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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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Longing for the way secular Jews used to be
איך זיץ דאָ און הער זיך צו צום קול פֿון מײַן פֿעטער יונה ז״ל ווי ער ריכט אָפּ דעם פּסח־סדר אינעם יאָר 1962… און איך קוועל דערפֿון.
יונה גאָטעסמאַן איז געווען אַ סעקולערער ייִד, אָדער ווי מע פֿלעג עס רופֿן אין יענע יאָרן — אַ וועלטלעכער. ער האָט נישט געהיט שבת אָדער כּשרות, און טאַקע דערפֿאַר איז בײַ אים נישט געווען קיין מניעה צו רעקאָרדירן זײַן קול בײַם סדר. אָבער ווען מע הערט ווי ער זאָגט דעם יום־טובֿדיקן קידוש, אָדער דעם „הא לחמא עניא‟ (די דערקלערונג וואָס רופֿט יעדן איינעם וואָס ס׳איז הונגעריק צו קומען און עסן) אָדער דעם „אחד מי יודע‟, דאַכט זיך דיר אַז סע זינגט אַ פֿרומער ייִד מיט אַ קיטל. ער זאָגט די הגדה מיט אַ ניגון וואָס חזרט זיך כּסדר איבער און די ווערטער פֿליִען פֿאַרבײַ אַזוי גיך אַז ס׳איז מיר אַ מאָל שווער צו דערקענען וווּ ער האַלט. אָבער טאַקע דערפֿאַר קלינגט עס אַזוי נאַטירלעך.
אונטן קענט איר אַליין הערן ווי יונה גאָטעסמאַן ריכט אָפּ דעם סדר. די ערשטע 30 סעקונדעס זענען שווער צו הערן אָבער דערנאָך הערט מען שוין אַ סך בעסער.
ווי אַ סך ייִדן פֿון זײַן דור איז דער פֿעטער דערצויגן געוואָרן אין אַ פֿרומער שטוב. די משפּחה האָט געוווינט אין סערעט, אין דער בוקאָווינע, און יונה האָט, אַ פּנים, גוט געדענקט דעם נוסח פֿון זײַן טאַטן, חיים, וואָס האָט געדאַוונט סײַ בײַ די וויזשניצער חסידים, סײַ בײַ די סאַדעגערער. ווי עס דערציילט זײַן זון, איציק גאָטעסמאַן, האָט יונהס טאַטע אָנגעשטעלט אַ גמרא־מלמד צו לערנען מיט אים ווײַל קיין ישיבֿה איז אין סערעט נישט געווען. אַפֿילו מיט יאָרן שפּעטער, ווען יונה האָט שוין אויסשטודירט אויף דאָקטער און מער נישט געפֿירט קיין פֿרום לעבן, אַז ער איז געפֿאָרן צו גאַסט צו טאַטע־מאַמע האָט דער טאַטע אָנגעשטעלט פֿאַר אים אַ גמרא־לערער.
אונדזער שרײַבערין מרים האָפֿמאַן דערציילט אַז איר מאַן, מענדל ז״ל, אויך אַן אָפּשטאַמיקער פֿון די וויזשניצער חסידים, האָט געטאָן דאָס זעלבע. נישט געקוקט אויף דעם וואָס ער האָט נאָכן חורבן (בפֿרט נאָך דעם וואָס ער האָט אָנגעוווירן זײַן טאַטע־מאַמע, זײַן 12־יעריק ברידערל בנימעלע און דרײַ שוועסטער אין גאַזקאַמער) אָפּגעוואָרפֿן זײַן אמונה און אַפֿילו געהייסן זײַן פֿרוי נישט פּראַווען קיין שבת אָדער האַלטן אַ כּשרע קיך אויס כּעס צום אייבערשטן, פֿלעגט ער יעדן פּסח זיך אָנטאָן אַ יאַרמלקע און אָפּריכטן דעם גאַנצן סדר אויפֿן אַלטן שטייגער.
אויך מײַן טאַטע האָט יעדעס יאָר אָנגעפֿירט מיט אַ טראַדיציאָנעלן סדר אויף לשון־קודש כאָטש ער איז, אין פֿאַרגלײַך מיט יונהן און מענדלען, דווקא נישט דערצויגן געוואָרן אין אַ פֿרומער היים. ווי אַ דערוואַקסענער האָט ער זיך אַליין אויסגעלערנט ווי אָפּצוריכטן דעם סדר — מסתּמא טאַקע פֿון זײַן שוואָגער יונה — ווײַל ער האָט געוואָלט אַז דער סדר זאָל האָבן אַ דורותדיק פּנים.
מיט אַנדערע ווערטער, אין יענע יאָרן איז געווען אָנגענומען אַז איינער וואָס האַלט זיך פֿאַר אַ פֿולשטענדיקן סעקולערן ייִד קען נאָך אַלץ, כאָטש איין מאָל אַ יאָר, אָנפֿירן מיט אַ רעליגיעזע צערעמאָניע (אַפֿילו אַ דרײַ־שעהיקן ריטואַל ווי דער סדר), כאָטש עס דערמאָנט גאָט אויף שריט און טריט.
אַן אַטעיִסט וואָלט אפֿשר געשטעלט די פֿראַגע: וואָס איז דער שׂכל פֿון מאַכן ברכות און דורכפֿירן רעליגיעזע ריטואַלן ווען מע גלייבט אַליין נישט אין דעם? איז דאָס נישט אַ מין נישט־אויסגעהאַלטנקייט? מײַן טאַטע ע״ה פֿלעגט, למשל, יעדן שבת מאַכן קידוש און המוציא אויף אַזאַ נאַטירלעכן אופֿן, אַז איך בין געווען זיכער ער איז אַ גלייביקער. און דערפֿאַר ווען איך האָב צו 17 יאָר אַליין זיך פֿאַראינטערעסירט אין גײַסטיקע ענינים און געפּרוּווט פֿאַרפֿירן אַ שמועס מיט אים וועגן דעם, האָט ער פּלוצלינג אויסגערופֿן: „פֿאַר וואָס פֿרעגסטו מיך די אַלע שאלות? דו ווייסט דאָך, אַז איך בין אַן אַטעיִסט!‟
„דו ביסט אַן אַטעיִסט?‟ האָב איך איבערגעפֿרעגט, אַ פֿאַרחידושטע. „פֿאַר וואָס זשע האָסטו די אַלע יאָרן געמאַכט קידוש און המוציא יעדן שבת?‟
זײַן ענטפֿער: „צוליב אײַך!‟
לאַנגע יאָרן האָב איך איבערגעקלערט וואָס עס מיינט טאַקע דער „צוליב אײַך‟. הייסט עס, אַז ער אַליין האָט נישט הנאה געהאַט דערפֿון? אַז דאָס איז בלויז געווען אַ מיטל צו פֿאַרבעסערן די שאַנסן אַז זײַנע קינדער זאָלן זיך שטאַרק אידענטיפֿיצירט ווי ייִדן?
אַז איך קלער איצט וועגן דעם, זעט מיר אויס אַז עס זענען מסתּמא געווען עטלעכע סיבות פֿאַר וואָס די דרײַ וועלטלעכע ייִדן (צוויי פֿון זיי — געשוווירענע אַטעיִסטן) און אַ סך אַנדערע פֿון זייער דור, זענען געווען גרייט אָנצופֿירן מיט אַ רעליגיעזן סדר. ערשטנס, ווי מײַן טאַטע האָט געזאָגט, האָבן זיי עס געטאָן פֿאַר זייערע קינדערס וועגן. ס׳שטייט דאָך בפֿירוש געשריבן אין דער הגדה: „והגדת לבנך — זאָלסט דערציילן דײַנע קינדער וואָס ס׳איז געשען אין לאַנד מצרים‟.
נו, אויב אַזוי, האָבן זיי דאָך געקענט פּשוט דערציילן די געשיכטע פֿון די ייִדן אין מצרים און זייער באַפֿרײַונג אויף אַ סעקולערן אופֿן, אָן צו דערמאָנען גאָט בכלל. זיי האָבן געקענט ניצן די הגדה אַרויסגעגעבן פֿונעם אַרבעטער־רינג אָדער אַן אַנדער סעקולערער ייִדישער אינסטיטוציע. זיי האָבן דאָס אָבער נישט געטאָן. יאָ, אויפֿן סדר־טיש זענען טאַקע געלעגן די וועלטלעכע הגדות, כּדי מע זאָל קענען זינגען בציבור די שיינע מאָדערנע ייִדישע לידער ווי אַבֿרהם רייזענס „אויפֿן ניל‟, דוד עדעלשטאַדטס „אין דעם לאַנד פֿון פּיראַמידן‟ און יצחק לוקאָווסקיס „חד גדיא‟. די וועלטלעכע הגדה איז אָבער בלויז געווען אַ צוגאָב צום סדר, נישט דער הויפּטטעקסט.
מיט אַנדערע ווערטער, די אָ דרײַ וועלטלעכע ייִדיש־רעדנדיקע ייִדן האָבן געוואָלט ביידע: סײַ דעם כּמעט צוויי טויזנט־יאָריקן נוסח, סײַ די וועלטלעכע ייִדישע עלעמענטן.
אויב אַזוי איז די כּוונה, אַ פּנים, געווען עפּעס שטאַרקערס ווי בלויז איבערגעבן די געשיכטע פֿון יציאת־מצרים. ס׳איז אויך געווען אַן אופֿן צו ווײַזן דעם ייִנגערן דור ווי רײַך און ווי טיף איז די ייִדישע טראַדיציע; אַז ייִדיש איז נישט בלויז אַ לשון נאָר אַ גאַנצע קולטור, וואָס איז אָנגעזאַפּט מיט רעליגיעזן וויסן; אַז אַ ייִד דאַרף קענען, אָדער כאָטש זײַן היימיש מיט, דעם רעליגיעזן אַספּעקט פֿון דער ייִדישער טראַדיציע, אַפֿילו אויב ער אַליין איז נישט קיין פֿרומער.
פֿון מײַן זײַט בין איך גאָר צופֿרידן וואָס איציק גאָטעסמאַן האָט אָנגעהאַלטן די רעקאָרדירונג פֿון זײַן טאַטן. איצט קען איך — און ווער נאָך עס וויל נאָר — זיך אויסלערנען דעם סדר־נוסח פֿון די אַמאָליקע בוקאָווינער ייִדן און דערבײַ באַרײַכערן דעם אייגענעם סדר.
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Iran War Increases Threat to Sweden, Security Service Says
Swedish Security Service Chief Charlotte von Essen speaks next to Fredrik Hallstroem, chief of operations, during a press conference where the Swedish Security Service (SAPO) presents the situational picture of the country’s security, in Stockholm, Sweden, March 18, 2026. Photo: TT News Agency/Claudio Bresciani via REUTERS
Sweden‘s Security Service (SAPO) warned on Wednesday of increased threats to the Nordic nation from the war in Iran, including risks to Jewish targets, as it released its annual national security assessment.
“History has shown that a desperate and pressured regime can be a dangerous regime,” SAPO operative chief Fredrik Hallstrom told a press conference, referring to the US-Israeli war on Iran.
Iran has long been considered a serious threat, and Swedish authorities have noted how criminal networks – already at the center of a decade-long surge in gang-related violence – have been exploited by state actors to carry out attacks.
“The US-Israeli military operation against Iran, and the countermeasures carried out by Iran, have increased the threat against American, Israeli, and Jewish targets in Sweden,” Security Service Chief Charlotte von Essen said in the report.
In recent years, the agency has also highlighted threats from China and, above all, Russia, which it describes as increasingly willing to take risks in support of its war in Ukraine — including through hybrid operations across Europe.
“Overall, we expect that the threat levels against Sweden will continue to deteriorate in the coming years,” von Essen said, adding that Russia was regarded as a primary driver.
While it is difficult to determine what can be linked to a particular actor, Sweden assesses that Russia is behind several sabotage incidents in Europe targeting critical infrastructure, the security service said. Moscow has denied any involvement.
The agency said it has reviewed hundreds of cases of suspected sabotage in Sweden, including of underwater cables, electricity substations and water-treatment facilities.
“It has so far not been possible to link any physical sabotage to a foreign power,” it said.
The comments came as Iran executed a Swedish citizen on Wednesday, according to Sweden‘s foreign minister, who added that she had summoned the Iranian ambassador in Stockholm to condemn the decision.
The person, who was not named, was arrested in Iran in June of last year and Sweden has repeatedly raised the case with Iranian officials, Foreign Minister Maria Malmer Stenergard said.
“The death penalty is an inhumane, cruel, and irreversible punishment. Sweden, together with the rest of the EU, condemns its application in all circumstances,” Stenergard said.
The legal proceedings leading up to the execution did not meet the standards of due process, she added.
The European Union’s foreign policy chief Kaja Kallas condemned the execution in a statement on Wednesday evening.
“The appalling human rights situation in Iran and the alarming increase in executions are intolerable and show the regime’s true colors,” she said, sending condolences to the family of the citizen.
The Swedish foreign ministry and the Iranian embassy in Stockholm did not immediately respond to a request for comment when contacted by Reuters via phone and email.
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Israel Doubles Troops in Hezbollah Fight, Searches Homes in South Lebanon
Israeli soldiers walk next to military vehicles on the Israeli side of the Israel-Lebanon border, amid escalation between Hezbollah and Israel, and amid the US-Israeli conflict with Iran, in northern Israel, March 16, 2026. Photo: REUTERS/Avi Ohayon
Israel has more than doubled the number of troops along its border with Lebanon since March 1 and they are searching homes in southern Lebanese villages that the military has ordered evacuated, a senior Israeli commander said on Wednesday.
As Israeli warplanes pound Beirut in operations against Hezbollah that have become the deadliest spillover of the US-Israeli war on Iran, heavy smoke could be seen rising from villages in southern Lebanon as troops fired artillery across the border.
Hundreds of thousands of Lebanese have fled southern Lebanon since Israel ordered people to clear the area south of the Litani River, viewed by Israel as a stronghold of Iran-backed terrorist group Hezbollah. The Shi’ite Islamist group has been firing rockets toward Israel since joining the war in support of Iran on March 2.
‘DEFENSIVE POSITIONS’ INSIDE LEBANON
“The plan is to make sure that Hezbollah does not have military infrastructure,” said the commander, whose name was withheld by the Israeli military on security grounds.
Speaking to Reuters in Eilon, an Israeli town four kilometers from the border, the commander, who is responsible for infantry warfare in Lebanon, declined to say how many troops Israel had now deployed in the area.
Describing the military’s fortifications inside Lebanon as “defensive positions,” he said troops were searching “the villages to see if Hezbollah hid weapons or communications centers.”
Asked if that included searching houses that residents had fled following Israeli orders, the commander said: “In some of the cases they hid their weapons in houses. We have no choice but to make sure that house is not a military installation.”
Two Israeli soldiers have been killed since the start of operations in southern Lebanon, the Israeli military says.
At least 968 people in Lebanon have been killed since the start of Israel‘s attacks, Lebanese authorities say.
Hezbollah has not provided regular updates on deaths among its fighters. On Monday, a Hezbollah official told Reuters that at least 46 had been killed so far.
LEBANESE VILLAGE OF KHIYAM AN INITIAL TARGET
The Israeli military is advancing slowly through southern Lebanon, aiming to completely clear the town of Khiyam as a first step before advancing toward the Litani River, according to a Lebanese security source and a foreign official tracking developments on the ground.
In response to a question on whether Israel intended to establish positions up to the Litani, the commander said it was not his decision. If troops receive orders, he added, they are “prepared to do all kind of operations.”
The Israeli military did not immediately comment on its operations in Khiyam, five kilometers inside the Lebanese border from the Israeli town of Metula.
Along the border near Metula, Reuters saw several Israeli military fortifications dug into hillsides, filled with rows of tanks, armed personnel carriers, and bulldozers.
Smoke rose from Khiyam throughout the day on Wednesday, and many of the buildings on the southern side of the town had been reduced to rubble. A neighboring town remains in ruins from Israel‘s attacks in 2024.
‘EVERY FIVE MINUTES YOU CAN HEAR THE BOMBS’
Israel‘s northern border area with Lebanon is known as the Upper Galilee, its rolling hills offering vantages into southern Lebanese villages now occupied and bombarded by Israeli troops.
Near Metula, Israeli Apache helicopters and jets were making near-constant sorties on Tuesday and Wednesday, with the sounds of rocket fire from Lebanon interspersed with the booms of Israeli artillery fire.
For residents of Israel‘s far north, the current war with Hezbollah has seen less rocket fire than during a year of fighting that ended in 2024.
Hezbollah‘s ability to launch missiles has largely been degraded, but it still retains capacity to strike areas deep inside Israel, Israeli officials say.
Ofer Moskovitz, 60, who works at an avocado farm in the area, and said being so close to the border meant he had little time to run to a bomb shelter when sirens signaled incoming Hezbollah fire.
Near his farm, the military dug out a muddy fortification from where troops fired artillery across the border.
“Every five minutes you can hear the bombs,” he said.