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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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In Elie Wiesel’s latter years, he and I discussed the effects of the Holocaust. Those conversations are now an opera.
Back in 2012, while on assignment as the Chicago Tribune’s longtime music critic, I received a phone call from my editor that would change my life.
Elie Wiesel had just accepted the newspaper’s annual Literary Prize. Would I be interested in interviewing him for the paper?
Would I?!
There was only one minor problem: I had never read a word Wiesel had written, not even his revered Holocaust memoir Night. Holocaust education was not required in the 1950s and ’60s when I was growing up – not even in Skokie, a nexus of Holocaust survivors where I lived with my family. As the son of two survivors, I considered Holocaust books, films and TV programs emotionally overwhelming and something to be avoided, if possible.
My avoidance ended abruptly in 2001, when my then 69-year-old mother began re-experiencing her unspoken Holocaust childhood in the form of delusions. This prompted me to unearth her hidden story and tell it in a Tribune article and a subsequent book and a documentary for PBS – all aptly titled Prisoner of Her Past.
I assumed that work was the reason the Tribune tapped this music critic to interview Wiesel.
After a few weeks of reading everything he wrote that I could lay my hands on, I flew to New York and found myself seated inches away from him in his Manhattan office. Within minutes, we were speaking with a degree of comfort and intimacy I had not anticipated.
Even more remarkable, after Wiesel and I held a public conversation before 2,500-plus people in Chicago’s Symphony Center — a longstanding feature of the Tribune’s Literary Prize proceedings — he suggested that we stay in touch.
That’s when I realized we had the beginnings of a book: two generations — a survivor and a son of survivors — trying to come to terms with what happened to our families and to our people. For the next four years, I visited Wiesel regularly in New York and Florida and spoke with him often on the phone. The utterly unexpected privilege of these conversations ended suddenly with his death July 2, 2016, at age 87.
In effect, Wiesel had spent the last four years of his life communing with me about the Holocaust and its apparently never-ending after-effects, my tape recorder rolling all the while. These proved to be his final thoughts on the subject, which I took as precious lessons on a fraught subject. For Wiesel had given me answers to questions I never had been able to ask my parents. To them, the Holocaust was a subject not to be discussed with me or my sister, presumably to spare us the burden of such tragedy.
Wiesel poignantly addressed what I needed and wanted to know: How does the second generation deal with feelings of guilt over our parents’ unrelieved sufferings? How do we live up to our parents’ expectations of us, without suppressing our own dreams? How do we even speak of this terrifying subject? How religious must we be? How politically active? How do we cope with the enormity of it all?
And more.
I packed the answers – and our reflections on them – into my 2019 book The Art of Inventing Hope: Intimate Conversations with Elie Wiesel, which is the basis of the new opera: The Dialogue of Memories, which premieres next month in Seattle.
Why an opera?
Though I was glad to have captured on paper my treasured experiences with Wiesel, I wanted to share the wealth — to let others see and feel and hear what it was like to be in the room with him. I wanted audiences to witness Wiesel explaining and illuminating my own past to me. And like Wiesel, I’ve always believed in the indescribable but unstoppable power of music to go where words alone cannot.
In 2024, the Seattle-based non-profit Music of Remembrance commissioned composer Jake Heggie and librettist Gene Scheer to write Before It All Goes Dark, an opera based on my Mac’s Journey stories in the Tribune about a Vietnam vet who learns he’s heir to a priceless collection of art looted by the Nazis (I had identified and located him).
After that opera’s success, I suggested to Music of Remembrance founder Mina Miller that my years with Wiesel represented a story of profound enlightenment that could be powerful onstage. Miller wasted no time commissioning the eminent American opera composer Tom Cipullo to write the music, with libretto by me with Cipullo.
The opera features three characters: Wiesel (sung by baritone Daniel Belcher); my mother, Sonia Reich (mezzo-soprano Megan Marino); and me (tenor Dominic Armstrong). Past and present, memory and prophesy, delusion and reality intermingle in its words. And Cipullo’s music lifts those words into the realm of sublime drama as only opera can do.
I don’t know how I’ll feel watching singers portraying Wiesel, my mother and myself confronting demons that have haunted all three of us, and millions of others around the world.
But as we mark Yom HaShoah, I do know that moments once shared by Wiesel and me alone now will be available to everyone. I hope that Wiesel’s brilliant insights and my mother’s tragic experiences will help others who — like me — have long struggled with dark and enduring histories.
The Dialogue of Memories plays May 17 at Benaroya Hall in Seattle; May 20 at the Presidio Theatre in San Francisco; and May 23-24 at the Studebaker Theater in Chicago. For details and tickets visit www.musicofremembrance.org. Howard Reich can be reached at howard@howardreich.com.
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J Street says Israel should fund its own defense
J Street, the progressive pro-Israel, pro-peace political advocacy, is shifting its stance on defensive U.S. military aid to Israel as a growing number of Democrats, including some of the congressional candidates it endorsed this year, call for ending such assistance.
Jeremy Ben-Ami, the organization’s longtime president, said in a lengthy post on Monday that the organization is now advocating for phasing out direct financial support for arms sales to Israel when the current $38 billion 10-year memorandum of understanding between the two countries expires in 2028. He called it “a fundamental reassessment of the U.S.-Israel security relationship,” citing “the war in Gaza, rising extremist Jewish terror in the West Bank and the US-Israel war with Iran.”
Also stressing that “the US-Israel security relationship remains a central pillar of American policy in the Middle East,” Ben-Ami added that joint research and technological investment “should continue” and that the U.S. should continue to sell short-range air and ballistic missile defense capabilities to Israel. However, “all future Research and Development agreements with Israel must include genuine cost-sharing and aim to produce defense items that both countries plan to field.”
Ben-Ami’s post includes this statement, in boldface: “The goal of this reassessment is to advance the broader American interest of a more stable and prosperous Middle East that includes both Israelis and Palestinians living in security and freedom.”
U.S. funding for Israel’s Iron Dome first started under the Obama administration in 2011. J Street’s acceptance of the position for candidates appears aimed at navigating divisions among congressional Democrats as Democratic Party voter views swing against Israel and influential progressive figures in the congressional delegation, most conspicuously Rep. Alexandria Ocasio-Cortez of New York, who previously backed missile-defense funding, and Rep. Ro Khanna of California, join calls to end all military aid to Israel.
Other members and candidates in the party still back Iron Dome funding from the U.S. seek to condition offensive weapons sales on Israel’s compliance with human rights and international law.
Brad Lander, a Jewish challenger to Rep. Dan Goldman, said last week he would oppose any additional U.S. aid to Israel, arguing the country is in violation of human rights and international law.
Last week, Brad Lander, a Jewish Democrat running for Congress who has described himself as a liberal Zionist, on Friday joined the calls for an end to U.S. aid to Israel, while adding that “Israel should have access to purchase it with their own funds.” Lander, who has been “primary approved” to challenge Rep. Dan Goldman of New York — who is the official J Street pick in the race — told the Forward he did not coordinate his announcement with the group’s, which came after his.
Democrats are already taking legislative action. The Senate is expected to vote on Wednesday on two measures — filed by Sen. Bernie Sanders, the Jewish Vermont Independent and longtime critic of U.S. aid to Israel — to restrict at least $660 million in weapons sales to Israel. A record 27 Senate Democrats — a majority of the caucus — supported a similar pair of resolutions to block weapons transfers. J Streets urged members to vote in favor. In the House, the Block the Bombs Act, which would restrict certain offensive arms sales to Israel, currently has 60 sponsors.
J Street’s red line
Ben-Ami maintained that J Street’s updated stance to end grants, known as the Foreign Military Financing (FMF) program, aligns with calls by Israeli Prime Minister Benjamin Netanyahu and Sen. Lindsey Graham, a Republican from South Carolina, to gradually “taper off” U.S. military aid to Israel over the next decade until it reaches zero. “This reform would normalize the relationship and place Israel in the same category as other capable allies that purchase U.S. defense equipment without subsidy,” Ben-Ami said.
Ilan Goldenberg, J Street’s senior vice president and chief policy officer and previously an aide to former Presidents Barack Obama and Joe Biden, said the organization will still support the sale of Iron Dome components and other missile defense systems as long as it’s consistent with U.S. law and aligns with U.S. policy objectives and interests.
The strategy reflects a broader shift in politics, where Israel policy and Palestinian rights have become a litmus test for progressive candidates. Recent polls showed the tensions within the Democratic Party, which loomed large in the 2024 presidential election in the wake of the Gaza war — and now opposition to the war in Iran — are likely to shape the midterm elections.
J Street PAC is backing 133 House and Senate incumbents as well as Democratic challengers running against Republican incumbents. The group has also approved several candidates competing in open Democratic primaries, allowing its donor network to support their campaigns
Speaking with the Forward during J Street’s annual conference in Washington, D.C. last month, Ben-Ami outlined the organization’s red lines for endorsements. “If you’re in favor of a complete arms embargo against Israel, and you don’t recognize that Israel should be the national homeland of the Jewish people, you won’t come anywhere near our list,” Ben-Ami said.
A recent poll commissioned by the organization found that 70% of American Jews support placing some conditions on military assistance, including 26% who favor halting aid altogether.
The departure from the long-standing bipartisan consensus backing unconditional military support for Israel has drawn criticism from some Israel supporters.
Joel Rubin, a national security expert and a former Obama administration official who was the founding political and government affairs director at J Street in 2008, called it a “major shift” that “undermines” pro-Israel organizational support for the U.S.-Israel security assistance relationship and also “puts more pressure” on Democrats to oppose aid to Israel. “J Street is playing with fire regarding the US.-Israel relationship,” he said. “It’s much easier to tear down a relationship than it is to build one up.”
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Deni Avdija might not win Most Improved Player. But he can achieve something greater.
In any other year Deni Avdija, the NBA’s reigning Israeli superstar and its most talented Jewish player in at least half a century, might be a shoo-in for the league’s Most Improved Player award. The 6-foot-8 forward inflated his scoring average from 16.9 to 24.2 — good for 14th in the NBA — as he made his first All-Star team and guided the Portland Trail Blazers to their first winning season in five years.
But in spite of his team’s social media campaigning, this year’s award seems most likely headed to the Atlanta Hawks’ Nickeil Alexander-Walker, whose 20 points-per-game more than doubled last year’s average. Sportsbooks made Alexander-Walker an overwhelming favorite to win, and while I would debate the merits — Avdija also raised his assist numbers, had a bigger role on his team and made a more difficult leap — I can’t really argue the odds.
Anyway, with the regular season over, Deni is onto more important things — starting Tuesday night, when his Blazers take on the Phoenix Suns in the biggest game of his career to date. The winner of Tuesday’s Play-In (10 p.m. ET on Amazon Prime) advances to the one place Avdija’s never been in his six seasons: the NBA Playoffs.
At stake is more than just Avdija’s drought of 425 games without a playoff appearance — the fifth longest streak of any active player. It’s also the 10 years Israeli fans watched Avdija’s Jewish countryman Omri Casspi play without seeing him in the postseason. Casspi’s 588 games with seven different teams are the fourth-most without playing in the playoffs in NBA history (and the most of any player born after 1950). An ignominious record, indeed.
As Jewish Telegraphic Agency has noted, Israeli-born journeyman TJ Leaf, who is not Jewish, made the playoffs as recently as 2021. And others have pointed out that Casspi’s team made the playoffs in 2014, but he did not play. But Avdija himself seems to regard this as a possible breakthrough.
“First taste of the playoffs — I think ever for an Israeli player,” he said — last year, before the Blazers barely missed the Play-In.
If the Blazers do end the Jewish Israeli playoff curse, it will be thanks to Avdija, who’s answered every call for the franchise this season. In two critical late-season games against the Los Angeles Clippers — their rival for the 8th playoff seed — Avdija led all players in scoring both times, including 35 points April 10 as Portland grabbed hold of the 8-seed.
Avdija’s work will be difficult against Phoenix, which in Dillon Brooks employs one of the stingiest wing defenders in the Association. Avdija was one of the best in the league at drawing fouls — he was third in the NBA in free throw attempts — and the game may depend on how closely the referees officiate contact. As for prior experience, Avdija only played one full game against the Suns this year, scoring 19 points in a 17-point loss; Portland split the other two matchups.
Because they secured the 8-seed, the Blazers will have a second chance at making the playoffs even if they lose. The winner of Wednesday night’s Clippers-Golden State Warriors matchup will face the loser of Blazers-Suns. Two chances to win one, and make (Jewish) Israeli hoops history.
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