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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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UK lawmakers press government on why West Bank imports haven’t yet been banned
(JTA) — British lawmakers from across the political spectrum are pressing the government to ban imports from Israeli settlements in the West Bank, saying that explanations for why such a ban has not yet been imposed were inadequate.
During a three-hour House of Commons debate on Thursday, lawmakers argued that Britain’s long-standing position that the settlements are illegal under international law means it should fall in line behind other countries advancing bans, particularly at a time of rising settler violence and efforts to expand Jewish settlements in the West Bank.
The debate — the latest in a number of formal discussions about a potential ban in Parliament — was led by Abtisam Mohamed, a politician from the governing Labour Party who is the first Arab woman and first Yemeni member of Parliament. She was denied entry into Israel in 2025, a year after being elected.
“I want to pose a simple question to the government today, a question that sits at the heart of this debate,” Mohamed said in opening the session. “If settlements are illegal, why have we not made an outright ban on trade? What exactly is it that we’re waiting for?”
Lawmakers from other parties piled on.
“There is no excuse that we have to wait for other countries to move because they’ve moved ahead of us,” said Ellie Chowns from the left-wing Green Party, which has made opposition to Israel part of its platform. “There is no excuse that this is too technically difficult because the legal framework already exists.”
And a member of the Conservative party, which has traditionally favored strong ties with Israel, said he was unconvinced by the argument, made recently by a government official, that other measures that are potentially less complicated to administer could achieve the same pressure on Israel.
“We’ve done everything except the obvious, which is just the ban,” said the lawmaker, Kit Malthouse. “The question I’m left asking is, why? Why the reluctance? Why the hesitation? Nobody’s buying the complexity argument.”
On Monday, EU foreign ministers met to discuss a ban on products from Israeli settlements in the West Bank, in order to gauge if there is enough support for the move. The EU’s foreign minister said a ban on imports was the most popular option under discussion and said she expected that the conversation would soon advance.
The discussion in the House of Commons comes as the British Labour government is in flux, with a new prime minister set to take over from Keir Starmer next week. It also comes as the government is taking steps to reassure a Jewish community that has been rattled by a number of violent incidents. This week, the government both allocated more than $300 million in security funding for Jewish institutions while also formally declaring Iran’s Islamic Revolutionary Guard Corps, seen as tied to many of the attacks, to be a terrorist group, in a move that enables more intense prosecution.
In an appearance before the Foreign Affairs Committee earlier in July, the government’s top Middle East minister fended off allegations that the Labour government was slow-walking pressure on Israel. Hamish Falconer also noted that British Jewish leaders are urging against an import ban.
“There are legitimate and reasonable concerns from the British Jewish community that if we were to take steps which were crude, which were untargeted, could have unintended consequences on the lives of the community who are already under considerable pressure,” he said. “I do take that seriously for obvious reasons.”
The Board of Jewish Deputies, an umbrella organization for almost 200 Jewish groups in Britain, told the Jewish Telegraphic Agency that it was reluctant to comment on a potential ban on West Bank imports before a new prime minister is installed. But the group has previously weighed in strongly against efforts to boycott Israel, arguing in a 2017 report that “to hasten a solution to the settlements would be to assist the chances of negotiations through promoting peace, rather than the problematic boycott campaign.”
Falconer also signaled that all bets could be off if the Israeli government moves forward with a settlement project known as E1, telling the Foreign Affairs Committee, “I have said repeatedly that no one should benefit from a profit made on land that has been unlawfully procured.”
The E1 initiative would expand Jewish settlements on a stretch of land east of Jerusalem, bisecting the West Bank, and is seen by both its proponents and critics as a bid to undercut a potential future Palestinian state. The current right-wing Israeli government has moved the E1 project significantly toward actualization, approving it formally.
If the project proceeds further, Falconer told lawmakers, “then we and our friends and allies would take tangible action in response.”
The post UK lawmakers press government on why West Bank imports haven’t yet been banned appeared first on The Forward.
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Cori Bush to fellow progressives: My reelection would be ‘the knockout’ punch to AIPAC
(JTA) — Cori Bush told fellow progressives during a virtual rally on Monday night that she intends to deliver a “knockout” punch to AIPAC, the pro-Israel lobby, by winning her congressional primary next month.
When Bush, the two-term progressive Democratic congresswoman, was defeated in a bruising primary two years ago, both she and her adversaries attributed the loss in part to AIPAC.
The group’s PAC spent more than $4 million to defeat Bush, who was one of two members of Congress to vote against a measure to deny entry to the United States to Hamas terrorists who perpetrated Oct. 7, and declined to call Hamas a terror group on the campaign trail.
Now, as AIPAC has rapidly transformed into a radioactive bogeyman among Democrats and Bush’s fellow progressives have mounted an ascent across the party, Bush is out for revenge.
“Jamaal Bowman says it best: He said that Chris Rabb gave a jab to AIPAC. He says that Darializa and Claire … they gave uppercuts to AIPAC,” Bush said. “But then when I win, that will be the knockout.”
Bush is currently running against Missouri incumbent Rep. Wesley Bell in a field with three other candidates. In 2024, Bell defeated Bush 51.1% to 45.6% in a field of four candidates. A February poll sponsored by Bush’s campaign had Bell and Bush tied, with Bush receiving 44% of the votes, while Bell had 40%. (The survey had a margin of error of 5.4%.)
Bush was referring to a list of prominent progressives, including one, Bowman, who like her was primaried out of Congress in 2024, and three who won primaries decisively in Pennsylvania and New York this year. She was speaking at an online rally organized by Our Revolution, the group formed by Sen. Bernie Sanders to advance the progressive movement.
The rally came as the movement tries to move past a setback in Maine, where Graham Platner, a progressive and staunch critic of Israel, withdrew after winning the Democratic Senate primary amid allegations of sexual assault. One of the candidates vying to replace Platner on the ticket, Troy Jackson, joined other leading progressives including Michigan Senate candidate Abdul El-Sayed and California congressman Ro Khanna in taking the virtual stage.
Jackson did not mention Israel or AIPAC in his comments, even after announcing in recent days that he believes Israel committed genocide in Gaza. Instead, he listed an array of other issues animating left-wing voters.
“I know that there’s real pain, anger, and disappointment, and I’m not going to try and minimize that. But look, this movement has always been bigger than one person,” he said, alluding to Platner’s exit. “It’s about taking on a system rigged against working people, fighting for Medicare for all, strong unions, higher wages, reproductive freedom, and an economy where billionaires and corporations finally pay their fair share.”
Other candidates took aim more squarely at Israel and its supporters. El-Sayed, who in recent days has taken to calling Israel a “rogue state,” noted that AIPAC and its allies have spent more than $40 million to defeat him. (AIPAC has spent nearly $15 million on the race to date.)
“Donald Trump is not himself the disease in our politics; he’s the worst symptom of the disease of our politics,” El-Sayed said. “The disease is the system that allows big corporations, billionaires, special interest groups like AIPAC, to buy and sell politicians in ways that leave them rigging the system against us.”
El-Sayed also took aim at foreign military aid in his remarks, telling those gathered, “It shouldn’t be this hard to pay your taxes and know that that money is going to be spent on you and your kids rather than to annihilate somebody else and their kids.”
Minnesota congressional candidate Kaela Berg similarly cast her refusal to accept AIPAC money as part of a broader rejection of corporate influence in politics.
“We are the revolution, we are bringing that working class voice, that lived experience, two and a half decades of fighting the bosses, being people in Congress who cannot be bought, being the antidote to corporate Democrats and to Republicans,” Berg said. “I do not take AIPAC money. I do not take corporate money.”
Khanna, fresh off a trip to the Middle East during which he claimed that Israeli soldiers took the side of armed settlers who detained him in the West Bank, used his remarks during the town hall to shift attention from his detention to the treatment of Palestinians.
“Yes, people know I was detained, but if there’s one obligation, I feel I want to tell in every part of this country the story of apartheid in the West Bank,” Khanna said. “The story of these Palestinians who are being treated in an inhumane, undignified way, and if we can tell that story, I believe we will finally get change.”
Khanna, who has emerged as one of Israel’s fiercest critics in Congress since Oct. 7, also told attendees that the progressive wins across the country reflected growing support for the movement’s policy positions, including its opposition to Israel.
“We are winning, and we’re winning not because of candidates,” Khanna said. “We’re winning because we stand for Medicare for all. We stand against the genocide. We stand against foreign wars.”
The post Cori Bush to fellow progressives: My reelection would be ‘the knockout’ punch to AIPAC appeared first on The Forward.
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Five countries over four days: How Cuba’s Maccabiah Games delegation made it to Israel
(JTA) — Nearly three decades after Hella Eskenazi’s first trip from her home in Cuba to the Maccabiah Games in Israel, the journey hasn’t gotten much easier.
This time, she was joined by dozens of athletes who had to travel through five countries over more than four days to reach Israel — a consequence of both the turmoil affecting travel to Israel generally and the unique complexities of getting anywhere from their communist island nation in the Caribbean.
The first time Eskenazi made the trip was 1997, when she was a member of Cuba’s national karate team, and her country’s sole representative at the sports competition known as the “Jewish Olympics.” That was the year the Games were marred by the collapse of a pedestrian bridge over the Yarkon River in Tel Aviv that killed four members of the Australian delegation and injured 60 others.
This time around, Eskenazi, now 56, is both an athlete and the vice president of Patronato de la Casa de la Comunidad Hebrea de Cuba, her nation’s Jewish community and main synagogue. She’s a former Hebrew school director and has been involved in Cuba’s Maccabi programs since 2013, Cuba’s first year with a full delegation.
For this summer’s Games, Cuba sent 52 athletes to participate, many of whom already live in Israel after making aliyah. But for the 29 members who made the journey from Havana, the trip was anything but easy.
And that would have been the case even if Air France hadn’t canceled their flights — due to the conflict in Iran — halfway through their travel.
As Eskenazi explained, due to a variety of political and economic factors, it’s not easy to get out of Cuba. Her athletes needed various visas that would allow them to travel through Europe to get to Israel, and Cuba does not have a national airline with the same international capabilities as travel giants like Air France or Turkish Airlines.
And because Cuba’s oil supply lags behind much of the world, Air France does not offer flights from Cuba. So they had to travel to Panama first, just to get to Paris.
The original plan, Eskenazi said, was for a portion of the delegation to fly from Havana to Panama to Paris to Tel Aviv. But when Air France canceled all its flights to Tel Aviv, they had to pivot — which wasn’t easy given their restrictive travel visas.
Part of the delegation flew from Paris to Austria, while others went through Abu Dhabi, where Eskenazi said Cubans don’t need visas. And each group had layovers of 12 or 15 hours, making the total journey from Cuba to Israel take four or five days.
Eskenazi’s journey was different, because she had a visa that allowed her to travel through the United States. She flew from Havana to Miami to New York to Tel Aviv. Even then, she still had an 18-hour layover in New York.
Eskenazi said her group would not have made it to Israel without the help of the Maccabi World Union, the global organization that puts on the Games and supports local delegations.
“We are here thanks to the Maccabi World Union,” she said in a phone interview from Israel. “Maccabi World Union, they did many things for Cuba, for the Cuban Jewish community to participate in this Maccabiah.”
So once the Cuban cohort finally made it to Tel Aviv, it was understandably a meaningful arrival.
“It has been very very emotional for us because in Cuba we have many difficulties right now,” Eskenazi said. “And to arrive here, to have electricity, to have food, to be safe, to have our friends, to make sport, to share with all of the people from all over the world, has been very emotional, very emotional for us.”
It’s also been a successful trip, competitively speaking.
Cuba has won several medals, competing in sports including softball, futsal and basketball. Eskenazi herself has won two: a silver medal in the one-mile run and a bronze in the five-kilometer competition for the 55-59 age bracket.
But beyond sports, Eskenazi said it’s been a special experience for her athletes — who hail from a country with a relatively affluent but small Jewish community — to be surrounded by Jews from around the world.
“It’s very important because imagine that you can share with people from Holland, from France, from the United States,” she said. “We met people from Ukraine, from Argentina, from Mexico, from different parts of the world. It’s been very very emotional.
“We are happy to be here because we love to share here with the Israeli way of life,” Eskenazi added. “For us it’s very interesting, and we love Israel. Remember that we are Jewish people, and the Israeli people, they are friendly. This is a very special country. If you can see people, for example, with kippah on the street, with tefillin or tallit, it’s like to be inside of the synagogue, a big synagogue. It’s amazing to be here.”
And after the Games end, it’s right back on the plane home. Hopefully with fewer stops this time.
Eskenazi said her delegation is again splitting up into smaller groups, with some flying back through Paris and Panama, and others going through Madrid straight to Havana.
Regardless of the logistics and the travel delays, Eskenazi said Israel is a special place.
“When I visit Israel, I feel like Cuba, like my country,” she said. “I feel that this is my home, also.”
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