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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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Netanyahu heckled at Israel’s official Memorial Day ceremony as bereaved families grasp for comfort
(JTA) — TEL MOND, Israel — Thousands of Israelis gathered in cemeteries all over Israel to commemorate the nation’s fallen soldiers and terror victims on Memorial Day, as public mourning collided with political anger, fresh wartime uncertainty and the private aftershocks consuming bereaved families.
In a Memorial Day message to bereaved families, Prime Minister Benjamin Netanyahu also addressed the war against Iran and its Lebanese proxy Hezbollah, saying Israel has “already removed an existential threat.”
A short while later, President Donald Trump told CNBC’s Joe Kernan that he “expects to be bombing” Iran again if talks collapse ahead of Wednesday’s ceasefire deadline.
“We have returned all our hostages, struck our enemies hard, and made Israel a nation stronger than ever before,” Netanyahu said at an official Memorial Day ceremony at Mount Herzl in Jerusalem.
His comments prompted a heckler in the crowd to yell out, “Some of them died in tunnels,” in reference to the Israelis kidnapped to Gaza by the Hamas terror group and held underground.
Skirmishes broke out during a speech by MK Ofir Sofer, of the far-right Religious Zionist party at the Kiryat Shaul military cemetery in Tel Aviv, when attendees attempted to snatch signs held up by protesters that read “Government of death” and “I refuse to hear words of comfort from a government of criminals.”
At a cemetery in Tel Mond, Eyal Golan, whose sister Shirel died by suicide on her 22nd birthday, a year after surviving the Nova massacre near the Gaza border, also had harsh words for the government.
Reflecting on Knesset debates he attended after his sister’s death, as he pushed for a law in her name to provide unlimited, comprehensive mental health care to victims of terror, Golan said he was furious at what he described as the performative behavior of politicians from both the coalition and opposition.
“Off camera, they speak to each other normally,” he said. “But the moment the cameras turn on, it’s showtime. They fall into their roles, shouting and attacking each other. I’m sitting there thinking, how can this be real?”
“Instead of coming together, they just deepen the divide,” he said, but he credited two Knesset members from opposite sides of the political aisle — Moshe Gafni of United Torah Judaism and Merav Michaeli of Labor — with taking up the cause and advancing the legislation.
Eyal and other members of his family say the government failed Shirel as she grappled with acute PTSD in the months after the attack. Now advancing the bill, he said he hopes it will spare other families the same fate.
“The whole point of my crusade is to save others. No one will be able to bring back my sister. If I’m able to save one more soul, I’ve done my job,” he said.
The legislation, known informally as the Shirel Golan law, passed a preliminary reading in January 2026.
Sitting close to his daughter’s grave, covered in flowers, wreaths and candles, Eyal’s father Meir said he has fallen into a strange nightly ritual. Every night, he wakes up at 3 a.m. and makes himself a cup of coffee. He opens the smart TV to her YouTube account and for an hour or so watches the videos she had liked and subscribed to, including trance music emblematic of the Nova scene. At 4 a.m., he returns to bed.
“As soon as I turn it on, it says, ‘Hello Shirel, welcome back,’” Meir said, adding that it gives him a measure of tranquility, as if his daughter “is still around.”
Later, as Eyal made the 45-minute drive back to his home in the central Israeli city of Holon, he described the journey as the emotional hinge between mourning and the return to ordinary life.
“It’s a kind of magic hour during which I store the grief of the day in a box in my mind,” he said. “By Independence Day, I’ll go back to my main role, being a father to two daughters.”
He added, “That journey is a microcosm of Israeli society.”
Meir’s late-night visits to his daughter’s digital world are part of a wider private language of mourning that has taken hold among bereaved Israeli families, many of whom continue to reach for their dead through screens. On phones across the country, especially on the popular messaging platform WhatsApp, parents and siblings keep sending messages to loved ones who were killed, writing as if the conversation never ended. The messages, some of which were recorded in a special Memorial Day project by the Ynet news site, come at unguarded moments, during a football game, before a birthday, or in the middle of the night.
“What a goal, Yahav,” one father, Nir Maayan, wrote to his son, Yahav, who was killed in Gaza in January of last year.
Texting his son from his graveside, Nir wrote: “There are days of collapse, of longing, of not being able to accept reality. Moments when I try to imagine your final moments. What did you think? What did you feel? Answers I will never know. So I just rest my head on you, and somehow you comfort me and hold me. Someone is watching over me from above.”
“Tomorrow is your birthday, send mom a message,” a sister wrote to her deceased brother.
“The sky is beautiful today,” another wrote.
Dorit Ron keeps on texting her son Itai, who was killed on Oct. 7 at the Nahal Oz base near the Gaza border. “I expect an answer, a sign that he’s okay and with his father,” she said, according to the report. “Even though I know he won’t reply, to me he’s alive, just nearby, in another dimension.”
The post Netanyahu heckled at Israel’s official Memorial Day ceremony as bereaved families grasp for comfort appeared first on The Forward.
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Israel jails soldiers who smashed Jesus statue in Lebanon, installs a new one
(JTA) — An Israeli soldier who bludgeoned a statue of Jesus in southern Lebanon and another soldier who photographed the act have both been dismissed from combat duty and sentenced to 30 days in military detention, the Israeli military said on Monday.
“The IDF expresses deep regret over the incident and emphasizes that its operations in Lebanon are directed solely against the Hezbollah terrorist organization and other terrorist groups, and not against Lebanese civilians,” the IDF said in a statement.
The military also announced it had replaced the damaged statue with a new one “in full coordination with the local community of Debel in southern Lebanon.” The town is a Christian enclave within a region that is a Hezbollah stronghold.
A short while ago, in full coordination with the local community of Debel in southern Lebanon, the damaged statue was replaced by IDF troops. The Northern Command worked to coordinate the replacement of the statue from the moment it received the report of the incident.
The IDF… pic.twitter.com/nGh1s1iia1
— Israel Defense Forces (@IDF) April 21, 2026
Photos of the incident, which depicted the soldier striking an overturned Jesus statue, were quickly condemned by Israeli Prime Minister Benjamin Netanyahu and the IDF as they spread on Sunday.
By Monday, a letter condemning the act had drawn over 80 signatures by prominent Jewish leaders, including former Israeli cabinet minister Michael Melchior; American antisemitism activist Shabbos Kestenbaum; and Orthodox rabbis in Israel and the United States.
“This act is a chillul Hashem — a desecration of God’s name,” the letter said. “It is an affront to the ancient Christian communities of the Middle East and to Christians all over the world. It is a vile betrayal of the Jewish values upon which the State of Israel was founded. And it is a wound inflicted upon the fragile Jewish-Christian friendship that is more important than ever.”
The announcement of the punishment comes as the IDF said it was probing an incident in the West Bank in which a reservist soldier reportedly killed two Palestinians, aged 14 and 32.
The post Israel jails soldiers who smashed Jesus statue in Lebanon, installs a new one appeared first on The Forward.
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Confronting Wexner-Epstein ties, alumni of Jewish leadership programs launch new survivor fund
(JTA) — Graduates of the Jewish leadership programs funded by Leslie Wexner have long grappled with the Jewish philanthropist’s ties to the late convicted sex offender Jeffrey Epstein.
At least two rabbis have already donated to organizations supporting victims of sexual violence to make amends for benefitting from Wexner’s largesse. Now, a new Jewish fund devoted to the issue has launched — and raised more than $30,000 in its first day.
The announcement of the ASHRU Fund comes as the ongoing release of documents from a federal investigation into Epstein has renewed scrutiny on Wexner, one of his earliest and most significant benefactors, and others with ties to the disgraced financier. Wexner has not been charged with any crime in connection with Epstein’s sex-trafficking offenses and has repeatedly denied knowledge of Epstein’s criminal conduct.
The fund’s name is drawn from a teaching from the prophet Isaiah and stands for Advocacy for Survivors, for Healing, Repair and Understanding. Its architects say whether Wexner actively endorsed Epstein’s behavior is immaterial.
“Regardless of what you believe was done or known, those who were harmed by sexual trafficking and violence need to know that Jewish leaders care about them,” a description on the fund’s website reads. “This fund represents what we believe Jewish leaders must do in a time of crisis — even when the topic may be uncomfortable and hits close to home.”
The fund was founded by Josh Feigelson, the CEO of the Institute for Jewish Spirituality; Guila Benchimol, a gender-based violence advocate; Rachel Faulkner, the senior director of program and event engagement for the National Council of Jewish Women; Rebecca Kobrin, an associate professor of American Jewish history at Columbia University; Rabbi Jon Spira-Savett, the leader of Temple Beth Abraham in Nashua, New Hampshire; Michael Rosenzweig; and Rabbi Danya Ruttenberg.
Ruttenberg was one of the two rabbis who already publicly announced a donation to make amends for her own indirect Epstein ties. In 2022, she said she donated more than she had received from the Wexner Foundation to the National Survivor Network, an advocacy organization led by survivors of sex trafficking. (The other rabbi, Raysh Weiss, said in 2019 that she would direct her charitable giving toward organizations supporting survivors of sexual abuse.)
“For decades, one prestigious site of training for Jewish leaders was … the Wexner Foundation,” Ruttenberg wrote in a post on Facebook announcing the new fund. “In the years since Julie K. Brown’s reporting* + especially since the Files, many who benefited from it have struggled with What To Do. Many in our broader community have also looked for a way to engage with all of these horrors in productive way. Meet AshruFund.com.”
On its website, the ASHRU fund pledged to donate the first $100,000 raised to World Without Exploitation, a human trafficking advocacy network, and the National Survivor Network. After that, it said, it would listen to survivors about what they need before deciding where to give.
“By donating, we can collectively affirm our opposition to sexual exploitation and abuse, and demonstrate our Jewish commitment to responding with accountability, care, and justice,” the website reads. “Funds raised will be directed to provide the most direct support possible to survivors of sexual exploitation and trafficking through the organizations that serve them.”
Roughly 3,000 people have participated in various programs offered by the Wexner Foundation, based in Wexner’s hometown near Columbus, Ohio. They include rabbis, nonprofit executives and communal leaders across the United States and Israel. The ASHRU Fund’s creators hope many of them will donate — and they’re happy if the giving comes from an even wider network.
“If, like me, you’re a Wexner alum, or if you’re simply someone who wants to help the victims of Jeffrey Epstein specifically and sexual violence in general, I hope you’ll contribute what you can,” Feigelson wrote in a post on Facebook.
The post Confronting Wexner-Epstein ties, alumni of Jewish leadership programs launch new survivor fund appeared first on The Forward.