט.
מען דאַרף זיך העכערן איבער די אייגענע חשבונות און תּאוות, און זיך אָפּגעבן מיט די גשמיותדיקע טעטיקייטן מיט דער כּוונה, אַז דורך זיי זאָל מען אַרײַנברענגען הייליקייט און ג-טליכקייט אין דער וועלט — דורך דעם ליכט פֿון דער תּורה און דער נפֿש האלוקית.
עס זענען דא מענטשן וואָס קענען דאָס באַטראַכטן ווי אַ באַגרענעצונג: „מען לאָזט מיר נישט טאָן וואָס איך וויל.“
מען קען דאָס אָבער באַטראַכטן גאָר אַנדערש — ווי אַן אויסערגעוויינטלעכע געלעגנהייט:
„שטענדיק — אַפֿילו אין די מערסטע וועלטלעכע און לכאורה נישטיקע טעטיקייטן — האָב איך די מעגלעכקייט צו דערגרייכן עפּעס וואָס האָט אַן אומענדלעכע און אייביקע ווערט.“
דעריבער איז די געצײַג פֿון דער וואָך:
אויב דו פֿילסט זיך שלעכט ווײַל עס דאַכט זיך דיר אַז אַ גרויסער טייל פֿון דײַן לעבן האָט נישט קיין באַזונדערן זין אָדער ווערט, געדענק אַז עס ליגט אין דײַנע הענט צו באַשליסן אין וועלכער ריכטונג דו וועסט גיין.
דו קענסט צייכענען דײַן וועג לויט דײַנע פּערזענלעכע געדאַנקען און געפֿילן, וואָס קומען און גייען און לאָזן נישט קיין אייביקע שפּור.
אָדער דו קענסט זיך באַפֿרײַען פֿון זייער הערשאַפֿט און זיך אָפּגעבן מיט עפּעס וואָס איז אַ טייל פֿון אַ ציל וואָס איז אומענדלעך גרעסער — און אומענדלעך מער ווערטפֿול.
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Vance, who’s drawn ire of Jewish conservatives, will speak at Republican Jewish confab
(JTA) — Vice President JD Vance, who has drawn the ire of a number of Jewish conservatives, will speak at the Republican Jewish Coalition’s annual summit in Las Vegas on Monday, the RJC confirmed.
“The Republican Jewish Coalition is proud to welcome Vice President JD Vance to our National Leadership Summit in Las Vegas,” said an RJC spokesperson. “JD Vance is a friend, who is coming back after first joining us in 2022 as a candidate for the US Senate.”
Vance’s appearance comes as a number of Jewish Republicans and major GOP donors have indicated that they would rather support Marco Rubio for the presidential nomination in 2028 than Vance, who is seen as Donald Trump’s likeliest successor. Some of those donors will be in the room on Monday at the Venetian Resort, which is owned by the billionaire Adelson family — a major backer of Trump and various Jewish and Israeli causes.
The vice president has lost the confidence of the pro-Israel crowd with his reprimanding of Israeli officials, indulgence of anti-Israel conspiracy theories and silence on Tucker Carlson, the prominent pundit who has spread antisemitic conspiracy theories. Multiple donors told the Jewish Telegraphic Agency during last year’s confab that they would not support Vance in 2028.
Carlson, meanwhile, was a major focus of the discussion at the RJC’s 2025 summit, where signs reading “Tucker is not MAGA” were handed out to attendees. His son, Buckley Carlson, is a former Vance staffer.
An agenda sent by the RJC lists Vance as a speaker during a Monday evening session that will be closed to press. A spokesperson confirmed that Vance will be speaking in a “fireside chat.”
A number of high-profile Republican candidates are also expected to speak at the RJC confab, which is being held on Sunday and Monday, a few months ahead of the midterm elections. Speakers include U.S. Senate candidates Mike Collins, the Georgia congressman who is challenging Jewish Democrat Jon Ossoff, and former Rep. Mike Rogers, who is running against Abdul El-Sayed in Michigan.
Collins has faced accusations of antisemitism and having ties to the far right. He has said that some of his statements were misunderstood, and has defended himself by citing his support for Israel.
This article originally appeared on JTA.org.
The post Vance, who’s drawn ire of Jewish conservatives, will speak at Republican Jewish confab appeared first on The Forward.
