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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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Remains of Jewish American WWII Pilot Return to US for Burial 82 Years After Death in Combat Mission Over China
US Army honor guard members begin to settle a casket into a grave at a cemetery in Greenville, South Carolina, Dec. 14, 2025, of 1st Lt. Morton Sher served with the 76th Fighter Squadron. Photo: Air Force Senior Airman Savannah Carpenter
The remains of a Jewish American fighter pilot in the US Army Air Force, who was shot down over China and killed in World War II, have been identified more than 80 years after his death and now buried in South Carolina, the US Department of War announced this week.
Army Air Forces 1st Lt. Morton Sher was killed in action on Aug. 20, 1943, when his P-40 Warhawk fighter-bomber aircraft crashed and burned in a rice paddy in the Xin Bai Village during a combat mission over Hunan, China, during World War II. He was 22 years old. Sher’s remains were accounted for this summer and have since been buried at a cemetery in his native town of Greenville, South Carolina. A memorial was held for him that included remarks by his nephew and a flyover conducted by the Air Force’s 476th Fighter Group, according to the Department of War.
Sher escorted bombers and flew dangerous combat missions in the 76th Fighter Squadron, 23rd Fighter Group, 14th Air Force. His unit was part of the famed Flying Tigers, a name given to a small group of American pilots who flew combat missions in China during World War II to help Allied forces.
“We never knew Morton, but he was larger than life in the stories our family told us, his photos, and his writings,” said Bruce Fine, Sher’s nephew. “He was certainly a man who filled his pages of life with meaning, and he lived every day to its fullest. In fact, the day before he died, on Aug. 19, 1943, he wrote a letter home telling his parents, ‘I let another pilot take that instructing job, for I find things too exciting here to leave right now,’ and the very next day, he was gone.”
Sher as a “real hero,” Fine added, “the kind you read about and see on the big screen, except he was real. We hope his bravery and his courage will inspire the family members who follow us to believe anything you can dream can be truly possible if you’re willing to commit to it and work hard to achieve it.”
During a mission in October 1942, Sher’s aircraft was forced to go down in a Chinese village because of engine damage. Grateful for American protection from Japanese forces, villagers embraced Sher as a hero and welcomed him with food and a celebration. He “entertained 15,000 with songs and a story, received a silk banner for his missions and was warmly escorted through nearby mountain villages back to his base,” according to the Department of War.
“Lt. Sher was shot down on Oct. 25, 1942, and returned to the 76th Fighter Squadron to fly, fight and win another day,” said Mark Godwin, a historian of the Air Force’s 23rd Wing. “He had an opportunity to return home and become an instructor pilot but chose to stay and continue the fight. He personified the last two core values: service before self and excellence in all we do.”
“[He] spent just over a year in China during World War II,” Godwin said. “He racked up three aerial victories before his untimely death. … He gave his life to protect his fellow Flying Tigers. He should forever be remembered for his courage and sacrifice.”
Following Sher’s death, local Chinese villagers placed a memorial stone at his crash site. He was posthumously awarded the Purple Heart in September 1943, which was presented to his mother in Greenville. The US conducted post-war search and recovery efforts, but a board of review concluded on Sept. 8, 1947, that Sher’s remains had been destroyed in the crash. They officially declared that he was killed in action and his body was unrecoverable, the Department of War explained.
After a private citizen contacted the US government’s Defense POW/MIA Accounting Agency (DPAA) in 2012 with a photo of Sher’s memorial site in China, the government agency visited the site in 2019. They initially found nothing but, following a more extensive search in 2024, recovered the plane wreckage and Sher’s remains, which were transferred to a lab in Hawaii. The remains were positively identified using DNA samples from Sher’s nephew and more than eight decades after his death, Sher’s remains were returned to his family.
“This was through team effort,” said Air Force Col. Brett Waring, 476th Fighter Group commander. “The teams that continue to scour the earth for our missing and KIA are beyond impressive. They’re part of that American commitment to individuals that endures across generations … when he was shot down, the local populace protected him when he survived the first [crash], and then prevented the enemy from taking his aircraft and body when he was killed in action. That speaks to the humanity that connects us all, even when other circumstances point towards adversarial actions.”
The Department of War also honored Sher’s bravery and sacrifice.
“Sher loved what he did and created a legacy that endures,” said the department. “His story, once unfinished, now stands a complete testament to service, sacrifice, and a nation’s promise to remember those who gave everything. That enduring legacy, woven from history, heroism and personal courage, continues to inspire both the families who remember him and the generations who follow.”
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New Cooking Show Competition ‘The Great Bubby Cook-Off’ Celebrates Jewish Food, Family Recipes
The four contestants on “The Great Bubby Cook-Off.” Photo: Manischewitz
An original cooking show competition that celebrates Jewish home cooking and family recipes premiered Friday on Kosher.com.
The four finalists on “The Great Bubby Cook-Off,” presented by the famous Jewish food brand Manischewitz, include a “bubby” from Delray Beach, Florida, and another from Manhattan, New York, and two contestants from Flushing, New York, and West Hartford, Connecticut, who were competing with “bubby-inspired recipes.”
The contestants were selected to compete on the show following a nationwide casting call. Home cooks submitted videos of themselves preparing their favorite Jewish dishes, including family recipes passed down through generations and personal twists on classic dishes. After online voting that was open to the public, four finalists were chosen to advance to a live cook-off in New York City in November.
The winner, to be revealed exclusively on the show, will be crowned “Bubby 2025” and receive a $5,000 cash prize, a featured appearance on the Manischewitz Food Truck as it tours the New York City area, and other prizes. The show is hosted by chef and cookbook author Naomi Nachman.
“‘The Great Bubby Cook-Off’ celebrates exactly what Kosher.com is all about — honoring tradition while inspiring a new generation of home cooks,” said Goldy Guttman, director of Kosher.com, in a released statement. “These bubby recipes carry stories, memories, and culture, and bringing them to life on screen allows us to share the heart of Jewish home cooking with audiences everywhere.”
“‘The Great Bubby Cook-Off’ is about so much more than cooking,” added Shani Seidman, chief marketing officer of Manischewitz. “It’s about honoring the women who shaped our traditions, our tables, and our memories — and celebrating the dishes that bring families together.”
More episodes of “The Great Bubby Cook-Off” will be announced throughout 2026. The show is free to watch, and an additional episode is under consideration that will include a behind-the-scenes look into the competition and judging, according to Manischewitz.
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On Instagram, ‘Rabbinic Fit Check’ is a look book for Jewish clergy
Rabbi Rafi Ellenson was getting ready for a full day of rabbinic duties in September when he jokingly asked a colleague, “What do I wear that’s appropriate both for religious school and a shiva?”
After some light-hearted deliberation, Ellenson, who works as an assistant rabbi for Congregation Shir Hadash, a Reform synagogue in Los Gatos, California, said they realized his wardrobe dilemma might deserve a spotlight on social media.
“We were like, oh, this would be a really fun idea for an Instagram account,” said Ellenson. It would show what rabbis are wearing and “the absurd things they have to do every day, dressing for 20,000 occasions and for 50,000 people.”
For help turning his idea into reality, Ellenson called Rabbi Arielle Stein, an assistant rabbi at Congregation Rodeph Sholom, a Reform synagogue on the Upper West Side of Manhattan, whom he had met in Jerusalem in 2019.
After some deliberation, the pair created Rabbinic Fit Check, an Instagram account billed as “a style diary for the rabbinate and beyond.”
“We’re trying to show diversity of rabbis, diversity of genders, diversity of expression,” said Ellenson. “There’s no one model, and there’s no one model in the real world, so we don’t want to feature only one model on the account.”
So far, Rabbinic Fit Check has featured 57 rabbis, clergy members and students from a range of denominations and garnered over 1,300 followers. The outfits range from cozy sweaters and “sensible” office wear to zebra-print skirts and a fashion-forward Delfina Balda pant suit.
“It’s nice to see that rabbis look like more than just that old oil painting of someone in a black coat,” said Rabbi Allison Poirier of the Conservative synagogue Temple Aliyah in Needham, Massachusetts. “It’s nice to see that we’re out here as new people, as colorful people of all ages and shapes and sizes, which I think in the world I work in, most people know, but it’s just nice to uplift that.”
Indeed, a new national study of the American rabbinate released last month by the Atra Center for Rabbinic Innovation found that 51% of the rabbinical students surveyed identified as LGBTQ+. According to the Atra report, 58% of rabbis surveyed identify as women, 30% as men, and 12% as nonbinary.
But the diversification of the rabbinate has also underscored a broader trend, with rabbis more often taking on an engaged, hands-on role rather than the old model of the “sage on the stage.”
Stein, who had already gone viral for her rabbinic style videos on social media and was featured in Vogue last month for her videos on clergy-friendly shoe choices, said the pair’s Instagram account has also come to serve another purpose: showing the rabbinate in a more intimate light.
“I think especially for our generation of rabbis, we’re real people, these are important ways that people can connect with us and build trust and understanding,” said Stein. “We’re not pretending that we’re somebody at work and somebody at home.”
Rabbinic Fit Check posted its inaugural outfits from Stein and Ellenson in mid-October. The pair then reached out to their colleagues for submissions, and users soon asked to be featured.
Poirier said that she had been drawn to post her style (J. Crew blazer, Birdy Grey dress, her sister’s thrifted sweater) because of the account’s “diversity and also the light-heartedness,” which she said offered a contrast to reality.
“Everything is so, so heavy right now, and a lot of our day is rightly dealing with some of the heaviness, and it’s nice to just have something that also uplifts rabbis as fun, joyful people, kind of expressing ourselves in this cute, silly way,” said Poirier.
“Rabbis are kind of in the zeitgeist in a lot of different ways, and there’s a lot to say about that both positive and negative, and certainly we’re tapping into some of that,” said Ellenson. “But I think we’re approaching an angle of we’re humans who have these cool jobs, and we want to show parts of ourselves through our clothing and express ourselves more fully and completely, and not bifurcate these two segments of our lives.”
Einav Rabinovitch-Fox, a professor at Case Western Reserve University who wrote a history of women’s fashion, said that she viewed the Rabbinic Fit Check account as part of a “new phenomenon” in which the public image of the rabbinate was shifting. She pointed to Nobody Wants This, the Netflix show starring heartthrob Adam Brody as a young Los Angeles rabbi that first aired in September 2024. The Amazon series Transparent, Extrapolations on Apple TV+ and the 2023 film You Are So Not Invited to My Bat Mitzvah all featured what Hey Alma, JTA’s sister site, called “hot rabbis.”
“It’s kind of like a sign of our times,” said Rabinovitch-Fox. “Not all of them are like Adam Brody, but I think it’s a depiction of a trend, and I think that Instagram account is part of it, like, ‘oh, look, Judaism is cool.’”
Rabbi Jamie Field, the director of education at Beth El Temple Center, a Reform synagogue in Belmont, Massachusetts, was featured on Rabbinic Fit Check shortly before her appearance on the Netflix show Squid Game: The Challenge. She said it was a “really beautiful that there is an increase in rabbinic visibility.”
“We have a really sacred responsibility to show that rabbis are real people, and that we are engaged and part of the world and being responsible for being part of that conversation, not just witnessing it through Netflix shows about rabbis,” said Field.
While Rabinovitch-Fox said religion does not always “celebrate the individual,” she added that “fashion is a really a great and simple way to make your own statement.”
“People want to find somehow to relate, and I think with this Instagram generation, fashion is something that is important to people, so it’s just another way to relate to that,” said Rabinovitch-Fox. “If you can talk with your rabbi about style, you have a cool rabbi.”
Rabbi Andrea London, the leader of Beth Emet The Free Synagogue, a Reform congregation in Evanston, Illinois, said she submitted a photo of herself and Cantor Natalie Young on Parashat Noah after Ellenson, who is a family friend, mentioned it to her in conversation. For her cameo, she wore a white button-down shirt with a gold necklace and slacks.
London, who was ordained in 1996, said that she had submitted the photo to offer the account “a little diversity of age.” She recalled that early in her career, “as a woman, you wouldn’t dare to be on the bimah without a skirt.”
“One of the things that was annoying in the rabbinate was that people would comment on my clothing a lot, and it was just tiresome and men didn’t get that,” said London. “And now, I think Rabbinic Fit Check is trying to turn it on its head, like let’s have fun with it as opposed to seeing this as somehow discriminatory or sexist in any way.”
So far, Ellenson and Stein said the response to the account from their congregants and colleagues had been positive. Looking ahead, Ellenson said they hoped to feature leaders from other faiths.
“I think it’s about joy, showcasing diversity, showcasing the personal, and showcasing that all of these pieces can be a part of cultivating rabbinic and cantorial and clerical work,” said Ellenson. “We can bring ourselves into the work, and that makes the work better when we’re being ourselves with our communities.”
This article originally appeared on JTA.org.
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