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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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Anti-Israel Republicans tests their strength in Florida primaries
Some insurgent Democrats have found success by making criticism of Israel central to their campaigns. Now a group of Republican candidates is trying to tap into a similar movement on the right, even if they are unlikely to win.
That divide is on display in Florida’s Republican primaries, set for Tuesday, where several long-shot candidates are challenging the party’s traditionally strong support for the Jewish state. Congressional candidates Dan Bilzerian and Jake Lang and gubernatorial hopeful James Fishback have made opposition to Israel and AIPAC part of their political identity. But they have also gone further than most progressive critics of Israel, using rhetoric that has been widely condemned as antisemitic.
Bilzerian is a professional poker player and a social media personality once known as the “King of Instagram” for flaunting a lifestyle of luxury, fast cars, women, and guns. He is challenging incumbent Rep. Randy Fine, one of four Jewish Republicans in Congress. Fine has made support for Israel central to his political identity, while also drawing condemnation for inflammatory rhetoric about Muslims and Palestinians.
Fine is a favorite to win reelection, has the endorsement of President Donald Trump and has a large fundraising advantage. He represents District 6, which is located just under the northeast part of the state and includes Daytona Beach, and is facing four primary challengers. Among them are Aaron Baker, an “America First” candidate who has criticized the “influence of foreign lobbies” and what he calls America’s “endless wars.” Baker also said he would oppose providing Israel with offensive weapons.
But Bilzerian’s attacks on Fine, who often wears a yarmulke in public, have gone well beyond criticism of Israel. He has repeatedly promoted conspiracy theories about Jews, including that Jews killed President John F. Kennedy. On social media, where Bilzerian has more than 30 million followers, he has asked if Adolf Hitler was a “good person,” has called Jews “dumb,” Judaism a “terrible” religion and referred to Fine as a “fat Jew.”
Bilzerian’s campaign treasurer, Patrick Krason, also served as treasurer for Kanye West’s short-lived 2024 presidential campaign. The rapper, who changed his name to Ye, engaged in a spate of antisemitic remarks and Holocaust denial in recent years. A Combat Antisemitism Movement report found that 33% of Bilzerian’s content on his campaign account was anti-Israel and antisemitic.
In recent days, Bilzerian posted antisemitic dog whistles, including that Florida’s “District 6 understands the Jewish problem,” and that “a vote for Randy is a vote for Israel.”
The imagery in Bilzerian’s closing campaign message has become quite provocative. In one AI-generated video, Bilzerian accuses Fine and his wife of engaging in “transgender pride groups that perform for children.”
Another AI video, posted Thursday, says Fine “wants you to die for Israel” and calls the congressman a “psychopath” who wants to watch “goyim cattle” die. He labels Fine a “Jewish supremacist” and “Satan’s creepy little minion” and says that the “fat Jew Randy” needs to be “tarred and feathered.” The video also includes AI-generated imagery of Fine dressed in a cheerleader’s outfit emblazoned with the Israeli flag and says it’s time for voters to “throw out Shylock and all his tricks.”
Fine said the video is “celebrating Hitler,” adding: “We have a choice on Tuesday, to embrace the kind of Nazism that led to the Holocaust or to repudiate this filth and reaffirm American values and character.”
Wonder if I can get them to play this on the radio in the district pic.twitter.com/IAXVV7pNp7
— Dan Bilzerian (@DanBilzerian) August 13, 2026
Other Republican primaries
A similar, if less blatantly antisemitic, theme is also showing up in the Republican primary for Marco Rubio’s former Senate seat.
Jake Lang, a far-right provocateur who was pardoned by Trump for his role in the Jan. 6 Capitol riot, is running for the Senate seat held by Republican incumbent Sen. Ashley Moody. Lang, who said his mother is Jewish, renounced his connections to Judaism and Israel and built an online following around Christian nationalism and attacks on both Muslims and Jews. This included performing a Nazi salute outside AIPAC’s headquarters in Washington, D.C., and an “anti-Islamification” rally against New York City Mayor Zohran Mamdani outside Gracie Mansion.
In the crowded Republican primary for governor to replace the term-limited Gov. Ron DeSantis, James Fishback has made opposition to Israel and AIPAC central to his campaign. Fishback, who said “Americans shouldn’t die for Israel,” has attacked the frontrunner, Rep. Byron Donalds, over support from pro-Israel donors. Fishback, who is polling at 18%, promised to pull Florida’s investments from Israel Bonds. Running what The New York Times described as a “rage bait” campaign, Fishback has associated himself with antisemitic personalities on the far-right. He also criticized politicians who “visit another country” only to end up “kissing a stupid wall,” a reference to prayer visits to the Western Wall.
Florida Republicans are not expected to abandon their party’s longstanding alliance with Israel when they vote in Tuesday’s primary. But these long-shot candidates have large online followings, and their campaigns are testing whether the growing anti-Israel movement on the right can also find its place in electoral politics.
In his recent memoir, Vice President JD Vance recounted a conversation with conservative activist Charlie Kirk months before he was fatally shot, in which Kirk warned about a growing strain of anti-Israel sentiment on the American right that has at times slid into outright antisemitism.
Fine’s stance

Meanwhile, since winning the special election in 2025 to replace now-Ambassador to the U.N. Mike Waltz, Fine has made his Jewish identity and support for Israel central to his political persona. Fine also served as Ron DeSantis’ Jewish outreach chair during the 2018 gubernatorial election.
Known for his combative nature, Fine has built his political brand as one of Israel’s most outspoken defenders in Congress, frequently using social media to target his critics. He has also said he began wearing a yarmulke in solidarity with Jewish students facing antisemitism on college campuses after the Oct. 7, 2023, Hamas attack on Israel.
Last week, vandals spray-painted a swastika on one of Fine’s campaign signs outside an early voting location in Flagler Beach. Police are investigating the vandalism, which Fine described as an antisemitic attack.
There are roughly 750,000 Jewish residents in Florida, making it the third most-populous Jewish state after New York and California. Jews make up 4% of the Florida electorate. Nearly 60% of the state’s Jewish electorate identify as Democrats or lean Democratic, according to the American Jewish Population Project at Brandeis University.
Some Florida Democrats have also shown less interest in following the anti-Israel shift seen among progressives elsewhere, like in the Michigan Democratic primary win of Dr. Abdul El-Sayed for U.S. Senate.
Last week, the Hillsborough County Democratic Party canceled a planned keynote address at its annual gala by former New York Assemblyman Michael Blake, who made attacks on AIPAC a major part of his unsuccessful congressional campaign against Rep. Ritchie Torres. The Florida event also featured Democratic gubernatorial candidate, former Rep. David Jolly, a longtime supporter of Israel.
The contrast ahead of Tuesday’s primary is striking: In Florida, the loudest challenge to bipartisan support for Israel is coming not from the progressive left, but from the Republican right.
The post Anti-Israel Republicans tests their strength in Florida primaries appeared first on The Forward.
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Jewish watchdog urges NYPD to use cutting-edge detection tech after synagogue attack
(JTA) — A Jewish security watchdog is doubling down on safety measures in the wake of a Friday night attack against worshipers at Manhattan’s Central Synagogue, calling on police to identify cutting edge tactics to identify hot spots for potential hate crimes and to place more officers in those areas.
But Mitchell Silber, CEO of the Community Security Initiative, acknowledged that preventing situations like Friday’s is not straightforward.
“It’s difficult, because you’re trying to balance being open for the public for worship, and at the same time, keeping our sanctuary safe,” Silber told the Jewish Telegraphic Agency on Sunday.
On Friday night Larry Montes, 46, was able to make his way into Central Synagogue’s main sanctuary before he disrupted the service with antisemitic slurs and was apprehended by a security guard. Silber said he’s been in contact with Central Synagogue security leadership about the incident and understood that Montes had not initially raised any red flags when he entered the building.
“There wasn’t something so out of place that it required them to pull him aside, but they noticed him as not someone they were familiar with,” he said. According to CSI, the synagogue’s team was able to quickly defuse the situation anyway due to the training it had received.
In the wake of the incident, Silber said the CSI is sending a bulletin to synagogues about steps to improve synagogue safety, a copy of which was shown to JTA.
The CSI has begun discussions with the NYPD about using tools like “datamining, crime cluster mapping and pre-emptively deploying against hot spots” in order to prevent hate crimes before they can happen. The CSI coordinates security for Jewish institutions and communities in the New York area, and is jointly funded by the UJA-Federation of New York and the Jewish Community Relations Council. (70 Faces Media, the parent company of the JTA and New York Jewish Week, receives UJA funding.)
The CSI bulletin is also encouraging other synagogues to partner with the Community Security Service, another Jewish nonprofit that trains congregants to volunteer as greeters who can provide more personalized discernment of possible threats.
“Central Synagogue isn’t Park East, Park East isn’t KJ, KJ isn’t Congregation Beth Elohim — they’re all so different, and that’s why having members of the synagogue trained can really be a force multiplier,” Silber said, listing some of the city’s most prominent congregations.
In the incident on Friday night, Montes yelled during the service, disrupting it, and then struck a 63-year-old congregant and headbutted a member of security personnel who was escorting him out.
Rabbi Angela Buchdahl, the congregation’s senior rabbi, was away for a family event when the incident occurred on Friday, according to The New York Times. But she wrote on Instagram that the security director “heroically restrained and escorted” Montes out of the synagogue, which occurred within one minute of him disrupting the service.
Montes has three previous arrests in New York City, each for a robbery between 2019 and 2023, according to police.
He was arrested at the scene and arraigned in criminal court immediately that night, where, according to police, he was charged with four counts of assault as a hate crime, two counts of assault, criminal mischief as a hate crime, criminal mischief, disruption of a religious service, criminal trespassing as a hate crime, two counts of aggravated harassment and two counts of harassment.
The District Attorney’s office requested bail at $50,000 cash with $150,000 bond and the judge set bail at $10,000 cash with $30,000 bond. Montes’ next court date is August 20, according to the DA’s office.
The attack comes as antisemitic hate crimes against Jews in New York City have risen by 8.5% compared to 2025, as of the end of July. Debate has swirled this year over whether North American synagogues need to step up their security in the mold of European congregations in the wake of attacks like the attempted one in West Bloomfield, Michigan, in which a man drove a fireworks-laden truck into a synagogue.
A number of politicians have weighed in to condemn Friday’s attack.
New York Sen. Chuck Schumer, the highest-ranking Jewish official in the U.S., wrote, “When American Jews say they feel unsafe, this is why. Antisemitism is real and it’s increasing by the day.”
Some have ascribed a lack of safety to rhetoric used by the city’s mayor, Zohran Mamdani, a longtime Israel critic who turned heads with his recent video panning Israeli Prime Minister Benjamin Netanyahu. Ofir Akunis, consul general of Israel in New York, called the attack “a direct result of Mayor Mamdani’s sustained campaign of incitement” in a post on X.
Meanwhile, some of Mamdani’s Jewish allies have pointed out that a Facebook profile that appears to belong to Montes has shared a number of posts criticizing the mayor.
Mamdani wrote that he was “horrified by the assault” at the synagogue, and that all New Yorkers “must be able to observe their religion without fear of violence.”
Montes’ social media posts include sharing a video of a Prager U commentator taking down Israel critics and multiple photos that suggest support for Israel, including a hand shaded with the Puerto Rican flag shaking another hand shaded with the Israeli flag.
His aunt, who lives in Puerto Rico, told the New York Post that her nephew “might not have been in his right mind,” and that he has expressed a desire to become Jewish.
“I told him he had to be careful with that because those things are sacred — you have to approach them seriously,” she told The Post in Spanish.
A woman named Michele Anenberg-Poma posted a photo of herself on Instagram with wounds on her lip and arm, and wrote, “I am the woman who was assaulted last night at Central Synagogue.”
She added, “You will not punch out our Jewish light. You will not stand and cause harm to our eternal light.”
This article originally appeared on JTA.org.
The post Jewish watchdog urges NYPD to use cutting-edge detection tech after synagogue attack appeared first on The Forward.
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How a 19th century murder introduced Americans to a Jewish funeral
In June 1857, newspapers from Philadelphia to St. Louis carried reports of a shocking crime in western Massachusetts. Isaac Jackson, a 17- or 18-year-old German Jewish peddler from Westfield, was shot and robbed while traveling his route between the towns of Westfield and Russell. His body was dragged to the bank of a river, concealed beneath stones and debris, and not discovered until the following day. Contemporary newspaper stories described it as one of western Massachusetts’ most notorious murders in half a century.
The crime quickly attracted national attention as accounts proliferated, sometimes differing on details such as Jackson’s age. Reporters described the search for his body, the arrest of Charles Jones, known to readers as the “ministerial burglar,” and the growing public anger that led some spectators to openly discuss lynching the accused before he could stand trial.
The attention came decades before mass migration from Eastern Europe transformed American Jewish life. The country’s Jewish population numbered no more than 200,000. Yet Jackson’s murder became national news, and newspapers far beyond Massachusetts used the story of his funeral to explain Jewish burial and mourning customs to their readers.
After Jackson’s body was recovered, it was taken to Hartford, Connecticut, for burial, “there being no synagogue at Westfield.” His funeral was held at Touro Hall, home of Congregation Beth Israel, which had only recently converted the former North Baptist Church into a synagogue with the help of a bequest from the Jewish philanthropist Judah Touro.
According to an account first published in the Hartford Times and widely reprinted in newspapers across the country, the body was washed and clothed in white linen garments “expressly made by Jewish women,” who considered it a final act of kindness toward a fellow Jew. Earth was placed beneath the head “to indicate that all cometh from the earth and returneth thither again.” The head was turned toward the east, symbolizing, the newspaper explained, “the great reverence of the Israelite towards the land of his nationality,” and the hope that “as the sun rises to revivify all creation so will the dead finally rise to everlasting life.”
As the coffin was lowered, those gathered prayed, “May the soul of the departed come to its resting place in peace.” Each mourner then placed earth upon the grave before reciting the words, “Dust thou art, and unto dust thou shalt return.”
The funeral itself was not the only moment that revealed how Isaac’s family mourned.
When word reached Westfield that a peddler had been murdered along the road to Russell, “there was a great rush in that direction, and at least one hundred persons were promptly there. Among them were Coroner Abbott, Justice Lewis, and other prominent citizens.” Isaac’s brother Joseph also hurried to the scene. At first, according to one newspaper account, he refused to believe the victim could be his younger sibling. But when he saw the wagon, he recognized it immediately and “burst into tears.”
As the body was recovered from the stream, Joseph, the newspaper reported, performed what it described as his “first duty as a Jew,” removing from Isaac’s pockets the tefillin he carried “to bind around his forehead and arm each morning upon rising.”
The newspapers also offered small glimpses of the life that had ended so suddenly. Isaac was the youngest of four brothers, whose family operated a store in Westfield and maintained traveling peddler wagons throughout the surrounding countryside. On the morning of the murder, he left carrying dry goods, jewelry and ready-made clothing. Among the possessions later identified by his brother was his watch.
The burial rites did not end with the funeral.
Several weeks later, the Springfield Daily Republican published a brief account, later reprinted in the Boston Evening Transcript, about one of Isaac’s brothers while he was again traveling as a peddler with the same wagon. As he unfolded a piece of cloth for a customer, he noticed a single drop of blood. Overcome with emotion, the newspaper reported, he “cried for a few moments like a child,” then folded the cloth and declared that he must return to Hartford so the bloodstained cloth could be buried with his brother. According to the account, everything bearing Isaac’s blood that had been found after the murder had already been interred with him, per Jewish tradition.
Isaac Jackson still rests in Hartford’s Zion Hill Cemetery. Much of his life has been lost to history. But the newspapers that reported his murder preserved something that endures: a careful record of the customs through which his family and community buried him.
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