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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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Why children in Rio de Janeiro are singing in Yiddish
By the time the children began singing in Yiddish on their own at a playground in Rio de Janeiro, Sonia Kramer realized something important had changed.
The songs were not part of a formal lesson. No teacher had prompted them. The children — classmates from a Jewish day school — simply started singing melodies they had learned in workshops organized by Viver com Yiddish (“Living for Yiddish”), the educational and cultural initiative Kramer founded a decade ago.
“For me, that was the moment the language felt truly alive,” she said. “Maybe later they will forget some of it. Maybe not. But at that moment, the songs became part of their memory.”
In Brazil, where Yiddish disappeared from Jewish day schools by the early 2000s (they used to teach the language once or twice a week), such moments are rare enough to feel historic.
Kramer, an emeritus professor at the Pontifical Catholic University of Rio de Janeiro (PUC-Rio) and a daughter of an Auschwitz survivor from Ostrowiec, Poland, doesn’t describe what’s happening as a “revival.” The word feels too grand for Rio’s context. There are no Yiddish-speaking neighborhoods anymore, no immersion schools, no daily life conducted in the language.
Something else, though, is emerging: a cultural rediscovery led through music, literature and children’s education. Yiddish is circulating again — at shows, at parties, in university classrooms. It’s not yet a revival, but Yiddish is undeniably alive.
“We skipped a generation,” Kramer said. “The immigrants wanted their children to learn Portuguese. Yiddish reminded many people of sorrow and survival. But now we are beginning to value what was created in that language — the literature, the songs, the poetry, the theater, the cinema.”
A spark that grew into a program
The roots of Viver com Yiddish reach back to 2016, when Kramer attended the annual Yiddish immersion retreat, Yiddish Vokh.
“For the first time in my life, I was in a place where 150 people were speaking and singing in Yiddish — every day, all week,” she recalled. “Not as nostalgia. As a language that is alive.” One day at the event, an educator familiar with Kramer’s work in childhood education encouraged her to create Yiddish workshops for children in Brazil.
Back in Rio, Kramer approached several progressive Jewish schools with a proposal: Not traditional language instruction, but cultural workshops built around shmuesn (daily conversation), Yiddish songs, stories, games and children’s literature. One school, Escola Eliezer Max, agreed to join the project.
Today, the initiative encompasses university classes, research projects, a musical ensemble and workshops that reach 400 to 500 children annually.
Some of the educators came through those university courses. Alice Fucs began studying Yiddish through Kramer’s courses at PUC-Rio and has taught in the children’s workshops ever since.
“I started studying Yiddish in 2020 and soon realized I would never stop,” she said. “It connected me with my family’s past and opened up a new and amazing world. The workshops with the children are both a chance to pass on what I’ve already learned and a chance to learn more every month.”
Teaching has its own challenges. “Some of the children find it hard to grasp a language that isn’t tied to a country,” Fucs said. “We bring in contemporary Yiddish work to try to build that bridge.”
The workshops run once a month, preschool through fifth grade — far from enough to create fluency. But fluency isn’t the immediate goal.
“Our first objective was to create an emotional memory,” she said. “Positive feelings connected to Yiddish.”
Teaching a language that “disappeared”
A couple of years ago, one encounter crystallized the challenge: During a workshop, a 10-year-old boy told the teachers that learning Yiddish was pointless.
“My parents told me not to pay attention to this,” he said. “The language disappeared from the world.”
The comment deeply affected the workshop educators who decided to respond not with argument, but with evidence.
A month later, they returned carrying a large bag of Yiddish children’s books; many bilingual.
The children protested immediately.
“But we can’t read Yiddish,” they told her.
“You can read some of it,” Kramer replied.
Kramer showed them Yiddish interviews produced by the Yiddish Book Center and Yiddish music clips performed abroad, explaining that the language is alive in many countries. The children seemed impressed.
For Kramer, moments like this counter a familiar misconception: that Yiddish belongs only to the past, or that it was merely a “dialect.”
“People still say that it’s not really a language, then you have to explain: No, it has literature, poetry, theater, philosophy. It developed across centuries.”
Growing seeds through music and stories
The workshops at Eliezer Max begin with four-year-olds. Meeting only once a month, teaching grammar isn’t the goal. Instead, the project meets children where they already are: in songs and stories. Before launching the workshops, Kramer noticed that Yiddish songs had virtually vanished from Rio’s Jewish schools. “In my childhood, Yiddish music was everywhere,” she said. “And suddenly there was nothing.”
So the workshops focus on repertoire: songs, stories, emotional connection. Teachers explain who wrote the lyrics, introducing children to Yiddish poets and writers. “What is extraordinary in Yiddish culture,” Kramer said, “is how deeply literature lives inside the music.”
The approach resonates. The school coordinator now includes Yiddish songs at school events, alongside the Portuguese, Hebrew, and English repertoire. Music teachers prepare children to perform them; families hear the music at holiday celebrations; classroom teachers incorporate elements into broader cultural programming.
Sometimes the songs travel home. “Is there a greater fargenign (joy) than receiving a video of my 12-year-old granddaughter and 9-year-old grandson spontaneously singing Tumbalalaika before bed?” said Sonia Tucherman, grandmother of two children in the workshops. “It was a seed planted by my grandparents, and I see it bearing fruit in my grandchildren.”
Still, the program’s reach has clear limits. Yiddish isn’t part of the school’s curriculum — the workshops sit alongside it, not within it. They end at fifth grade, which means older children often drift from the songs they once knew. And one meeting a month, said Kramer, isn’t enough to anchor a language.
Building something to last
For all that it has built, Viver com Yiddish still rests on a fragile structure.
Most of the educators and musicians involved work multiple jobs. Much of the organizational labor — translating materials, adapting books, preparing lessons — falls to volunteers. Kramer herself works largely as a volunteer, but that arrangement isn’t sustainable for the younger teachers and musicians who built the project into what it is.
Viver com Yiddish’s current fundraising campaign aims to train a new generation of Yiddish educators and create paid positions to coordinate educational materials and programming.
“You cannot sustain this on passion alone,” Kramer said. “We have to train the next generation, and give the people already doing this work the conditions to continue.”
“We’re trying to bring back a language and a culture considered lost by our generation, and pass it to another generation,” she said. “That feels deeply Jewish to me: taking something from the past and carrying it into the future.”
The post Why children in Rio de Janeiro are singing in Yiddish appeared first on The Forward.
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Massive fire breaks out at kosher supermarket in London’s Golders Green
(JTA) — A huge fire broke out Tuesday morning at the Kosher Kingdom supermarket in Golders Green, London’s heavily Orthodox Jewish neighborhood. Firefighters were still working to put out the blaze six hours later.
Metropolitan Police posted on X that officers were called to the scene on Golders Green Road around 7 a.m. by the London Fire Brigade. “Officers responded and are at the scene assisting firefighters with road closures and evacuations,” said police.
London Fire Brigade Assistant Commissioner Craig Carter provided an update on the scene at 12:30 p.m., saying that 15 engines and around 100 firefighters “have been tackling the fire at its height, which has affected a ground floor shop and a storage area to the rear, which has partially collapsed.”
He noted that the flats above were not affected but residents were evacuated as a precaution.
“Our specialist Fire Investigators, in conjunction with the Metropolitan Police Service, have worked at pace to establish that the circumstances of the fire are not believed to be suspicious and investigations on the cause and origin of the fire are ongoing,” Carter added.
The news that Kosher Kingdom did not appear to be deliberately targeted comes as a relief to Jewish residents, who have been on edge for months amid a string of attacks. The blaze broke out in the same area where four Hatzola ambulances were torched in March, two Jewish men were stabbed in April and a Jewish man said he was attacked for speaking Hebrew this month.
Rochel Cohen, who lives near the supermarket, is among those whose street has been cordoned off. Her first thought was the incident was another antisemitic attack, she told JTA in a phone interview.
Cohen said she looked out the window around 7 a.m. and saw “just huge plumes of black smoke and we heard all the sirens. And the police have roped off all our roads again.”
That “again,” Cohen said, was because it was the third time in two months that her family had witnessed “crime scenes in our neighborhood.”
“The ambulance fire was just on the next street from us and the stabbing situation was 100 meters down the road from us,” she said.
Prior to the fire department’s update, speculation spread on social media that the fire was electrical, potentially caused by faulty freezers. London has seen an unprecedented heatwave over the last several days, with temperatures soaring over 90 degrees.
Cohen said two of her family members previously worked at Kosher Kingdom. They believed from the outset that there was an electrical fire in the freezers “because it’s exactly from the roof footage that we saw where those freezers are located,” she said.
Nonetheless, another incident in the neighborhood has left her shaken. “It’s just a bit of a nightmare, really,” she said. “It’s all these incidents adding up, and it makes it quite scary, this climate of fear we’re currently in. It’s really oppressive.”
Cohen said she has been traveling to jury service the last several weeks about 10 miles from Golders Green in Wood Green, which has a higher than average crime rate.
“I actually felt safer there than I do walking the street here in Golders Green because I’m constantly turning around, checking what’s going on,” she said. “It’s not a nice feeling.”
This article originally appeared on JTA.org.
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Reading a Pakistani author’s 30-year-old novel helped me understand my parents’ views on intermarriage
When I was a kid, I was haunted by the threat of my parents rejecting me if I married a non-Jew. Raised on Disney movies and song lyrics about soulmates, I spent almost every moment of high school anticipating the pain of falling in love with a non-Jew and having to choose between him and my family. If I chose him, the estrangement could bode poorly for married life. But if I married a Jewish man, I’d always worry that if he had not been Jewish, our love would not have overcome our religious differences, and therefore was not that strong to begin with.
The psychic burden began to lift only when I went to college at Hunter in New York City and made friends from other minority groups. I bonded with them over our parents’ desire that we marry someone from the same religion or ethnicity. I had always felt like my parents’ demand constituted bigotry against non-Jews, and I was surprised when my non-Jewish friends were more sympathetic to their stance than I was.
In college, I took a class on the history of modern India and learned about the Pakistani author Bapsi Sidhwa, but I didn’t read her until this year. Sidhwa, who died in 2024, grew up in Lahore’s Parsi community — a group of Zoroastrians who trace their roots to pre-Islamic Iran. Even though her books are mostly more than 30 years old, they still feel relevant, and they remind me of my own Iranian Jewish community.
Sidhwa’s 1993 coming-of-age novel An American Brat centers on Feroza, a Parsi girl from Lahore. Feroza’s parents send her to the U.S. to expand her horizons because they think the local culture is making her too conservative. But they wind up being disappointed when her horizons expand too much.
Feroza’s whole extended family goes into a tailspin when she sends word home that she wants to marry a Jewish man named David. She met him when she responded to an ad he placed in the college newspaper about selling his car. The two bond over their families’ shared emphases on religion and education. David’s family’s Shabbat candles recall the significance of fire within Zoroastrianism. But if Feroza marries a non-Zoroastrian, she will be excommunicated from the Parsi community. As Feroza’s mom Zareen prepares to fly to America to intervene, extended family members urge her to stand her ground no matter how nice David is and no matter how big a “tantrum” Feroza throws — but they also advise her not be too harsh either, so as not to push Feroza away.
The reader never learns what objections, if any, David’s Reform Jewish parents might have to his interfaith marriage; over Shabbat dinner, prior to the proposal, they are reserved but polite. Meanwhile, Zareen’s good-cop bad-cop routine is familiar, quaint and pathetic. She lists eligible Parsi bachelors (the Zoroastrian equivalent of ‘nice Jewish boys’) with promising careers and “worthy mothers.” She tries killing with kindness: “You’re too precious. We’re not going to throw you away on the first riffraff that comes your way.” She even tells Feroza cautionary tales about women who married “nons” (Zoroastrian equivalent of goyim) and wound up feeling disconnected from their heritage. These methods all fail, and the book comes to a sobering end when Zareen calls David’s bluff and demands the couple have a huge traditional wedding, scaring him off and exposing the limits of his supposedly liberal values.
Zoroastrians, like Jews, are a small group. In 2022, an Associated Press article estimated the worldwide Zoroastrian population, which at its peak numbered in the millions, was now around 125,000. Lahore’s Parsi community had all of 11 members as of a 2023 Facebook post.
Reading literature from other cultures, just like having friends from other cultures, can teach us about our own. As I read Zareen’s efforts to talk Feroza out of the engagement, it was somehow easier for me to understand than if they were Jewish like me. The author’s empathy makes Zareen’s mom an especially interesting character, like a Zoroastrian Tevye, torn between family pressures and the feminist values that inspired her to send Feroza to the U.S. in the first place.
Students at Hunter have a reputation for being super liberal, but they also have surprising points of departure from what most people would consider liberal. When I told classmates that I struggled with my parents’ insistence that I marry a Jew, I sensed bad energy in the room, as if they were judging me for disrespecting my parents in front of them. Some seemed to think it’s only natural for a person to marry someone who belongs to the same religion or ethnicity. Part of me was disturbed to see that this brand of separatism was so fashionable — but I also felt relieved, like they’d given me permission to appease my parents.
Feroza heals from her breakup with David partly by remembering that no matter the religion of the person she marries, her religion will always be part of her. As for myself, I don’t know what my future holds. But whatever does happen, it will be something that also happened to countless women before me — not only Jewish women but people of all different races and creeds. It is comforting to remember that as your life is playing out, there are people all over the world and across time living out much the same story as you are.
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