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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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In defense of the Sarah Hurwitz we know — and the nuance we all need in this moment
(JTA) — Over the course of the Obama and Biden administrations, each of us served as the White House liaison to the American Jewish community. In that role, we were responsible for reaching out to Jewish Americans from across the political and denominational spectrum, listening to their concerns, understanding their needs, and representing their voices in the White House.
Over the past couple of weeks, we were stunned to watch as our friend and former colleague, Sarah Hurwitz, became the subject of a mob attack on social media.
It is hard to watch anyone you care about be savaged online, but it was particularly painful to see this happen to Sarah. In the White House, where she served as a speechwriter first for President Barack Obama and then for First Lady Michelle Obama, Sarah was known for her kind heart, integrity and fierce loyalty to her colleagues and the leaders she served. We often marveled at the compassion she wove into the speeches she wrote for our bosses. Her empathy for the plight of Americans of every background and her commitment to social justice and equality were evident in her devotion to serving our country.
We watched with pride as she went on to write widely acclaimed books about Jewish ritual, tradition, and spirituality and about the effects of antisemitism on Jewish identity. Meticulously researched, her books are an exercise in nuance, empathy, and complexity as she articulates and wrestles with competing viewpoints. In her most recent book, for example, she both passionately defends Zionism, the national independence movement of the Jewish people, and also fiercely criticizes the current Israeli government.
So you can imagine our dismay when several far left and far right X accounts posted and retweeted a video clip of remarks she made at a recent Jewish conference that was selectively edited to cut off the actual point she was making. What followed was a torrent of outrage from people who claimed Sarah was arguing that we shouldn’t teach Holocaust education because doing so makes young people think the Israel-Hamas war in Gaza is a genocide. Others claimed she was saying that genocide only matters when it’s perpetrated against Jews.
Such sentiments would obviously be obscene, and we were shocked that people would attribute them to Sarah, someone who just published a book in which she expressed profound anguish about the unbearable deaths of civilians in Gaza. And we were appalled when people began circulating more out of context videos of Sarah with the intent of portraying her as callous and cruel.
Those who took the time to track down and watch the entire original video, including the part that was cut off, would have seen the actual points Sarah was making about antisemitism education, which were as follows: Some forms of prejudice are about a majority dominating a minority whom they see as inferior — a kind of “punching down.” But as many scholars have noted, antisemitism is about “punching up.” The Holocaust happened in part because the Nazis insisted that the Jews, who were 1% of the German population, were actually the powerful ones and were using their power to harm ordinary Germans. They accused Jews of undermining Germany’s World War I efforts and destroying the German economy. The Nazis claimed that killing Jews was therefore a form of self-defense, that they were protecting themselves against a powerful, depraved enemy.
Sarah was also conveying that, contrary to the impression young people get on social media, what happened in Gaza is not analogous to the Holocaust. It was a devastating war that does not fit neatly into a simplistic frame of oppressor versus oppressed. That black and white paradigm disregards the complex challenges that continue to stymie a resolution to this heartbreaking conflict.
But just try having this kind of complex discussion on social media where algorithms are designed to prize outrage and gin up hatred and too often amplify dissension sown by foreign actors.
Sarah certainly could have been more sensitive in the language she used, but the points she was actually making are worth considering.
The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of JTA or its parent company, 70 Faces Media.
The post In defense of the Sarah Hurwitz we know — and the nuance we all need in this moment appeared first on The Forward.
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Rep. Ilhan Omar says Stephen Miller’s comments on immigrants sound like how ‘Nazis described Jewish people’
Rep Ilhan Omar, Democrat of Minnesota, on Sunday likened the Trump administration’s immigration rhetoric to Nazi depictions of Jews.
“It reminds me of the way the Nazis described Jewish people in Germany,” Omar said in an interview on CBS’s Face the Nation, commenting on a social media post by Stephen Miller, President Donald Trump’s senior adviser, in which he suggested that “migrants and their descendants recreate the conditions, and terrors, of their broken homelands.” Miller, who is Jewish, is the architect of the Trump administration’s immigration policy.
Omar called Miller’s comments “white supremist rhetoric” and also drew parallels between his characterization of migrants seeking refuge in the U.S. to how Jews were demonized and treated when they fled Nazi-era Germany. “As we know, there have been many immigrants who have tried to come to the United States who have turned back, you know, one of them being Jewish immigrants,” she said.
Now serving as Trump’s deputy chief of staff for policy, Miller is central to the White House’s plans for mass deportations and expanded barriers to asylum. During Trump’s first term, Miller led the implementation of the so-called Muslim travel ban in 2017, which barred entry to the U.S. for individuals from Iran, Iraq, Libya, Somalia, Sudan, Syria, and Yemen, and pushed to further reduce a longtime refugee program.
Rep. Ilhan Omar: “When I think about Stephen Miller and his white supremacist rhetoric, it reminds me of the way the Nazis described Jewish people in Germany.” pic.twitter.com/GAjIMqFq26
— Aaron Rupar (@atrupar) December 7, 2025
Miller’s comments echoed similar rhetoric by Trump after an Afghan refugee was accused of shooting two National Guard members near the White House last month, killing one.
Trump told reporters at a cabinet meeting last week that Somali immigrants are “garbage” and that he wanted them to be sent “back to where they came from.” The president also singled out Omar, a Somali native who represents Minnesota’s large Somali-American community. “She should be thrown the hell out of our country,” Trump said.
In the Sunday interview, Omar called Trump’s remarks “completely disgusting” and accused him of having “an unhealthy obsession” with her and the Somali community. “This kind of hateful rhetoric and this level of dehumanizing can lead to dangerous actions by people who listen to the president,” she said.
The post Rep. Ilhan Omar says Stephen Miller’s comments on immigrants sound like how ‘Nazis described Jewish people’ appeared first on The Forward.
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Nigeria Seeks French Help to Combat Insecurity, Macron Says
French President Emmanuel Macron at the Elysee Palace in Paris, France, Sept. 15, 2025. Photo: REUTERS/Benoit Tessier/Pool
Nigerian President Bola Tinubu has sought more help from France to fight widespread violence in the north of the country, French President Emmanuel Macron said on Sunday, weeks after the United States threatened to intervene to protect Nigeria’s Christians.
Nigeria, Africa’s most populous country, has witnessed an upsurge in attacks in volatile northern areas in the past month, including mass kidnappings from schools and a church.
US President Donald Trump has raised the prospect of possible military action in Nigeria, accusing it of mistreating Christians. The government says the allegations misrepresent a complex security situation in which armed groups target both faith groups.
Macron said he had a phone call with Tinubu on Sunday, where he conveyed France’s support to Nigeria as it grapples with several security challenges, “particularly the terrorist threat in the North.”
“At his request, we will strengthen our partnership with the authorities and our support for the affected populations. We call on all our partners to step up their engagement,” Macron said in a post on X.
Macron did not say what help would be offered by France, which has withdrawn its troops from West and Central Africa and plans to focus on training, intelligence sharing and responding to requests from countries for assistance.
Nigeria is grappling with a long-running Islamist insurgency in the northeast, armed kidnapping gangs in the northwest and deadly clashes between largely Muslim cattle herders and mostly Christian farmers in the central parts of the country, stretching its security forces.
Washington said last month that it was considering actions such as sanctions and Pentagon engagement on counterterrorism as part of a plan to compel Nigeria to better protect its Christian communities.
The Nigerian government has said it welcomes help to fight insecurity as long as its sovereignty is respected. France has previously supported efforts to curtail the actions of armed groups, the US has shared intelligence and sold arms, including fighter jets, and Britain has trained Nigerian troops.