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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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Minnesota man charged with ISIS-inspired plot on Jewish-owned Mall of America
(JTA) — The FBI accused an 18-year-old man of buying an AK-47 assault rifle with plans to commit a mass shooting in support of ISIS at the Mall of America in Bloomington, Minnesota, the largest indoor shopping mall in North America.
Sheikhdoon Abdullahi Mohamud, of Richfield, Minnesota, was charged on Wednesday with one count of knowingly receiving a firearm and ammunition in order to commit a federal crime of terrorism, according to a federal complaint filed on Wednesday.
Mohamud’s attorney did not respond to JTA’s request for comment.
Mohamud wanted to attack the Mall of America because he believed its owners to be Jewish, the FBI said in a statement. He planned to kill between 30 and 60 people, according to messages he exchanged with a confidential source, according to the complaint.
Mall of America is owned and operated by Triple Five Group, controlled by the Ghermezian family, a Canadian family of Iranian Jewish origin.
Messages sent in September 2026 included a video in which Mohamud pledged allegiance to ISIS, the complaint said. He planned his attack for Oct. 24 because he expected a crowd at the Hmong Arts Celebration scheduled for that day.
The complaint said an undercover FBI agent sold an AK-47 rendered inoperable, four 30-round magazines and 200 rounds of ammunition to Mohamud for $600 on Oct. 6. During the sale, Mohamud confirmed his plans to commit a mass shooting. Mohamud was arrested shortly after the sale.
The complaint said Mohamud wanted to commit an attack similar to the 2016 Pulse nightclub shooting in which 49 victims were killed; the Bondi Beach mass-shooting in Sydney last December, during which 15 victims were killed during a Hanukkah celebration; and a New Orleans truck-ramming attack that killed 14 victims in New Orleans on Jan. 1, 2025.
The investigation into Mohamud began around December 2024, when he messaged the confidential source on multiple social media platforms, according to the complaint, detailing his desire to travel to Somalia to join a group that the U.S. has designated a foreign terrorist organization. If travel was not possible due to financial constraints, he said would move forward with an attack in Minnesota.
This article originally appeared on JTA.org.
The post Minnesota man charged with ISIS-inspired plot on Jewish-owned Mall of America appeared first on The Forward.
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Is Israel or Iran a bigger threat to the U.S.? Michigan’s Abdul El-Sayed won’t say
(JTA) — Michigan Democrat Abdul El-Sayed was asked multiple times by a debate moderator on Thursday which country he considers a bigger threat to the U.S.: Iran or Israel.
Each time, he parried.
“That’s a ridiculous hypothetical because here’s what’s happening right now: Our ostensible ally in Israel has lobbied us to go to war with Iran,” said El-Sayed, Michigan’s Democratic nominee for U.S. Senate.
“I don’t consider an ally a country that takes us to wars we don’t need to fight, and I don’t want to be fighting wars we don’t need to fight,” he added, describing both as “kind of dangerous.” Another attempt yielded a similar response, with El-Sayed denouncing “one at risk of attacking us, one getting us into wars we have no business fighting.”
El-Sayed, a former county health official, was responding to a question repeatedly posed by WOOD TV8 political reporter Rick Albin, in a debate against his Republican opponent, former U.S. Rep. Mike Rogers. The two candidates hurled insults at each other during the hourlong discussion, often returning to issues related to Israel and the Middle East.
After making criticism of Israel a top issue in his primary campaign, El-Sayed eked out a victory against U.S. Rep. Haley Stevens in that early August race. Although he has earned the support of many democratic socialists, including Vermont independent Sen. Bernie Sanders, El-Sayed has stated that he is not a member of the Democratic Socialists of America.
Rogers, on the other hand, has the official endorsement of President Donald Trump. However, the candidate has been distancing himself from the president, including by criticizing the trade war with Canada.
Results of a CBS News poll published earlier this week showed El-Sayed leading Rogers, by 45.6% to 41.4%, with a 3.8% margin of error. A Quantus Insights poll released on Wednesday, meanwhile, gave El-Sayed a slightly narrower lead, with 47.6% to Rogers’s 46.5%, and a 7.8% margin of error.
While El-Sayed has been meeting with Jewish voters and leaders, he has not budged on certain issues of concern to many Jewish voters. For example, he has indicated only a willingness to recognize Israel’s identity as a Jewish nation-state if Israelis and Palestinians jointly agree to it..
Liberal Michigan rabbis last month signed a petition from the Zioness Action Fund, a progressive Zionist group, calling upon the Democratic Party to agree to “nonnegotiable” principles related to Jewish safety and Israel. A separate cohort of Michigan Jewish leaders urged community members to reject El-Sayed entirely.
Rogers and his representatives in August indicated that they would like AIPAC to refrain from spending directly on him in the general election, according to media reports. Asked about this at the Thursday debate, he said he’d welcome “anybody that wants to help my campaign stop a guy who can’t condemn terrorism in our own country.”
El-Sayed condemned the March attack on Temple Israel in West Bloomfield Township, but added that “hurt people hurt people,” which critics interpreted as justifying the attacker’s actions. He later apologized for those remarks.
Rogers has repeatedly slammed his opponent for taking funds from donors affiliated with the Council on American-Islamic Relations, the Unity & Justice Fund super PAC and other groups and individuals.
El-Sayed, on the other hand, accused Rogers on Thursday of accepting corporate PAC money and labeled him the “guy who’s going to rubber stamp everything Donald Trump tells him to rubber stamp.”
The two candidates criticized each other’s policies and interrupted each other so often that Albin, the moderator, needed to step in.
“We’ve got dozens of questions we want to get to,” Albin said. “You can’t litigate all of these with 14 different rebuttals.”
Even prior to a pause for ads, Albin announced that the station is going “to take a break from this pleasant conversation.” When they returned, he declared that “in 30 years of doing debates, I’ve never seen it continue during the commercial, but it did.”
The candidates continued to clash over Iran, with El-Sayed accusing the U.S. government of teaching “the Iranian regime that they had a choke [hold] on the Strait of Hormuz.”
“That’s the kind of policy you’re going to get from a guy who wants to be a sock puppet for the Trump administration,” El-Sayed added.
Rogers, meanwhile, claimed that the U.S. had set back Iran’s nuclear program by at least 20 years, adding that “this would be the time to wrap it up.”
As for Israel, Rogers said he supports “the right to exist for the Jewish state, and the right to defend itself in a very difficult neighborhood.” The only way Israel could lose his support, Rogers stated, would be if the country talked about using nuclear weapons.
Israel is widely assessed to possess an arsenal of approximately 90 nuclear warheads, according to the Stockholm International Peace Research Institute. The country is not a party to the Nuclear Non-Proliferation Treaty. Israel has never acknowledged possessing nuclear weapons.
Albin then turned to El-Sayed, noting the politician’s opposition to direct U.S. military funding for Israel. He asked, however, whether that position could change “if Israel were attacked tomorrow by Iran or another state actor.”
“I want our tax dollars spent here,” El-Sayed responded. “Israel has pushed us to go to war in Iran, and of course, my colleague, who thinks there’s a war for everything, went right along with it.”
When Albin pushed again for a yes or no answer, El-Sayed replied that he doesn’t want the U.S. “buying weapons for other countries.”
Toward the end of the discussion related to the Middle East, Rogers recognized the third anniversary of the Oct. 7, 2023, Hamas attack on Israel. He blasted his opponent for failing “to even acknowledge the pain, the terrorism, the rape, the murders.”
To this accusation, El-Sayed responded, “I’ve condemned that. I didn’t turn it into theater like you did.”
This article originally appeared on JTA.org.
The post Is Israel or Iran a bigger threat to the U.S.? Michigan’s Abdul El-Sayed won’t say appeared first on The Forward.
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Ossoff says IDF violated law of armed conflict in Gaza, but genocide is an issue for international courts
(JTA) — Democratic Sen. Jon Ossoff and Republican challenger Rep. Mike Collins clashed over Israel’s conduct in Gaza, U.S. weapons sales to Israel and the war in Iran during Thursday’s debate in Georgia’s closely watched Senate race.
The race could help determine control of the Senate, with implications for U.S. policy toward Israel.
The incumbent Ossoff, who is Jewish, has long supported Israel’s security, but over the last two years he has criticized its conduct in the Gaza war and voted to block some U.S. arms sales to the country.
A day after the third anniversary of the Oct. 7 Hamas-led attack, Ossoff was asked whether Israel had committed genocide in Gaza, whether he was concerned about growing anti-Israel sentiment within the Democratic Party and whether he would support a proposed $2.8 billion U.S. weapons package for Israel.
“The question of genocide is a question of whether a government has the specific intent to destroy a national or ethnic group, and that is a question for the International Criminal Court,” Ossoff responded. “There is no doubt in my mind that Israeli forces prosecuting the war in Gaza violated the law of armed conflict and international humanitarian law, and I care deeply about the security of the Israeli people, among whom are members of my family.
“I also care about innocent Palestinian life,” Ossoff continued, “and make no apology for my votes.”
Collins accused Ossoff of having aligned himself with anti-Israel figures including Twitch streamer Hasan Piker and Michigan U.S. Senate candidate Abdul El-Sayed.
“Imagine being a U.S. senator, and out there recruiting, endorsing, and supporting these people that want to see Israel wiped off the map,” Collins said. “They would rather be for Iran than for Israel — now that’s who Jon Ossoff is supporting.”
Piker had previously called Ossoff a possible contender for the 2028 Democratic presidential nomination. He subsequently disavowed Ossoff after the senator condemned antisemitic comments, Jewish Insider reported in August.
During the hourlong debate, Ossoff repeatedly condemned the U.S. war in Iran while highlighting Collins’ support for it. At least three times Ossoff called the war in Iran a “disaster” or “disastrous,” and he blamed the war for rising gas prices in the state of Georgia.
Collins, on the other hand, said he supported the war as necessary to prevent Iran from obtaining nuclear weapons. “The president had every right to go in there and make sure that Iran does not get a nuclear weapon,” Collins said. “The IAEA [International Atomic Energy Agency], they had already sounded the bells, the alarms that Iran was close to getting a nuclear weapon. And the thing is, Iran doesn’t only want to decimate and kill Israel, they want us as well.”
The evening was not without its personal attacks. Collins described Ossoff as “a radical” and a “trust-fund kid who has never had a job in his life,” while Ossoff repeatedly spotlighted the alleged ties between Collins and white nationalists. A recent report alleged that Collins’ former aides were involved with antisemitic and white nationalist rhetoric.
Ossoff leads Collins by about nine percentage points in FiftyPlusOne’s polling average as of Oct. 9.
The candidates are scheduled for a second debate hosted by the Atlanta Press Club on Oct. 13.
This article originally appeared on JTA.org.
The post Ossoff says IDF violated law of armed conflict in Gaza, but genocide is an issue for international courts appeared first on The Forward.
