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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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Milei Reaffirms Unwavering Support for Israel Ahead of Independence Day Visit
Argentine President Javier Milei speaks at the 12th annual Algemeiner J100 Gala on March 9, 2026, in New York City.
Argentine President Javier Milei has once again voiced his unwavering support for Israel ahead of a diplomatic visit beginning this weekend, during which he will take part in Independence Day celebrations and light a ceremonial torch.
In an interview with Israel’s Channel 14 on Thursday, Milei offered unequivocal support for Israel amid its ongoing war with Iran, describing the Islamist regime in Tehran as “an enemy to the West.”
“I defend Israel and the Jewish people because it is a just cause,” the Argentine leader said. “Israel stands as the fortress of the West. Turning your back on it would mean turning your back on a legacy that has produced one of the greatest civilizational achievements in history.”
“Rejecting Israel’s legacy to humanity means destroying everything that has made Western civilization great,” he continued.
Milei also praised both Israeli Prime Minister Benjamin Netanyahu and US President Donald Trump, calling them “exceptional leaders,” amid what he described as a fight for democracy, freedom, and the very foundations of modern civilization.
“Beyond the threat of developing nuclear capabilities, Iran exports and finances terrorism around the world. It is not only an enemy of Israel, but of the entire West,” the Argentine leader said. “If we fail to understand the danger posed by this theocratic regime, we are jeopardizing our very existence.”
He also criticized the international community for what he portrayed as a lack of support for Washington and Jerusalem during the conflict, warning that such hesitation reflects a broader failure to confront rising global threats.
“They are cowards who are afraid to confront them. If you want peace, you must be prepared for war,” he said. “If we fail to understand that and refuse to face those who seek to destroy our existence, we will ultimately become victims anyway.”
In his third diplomatic visit to the Jewish state, Milei will arrive on Sunday to take part in Israel’s Independence Day celebrations, scheduled to run from April 19 to 22.
He will become the first foreign head of state to light a torch as part of the official Independence Day ceremony.
During his trip, Milei will also receive a series of honors, including the Presidential Medal of Honor from Israeli President Isaac Herzog and an honorary doctorate, in recognition of what Israeli officials describe as his exceptional contribution to Israel and humanity.
“Milei has demonstrated unwavering support for Israel on the international stage, stood alongside the families of Gaza hostages, and expressed a deep connection to the Jewish people and its heritage,” the Israeli president said in a statement announcing the decision, calling Argentina a “key ally.”
The Argentine leader “represents bold leadership and has pursued a clear, unequivocal policy of standing with the State of Israel as an ardent Zionist,” he continued.
During his visit, Milei will also meet with Netanyahu, and some reports suggest discussions could advance his earlier pledge to move Argentina’s embassy from Tel Aviv to Jerusalem.
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Israeli Defense Chief Says Hezbollah Will Be Disarmed, Terror Group Vows Continued ‘Resistance’ as Truce Begins
Smoke rises following an airstrike in Lebanon, as seen from Israeli side of the border, April 11, 2026. Photo: REUTERS/Amir Cohen
As a newly agreed ceasefire between Israel and Lebanon took effect, Israel’s defense minister warned on Friday that Hezbollah will ultimately be disarmed and Israeli forces will not withdraw from Lebanese territory, vowing the campaign will continue until the threat to Israel’s northern communities is fully eliminated.
During a press conference, Israel Katz said the military campaign had entered a temporary “freeze” phase under a 10-day ceasefire framework. However, he stressed that Israel’s operational objectives on the ground remain unfinished and the maneuver is far from complete.
“The IDF [Israel Defense Forces] will continue to hold all positions it has cleared and taken inside Lebanon,” the Israeli defense chief said. “The ground operation and nationwide strikes against Hezbollah have achieved significant gains, but the mission is not yet complete.”
“Disarming Hezbollah — whether through military force or political pressure — was and remains the central objective of the campaign to which we are committed,” he continued. “Significant political leverage has now also been created, with the direct involvement of US President [Donald Trump] and increased pressure on the Lebanese government to advance that goal.”
Katz’s remarks came shortly after the Iran-back Lebanese terrorist group issued a defiant statement rejecting the ceasefire and any prospect of direct negotiations with Jerusalem, while vowing its forces would continue resisting Israeli troops.
“Our fighters will keep their hands on the trigger, preparing for the enemy’s betrayal and violation of its commitments. We will remain loyal to the alliance until our last breath, and our flag will not fall,” the statement read.
“The presence of Israeli forces on Lebanese territory gives Lebanon and the Lebanese people the right to resist,” it continued.
Meanwhile, residents across southern Lebanon, Beirut, and other parts of the country began making their way back home as the ceasefire took effect, with social media footage showing reconstruction work already underway on infrastructure damaged during the war.
However, Israel has warned Lebanese citizens against returning to their homes at this stage, with officials saying that Hezbollah could try to exploit the situation to reestablish its terrorist infrastructure under civilian cover.
“With the ceasefire agreement taking effect, the IDF will continue to hold its positions in southern Lebanon in light of Hezbollah’s terrorist activity,” Col. Avichai Edraei, the IDF spokesperson in Arabic, said in a statement.
“Until further notice, you are asked not to move south of the Litani River,” he continued. “If the fire resumes, those who return to the security zone will be forced to evacuate in order to allow the mission to be completed.”
Israeli Prime Minister Benjamin Netanyahu also signaled that Israel does not intend to withdraw its forces from Lebanese territory, saying the military is establishing what he described as a “thickened security zone” along the border area.
“That’s where we are – and we’re not leaving,” the Israeli leader said in a video statement issued on Thursday.
Netanyahu also said the opportunity for a ceasefire emerged only after what he described as a dramatic shift in Lebanon’s strategic balance of power since the start of the war.
He pointed to major blows to Hezbollah’s military capabilities, including the killing of its longtime leader Hassan Nasrallah in 2024 and the subsequent destruction of large weapons stockpiles, saying these developments led to calls from Lebanese officials for direct peace talks for the first time in decades.
With negotiations now underway toward a longer-term arrangement, Netanyahu said Israel’s position rests on two core demands: the full disarmament of Hezbollah and a “sustainable” security-based peace framework.
For its part, Hezbollah insisted any agreement must include a complete Israeli withdrawal from Lebanese territory and adherence to a reciprocal “quiet for quiet”” arrangement — terms Israel has rejected.
Netanyahu also warned that Hezbollah, which openly seeks Israel’s destruction, still retains a significant rocket arsenal, saying neutralizing that threat will remain a central component of the ongoing security and political process.
According to a report by The Wall Street Journal, nearly half of the roughly 8,000 rockets fired by Hezbollah during the war were launched from the southern Litani River region — an area that, under previous agreements, was supposed to be fully demilitarized.
The newly agreed ceasefire, which took effect Thursday-Friday at midnight, establishes a fixed 10-day window intended “to allow for good-faith negotiations toward a permanent security and peace agreement.”
As part of direct mediation efforts from Washington, Trump invited Netanyahu and Lebanese President Joseph Aoun to White House talks aimed at advancing a broader settlement framework.
According to the US Department of State, the Lebanese government pledged to take “significant steps” to prevent Hezbollah from launching further attacks against Israeli targets.
“Both countries recognize the challenge posed by armed groups that violate Lebanon’s sovereignty and threaten regional stability … The only forces authorized to bear arms in Lebanon will be Lebanese government forces,” an official statement from the meeting said.
“Israel will retain its right to take all necessary measures for self-defense, at any time, against planned, immediate or sustained attacks,” it continued.
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Despite Winning New Jersey Special Election, Anti-Israel Candidate Underperforms in Heavily Jewish Town
Analilia Mejia, Democratic candidate for New Jersey’s 11th Congressional District, speaks to guests after winning the election in Montclair, New Jersey, US, April 16, 2026. Photo: REUTERS/Eduardo Munoz
In Thursday night’s US congressional election in the 11th district of New Jersey, Jewish voters seemed to defect from the Democratic nominee in massive numbers, potentially foreshadowing a significant shift in Jewish voting patterns.
Analilia Mejia, a progressive activist known for her sharp condemnations of Israel, comfortably won the special congressional election in New Jersey in the deep-blue district by a margin of 60 percent to 40 percent.
Despite defeating her Republican opponent by 20 points, however, pundits pointed out that Mejia underperformed expectations and that Democrats hemorrhaged support among heavily Jewish communities.
In Livingston, New Jersey, a town with a significant Jewish population, Mejia barely eked out a 51-49 majority over Joe Hathaway, a staggering sea-change from recent elections. The deep-blue town voted for Democratic Gov. Mikie Sherrill and Democratic presidential nominee Kamala Harris by margins of 0.5 and 12 points, respectively. Taking into account party registration, the town has seen a shift to the political right by over 50 percent since 2024.
Though Mejia won Thursday’s race by a comfortable margin, experts pointed out that the progressive insurgent underperformed throughout the affluent suburban district. When taking into account party registration patterns, Mejia underperformed in Millburn by 23 points, North Caldwell by 10 points, South Orange by 7 points, and West Caldwell by 6 points, among others.
Spectators suggested that Mejia’s impressive margin of victory could be attributed to anti-Trump sentiment and massive turnout among Democrats and depressed turnout from Republicans.
Mejia’s positions on Israel, once considered fringe within the party, are increasingly becoming more mainstream, particularly in elections dominated by liberal voters. Her rhetoric on Israel, which critics say is one-sided and inflammatory, has drawn backlash from moderates and pro-Israel Democrats.
The outcome raises fresh questions about the party’s direction heading into national elections. While progressives see momentum, others worry candidates like Mejia could alienate Jewish and moderate voters while complicating efforts to maintain a broad electoral coalition. Her victory is likely to deepen internal party tensions, especially as debates over Israel grow more polarized and politically charged.
Mejia has said Israel’s actions in Gaza amount to “genocide,” a position that put her well to the left of many mainstream Democrats. She has aligned herself with calls for stronger conditions, or outright opposition, to US military support for Israel, reflecting the broader progressive wing’s push to reassess the traditional US-Israel relationship. She has also aimed sharp criticism toward the American Israel Public Affairs Committee (AIPAC), the preeminent pro-Israel lobbying group in the US, calling the organization “horrendous” and accusing it of dividing the Democratic Party.
A progressive organizer with a record of criticizing Israeli government actions, Mejia benefited from a coalition of younger voters, activists, and highly engaged ideological blocs. Her win is consistent with recent polling trends showing a generational divide within the party, with younger Democrats expressing more skepticism toward Israel than older cohorts.
Mejia’s struggles in heavily Jewish and moderate areas of the district could forecast a split between the Democratic Party and what has been historically one of its most reliable voting blocs.
Since Hamas’s Oct. 7, 2023, massacre across southern Israel launched the Gaza war, the Democratic Paty’s rhetoric toward Israel has become increasingly hostile. Progressive Democrats, such as Reps. Ilhan Omar (MN) and Alexandria Ocasio-Cortez (NY), have accused Israel of committing “genocide” in Gaza.
This past week, approximately 80 percent of Democratic senators voted to halt military aid transfers to Israel, citing poor humanitarian conditions in Gaza and dismay over the US-Israeli war with Iran.