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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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For a few terrifying minutes, Israelis were heroes again
For a few terrifying minutes aboard a Flydubai flight bound for Tel Aviv on Wednesday, a group of Israeli passengers found themselves with a problem that was considerably more immediate than the usual arguments about Israel. Someone in the cockpit had become violent, the airplane was descending rapidly and the people aboard had to figure out what to do. They did.
According to the emerging account, Israeli passengers helped overpower the attacker and restrain him, while pilots traveling as passengers assisted in getting the aircraft safely onto the ground in Saudi Arabia. Other passengers provided medical assistance. A flight that could have ended in catastrophe instead became one of those extraordinary stories in which ordinary people discover that the few seconds available for a decision are the only seconds that matter.
There is something refreshing about the simplicity of the story. The passengers were confronted with a danger that required immediate action, and some of them acted. Israelis watching the story unfold saw a familiar national trait emerge in circumstances where slogans had very little use.
Former Israeli spokesman Eylon Levy captured the comic quality of it perfectly. “Overall, the probability that a plane full of Israelis will contain a trained assault team, two additional pilots, and, statistically, at least one cardiac surgeon, psychologist, lawyer, and diamond dealer is substantially higher than 50%.”
The joke survives the caution that is always needed with stereotypes because anyone who has spent time around Israelis recognizes the type. Put 180 Israelis in a metal tube in the skies and you have a statistically improbable concentration of people who have served in the military, flown aircraft, treated patients, run companies, handled emergencies, argued with authority and developed the conviction that whatever has gone wrong can probably be fixed if everyone stops panicking and starts doing something.
For Israelis, that quality has long been part of the national mythology. The country was built around the idea that its people would have to improvise their way through circumstances that seemed to offer very little room for error. The mythology produced its own cliches: the engineer who can repair anything, the doctor who appears when somebody needs one, the stranger who immediately assumes responsibility because waiting for an official response seems inefficient.
In the military, it is the officer who shouts “after me” – aharai! – rather than leading from behind.
This is the Israel that was admired after the 1967 Six Day War – or for the 1977 commando raid on Entebbe Airport that rescued over 100 hostages held by pro-Palestinian hijackers.
Sadly, much of the world has encountered a very different Israeli stereotype in recent years. Israelis have increasingly become symbols in arguments about war, occupation, nationalism and international law. Israel itself has become increasingly isolated, and Israelis have experienced insults and worse while traveling abroad.
October 7 added another layer to the picture. The country that had spent decades cultivating an image of military competence suddenly had to confront an astonishing failure of intelligence and security. The image of the Israeli who always knows what to do became harder to sustain when the country itself had been caught so badly unprepared.
And Israel has been widely and wildly vilified around the world – by the far left, by the far right, by antisemites of every stripe and activists who have made Zionism a dirty word and have turned Israel into an avatar for everything that is wrong in the world.
Then came the FlyDubai flight.
The flight’s landing in Israel was top news all over the world. CNN reported the event as a miraculous act of heroism. Even The Guardian, not known for its pro-Israel coverage of late, gushed about the “daring rescue.”
That may explain why Prime Minister Benjamin Netanyahu moved so quickly to meet the returning passengers. Whatever one thinks of Netanyahu’s politics, his instincts for symbolism are unusually sharp. For a man far behind in the polls ahead of Oct. 27, it was a godsend. He understood the importance of attaching himself to bravery.
There is an old Israeli sensibility that can be difficult to explain to people who have never lived there. It combines self-confidence with improvisation, anxiety with humor and a stoicism before dire circumstances.
The Flydubai passengers offered a particularly vivid demonstration of that quality.
But there is a larger lesson here, although it is a modest one. Countries become caricatures when their people are reduced to the arguments surrounding them. Israelis have been seen increasingly through the prism of the Israeli-Palestinian conflict, and sometimes through the actions of the government that happens to represent them. A plane full of passengers offers a different perspective.
They were scared. They were ordinary. They were resourceful. Some of them were brave. And the world was reminded of another side of Israel.
The post For a few terrifying minutes, Israelis were heroes again appeared first on The Forward.
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Ohio GOP gubernatorial nominee appeared at church whose pastor called modern Judaism ‘fake’
Vivek Ramaswamy, the Republican nominee for governor of Ohio, campaigned twice at a church whose pastor compared COVID-era restrictions to Nazi Germany and whose members took part in a protest outside the home of a Jewish state lawmaker who described it as an antisemitic act of intimidation.
Ramaswamy, 41, is running against Amy Acton, a Jewish Democrat who faced antisemitic attacks and Nazi comparisons while serving as Ohio’s health director during the COVID-19 pandemic.
The Republican candidate most recently appeared on May 21 for a campaign event at Liberty Valley Church in Northfield, which describes itself as a “Bible-Believing Non Denominational Patriotic Church,” for a discussion about “The Future of Religious Liberty.” Ramaswamy appeared alongside the church’s pastor, the Rev. Jeff Tauring, who has preached there for more than two decades, according to the church’s website.
The church drew attention in 2021 after several members showed up outside the home of Casey Weinstein, a Democratic state representative who is Jewish, during protests over the coronavirus restrictions. Weinstein described it as a “show of force” intended to intimidate him and said the explicitly Christian messages — including a “kneel before the cross” banner and a call to “make Casey Weinstein be better” — directed at the home of a Jewish lawmaker made the demonstration antisemitic
Tauring, in an interview with the Cleveland Jewish News at the time, denied that the demonstration was antisemitic or intended to intimidate Weinstein, saying his church supported Jews and Israel. But he added that it was an obligation of his congregation to speak out, likening the vaccine mandates and other government health policies to the policies of the Nazi regime that preceded the Holocaust. “We feel like if somebody would have stood up for the Jews earlier, and it should have been the church, if they would have done that earlier,” he said, “I’m not sure if the catastrophe would have happened.”
Earlier this year during a sermon, Tauring described the modern practice of Judaism as “fake” and called Israeli Prime Minister Benjamin Netanyahu a ”wicked person” because “he doesn’t believe in Jesus Christ and he should.”
At the Ramaswamy event in May, Josh Mandel, a Jewish ally of the pastor who campaigned on “Judeo-Christian values” during his failed Senate bid against JD Vance in 2022, told the audience that Ramaswamy would govern according to the values practiced inside the church.
“I know Vivek. He’s not just going to campaign in churches once he’s governor; he’s going to keep coming back,” Mandel said, according to a recording of the event obtained by the Forward. “And he’s going to govern based on what is worshiped right here in this church.”
Ramaswamy also appeared at the church last December.
In an interview on Wednesday at the campaign’s request, Mandel said he organized the event at the church and described the pastor and Ramaswamy as great friends of the Jewish people.
He wasn’t familiar with the pastor’s past remarks and didn’t address them when the Forward shared them.
Mandel shared a clip of Ramaswamy answering a question at the event about antisemitism, in which he called it a “cancer” in society and said it must be confronted on both the left and by “some people who claim to be on the right.”
“I think that a society that turns towards blaming a successful group of people in our country and in many other cultures in our history is a society that actually is allergic to success,” Ramaswamy said at the town hall. “And a society that is allergic to success, a real victim of that is not just the Jewish people — who are the recipients of that hatred. The real victim is the entire society itself, because it is a cancer that will eat that nation from within.”
Ramaswamy’s complicated record with Jewish voters
Ramaswamy, a biotech entrepreneur who has never served in public office, has had his own complicated relationship with Jewish voters and has taken controversial positions on Israel.
During his 2024 presidential campaign, Ramaswamy broke with much of the Republican field by proposing that the United States eventually phase out its annual $3.8 million military assistance to Israel after the current agreement expired in 2028. He later softened that position, telling the Forward that aid should end only when Israel was strong and secure enough that it no longer needed American assistance.
Aligned with the “America First” worldview, Ramaswamy developed close relationships with figures like Tucker Carlson, the former Fox News host who has promoted antisemitic tropes and conspiracy theories, associated with white nationalists, and called for stripping citizenship from Americans who served in the Israeli army. Ramaswamy was reportedly on a shortlist to become secretary of state in Donald Trump’s second administration, supported by Donald Trump Jr., tech billionaire Elon Musk and Carlson.
Ramaswamy, a Hindu who was a member of Shabtai, a Jewish leadership society at Yale founded in 1996 as an alternative to the “secret societies” at the university, also faced criticism from Jewish groups for appearing on a podcast hosted by Albert Faleski, known online as An0maly, who had promoted antisemitic stereotypes and conspiracy theories. Ramaswamy told the Forward at the time that he had not known about the host’s statements before appearing on the show and argued that speaking with someone did not amount to endorsing that person’s views.
Jewish conservatives and Republican officials have spent much of the past year publicly confronting antisemitism within parts of the MAGA movement, particularly the growing influence of Carlson, Nick Fuentes and other online personalities who attack Israel and traffic in antisemitic conspiracy theories. An increasingly vocal faction on the far right has made Christian nationalism and antisemitism central to its politics.
Acton’s experience with antisemitism
The tension is particularly relevant in Ohio, where Ramaswamy is running against a Jewish Democrat who has spoken openly about her faith and has faced antisemitic attacks. If elected, Acton would become Ohio’s first Jewish governor.
While serving as Ohio’s health director during the COVID-19 pandemic, Acton became a target of antisemitic abuse and Nazi comparisons as she enforced the state’s public health restrictions.
Earlier this month, an armed man lunged toward Acton while she was speaking at a campaign event. The suspect, Partick Havas, was charged with assault, disorderly conduct and inducing panic. Authorities did not specify whether they believed the incident was motivated by antisemitism. Ramaswamy’s campaign condemned the episode, calling political violence “completely unacceptable.”
While the state has been governed by a Republican since 2021 and has been leaning GOP in recent elections, recent polls show Acton expanding her lead over Ramaswamy.
The post Ohio GOP gubernatorial nominee appeared at church whose pastor called modern Judaism ‘fake’ appeared first on The Forward.
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What is flydubai and will it continue to link Israel and the Emirates?
(JTA) — TEL AVIV – The apparent hijacking attempt aboard flydubai Flight 1073 has put a spotlight on the Emirati airline, which has become a main air link connecting Israelis to the rest of the world.
The incident could also test the relationship between Israel and one of the airlines that has come to symbolize the ties forged by the 2020 Abraham Accords, in which the United Arab Emirates was one of a small number of Arab countries that recognized Israel.
Flydubai, a Dubai government-owned airline, began operating in 2009 and launched regular flights to Israel in 2020, shortly after the UAE and Israel established diplomatic relations.
When war broke out in Israel in October 2023, many foreign airlines suspended flights to the country for extended periods. Flydubai and other UAE airlines continued operating flights to and from Israel through much of the conflict, providing an important connection for Israelis seeking to travel abroad at a time when international air service to the country was severely reduced.
The airline has also become an important hub for Israelis traveling beyond the UAE itself. Through Dubai, passengers can connect to destinations across Asia, Africa and other regions. The airline operates dozens of flights between Tel Aviv and Dubai each week.
According to Ben Gurion Airport data for August, flydubai carried roughly 90,000 passengers during the month. Since the beginning of 2026, more than 420,000 passengers have flown with the airline to or from Ben Gurion, accounting for roughly 4% of the airport’s international passenger traffic and placing it third among international airlines operating at the airport by passenger volume.
The incident aboard Flight 1073 could now put that relationship under scrutiny.
Israel’s Transportation Minister Miri Regev has reportedly asked Prime Minister Benjamin Netanyahu to immediately suspend flydubai flights to Israel until the circumstances of Wednesday’s incident are clarified, according to Israeli news outlet Ynet.
Regev said flydubai had violated the countries’ aviation agreement, which she described as requiring pilots operating flights to Israel to be citizens of countries with which Israel maintains diplomatic relations. Israeli and international media have reported that the co-pilot who instigated the incident was an Omani national.
Former Israeli Ambassador to the UAE Amir Hayek pushed back against calls to suspend the flights, however. In a post on X, Hayek wrote that flydubai and Etihad were the only two airlines in the world that continued flying to Israel “even during the most difficult times,” and argued that the UAE and the airline should be allowed to fully investigate what happened rather than face action based on speculation.
“I trust them,” he wrote.
The episode comes as Flydubai continues to expand its global network. The airline said this month that it was operating an average of 2,200 flights a week and serving more than 125 destinations in 56 countries. Its partnership with the major airline Emirates gives passengers access to a combined network of more than 214 unique destinations in more than 100 countries, with more than 4,600 possible connections through Dubai.
This article originally appeared on JTA.org.
The post What is flydubai and will it continue to link Israel and the Emirates? appeared first on The Forward.
