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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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Gen Z New Hampshire Congressional Candidate Refuses to Acknowledge Israel’s ‘Right to Exist’
New Hampshire state Rep. Heath Howard, a Democrat who is running for US Congress in the 2026 election, speaks during televised interview. Photo: Screenshot
A Democratic state lawmaker in New Hampshire now running for US Congress is facing mounting criticism after comments in which he refused to affirm the legitimacy of Israel as a Jewish state, reigniting a broader political debate over antisemitism and the boundaries of criticism of Israel.
During a new interview on WMUR’s “Close-Up,” congressional candidate Heath Howard rejected the idea that Israel possesses a unique “right to exist” as a Jewish nation. Howard also drew an equivalence between Israel, the closest US ally in the Middle East, and the Palestinian Islamist group Hamas, a US-designated terrorist organization.
“While there are a number of condemnable actions that they’ve taken, like any sort of government, I don’t think that Hamas has a right to exist. I don’t think Israel has a right to exist. I think that people have a right to exist,” Howard said.
Howard then appeared to defend the prospect of Hamas’s continued rule over Gaza as a form of Palestinian autonomy, saying, “We need to respect the will of the Palestinian people, and we need to make sure that they have access to democracy. We need to make sure that we allow the people to have self-determination.”
Heath has criticized the US relationship with Israel, saying that it has “furthered a lot of conflict in the Middle East,” and called for imposing enhanced restrictions on military assistance to Jerusalem.
He has also hand-waved suggestions that Hamas could be a danger to Jewish people and called for the transformation of Israel into a “secular state.”
Skeptics claim the comments crossed a line from criticism of Israeli government policy into opposition to Israel’s existence as a homeland for the Jewish people, a distinction many Jewish organizations say is central in determining when anti-Israel rhetoric becomes antisemitic.
Benjamin Sharoni, consul general of Israel to New England, rebuked Howard’s commentary.
“To suggest that Israel has no right to exist is not a nuanced policy position. It is a denial of history, reality, international law, and the very principle that grants legitimacy to every nation on earth,” Sharoni told NHJournal.com.
“Israel is a sovereign state, a member of the United Nations, and the national home of the Jewish people,” he continued. “Invoking universal rights while calling for the dismantling of a recognized state is not humanitarianism. Those who are genuinely committed to the rights of people must begin by acknowledging the right of nations to exist and defend their citizens.”
Howard’s policy platform contains a number of unorthodox suggestions, such as implementing a complete arms, trade, and intelligence embargo on Israel, forging closer ties with China, and the removal of the US blockade on Cuba.
“It is essential that we immediately cease our involvement in these endless imperial wars and adopt non-interventionism as a general policy. Moreover, we must immediately end all military aid and weapons sales to both Israel and Saudi Arabia and impose a complete arms, technological, and cultural embargo on Israel,” Howard’s campaign website reads.
“We must also work to restore and improve our relationship with China and work with them, not against them, to make technological, political, and societal progress — and above all, we must honor our commitments to the Universal Declaration of Human Rights and the Charter of the United Nations,” his website continues.
The controversy comes at a particularly sensitive moment in American politics, as tensions surrounding Israel and the war in Gaza continue to divide parts of the Democratic Party following Hamas’s Oct. 7, 2023, attack on Israel. The massacre, which killed roughly 1,200 people and saw hundreds taken hostage, prompted widespread expressions of solidarity with Israel across much of the US political establishment. Since then, however, divisions have emerged between mainstream Democrats and a growing activist wing increasingly critical of Zionism and American support for Israel.
Supporters of Israel argue that denying Jews the right to self-determination to maintain a nation-state is discriminatory, especially given the existence of dozens of countries organized around national, ethnic, or religious identities. They also note that Israel serves as a refuge for Jews facing centuries of persecution.
Critics argue that Howard’s comments may fuel concerns among some Democratic strategists that rhetoric perceived as hostile to Israel could alienate moderate voters and Jewish Americans, particularly in swing districts. Several prominent Democrats nationally have faced similar scrutiny in recent months over statements questioning Israel’s legitimacy or character as a Jewish state.
The dispute reflects a broader ideological battle playing out inside the Democratic Party, where debates over Zionism, antisemitism, and Middle East policy have increasingly become litmus tests in some progressive circles.
Howard, a 25-year-old left-wing candidate, may be reflective of a newer generation of Americans which are broadly skeptical of the US-Israel relationship. Recent polling suggests that overwhelming majorities of younger Americans disapprove of the Jewish state.
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Mamdani supersizes NYC hate crimes office, as tensions simmer over synagogue protests
New York City Mayor Zohran Mamdani announced a nearly ninefold increase in New York City’s budget for preventing hate crimes as part of his budget proposal announced Tuesday, fulfilling a campaign promise that was central to his outreach to Jewish voters amid concerns about his stance against Israel.
The Jewish community overwhelmingly did not support his election, and his proposal comes amid rising tensions stoked by anti-Israel protests — most recently on Monday night, when dozens descended on a heavily Jewish Brooklyn neighborhood where a synagogue hosted a real estate sale that included West Bank properties.
Mamdani’s $26 million for the Office for the Prevention of Hate Crimes would significantly expand an agency created in 2019 to combat rising antisemitism and other forms of hate, which currently has a $3 million annual budget
The office is tasked with addressing all hate crimes, and Mamdani did not specify how much of the $26 million would be directed specifically toward combating antisemitism, since the office is. According to the New York City Police Department, antisemitic incidents accounted for 57% of all reported hate crimes in 2025. The Anti-Defamation League’s 2025 annual audit found that while antisemitic incidents in New York declined by 19%, last year was still the third-highest year on record.
“Too often, the only response offered to a hate crime is exactly that, it’s a response,” Mamdani said. “Today we want to also do the work of preventing those hate crimes.” The mayor said most of the funding would go toward expanding existing city programs that have proven effective, alongside the rollout of the city’s first comprehensive municipal strategy to combat antisemitism, which is expected this fall.
Most of the office’s current funding goes towards a program called the Partners Against the Hate FORWARD initiative — in partnership with the NYC Commission on Human Rights — that offers grants up to $10,000 for community-based initiatives.
The proposal resembles a plan authored by Jews For Racial & Economic Justice, a progressive organization that supported Mamdani during the election. The JFREJ proposal called for between $26 million and $30 million in hate violence prevention initiatives, including expanded reporting systems, proactive relationship-building and anti-bias education.
In a statement Tuesday, the group hailed the investment as a “huge win” for advocates of a broader approach. “The Mamdani administration has significantly raised the bar for what it looks like to seriously address antisemitism and hate violence,” said Audrey Sasson, JFREJ’s executive director.
The hate crimes office expansion drew swift praise from Jewish elected officials, including some who have distanced themselves from Mamdani in their support for Israel. “Promises made, promises kept,” Manhattan Borough President Brad Hoylman-Sigal posted on X. Rep. Dan Goldman — whose primary challenger, Brad Lander, is backed by Mamdani — said the funding is a worthy tool to combat hate: “It is vital that we all work together to ensure we do everything possible to keep New Yorkers safe.”
Hasidic leaders of both Satmar sects also applauded the mayor, with one organization calling the investment a “massive increase of resources to stop the rising tide of antisemitism in NYC.”
Still, Mamdani’s prevention strategy does not include measures in response to protests outside synagogues, which have included antisemitic displays and slogans.
On Monday night, pro-Palestinian protesters marched through the heavily Orthodox neighborhood of Midwood in Brooklyn, chanting slogans including calls for “intifada revolution” during a demonstration outside a synagogue hosting an event marketing real estate in Israel and West Bank settlements. The protest also drew a crowd of pro-Israel counterprotesters, many of them teenage boys, as police intervened to keep the groups apart. The NYPD reported four arrests, including two Jewish teens.
Under a new law recently passed in the City Council by a veto-proof majority, the NYPD is currently devising a synagogue protection plan that it must make public. But meanwhile, police officers accompanied the protesters as they circled residential blocks chanting anti-Israel slogans.
Many Jewish residents have said such protests leave them feeling intimidated or unsafe. The administration has yet to outline a more robust enforcement or public safety approach to demonstrations, and Mamdani — who has not commented on the Brooklyn confrontations — recently defended a similar protest of a real estate sale held on Manhattan’s Upper East Side.
In a statement shared with the Forward, Mamdani condemned the violence at the protest and counter-protests on Monday night “alongside antisemitic, anti-Muslim and racist rhetoric, as well as racial slurs, displays of support for terrorist organizations, and calls for the death of others” as “despicable.”
“New Yorkers have the constitutional right to protest and to counter-protest, but no one should face violence, intimidation, or hatred because of who they are or what they believe,” the mayor added. “We can simultaneously protect both public safety and civil liberties, and our city remains committed to doing exactly that by upholding the right to peaceful protest while keeping every New Yorker safe.”
The post Mamdani supersizes NYC hate crimes office, as tensions simmer over synagogue protests appeared first on The Forward.
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‘No Peace’: Anti-Israel Mob Storms Jewish Neighborhood in New York City
Anti-Israel protesters march through a Jewish neighborhood in Brooklyn, New York City, May 11, 2026. Photo: Screenshot
New York City saw another bombardment of a Jewish house of worship on Monday, compounding an antisemitism crisis that has plunged the municipality into episodes of anti-Jewish mob violence, swastika graffiti, and discrimination.
As seen in several viral videos posted to social media, masses of anti-Zionists descended on the Flatbush section of Brooklyn to march through the streets of the heavily Jewish quarter and walk up to Young Israel of Midwood synagogue to protest its involvement in selling land they say is “stolen” for being located in West Bank.
Orthodox Jewish family in Brooklyn looks on as mob of anti-Israel protesters march down their block pic.twitter.com/gWwJ9Z0aRN
— Elaad Eliahu (@elaadeliahu) May 12, 2026
The group behind the demonstration, the Palestinian Assembly for Liberation in Al-Awda (PAL-Awda NY/NJ), led the protesters to the institution while shouting jihadists slogans whose orators could not be identified behind the keffiyeh scarves repurposed as masks to hide their faces.
“Zionism will fall,” the activists chanted while others wielded signs proclaiming “Abolish Israel” and “no peace on stolen land,” according to local reports. Words failed to make the point for some, however, as one female activist ambushed a Jewish girl attempting to outpace the protesters to get home. Wearing a surgical mask and red keffiyeh scarf not around her face but her shoulders, she charged the Jewish girl from behind, grabbed a fistful of her hair, and jerked backwards, video of the incident showed. When a group of teenagers near the incident decried the assault, a swarm of hooded protesters confronted them, pushing and squaring shoulders in an apparent effort to dare a response and threaten more force.
Brooklyn, New York, May 11, 2026: Days after another anti-Israel protest targeted a Manhattan synagogue, protesters attacked a young Jewish girl outside Young Israel of Midwood, waved a Hezbollah flag, displayed a Hamas-linked red triangle, and chanted “Zionism will fall.” pic.twitter.com/rEIimwGgsZ
— Combat Antisemitism Movement (@CombatASemitism) May 12, 2026
New York City Police Department (NYPD) officers attempted to hold the line between demonstrators and the synagogue’s entrance. According to reports, at least three demonstrators were arrested after attacking counterprotesters, and some of the anti-Israel activists could be seen holding flags and banners expressing support for Hamas and Hezbollah, both US-designated foreign terrorist organizations.
A Hezbollah flag waves at the forefront of the anti Israel protest across the street from a Flatbush synagogue.
The red inverted Hamas triangle can also be seen on a banner. pic.twitter.com/1B98Yof3I6
— Michael Starr (@StarrJpost) May 12, 2026
This is not the first time PAL-Awda has targeted a Jewish neighborhood or institution over the issue of Israeli real estate.
Last week, protesters gathered outside Park East Synagogue in Manhattan during a showcase called “The Great Israeli Real Estate Event 2026,” which included the marketing of properties in Israel proper as well as West Bank settlements. At the demonstration, activists held signs and chanted slogans that went beyond criticism of Israel, seemingly calling for the death and expulsion of Jews and, in some cases, support for US-designated terrorist groups.
“Death, death to the IDF [Israel Defense Forces],” “Rapists,” and “Settlers, settlers go back home, Palestine is ours alone” were among the insults screamed by the protesters, some of whom also waved flags belonging to Hezbollah.
The demonstration prompted a significant police response and raised concerns about rising antisemitic rhetoric in the city home to the world’s largest Jewish population outside of Israel.
The scene marked a return to the same synagogue that was the site of a contentious protest in November, where demonstrators chanted “We don’t want no Zionists here” and “Resistance, you make us proud, take another settler out,” among others. One speaker claimed, “It is our duty to make them think twice before holding these events! We need to make them scared.”
Both protests were organized by Pal-Awda.
In each case, New York City Mayor Zohran Mamdani, who took office on Jan. 1 but was mayor-elect at the time of the November incident, condemned the Israeli real estate event.
“There is no tolerance for hatred of Jewish New Yorkers,” he said last week. “I’ve also been clear to New Yorkers, my honest opinions about the fact that when we have a real estate expo that is promoting the sale of land, which includes the sale of land in occupied West Bank in settlements that are a violation of international law, that that is something that I firmly disagree with.”
As previously reported by The Algemeiner, antisemitic hate crimes in New York City have been surging since Mamdani’s election. According to police data, Jews this year have been targeted in the majority of all hate crimes committed in the city, continuing a troubling trend of rising antisemitism following Hamas’s Oct. 7, 2023, massacre across southern Israel.
Jews were targeted in 60 percent of all confirmed hate crimes in April despite composing just 10 percent of the city’s population, the NYPD revealed in its latest figures.
The change in New York City’s climate since Mamdani’s election is palpable, Jewish advocacy groups have said. On his first day in office in January, Mamdani voided the city government’s adoption of the International Holocaust Remembrance Alliance’s (IHRA) definition of antisemitism, lifted the ban on contracts with companies boycotting Israel, and modified key provisions of an executive order directing law enforcement to monitor anti-Israel protests held near synagogues.
“Mayor Mamdani is deeply opposed to the real estate expo this evening that includes the promotion of the sale of land in settlements in the Occupied West Bank,” Mamdani said in a statement issued before last week’s synagogue protest, failing to deliver the conciliating message his critics said was needed to hold together a fraying community. “These settlements are illegal under international law and deeply tied to the ongoing displacement of Palestinians.”
Rabbi Mark Wildes, director and founder of the Manhattan Jewish Experience organization, told The Algemeiner that the Mamdani administration is fueling antisemitism.
“From swastikas appearing on homes and in parks, to increased anti-Israeli demonstrations, Mayor Mamdani has created a climate in which bigotry is allowed to flourish,” Wiles charged. “His irresponsible rhetoric calling Israel an ‘apartheid’ state committing ‘genocide only emboldens antisemites to target Jews across the city.”
On Tuesday, as Jewish community advocates called for the arrest of the protester filmed assaulting a Jewish girl, the Trump administration confirmed that the US Justice Department is investigating the incident.
“We are aware of this situation last night and are working with our colleagues in NYC to collect evidence and analyze potential charges,” said Harmeet Dhillon, the assistant attorney general for civil rights.
Follow Dion J. Pierre @DionJPierre.