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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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Amid Iran tensions, Huckabee tells US embassy staff in Israel they should leave ‘TODAY’ if they wish
(JTA) — Ambassador to Israel Mike Huckabee has told U.S. government employees and their families that they may leave the country and should do so expediently, amid mounting signs of a possible U.S. attack on Iran.
Huckabee emailed embassy staff on Friday morning saying that if they want to leave, they should do so “TODAY,” according to a letter first reported by The New York Times. He noted that commercial flights could become scarce and urged them to accept passage to any country before returning to Washington, D.C.
“There is no need to panic, but for those desiring to leave, it’s important to make plans to depart sooner rather than later,” he wrote.
The letter comes a day after U.S.-Iran talks in Geneva ended without public breakthroughs. Iranian officials, as well as the Omani mediators, said additional conversations were planned for next week; the United States did not comment. Steve Witkoff and Jared Kusher, two Jewish advisors to President Donald Trump who successfully brokered a ceasefire in the Israel-Hamas war last year, are leading the U.S. delegation.
Trump has been threatening to attack Iran for weeks over its nuclear program and has built up U.S. military forces in the Middle East to levels not seen in decades. In recent days, Secretary of State Marco Rubio and Vice President JD Vance have both said military intervention could be needed while saying the president continued to prefer diplomacy.
Vance’s comments were particularly notable because he typically opposes U.S. intervention overseas. He told the Washington Post in comments published Friday morning that there was “no chance” that the United States would get involved in an extended Middle East campaign.
Iran has said it would consider Israel a valid target in the event of a U.S. attack. Last year, Iranian missiles killed more than two dozen people in Israel during a 12-day war initiated by Israeli strikes on Iran’s military program. Now, Israelis have been living in limbo for weeks while waiting to learn whether a new war, expected to be more destructive, will begin.
In the past, when expecting Iranian retaliation, the embassy has warned staff against leaving population centers in Israel. Now, the Department of State has updated its Jerusalem embassy website to reflect “the authorized departure of non-emergency U.S. government personnel and family members of U.S. government personnel to leave Israel,” setting a status that means flights will be paid for by the U.S. government.
While El Al, Israel’s national carrier, does not fly during Shabbat, other airlines typically do run some flights to and from Ben Gurion Airport on Friday nights and Saturdays. Many of those are budget European airlines that have only recently resumed flying to Israel after last year’s Iran war; some airlines, including KLM, have already suspended Israel flights in anticipation of another conflict.
The post Amid Iran tensions, Huckabee tells US embassy staff in Israel they should leave ‘TODAY’ if they wish appeared first on The Forward.
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San Francisco mayor Daniel Lurie condemns ‘Tax the Jews’ chant heard during protest
(JTA) — Jewish leaders and California elected officials have condemned an antisemitic chant that was audible during a protest Wednesday against the repeal of a local San Francisco tax ordinance.
During a news conference addressing a new housing construction development plan hosted by San Francisco mayor Daniel Lurie and San Francisco District 5 Supervisor Bilal Mahmood, protesters with the Democratic Socialists of America chanted “tax the rich.”
According to videos reviewed by the Jewish Telegraphic Agency, one woman on the scene can be clearly seen and heard chanting “tax Israel” and “tax the Jews.”
For those curious, a source sent me this video of the press conference. You can hear a woman chanting “tax Israel” and “tax the Jews” about 30 seconds in. https://t.co/0fDb9H8TXH pic.twitter.com/PkdHLGzBc1
— Gabriel Lorenzo Greschler (@ggreschler) February 26, 2026
Lurie, who is Jewish, condemned the chants, which he said had come from a group of people.
“At an event this afternoon, a group of individuals that were chanting ‘tax the rich’ began to shout ‘tax the Jews,’” Lurie tweeted. “Suggesting that Jews are wealthy is a tired trope, and targeting our community at an event focused on creating economic opportunity for San Franciscans is decidedly antisemitic. I will never accept hate directed at the Jewish community or any community in our city. Those are not San Francisco values—we’re better than that.”
The DSA, the largest socialist organization in the country, distanced itself from the chants, saying that only a single person was involved and that she was not a DSA member.
“During today’s protest of the Prop I repeal, a non-member joined the crowd and spouted disgusting antisemitic remarks,” the DSA said in a statement. “DSA members and other protesters asked her to stop, but she refused. We want to be clear that whatever hate she holds isn’t shared by DSA members and we categorically reject antisemitism.”
In the videos, the woman is wearing a head covering and glasses and appears to be pacing a distance away from the other protesters.
The incident comes as the DSA, which endorses the Boycott, Divestment, and Sanctions movement and opposes economic and military aid to Israel, has both notched major wins and drawn repeated allegations of antisemitism. After Oct. 7, it broke with one of its political stars, New York Rep. Alexandria Ocasio-Cortez, following her appearance on a panel where she condemned antisemitism. More recently, one of its members, Zohran Mamdani, was elected mayor of New York City. There, a DSA member last week challenged a DSA-affiliated elected official for condemning Hamas during an open meeting.
In San Francisco, the chant was condemned by other Jewish organizations, leaders and government officials, like the San Francisco Jewish Community Relations Council, California Rep. Ro Khanna, and Anti-Defamation League CEO Jonathan Greenblatt.
In a statement shared on X, Amy Spitalnick, the CEO of Jewish Council for Public Affairs, said, “What does antisemitism look like? This. This is hate and extremism masquerading as progressive politics when, in fact, nothing about it is progressive — and it only undermines the fight for justice, all of our safety, and our democracy.”
The post San Francisco mayor Daniel Lurie condemns ‘Tax the Jews’ chant heard during protest appeared first on The Forward.
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HarperCollins to publish book of conversations with Rabbi Eli Schlanger, Chabad emissary slain in Sydney
(JTA) — A book featuring testimony from Rabbi Eli Schlanger, the Chabad emissary who was killed in December in an antisemitic terror attack in Sydney, will be published this spring, HarperCollins Publishers announced on Thursday.
Schlanger, who moved to Bondi Beach as an emissary of the Chabad movement 18 years ago, was the father of five children, including a newborn son. On Dec. 14, Schlanger was hosting the Chabad of Bondi’s Hanukkah celebration when two gunmen opened fire on the festivities, killing Schlanger as well as 14 others.
The book, titled “Conversations With My Rabbi: Timeless Teachings for a Fractured World,” was written by Nikki Goldstein, a Jewish author who first encountered Schlanger during a hospital stay in 2022.
Last January, Goldstein and Schlanger began recording their conversations together for a book, but weeks before finishing its final chapter, Schlanger was killed.
“I was devastated, shocked, and grieving. But I knew that Eli’s legacy, his mission to bring light and love to the world, would not die with him,” Nikki Goldstein said in a statement. “Eli saved my life those years ago, and it’s my honor and privilege to ensure that his voice, memory, and mission are not silenced by terror and continue to work miracles.”
The book, which is set to be published on May 26, is the second major work centering a Jewish victim of terrorism to be released within a year. Former hostage Eli Sharabi’s memoir “Hostage,” published last fall, was named Book of the Year by the National Jewish Book Awards earlier this month. The memoir, which details Sharabi’s abduction by Hamas on Oct. 7, 2023, and 15 months he spent in captivity before learning that his wife and daughters had been murdered, was a bestseller in Israel before coming out in English.
A book by another icon of the Israeli hostage crisis is slated to hit the shelves in April. Rachel Goldberg-Polin’s memoir, titled “When We See You Again,” chronicles her relentless advocacy to free her son Hersh, who was kidnapped from the Nova music festival in Israel on Oct. 7 and subsequently murdered by Hamas in August 2024.
The post HarperCollins to publish book of conversations with Rabbi Eli Schlanger, Chabad emissary slain in Sydney appeared first on The Forward.