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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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Primaries prove it: In New York, pro-Israel politics are now a liability
(JTA) — A little more than a year ago, thousands showed up for the annual Paul Feig z”l Tikkun Leil Shavuot at the Marlene Meyerson JCC Manhattan, an all-night bonanza of eclectic Jewish learning. The program featured dozens of rabbis, scholars, journalists and artists. Yet the unquestioned star of the night was Ritchie Torres, the congressman from the Bronx who has become a beloved figure in the pro-Israel community.
Hundreds packed the gym to hear from Torres, with many others turned away at the door. Eventually the discussion turned to the upcoming mayoral primary that was just weeks away. Many in the crowd were alarmed by the surging popularity of Zohran Mamdani, but still skeptical that a staunchly anti-Israel lawmaker could be elected in the city with the world’s largest Jewish community outside of Israel.
Instead of reassurance, Torres, who was backing former New York Gov. Andrew Cuomo in the mayoral primary, issued a warning: If Mamdani pulled off his improbable upset, it would quickly become open season on pro-Israel Democrats like himself.
As it turned out, Torres didn’t have to worry. He won his primary race Tuesday night in a landslide, securing around 70% of the vote in New York’s 15th Congressional District against an anti-Israel challenger. But his prediction was still spot on: The primaries were a Mamdani wave, with all three of the mayor’s endorsed congressional candidates winning their primaries – and knocking off two solidly pro-Israel incumbents, Dan Goldman and Adriano Espaillat, in the process.
In November, Mamdani’s ascension to City Hall felt like a political earthquake, putting an exclamation point on the reality that being staunchly anti-Israel was no longer a road block to success in Democratic politics. Yet Tuesday’s results feel more seismic – this is the first time that incumbent congressmen have lost their seats in campaigns in which they were repeatedly attacked for being too supportive of Israel. Whatever other issues were at play in the individual races, the success of candidates with an outsized focus on criticizing the Jewish state and groups that support it – in particular, the American Israel Public Affairs Committee – sends the message that their approach is a winning strategy.
There are still plenty of districts where Democrats can win with pro-Israel positions and pro-Israel support, for example the congressional seat being vacated in Marylan by pro-Israel stalwart Steny Hoyer. Hoyer’s pick to succeed him, Adrian Boafo, won Tuesday in a crowded 24-candidate primary with major backing from AIPAC.
But suddenly, for a widening swath of the Democratic congressional caucus, backing Israel has gone from being the politically safe move to a potential career-ender.
Goldman, who won his first reelection primary with about 65% of the vote in 2024, ended up on the wrong side of a similar landslide this time around in his race against former City Comptroller Brad Lander. Espaillat, who has served in Congress for nearly a decade and is chair of the Congressional Hispanic Caucus, lost to Darializa Avila Chevalier in New York’s 13th Congressional District, which includes Upper Manhattan and parts of the Bronx.
Following Mamdani’s lead, Lander and Avila Chevalier both sought to turn their opponent’s support for Israel into a defining moral failure and painted backing from AIPAC as the dictionary definition of being in the pocket of special interests.
Lander kicked off his campaign by making clear he wouldn’t be “doing AIPAC’s bidding” and made Goldman’s support from the pro-Israel lobby group a central issue throughout the campaign. Though Lander describes himself as a liberal Zionist, he repeatedly accused Israel of committing genocide in Gaza and promised to oppose U.S. weapons sales to Israel.
Just last year, Cuomo and then-Mayor Eric Adams thought Mamdani’s stance on the Jewish state was a major political liability, so they did all they could to play up his anti-Israel bona fides in their race against him. In a sign of how quickly the political winds have shifted in New York, Goldman this spring sought to minimize his differences with Lander on Israel, noting that they both received endorsements from J Street, the dovish group that advocates for more U.S. pressure on Israel to achieve a two-state solution. Goldman, in the final debate, even offered his own criticism of AIPAC, saying the pro-Israel group “has some real problems and is harmful in many ways.”
In contrast, Espaillat took aim at Avila Chevalier on Israel. “She went to celebrate the death of innocent people in Israel right after the attack,” Espaillat said during a recent televised debate, referencing her participation in an anti-Israel rally, which the Democratic Socialists of America had promoted, the day after Hamas’ Oct. 7, 2023, attack.
Like Mamdani, Avila Chevalier’s early anti-Israel activism was a key aspect of her political biography: She was part of the Students for Justice in Palestine group during her years as an undergraduate at Columbia Univeristy and later helped organize the school’s pro-Palestinian encampment as an alumna in 2024. During the campaign, she criticized Espaillat for his response to the detainment of Columbia University encampment leader Mahmoud Khalil, whose arrest last year became a rallying point for pro-Palestinian activists.
What should really alarm the pro-Israel community, however, is that this progressive playbook contributed to victories in two very different races. In the case of Lander versus Goldman, you had two Jewish self-described Zionists running in a very Jewish district. Avila Chevalier, on the other hand, was a non-Jewish anti-Israel challenger taking on a non-Jewish incumbent with strong pro-Israel credentials in a district with relatively few Jews (at least by New York’s standards).
As Mamdani’s handpicked squad heads to Washington, the pressure on other congressional Democrats to speak out strongly against Israel and back measures such as end to U.S. arms sales will only intensify. That was clear from the election night victory speeches.
During Avila Chevalier’s speech, the crowd erupted into cheers of “Free Palestine.” She couched her victory as a rejection of funding from AIPAC, crypto and other corporate interests.
Lander promised in his victory speech to be “one of the Jewish members of Congress most willing to stand up loud for Palestinian human rights.”
“We cannot keep paying for Netanyahu’s wars with our tax dollars,” he added. “Democratic voters across the country are saying this loud and clear.”
It’s possible that Lander’s wrong and that Mamdani’s rise and coattails are an only-in-New York thing. But based on several other results this election cycle and polling in upcoming races, that hope increasingly feels like betting against the Knicks.
For the pro-Israel community, there’s at least one bright spot: At least for now, they still have Ritchie Torres.
This article originally appeared on JTA.org.
The post Primaries prove it: In New York, pro-Israel politics are now a liability appeared first on The Forward.
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Pro-Israel Adrian Boafo beats crowded field to replace Maryland’s Steny Hoyer
(JTA) — Pro-Israel candidate Adrian Boafo won Maryland’s Democratic primary to fill longtime Rep. Steny Hoyer’s seat on Tuesday, after waging a campaign supported by the American Israel Public Affairs Committee at a time when other members of his party are disavowing the pro-Israel lobbying group.
Boafo, 32, is a state delegate who entered the contest with low name recognition. Hoyer hand-picked his former staffer, who managed some of Hoyer’s recent campaigns.
The octogenarian worked hard to get his protege past the finish line in Maryland’s 5th Congressional District, garnering the support of much of the state’s Democratic establishment and appearing in an ad for him. Hoyer, who was for decades the number two Democratic leader in the House, is a staunch Israel advocate and AIPAC ally who will retire this January after 45 years. Boafo won with 32% of the vote in the crowded Democratic field, with 68% of votes counted on Wednesday morning.
Boafo thanked his supporters and Hoyer late Tuesday night and said that he was Hoyer’s natural successor. “At first glance it might not seem obvious, but our stories are actually very similar,” he said. “Steny and I are both the sons of immigrants. We grew up believing in an America that drew our parents from across the sea.” Boafo’s parents are Ghanaian and Hoyer’s father was Danish.
His victory offered a glimmer of hope to the party’s pro-Israel wing, coming on the same night that three progressives who ran hard against AIPAC and the war in Gaza swept New York’s primaries, toppling powerful pro-Israel Democrats. Boafo sent a message that AIPAC still has the power to buoy Democratic candidates even as criticism of Israel surges in the progressive wing of the party and the Democratic electorate. The lobby, once seen as a necessary bipartisan stamp of approval, has become a stand-in for Israel’s influence on U.S. politics.
AIPAC poured $5.7 million into Boafo’s campaign through its super PAC, United Democracy Project.
Boafo pledged during the campaign to “strengthen the U.S.-Israel alliance” and “mobilize humanitarian aid for Palestinian civilians,” as well as to “ensure Israel has the security assistance it needs.” Military aid packages to Israel have increasingly divided Democrats amid the deeply unpopular wars fought by Israel in Gaza and Iran.
AIPAC celebrated Boafo’s victory on Tuesday night. “Boafo has made clear his vision to carry forward the strong pro-Israel legacy of Congressman Steny Hoyer, one of Congress’s most steadfast champions of the U.S.-Israel relationship,” the group said on X, adding that it was proud to “help ensure this seat remains represented by pro-Israel leadership.”
Boafo also benefited from crypto money. Protect Progress, a super PAC affiliated with the crypto industry, spent $5.5 million on the race largely to boost Boafo, who previously worked as a federal lobbyist for the technology firm Oracle.
The deluge of outside spending sparked a rebuke from Boafo’s opponents during the race. Candidates Harry Dunn, Quincy Bareebe and Rushern Baker teamed up to denounce the outlays last week, with Baker saying on a press call, “Special interests don’t spend money out of civic goodwill. They spend the kind of money that we see because they expect someone to work for them.”
Maryland Democratic Sen. Chris Van Hollen also criticized the spending this month and accused the pro-Israel and crypto groups of attempting to “buy this congressional seat.”
“Voters need to understand that these groups are not investing in this race out of charity,” Van Hollen said in a press conference this month. “They are spending because they believe the beneficiary of their spending — in this case, one candidate, Adrian Boafo — will be a dependable vote in support of their special interests.”
Boafo will face small business owner Chris Chaffee, the winner of the Republican primary, in November’s general election. Boafo is all but assured to win the deep-blue district.
This article originally appeared on JTA.org.
The post Pro-Israel Adrian Boafo beats crowded field to replace Maryland’s Steny Hoyer appeared first on The Forward.
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‘Mensch of Manhattan’ Lasher wins over Bores in fight for Nadler’s seat, media projects
(New York Jewish Week) — Micah Lasher has defeated Alex Bores in the battle for retiring Rep. Jerry Nadler’s Manhattan congressional seat, according to media projections Tuesday night.
In the race for the 12th Congressional District, the most Jewish in the country, Lasher had 40,106 votes, or 39.1 percent, and Bores collected 35,822 votes, or 35 percent, with 87 percent of the ballots counted.
The crowded field in the Democratic primary also included John F. Kennedy grandson Jack Kennedy Shlossberg, public health expert Nina Schwalbe, and George Conway, a Republican-turned-Democrat and Trump antagonist. All three were trailing well behind Lasher.
During his victory speech, Lasher pointed to both his and the district’s Jewish identity.
“It is an enormous point of pride that I will be representing the most Jewish congressional district in the country,” Lasher said. “I will always stand up for our community with pride.”
He also received a loud ovation after he thanked “the rabbis and Jewish community leaders” who helped the campaign.
A number of Lasher’s political allies and former bosses spoke, including Nadler, who’s represented the upper West Side since 1992, Gov. Kathy Hochul, Comptroller Mark Levine, and Manhattan Borough President Brad Hoylman-Sigal, who told the JTA that Lasher would be a bridge between Mayor Zohran Mamdani and the Jewish community.
Holyman-Sigal called Lasher the “mensch of Manhattan.”
Lasher thanked Nadler for his decades of service and mentorship, saying he taught Lasher things like “vision, compassion, and how to canvass voters outside Zabar’s.”
Nadler is “as much an institution in Manhattan as Central Park and pastrami on rye,” Lasher said.
The House seat — which covers the Upper West and Upper East sides and midtown Manhattan, and is seen as a crown jewel in New York politics — opened up after Nadler announced last fall that he would retire at the end of this term.
Nadler’s preferred heir was Lasher, a Jewish State Assembly member who has worked for the progressive stalwart and other prominent politicians such as Gov. Kathy Hochul and former Mayor Mike Bloomberg. Lasher has the support of those former bosses, plus much of the West Side political establishment.
Fellow Assembly member Bores, meanwhile, has built a coalition that includes both pro-Israel moderates and progressive groups critical of the Jewish state by emphasizing that he will be tough on artificial intelligence companies. Former congresswoman Carolyn Maloney, who represented much of Manhattan’s East Side from 1993 until 2023, is among Bores’ supporters.
On the subject of Israel, the makeup of the NY-12 race has been unlike other contested New York City races: Elsewhere, at least one of the two leading candidates has accmused Israel of committing a genocide in Gaza and supports placing conditions on U.S. military aid to Israel.
But Lasher and Bores both describe themselves as pro-Israel and anti-Prime Minister Benjamin Netanyahu of Israel, and neither one supports blocking weapons sales to the Jewish state.
Mamdani is himself a voter in the district as a resident of Gracie Mansion and who cast his ballot a few days ago, during the early voting period, at the Metropolitan Museum of Art. He has declined to weigh in publicly on the race. The mayor endorsed two democratic socialist candidates and Brad Lander — his Jewish ally who accuses Israel of genocide, and has positioned himself against both offensive and defensive military aid to Israel — in other races.
Lasher and Bores have both consistently advocated for universally applying the existing Leahy Law, which bars the U.S. from providing military assistance to foreign military units that violate human rights with impunity.
Schlossberg has criticized Lasher and Bores for their stance, calling it an “insufficient answer,” and advocates for blocking offensive weapons sales to Israel while still funding the Iron Dome defensive missile system. He is the only of the top-four candidates to call for conditions on aid to Israel and halting any weapons sales. After initially leading in early polls, Schlossberg’s support appears to have fallen amid questions over his lack of experience.
Conway, an anti-Trumper and longtime attorney who was married to former Donald Trump staffer Kellyanne Conway, rounds out the top four in the polling.
Throughout the election, candidates convened for forums at numerous synagogues in the heavily Jewish district — 23.3% of constituents are Jewish, according to a 2024 study — and answered questions related to antisemitism, Israel and other Jewish-related issues.
Lasher has said at multiple forums that he doesn’t see anti-Zionism as being precisely the same thing as antisemitism, but that “often when you see one you see the other.”
He and Bores have both touted their support for a statewide “buffer zone” bill — which Lasher introduced in response to pro-Palestinian demonstrations outside synagogues — that would curb protests outside houses of worship. Meanwhile, Schlossberg has pointed out at Jewish forums that the first policy his campaign released was “Jack’s Fast-Track Plan,” which would fast-track a doubling of funds for the Nonprofit Security Grant Program that funds security at houses of worship and community centers.
During a June forum at Upper West Side synagogue B’nai Jeshurun, Lasher said he felt “exhausted” by how much the political dialogue — both in the NY-12 race and more broadly — is “obsessed” with Israel.
Lasher is sure to win in November’s general election in the heavily Democratic district where he will face only token Republican opposition.
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