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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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Survey shows half of Irish adults do not know 6 million Jews were murdered in the Holocaust
(JTA) — Half of Irish adults do not know that 6 million Jews were murdered in the Holocaust, a new survey from the Conference on Jewish Material Claims Against Germany has found.
Conducted Oct. 25 to Nov. 6, the online survey of 1,000 Irish adults also found that 8% of people in Ireland believe the Holocaust is a myth and did not happen, while 17% believe the number of Jews killed had been greatly exaggerated.
The survey adds to a country-by-country series by the Claims Conference, which coordinates reparations for Holocaust survivors and sponsors Holocaust education programs. The number of Irish adults who believed the death toll of the Holocaust had been greatly exaggerated was slightly higher than the United States at 15% and the United Kingdom at 11%, but far lower than in France, where the Claims Conference found that a third of adults believe the death toll has been greatly exaggerated.
The Irish survey also found lower reports of Holocaust distortion than in other countries. A quarter of Irish adults said they believed distortion was common in their country, compared to 49% of adults in the United States, 44% in France and Germany and 47% in Hungary.
The survey did not attempt to answer whether perceptions of Holocaust distortion in Ireland are accurate.
The country, which has a Jewish population of approximately 2,700, has drawn allegations of antisemitism in recent years for its public criticism of Israel during the course of the war in Gaza. In December 2024, Israel closed its embassy in Dublin, citing “antisemitic rhetoric of the Irish government against Israel.” In October, the country elected a new president, Catherine Connolly, who has sharply criticized Israel in parliament and faced backlash for comments defending Hamas.
Late last year, a proposal to rename a park in Dublin named after Chaim Herzog, the son of the first Irish chief rabbi who became Israel’s sixth president in 1983, was decried by Irish, Jewish and Israeli leaders over concern it would erase Irish Jewish history. The proposal was later tabled.
Antisemitic incidents that do not target Israel have also taken place in Ireland. Last month, a rural road in Ireland was defaced with graffiti reading “RAT,” “JEW,” and “USA,” along with swastikas and Stars of David.
The Claims Conference found that nine in 10 Irish adults believe the Holocaust should be taught in schools.
“Half of Irish adults do not know that six million Jews were murdered, one in five doubts the truth of the Holocaust and half of young people are seeing denial online. Yet almost nine in ten want it taught in schools. This is not a lack of public will. It is a gap in our education system,” Maurice Cohen, the chair of the Jewish Representative Council of Ireland, said in a statement. “The public overwhelmingly wants Holocaust education.”
The survey as the Claims Conference has released a new estimate of the Jewish Holocaust survivor population, saying the population had dropped from 220,000 to 196,600 over the last year. The median age of survivors is 87. Many prominent survivors — including Josef “Joe” Veselsky, a table tennis champion who was recognized as Ireland’s oldest man for over a year before his death in December — have died in recent months.
“As the Holocaust moves away from us in time, we must redouble our efforts to educate young minds to whom this legacy will be entrusted,” said Oliver Sears, the founder of Holocaust Awareness Ireland, in a statement. “Combatting Holocaust denial and distortion on the internet and social media must be a priority.”
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Netanyahu joins Trump’s ‘Board of Peace’ despite misgivings about Qatari, Turkish participation
(JTA) — Israeli Prime Minister Benjamin Netanyahu has joined U.S. President Donald Trump’s “Board of Peace,” less than a day after telling Israel’s parliament about his “argument” over the board’s membership.
Trump invited roughly 60 countries to join the board, a global body that is expected to oversee the ceasefire between Hamas and Israel. Among those that received invitations are Qatar and Turkey, which have supported Hamas.
“We have a certain argument with our friends in the United States over the composition of the advisory council that will accompany the processes in Gaza,” Netanyahu said on Monday.
Netanyahu’s comments came after Trump touted the board on social media, in the latest bid to move the three-month-old ceasefire into a new phase. The invitations went out soon after Middle East envoy Steve Witkoff announced that the ceasefire deal had entered its second phase, ushering in the formation of a Palestinian committee to oversee Gaza’s governance.
“It is my Great Honor to announce that THE BOARD OF PEACE has been formed,” wrote Trump in a post on Truth Social last week. “The Members of the Board will be announced shortly, but I can say with certainty that it is the Greatest and Most Prestigious Board ever assembled at any time, any place.”
Some European countries have indicated that they are interested in joining the board, while others have rejected the invitations. Pakistan and Russia are considering joining, while Russian President Vladimir Putin’s closest ally, Belarus’ Alexander Lukashenko, warmly accepted the invitation in a statement Monday.
Hungarian Prime Minister Viktor Orbán, Argentinian President Javier Milei, United Arab Emirates President Mohamed bin Zayed Al Nahyan, and Paraguayan President Santiago Peña were among the first to announce their acceptance of the invitations on social media. Egypt accepted its invitation on Wednesday.
Countries that sign onto the board will be installed for three-year terms with the option of paying $1 billion to fund its activities and gain permanent membership.
The board’s creation comes as Trump is openly dismissive of U.S. participation in other international bodies. The invitations said the Board of Peace would “embark on a bold new approach to resolving global conflict,” a description that critics said could set up the body to rival the United Nations in global governance. While the United Nations authorized the board to oversee the management of Gaza for two years, the board’s charter does not specifically mention Gaza.
French President Emmanuel Macron rejected Trump’s offer in a statement Monday, writing that the board’s charter “goes beyond the framework of Gaza and raises serious questions, in particular with respect to the principles and structure of the United Nations, which cannot be called into question.” (Trump later threatened to impose tariffs on French wines and champagne over the refusal.)
Irish Foreign Minister Helen McEntee warned in a statement Sunday that the board “would have a mandate wider than the implementation of the Gaza Peace Plan,” adding that “while it may be imperfect, the UN and the primacy of international law is more important now than ever.”
Sweden and Norway turned down their invitations on Wednesday.
Still, other world leaders have expressed their interest in joining the board, including Italian Prime Minister Giorgia Meloni, who said her country was “ready to do our part” and Canadian Prime Minister Mark Carney, who said they had agreed in principle, but that “unimpeded aid flows” to Gaza was a precondition for joining. Meloni is right-wing and Carney is liberal, indicating that the board is
A spokesperson for Russian President Vladimir Putin said on Monday that he was reviewing the invitation and was “hoping to get more details from the US side.”
Trump is expected to hold a formal signing ceremony for the board as early as Thursday while he attends the World Economic Forum in Davos, Switzerland.
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How a Persian Jewish immigrant became the rodeo king of California
David Halimi grew up Jewish in Tehran, watching Bonanza. He now produces rodeos in Northern California and owns a bar modeled on Cheers.
At 73, Halimi is known around Chico as the man behind a Western wear store stocked with thousands of cowboy boots, a rodeo circuit that draws bull riders from across the region, and a U-shaped bar where locals joke about who might be the town’s version of Norm. Less obvious — but no less central — is that he is also a longtime synagogue president, a Hillel board leader, and a professor who teaches business analytics at the local university.
Asked how an Iranian Jew learned the rhythms of the American West, Halimi doesn’t mystify it. “I’m a quick learner,” he said.
Halimi still follows events in Iran closely. “It’s heartbreaking,” he said. “It’s my heritage.” He has no illusions about the imbalance of power. “People protesting with their bare hands are no match to machine guns and professional assassins.” Still, he allows himself hope. “I wish and I pray that the people will prevail.”
For Halimi, the distance between Iran and Chico is not just geographic. It is the distance between a life shaped by instability — he grew up in Iran in the aftermath of a coup — and one he has spent decades deliberately building.
On a recent afternoon inside the 6,000-square-foot Diamond W Western Wear, Halimi wore what he sells — black alligator boots, jeans, a button-down, blazer and a hat — and moved easily past towers of boots, glass cases of belt buckles, pausing as an employee steamed a cowboy hat back into shape. His wife, Fran, emerged from the back. Customers drifted in.
Over the years, his footprint downtown has expanded to include two restaurants and a soon-to-open coffee shop, all within walking distance of his store.
Halimi didn’t arrive in America looking for a job. He arrived looking for an opportunity. When he moved to the United States at 16, in 1969, he worked full time while going to school, bussing tables at a restaurant and saving aggressively. By 18, he had pooled his earnings with his older brother to make his first real estate investment. “I was never looking for a job,” he said. “I always wanted to do my own thing.”
That instinct carried him through college, where he studied mathematics and economics, and later into commodities trading — “the stock market on steroids,” as he put it — before settling in Chico in 1979. It had the virtues he was looking for: a small-town feel, a university’s energy, and room to build.
Mending fences, building community
For all the boots, buckles and bull riders, Halimi’s most consequential work happens closer to home. He has served on the board of Congregation Beth Israel of Chico for decades, including numerous stints as president, and has been a steady presence through the cycles that define small Jewish communities.
Rabbi Lisa Rappaport, who leads the congregation, said that constancy matters. In a community with limited resources, leadership often means stepping in wherever the need arises.
That was especially true after the synagogue was targeted with antisemitic graffiti in late 2022. What followed, Rappaport recalled, was an outpouring of support. Donations funded a new security system. A local metalworker volunteered to create a new sign. Another family, moved by the response, offered to pay for a fence.
Halimi volunteered to design and help build it. Vertical bars, he insisted, would make the synagogue feel like a jail. Instead, he created diagonal metal panels inspired by math’s golden ratio, incorporating stainless-steel symbols of the Twelve Tribes — a boundary meant to protect without closing the place off.
Rappaport credits both Halimi and his wife, a former religious school director and longtime sisterhood leader, with helping sustain the shul. “They’re in it till the end,” she said. In a small community, she added, that kind of commitment is existential. “If you have a couple of people who have that frame of mind,” she said, “it keeps the community alive. It’s people like that that keep it pulsing.”
Halimi, now a grandfather, carries that same lesson into his classroom at Chico State, where he has been teaching since 2009. Each semester he leads two courses: business analytics and the evolution of management theory. He doesn’t think of it as a job so much as a responsibility. “I like seeing the light bulb go on,” he said. Former students, now entrepreneurs themselves, sometimes track him down to say thank you. The payoff, he said, is “psychic income.”
Halimi teaches what he learned: “Even when the odds are against you,” he said, “you can still succeed.”
His rodeo business began, improbably enough, as a marketing complaint. Halimi had been sponsoring country concerts and rodeos to promote the store, but he was unimpressed with the results. Other sponsors, he noticed, felt the same way. So he launched his own production company. First, they hosted country music concerts. Soon, they built a rodeo: the National Bullriding Championship Tour, which just marked its 30th year.
He had expected resistance from the industry. Instead, he found acceptance, and eventually respect. “It’s very unusual,” he acknowledged, “for an Iranian Jew to be a successful rodeo producer.”
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