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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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A pioneering Reform synagogue makes way for a booming Iranian Jewish community
Temple Beth-El is an island of Reform Judaism in the Iranian milieu of deep Great Neck, a suburb on the North Shore of Long Island 35 minutes away from Manhattan by train. There are around two dozen synagogues in Great Neck; three of them are Reform, and two of those are tucked away at the edges of the peninsula. Temple Beth-El stands bravely at the center, with frontage on Middle Neck Road, the main street, just steps away from multiple Orthodox synagogues and kosher restaurants serving a spectrum of cuisines.
As an Iranian-American Jew from Great Neck, I’ve been to Temple Beth-El twice before: once, in middle school, for a classmate’s bar mitzvah, and then, in 2021, to get the COVID vaccine. I called it, simply, “the Ashkenazi synagogue.” Tonight, as the oldest synagogue in Great Neck prepares to downsize, I am here for the third time ever, for Friday night services.
Temple Beth-El formed in 1928, when Great Neck was dominated by Protestants. The presence of the synagogue made even more Jews from the city want to move east. Its rabbis were outspoken civil rights activists and hosted Martin Luther King, Jr. in 1967. Now, as Great Neck’s demographics shift further toward more religious Jews, Temple Beth-El’s congregation is shrinking. The synagogue is selling its property to an Iranian Orthodox yeshiva and will be leasing back a portion of it.
In the mid 1980s, Temple Beth-El had around 1,500 families, with a 500-person waiting list, said Stuart Botwinick, the synagogue’s executive director. Now, as members have died off and younger ones aren’t joining as quickly, it has around 400, and can’t fill up its main sanctuary on Rosh Hashanah. Wielding cold economic calculus, I can envision someone arguing that if fewer people choose to attend a synagogue, then whatever happens to it must be natural, or deserved. I can even envision myself arguing that. It’s not guilt, because I did nothing wrong, but as a member of the majority group, some sense of duty makes me want to see with my own eyes what is being lost.
A man hands me a siddur and wishes me a Shabbat shalom. The chapel is beautiful, with a dark wood vaulted ceiling, stained glass and hanging lanterns. I find a seat in the gender-integrated pews among some 30 congregants. I try to follow the prayers, but I don’t know any of the tunes — my home synagogue is not nearly this musical. I am surprised to see some men not wearing kippahs. Rebelliously, I stray from the page everyone else is on and flip briefly to the back of the siddur. There are lyrics to “Hatikvah,” “America the Beautiful,” “God Bless America,” “The Star-Spangled Banner” and, maybe worst of all, “O Canada.” My inner Satmar rebbe shudders.
Fortunately, national hymns are not part of tonight’s repertoire. From the bimah, the rabbi, Brian Stoller, outs me as a Forward reporter. The moment the service ends, several excited Ashkenazi seniors approach me; clearly, the name of this news outlet carries much more clout here than in my typical Great Neck circles.

Stoller holds an optimistic vision of Temple Beth-El’s future that emphasizes adult education and cultural arts above physical space. In other words, “we’re not here to be landlords,” says Jennifer Still-Schiff, a co-president of the synagogue sisterhood. Still, losing ownership and part of their space must be somewhat traumatic. Once the service ends, Howard Herman, an honorary vice president of the board who’s been a member since the 1980s, gives me a tour and shows me all of the things the synagogue will need to sell.
“We have this beautiful Judaica museum, and we’re going to be selling it or giving a lot of it away,” he says. Then he shows me the large sanctuary. We can’t find the light switch, so we turn on our cell phone flashlights to inspect a 55-foot-long sculpture behind the bimah: “The White Flame of the Six Million” by Louise Nevelson. In the sculpture, which integrates the Torah ark, shapes carved out from white wood represent the uniqueness of every life lost in the genocide. “We’re going to have to sell this,” Herman says. “Who can buy this?”

That sanctuary, where Temple Beth-El used to hold regular Shabbat services and now only holds High Holy Day services, seats almost 900 people. It will become part of the yeshiva’s space. Sisterhood co-president Rochelle Rosenbloom says the chapel, which seats about 250, will be enough to seat worshipers even on the High Holy Days. If it isn’t, she and Still-Shiff said, they can stagger two sets of services or have people watch the services on a TV in the lobby.
At a time when Great Neck was still mostly Christian, the existence of Temple Beth-El “was an essential sign that Jews could live in Great Neck and that there were enough of them, committed to religious participation through the Reform movement, to make it safe and desirable for others to try it out,” historian Judith Goldstein wrote in her book Inventing Great Neck. It was the peninsula’s only synagogue until 1941, when Temple Israel of Great Neck formed, said Brad Kolodny, an amateur historian of Long Island Jewish history. In the 1960s, Jews — particularly liberal, Reform Jews — began to outnumber Christians in Great Neck. Temple Beth-El had to build a bigger sanctuary. At times, even that sanctuary — the one with the Holocaust memorial sculpture — filled up, and administration had to set up overflow seating in other rooms.
Persian synagogues started cropping up in Great Neck after the Islamic Revolution in 1979. Great Neck has Iraqi and Syrian synagogues, too, plus several synagogues that are not officially Mizrahi but have Mizrahi congregants. Now, any car trying to drive on, say, Steamboat Road on a Saturday morning must use caution, as the sidewalks aren’t wide enough for the large groups of skipping children, bike-riding kippah-clad young men, and moms pushing double strollers in their Shabbat finest.
People in the Jewish world can get accused of being “Ashkenormative,” but since 1979, Great Neck has become Mizrahi-normative. When I was a child, a last name like “Weiss” or “Katz” connoted nothing to me, and for the longest time I assumed that my classmates whose hair was lighter than mine couldn’t possibly be Jewish. I used to watch The Nanny with my mom; one night, as Fran and Sylvia Fine peppered their speech with schleps, schvitzes, and other Yiddishisms, I asked my mom what language the characters were speaking. “I don’t know,” she said.
Fran was a prime example of what I eventually came to understand as the stereotype of the liberal American Jew, a character so familiar to American audiences that she could speak Yiddish and expect to be understood. But as the growth of the Orthodox community outpaces that of other denominations, I realize that stereotype is becoming less and less accurate. Forty-four percent of Jews ages 65 or older identify as Reform, but only 29% of Jews who are 18 to 30. And more concerningly: among people raised Reform, 12% of them are “no longer Jewish,” according to a 2020 Pew research study. When, in 1994, Fran Fine wished for “a husband and a house in Great Neck,” she was talking about a place already in flux, a place where a legacy of civil rights activism would soon give way to people who voted heavily for Donald Trump and helped elect George Santos.
When I told my mom I was writing about Temple Beth-El, she told me in an approving tone of voice that they lend out wheelchairs and other medical equipment for free, and collect donations from families of people who’ve died and no longer need theirs. Indeed, “social action” is an important value here: The synagogue also sends volunteers to an interfaith food pantry based at a local church, and some congregants volunteer to support undocumented immigrants, said Botwinick.

That willingness to look outward distinguishes Temple Beth-El from, say, my synagogue, and Botwinick argues many Iranian Jews benefit from it. “We believe that the Jewish community and the greater community actually falls in line with a lot of what we do and what we believe,” but doesn’t say so “because of cultural pressures,” Botwinick said. “Equal rights is important, health is important, caring for the immigrant community matters. It takes a strong voice — Temple Beth-El is that strong voice — to say these things matter.”
This is the most compelling thing anyone has told me for this story: that even Orthodox Jews benefit from having a Reform synagogue for a neighbor. If, for example, Temple Beth-El hadn’t opened as a vaccine hub, I struggle to see my synagogue, where many congregants are vaccine-skeptical, filling that gap.
Dr. Gary Zola, Temple Beth-El’s historian in residence, addressed the threats of decline facing Reform Judaism in a March 13 sermon, and said the synagogue’s long history should serve as a source of hope. “Let’s not forget that 98 years ago, a handful of Jewish scholars decided to create a Jewish community out of nothingness.”
“It is clear that the enervation of liberal Jewish life is a challenge,” he said, “but it’s a challenge that awaits our response.”
The post A pioneering Reform synagogue makes way for a booming Iranian Jewish community appeared first on The Forward.
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Top British private Jewish school closing amid funding challenges
(JTA) — Immanuel College, a top-ranked Jewish private day school in the outskirts of London, announced on Tuesday that it will close its doors at the end of this year amid financial pressures and declining enrollment.
“This is an incredibly difficult and painful moment,” Daniel Levy, the chair of governors for the school, said in a statement. “Immanuel College has been a cornerstone of education and community life for more than 35 years, and we know how deeply this news will be felt by all those connected to it.”
The Modern Orthodox Jewish day school, which was ranked the U.K.’s top-performing Jewish school in The Sunday Times Parent Power Guide in 2025, is one of a small number of independent Jewish schools in the London area.
Founded in 1990 by Lord Immanuel Jakobovits, the former Chief Rabbi of the British Commonwealth, the school serves roughly 360 pupils ages 10-18. Last year, Immanuel College’s prep school also shut down due to “unprecedented financial pressures.”
The school sits alongside a much larger network of state-funded Jewish schools, including the prestigious JFS (formerly Jews’ Free School) and the Jewish Community Secondary School.
Levy said that the school was “committed to ensuring that every pupil is guided to the right next step,” and was working with schools across the Jewish and independent school landscape to find placements for its students. (Independent schools in the U.K. are fee-paying private schools, while state schools are government-funded and free to attend.)
A press release pinned the closure on a litany of factors, including “the introduction of VAT on independent school fees, rising operational costs driven by inflation and increased National Insurance contributions, and a decline in pupil numbers.”
VAT, or the U.K.’s value added tax, was applied to private schools in the country last year after they were previously exempted from it.
In the release, the school also said the decline in enrollment “reflects a broader trend across the sector, with a growing number of independent schools closing in recent years.”
“Additionally, changing dynamics within the Jewish education landscape, including the increased popularity of Jewish state schools, have contributed to reduced enrolment,” the release continued, adding that Immanuel faced ongoing annual losses exceeding £2 million, or $2.3 million.
Oliver Dowden, a British lawmaker and member of the Conservative Party, lamented the closure in a post on X, writing that it was “yet another victim of Labour’s VAT raid on private schools.”
“Very sad to learn of closure of the brilliant Immanuel College at the end of the current academic year. A real blow to Bushey and the Jewish community,” Dowden wrote, referring to the Hertfordshire village where Immanuel is located.
Writer and political analyst Arieh Kovler described the school as an “oddity” in the British Jewish educational landscape, writing in a post on X that it was “not religious enough for ‘black hat’ type modern Orthodox, not prestigious enough for parents who want excellent private schools, and parents who just want a Jewish school for their kids have many free state options now.”
According to Britain’s Institute for Jewish Policy Research, of the Jewish children enrolled in Jewish schools, 60 percent attend haredi (or “strictly”) Orthodox schools, a figure that does not include haredi Orthodox teenagers studying in yeshivot and seminaries not included in government data. In the 1990s, only 46 percent of Jewish students attended haredi schools.
For many parents and members of the British Jewish community, the loss of the school cut deep.
“At a time when our children’s strength in their own identity is so essential, it feels doubly tragic for a school that instills that Jewish pride to close,” Naomi Greenaway, an Immanuel College parent and journalist, wrote in an op-ed in The Jewish Chronicle. “But this tragedy is one that the Immanuel College community of parents, pupils, teachers, trustees, governors and alumni will have to mourn together.”
Rabbi Alex Chapper, the leader of the Borehamwood & Elstree United Synagogue in England, wrote in a post on Facebook that the closure served as a reminder of “just how important Jewish education is for our community.”
“It must never be taken for granted, outsourced, or undervalued,” Chapper wrote. “Instead, we should redouble our commitment to supporting the education of the next generation, so they can build a proud, knowledgeable, and confident Jewish future.”
The Hertfordshire Friends of Israel also mourned the closure in a post on Facebook, writing, “This is more than just a school closure story, it’s about a community, a legacy and the growing pressures on Jewish education across the UK.”
This article originally appeared on JTA.org.
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Hochul pushes 25-foot buffer around New York houses of worship as Mamdani wavers on local bills
New York Gov. Kathy Hochul on Tuesday doubled down on her support for proposed legislation that would create a 25-foot buffer zone around houses of worship statewide, stepping into a growing debate over public safety and free speech in a move that puts her at odds with New York City Mayor Zohran Mamdani.
Hochul, who is running for reelection this year, pushed the plan ahead of a final budget agreement with the state Legislature, now more than two weeks past its April 1 deadline. It comes as Mamdani has declined to say whether he will sign a more limited measure passed by the City Council aimed at curbing disruptive demonstrations outside synagogues and schools.
“I want to get that done,” Hochul, speaking alongside Jewish leaders and law enforcement officials, said about her proposed 25-foot buffer, which would be upheld by police around places of worship. “That is common sense. It’s a statement when people leave their homes, that they will feel safe from harassment.” She added that the fear of Jews facing antisemitic attacks and harassment “is not a hypothetical. It is happening. It has happened, and the effects are lingering.”
The governor’s proposal marks a more aggressive statewide approach than the one recently passed by the New York City Council, led by Speaker Julie Menin, who is Jewish, as anti-Jewish incidents continue to make up a majority of reported hate crimes in New York. The Council’s package of bills directs the NYPD to develop a plan within 45 days for managing protests near houses of worship and educational institutions. The synagogue-focused measure passed 44–5 — a veto-proof margin — while a companion bill addressing protests near schools cleared the chamber with a narrower majority.
Mamdani, a strident critic of Israel who rose to power aligned with pro-Palestinian activism, has not committed to signing or vetoing the legislation, citing “serious concerns” raised by free speech advocates and pro-Palestinian supporters about limiting New Yorkers’ constitutional rights. Under city law, the bills could also become law automatically if he takes no action within 30 days.
The mayor, however, did publicly express objections to the Council’s initial proposal to establish buffer zones of up to 100 feet outside synagogues. “I wouldn’t sign any legislation that we find to be outside of the bounds of the law,” he said. The perimeter proposal was omitted in the final version of the bill following reservations expressed by Police Commissioner Jessica Tisch, who cautioned that a one-size-fits-all rule might not withstand legal challenge and could prove unworkable across neighborhoods with vastly different street layouts.
A City Hall spokesperson referred to Mamdani’s previous statements when asked for comment on the Hochul proposal. The state measure could supersede any action he takes.
The proposals emerged following disruptive protests outside houses of worship in recent months centered on events promoting immigration to and real estate in Israel, at Park Avenue Synagogue in Manhattan and Young Israel of Kew Gardens Hills in Queens.
Hochul was uncompromising about her approach. “I believe I have the right to protect people’s constitutional right to free exercise of religion,” she told reporters. “And so if that needs to be tested in court, bring it on.”
Hochul, who endorsed Mamdani in the mayoral election last year, has maintained a warm relationship with Jewish leaders since becoming governor. If passed, the buffer zone bill could bolster her chances among the state’s more than one million Jewish voters against Bruce Blakeman, the Republican candidate and the first Jewish executive of Nassau County on Long Island. In 2022, former Rep. Lee Zeldin came within five percentage points of winning the governor’s race, powered by strong Jewish support.
Hochul made the announcement to call for an additional $70 million in funding for the state’s Securing Communities Against Hate Crimes program, which provides grants to protect vulnerable institutions, as well as a new online system for reporting bias incidents. Hochul has already allocated $131 million in grants for a total of 1,745 security projects since taking office in 2021.
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