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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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Bret Stephens, a stalwart Israel defender, calls out ‘Jewish terrorists’ in West Bank
(JTA) — Bret Stephens, the Pulitzer Prize-winning New York Times columnist known as one of the paper’s most consistent defenders of Israel, used his Tuesday column to take direct aim at the country’s handling of settler violence in the West Bank — warning that unchecked attacks now pose a threat to Israel’s security and to Zionism itself.
Stephens, who has spent years pushing back on what he sees as double standards applied to Israel, wrote that he decided to speak out against what he called “Jewish terrorists” despite his reluctance to feed the volume of global condemnation facing Israel.
“That’s not only because the terrorism is a menace to Palestinian lives and property, or an affront to Jewish ethics, or a stain on Israel’s reputation — though it’s all those things,” he wrote. “It’s also a direct threat to Israel’s security and statehood, and thus to Zionism itself.”
Stephens’s column drew heavily on a public letter sent Sunday to President Trump by Matan Vilnai, a retired IDF deputy chief of staff, on behalf of Commanders for Israel’s Security, an organization representing hundreds of retired senior Israeli officers. The letter cautioned that Israeli security services have been effective against Palestinian terror groups but hamstrung when it comes to curbing Jewish extremists. The letter warned about the consequences of Israeli inaction in curbing attacks on Palestinians.
“Unless arrested swiftly and decisively, escalating violence in the West Bank is poised to ignite the region and carries severe ramifications for both Israeli security and U.S. regional interests,” wrote Vilnai.
Stephens pointed to last week’s rampage by extremist settlers through several Palestinian villages — attacks that reportedly included arson at a home and two mosques and an assault on a stonecutting factory — as evidence the problem has become routine rather than exceptional. He cited Israeli military figures showing nationalistic and settler-related crimes climbed to 867 incidents in 2025, up from 682 the year before.
Stephens also cited Eran Shamir-Borer of the Israel Democracy Institute, a former IDF legal official, who told him the government has specifically declined to place suspected Jewish settlers under administrative detention. The practice, imprisoning individuals without formal charges, is regularly deployed against suspected Palestinian terrorists.
The columnist dismissed Israeli Prime Minister Benjamin Netanyahu’s public framing of the violence as the work of roughly 150 “juvenile delinquents,” as he did in an interview with NBC earlier this month. Stephens argued that a government capable of eliminating a Hamas commander deep inside Iran cannot plausibly claim it’s unable to rein in a few hundred vigilantes.
Stephens is known, and widely admired within the pro-Israel community, for his robust defense of Israel, from refuting the charge of “genocide” directed at Israel to condemning what he has called the “hyperbolic and often conspiratorial hatred of the country.” Editor of the conservative Jewish thought journal Sapir, Stephens was also chosen to give the annual “State of World Jewry” address at the 92nd Street Y earlier this year.
“I think it is really important that people like Bret Stephens are speaking up about settler violence, and I think that it also shows how terrible that it’s become,” said Rabbi Jill Jacobs, CEO of T’ruah: The Rabbinic Call for Human Rights, in an interview with JTA. “Even people who are pretty, let’s say, hesitant or who almost never criticize Israeli policy are speaking up.”
But she also suggested that the issue goes beyond a failure to enforce the law or hold settlers accountable, and instead reflects the priorities of Netanyahu’s right-wing government.
“This is actually government policy because this is violence that is designed to take more and more of the West Bank,” said Jacobs. “There’s already been not just violence, but expulsions, shoving Palestinians to smaller and smaller areas and, ultimately, annexing the West Bank or at least as much of it as possible.”
Liberal Jewish groups like T’ruah, including Torat Zedek and Bnei Avraham in Israel and the U.S-based groups Smol Emuni, J Street and New Israel Fund, regularly condemn the settler violence and call on Israeli security forces to hold the perpetrators accountable. They also take part in “protective presence” visits to the West Bank in solidarity with Palestinians threatened by Jewish settlers.
The largest Jewish organizations have been less vocal on the topic, although the American Jewish Committee and the Union for Reform Judaism have issued statements condemning settler violence.
Right-leaning groups have either downplayed the extent of the violence or say Jews living in the West Bank have been provoked by neighboring Palestinians. On the same day that Stephens’s column appeared, the media watchdog group HonestReporting ran an article saying that the major news outlets disproportionately focus on settler violence, and run many fewer articles about Palestinian attacks on Jewish civilians. It also cited official Israeli data suggesting that violence by Jewish civilians in the West Bank had declined significantly since March.
Nevertheless, Stephens appeared to be echoing a growing sentiment even on the right that the settler violence is both wrong and a black eye for Israel at a time when its reputation is suffering around the world.
“I don’t think there are many supporters of Israel in the U.S. who are happy with how Israel has handled, or really mishandled, settler violence,” said David E. Bernstein, a professor at George Mason’s Antonin Scalia Law School and a frequent commentator on Jewish affairs, in an email exchange with JTA. “To me, it’s anti-Zionist to allow settlers to flout the law and public policy, whether by violence or by setting up illegal outposts, because Zionism means accepting the legitimacy of the Israeli state, and radical settlers who don’t are no different than extremist Haredim [Orthodox] in not doing so.”
Last week, Israel’s Channel 13 reported that the government had approved a plan in March to tackle violence by extremist settlers but kept the plan secret due “to political considerations.” The report didn’t say whether the plan has been implemented.
The post Bret Stephens, a stalwart Israel defender, calls out ‘Jewish terrorists’ in West Bank appeared first on The Forward.
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Netanyahu drags Mamdani into his reelection campaign as face of antisemitism
For nearly two years, Zohran Mamdani has made Israeli Prime Minister Benjamin Netanyahu a central political target. Now Netanyahu is making Mamdani part of his own reelection campaign.
The 50-second video released Wednesday on Netanyahu’s political social media channels builds on comments the Israeli leader made on Fox News this week, portraying Mamdani as the face of a worldwide surge of antisemitism directed at Israel. It intersperses footage of pro-Palestinian demonstrations and antisemitic incidents with recent clips of Mamdani condemning Israel’s conduct in the Gaza war after the mayor backed off a vow to have the Israeli prime minister arrested during an upcoming visit to New York. It also features Mamdani’s wife, artist Rama Duwaji, who liked social media posts that supported Palestinians immediately after the Oct. 7, 2023 attacks. (Mamdani said his wife is a private citizen and does not work in his administration.)
The clip ends: “No one will stop me from fighting for the truth of Israel.”
The video comes as Netanyahu faces one of the toughest reelection campaigns of his political career, trailing his rivals ahead of Israel’s Oct. 27 election, which could determine not only his political future, but also his legacy and potentially his freedom as he faces a corruption trial.
The fight with Mamdani has become politically useful for Netanyahu. His main rivals — former Israel Defense Forces chief Gadi Eisenkot and former Prime Minister Naftali Bennett — are seen as more moderate leaders who could rebuild strained ties with Democrats and win back support for Israel among Americans.
Joel Rubin, a Democratic commentator and foreign policy expert, said in an interview that turning Mamdani into a symbol of today’s Democratic Party gives Netanyahu a way to challenge one of his rivals’ central arguments that they are better positioned to course-correct the U.S. political shift against Israel. “For Netanyahu, it’s very important to try to portray the Democrats as Mamdani and make the argument that only he can stand up to that,” Rubin said.
Mamdani has positioned himself as a prominent progressive critic of Israel amid the war in Gaza, a position that helped propel his rise and which has become increasingly part of national Democratic Party politics.
Mamdani’s high-profile confrontation with Netanyahu escalated when he announced a review of whether he had the legal power to arrest the Israeli prime minister when he visits the city for the United Nations General Assembly in September. Experts on Israeli politics warned of an unintended consequence: would allowing Netanyahu to cast himself once again as Israel’s defender against international efforts to isolate the Jewish state.
“Many Israelis are sick of him and hope to vote him out,” Former U.S. Ambassador to Israel Dan Shapiro wrote on X on Saturday. “The only possible outcome of a fruitless attempt to arrest him in NYC would be to give him a political boost at home. That would be an own goal.”
Some political strategists argue that Mamdani and his allies have little reason to mind if Netanyahu remains in power. “I bet they’re rooting for Bibi, in a perverse way,” said Matt Bennett, co-founder and executive vice president of the centrist Democratic think tank Third Way, in an interview with the Forward discussing how Israel is reshaping Democratic politics.
While still serving as a New York state Assembly member, Mamdani zeroed in on the Israeli prime minister as an enemy, leading chants of “Netanyahu, you can’t hide, we charge you with genocide,” during a protest in Oct. 2023.
Throughout his mayoral campaign last year, Mamdani repeatedly injected Netanyahu into New York politics., Mamdani first pledged to arrest Netanyahu shortly after he launched his campaign. According to a report, members of Mamdani’s inner circle were pushing for him to make this arrest declaration. After his election, already knowing the city lacked the authority to arrest Netanyahu, Mamdani proceeded with the review. When it concluded he did not have the power to arrest Netanyahu, Mamdani used a mayoral address to declare him a war criminal and then encouraged New Yorkers to protest him on his UN visit. Critics say the episode was a calculated political move aimed at energizing the pro-Palestinian and progressive base that helped elect him.
“There is a core principle amongst the left in American politics that having someone to organize against is crucial to growing numbers and persuasion, and for Mamdani, having the foil of Netanyahu is an incredibly valuable tool for motivating support,” said Rubin, who led Jewish outreach for Bernie Sanders’ 2020 presidential campaign.
Whether that principle translates into votes for Netanyahu’s coalition in Israel’s Oct. 27 election remains to be seen. At the moment, Mamdani and Netanyahu have become unlikely political assets for each other, each giving the other a powerful opponent to campaign against.
The post Netanyahu drags Mamdani into his reelection campaign as face of antisemitism appeared first on The Forward.
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As Conservative rabbis, we’re rethinking our communities’ policies toward interfaith families
(JTA) — As Conservative/Masorti rabbis, we see firsthand the joy of couples building a life together in the Jewish community, and the pain of those who feel shut out because one of them is not Jewish.
We think of the community member, though not Jewish, who developed a profound love for davening (prayer) and Torah study, and has supported his children’s and grandchildren’s Jewish education and observance of mitzvot. We think of another community member who faithfully drove her four children to Hebrew school for years and, after her youngest child’s bat mitzvah, chose to convert to Judaism herself.
It is time for our halacha, or Jewish law, to address issues facing intermarried couples and families robustly.
The two of us had the honor of joining colleagues in co-authoring a teshuvah — a rabbinic response to questions of Jewish law — that does just that. The Rabbinical Assembly’s Committee on Jewish Law and Standards has approved a teshuvah that seeks to honor these couples and families and their commitment to Jewish life in our congregations and communities.
Since we are part of a movement that balances a commitment to halacha with the realities of modern life, our work is grounded in traditional Jewish texts, laws and principles while also reflecting the core belief that welcoming others and extending hospitality are essential Jewish values.
Based on halacha and Jewish tradition, the teshuvah affirms the longstanding standard of Conservative/Masorti rabbis that clergy may officiate only at weddings where both partners are Jewish. It emphasizes that while a wedding is a significant moment that often singularly drives these conversations, there are many other important life-cycle moments that rabbis can offer as occasions for Jewish celebration and reaffirmations of commitment to mitzvot.
Through this teshuvah, we formalize a public mishebeirakh (blessing) before or after the wedding day for a couple committed to building an exclusively Jewish home, as well as a hanukkat habayit ceremony to dedicate their home.
We welcome non-Jewish parents on the bimah during their children’s b’nei mitzvah and offer “mazal tov” and other basic gestures of inclusion to intermarried couples, both of which were once considered unacceptable. Our goal in doing so is to inspire the couple and family to grow in Jewish living.
We affirm that synagogues may not hire intermarried individuals as clergy but may hire intermarried individuals for other roles, and that rabbis may officiate at funerals for non-Jewish family members and support a Jewish mourning process when a non-Jewish loved one dies.
It’s been about 40 years since the Committee on Jewish Law and Standards, which sets halachic policy for our movement internationally, broadly addressed questions around intermarried couples and families. We have learned over time that those intermarried couples who choose to embrace Jewish life are integral to the fabric of Conservative/Masorti communities.
We invite these couples to engage meaningfully in Jewish practice at home and in community, and, if they are having children, to raise them as Jews. Sometimes they may even choose to convert to Judaism at some point.
We do so because, as rabbis, we enjoy the privilege of being invited into people’s lives, and our role is both pastoral and educational. As people figure out their own identities and relationships, our role is to help them integrate Jewish tradition. As couples turn toward each other and seek to integrate Judaism into their lives, we are here to help them chart a course and to bring Torah into the conversation and observance of mitzvot into their lives.
We aim to inspire the couple to grow in Jewish living, observing mitzvot, studying Torah and searching for God in daily life. To do so, we must create gateways so everyone can find a place to learn and find joy and inspiration in our traditions, within the boundaries of halachic standards and principles.
Many of the practices in the teshuvah are already in place in some communities. Some offer solutions that speak most directly to realities in North America, and we call on local rabbis to interpret them in light of the circumstances in their local communities.
In the days of the Mishnah and the Talmud, when faced with new and challenging circumstances, our rabbis found creative and often beautiful solutions to embody the Torah as they understood it. As we follow in their footsteps, we use the wisdom we have inherited to both uphold and transform those values and honor the halachic principles that are central to our rabbinates and communities.
The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of JTA or its parent company, 70 Faces Media.
The post As Conservative rabbis, we’re rethinking our communities’ policies toward interfaith families appeared first on The Forward.
