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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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Jewish real estate magnate Steven Roth likens Mamdani’s ‘tax the rich’ rhetoric to ‘from the river to the sea’
(New York Jewish Week) — Jewish real estate mogul Steven Roth compared New York City Mayor Zohran Mamdani’s “tax the rich” rhetoric this week to racial slurs and pro-Palestinian rhetoric on an earnings call for his company, Vornado Realty Trust.
“I consider the phrase ‘tax the rich’ when spit out with anger and contempt by politicians both here and across the country, to be just as hateful as some disgusting racial slurs and even the phrase, ‘from the river to the sea,’” Roth said, referring to the phrase commonly used at pro-Palestinian protests that many Jewish groups consider antisemitic.
The remark by Roth, who has long been a notable philanthropist to Jewish causes, adds to mounting tensions between New York business leaders and Mamdani over his recently announced “pied-à-terre” tax on second homes valued at more than $5 million.
During the call Tuesday, Roth also expressed support for Ken Griffin, the CEO of Citadel, whose $238 million dollar penthouse was featured in a video by Mamdani announcing plans for the tax last month.
“We are all shocked that our young mayor would pull this stunt in front of Ken’s home and single him out for ridicule,” Roth said. “The ugly, unnecessary video stunt is personal for Ken and sort of personal for me.”
Roth’s comments touched on a longstanding source of friction between Mamdani and some New York Jewish leaders, who have criticized the mayor over his views on Israel and his previous defense of the phrase “globalize the intifada,” another common pro-Palestinian slogan viewed by some as a call to violence against Jews.
In the wake of Mamdani’s election, some Jewish business leaders, including Dave Portnoy, the Jewish founder of Barstool Sports, said that they planned to leave the city altogether, citing the mayor’s fiscal policies and concerns about antisemitism under his leadership.
In a statement responding to Roth’s comments, Mamdani’s office said that he wanted all New Yorkers to succeed, including “business owners and entrepreneurs who create good-paying jobs and make this city the economic engine of America.”
“That does not negate the fact, however, that our tax system is fundamentally broken. It rewards extreme wealth while working people are pushed to the brink,” the statement continued. “The status quo is unsustainable and unjust. If we want this city to become a place that working people can afford, we need meaningful tax reform that includes the wealthiest New Yorkers contributing their fair share.”
The post Jewish real estate magnate Steven Roth likens Mamdani’s ‘tax the rich’ rhetoric to ‘from the river to the sea’ appeared first on The Forward.
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Man who firebombed Boulder Israeli hostage march sentenced to life in prison
(JTA) — The man charged with carrying out a deadly firebombing attack on a march for Israeli hostages in Boulder, Colorado, last year was sentenced to life in prison without the possibility of parole on Thursday after pleading guilty to muder and dozens of other charges.
Mohamed Sabry Soliman, an Egyptian national who was arrested at the scene of the attack on the demonstrators last June, pleaded guilty to 101 charges, including 52 counts of attempted murder and one count of murder for the death of Karen Diamond, an 82-year-old victim of the attack who later died of her wounds.
During the June attack, Soliman shouted “free Palestine” and threw two molotov cocktails at the group, Run for Their Lives, injuring over a dozen people. According to an earlier court filing, Soliman said that he had staged the attack, which prosecutors said he planned for a year, because he “wanted to kill all Zionist people and wished they were all dead.”
Soliman has separately pleaded not guilty to federal hate crime charges, for which prosecutors could potentially seek the death penalty.
“If I went back, I would not have done this as this is not according to the teaching of Islam,” Soliman said during the sentencing hearing, adding that he wanted federal prosecutors to seek the death penalty. “What I did came out of myself and only myself.”
During his remarks, Soliman argued that he had not been driven by anti-Jewish animus. He later said that Zionism was “the enemy” and that it was his “right” to be against Israel.
Chief District Judge Nancy W. Salomone rejected Mr. Soliman’s arguments, telling him that his “choices were acts of terror, and they victimized an entire community,” according to the New York Times.
“You chose to victimize these people because they were members of the Jewish community,” she said.
In a statement read earlier in court by a prosecutor, Diamond’s sons, Andrew and Ethan Diamond, asked that Soliman not be allowed to see his family again “since he is responsible for our mother never seeing her family again,” according to the Associated Press.
They said that Diamond had suffered “indescribable pain” for over three weeks before her death, adding that “in those weeks, we learned the full meaning of the expressions ‘living hell’ and ‘fate worse than death.’”
The post Man who firebombed Boulder Israeli hostage march sentenced to life in prison appeared first on The Forward.
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LA Orthodox school’s former guidance counselor will avoid jail time in sex abuse case
An Orthodox Jewish high school’s former director of academic support will avoid jail after pleading no contest Thursday to sexual abuse charges involving a student in her charge at the school’s boys’ division.
Julie Tichon, 38, was working at YULA Boys High School in May 2024 when two students reported having separate sexual relationships with her. The LA-based school fired Tichon and referred the matter to the police department. Tichon was charged four months later in connection with one of the students, who was 16 at the time of their alleged encounters.
Tichon will face two years of probation and will be registered as a sex offender for a minimum of 10 years.
In exchange for Tichon’s no contest pleas to one count of felony sexual intercourse with a minor and one count of felony oral copulation with a minor, the court dismissed the two other counts against her, also felony sexual intercourse with a minor. Tichon will also be required to pay restitution to the victim, an amount that will be determined at a sentencing hearing May 28, and to undergo 52 weeks of counseling.
She had faced up to five years in prison.
Speaking outside the Los Angeles Airport Courthouse after the hearing, Tichon said she was sorry for the pain caused to her victim in the case.
She said her mistake came at a time in her life when she was experiencing immense personal trauma, and that that context had informed the district attorney’s decision not to pursue state custody. She declined to elaborate on what the trauma was, but said it was not connected to the case. Since then, she had been receiving therapy, she said.
“The way I was feeling when this happened, like the dark place I was in, I don’t think I’m ever gonna feel that way again,” Tichon said.
She said forced registration felt personally “shameful and embarrassing,” and purely punitive in nature. But she said she accepted the district attorney’s terms “as a sacrifice I have to make for a better life.”
“She is taking responsibility for this,” said Tariq Khero, Tichon’s attorney. “She’s made some terrible mistakes, and she’s not making those mistakes again.”
The family of the victim, which was in court as the plea was presented to the judge, declined to comment.
Tichon’s no contest plea means that any victims won’t be able to use her plea as a form of proof in civil suits against her, though no such cases have been filed. But her agreement does not close the affair for the school where she once worked.
A second student, now aged 20, has separately filed a lawsuit against YULA that alleges years of sexual abuse by Tichon that the school should have taken action to stop.
It claims the school kept Tichon on staff despite knowing of Tichon’s inappropriate sexual conduct with a student’s parent, and that rumors were circulating in the student body of Tichon’s sexual abuse of students as early as the 2021-22 school year.
In the lawsuit, filed in September 2025, the student alleges that Tichon’s sexual harassment and abuse began in 2020, when he was a freshman assigned to her for academic support, and continued through 2024.
The lawsuit claimed Tichon abused the plaintiff by showing him nude and pornographic videos of herself, describing previous sexual encounters to him and performing oral sex on him despite his refusal. (Tichon, who is not named as a defendant in the suit, declined to comment on it Thursday.)
Tichon also harassed the student, he alleged in the lawsuit, by driving to his family’s home and insisting on seeing him; telling other people they were in a relationship; and telling him that if he ever reported her abuse, she would get him in trouble with the school.
The plaintiff also alleged that the school administration knew of an alleged affair Tichon had in 2023 with the married father of a YULA student.
“YULA knew of this sexual relationship, but did nothing to investigate Tichon’s conduct or take any action to inform the students’ parents of Tichon’s conduct,” the lawsuit alleges.
It claims the school made Tichon’s behavior possible by allowing her to give students rides in her car and have additional unsupervised time with students. YULA also did not have any trainings of students or teachers or protocols to prevent child sexual abuse and to prevent educator sexual misconduct, the suit alleges.
It was unclear why the second student’s allegations did not lead to additional charges from the district attorney. The D.A.’s office did not immediately respond to an inquiry.
YULA’s head of school, Rabbi Arye Sufrin, did not respond to an inquiry.
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