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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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University of Sydney Fires Staff Member Over Antisemitic Abuse of Students
Illustrative: An anti-Israel protest at the University of Sydney in Australia, April 26, 2024. Photo: Dean Lewins via Reuters Connect
The University of Sydney in Australia has dismissed an employee who was filmed shrieking at Jewish students over their support for Israel, a tirade in which she described them as “depraved” and inhuman.
“They’re shredding children!” staff member Rose Nakad screamed at the students in October, repeating pro-Hamas propaganda Hamas falsely accusing Israel of targeting Palestinian children in Gaza. “You are a f—king filthy Zionist. Nothing to do with being a Jew, you disgusting, depraved person.”
On Monday — just one day removed from the Bondi Beach massacre in which gunmen opened fire on Jews celebrating the start of Hanukkah in Sydney, hospitalizing dozens of people in addition to the 15 individuals who were murdered — the university denounced Nakad’s conduct as “distressing and utterly unacceptable.” It had previously suspended Nakad, signaling its appreciation of the gravity of her misconduct amid a global surge in antisemitism.
“The behavior that took place on our campus in October this year was deeply distressing and utterly unacceptable. We immediately suspended the staff member pending a formal process and have now terminated their employment on the grounds of serious misconduct,” the university said in a statement.
“This decision followed careful consideration in line with our clear expectations of behavior and our obligation to make sure our campuses are safe and welcoming for all,” the university continued. “Hate speech, antisemitism, and harassment have no place at our university and when our codes of conduct are breached, we do not hesitate to take disciplinary action.”
It added, “We continue to work on making our campus safe for all and if our codes are breached, we do not hesitate to take disciplinary action.”
In footage obtained by Sky News, Nakad approached several students celebrating the Jewish holiday of Sukkot. She asked if they were “Zionists” and continued to harass them as they asked her to leave.
“A Zionist is the lowest form of rubbish,” Nakad said to the students, according to the video. “Zionists are the most disgusting thing that has ever walked this earth.” The staff member described herself as an “indigenous Palestinian,”
Australia had seen its share of antisemitic outrages before the Bondi Beach shooting, as previously reported by The Algemeiner.
In December 2024, for example, the home of Lesli Berger, former president of the New South Wales Jewish Board of Deputies, was vandalized, having been graffitied with a swastika. Next to the infamous Nazi symbol the vandal spray-painted the words “Jordan Gayter,” believed to be a misspelling of the German phrase for “Juden Gatter,” or “Jewish Gate.”
In November 2023, mere weeks after Hamas’s Oct. 7, 2023, massacre across southern Israel, a Jewish man was assaulted by an anti-Israel mob because he took down an advertisement of a pro-Palestinian rally. Someone then thumped him on the back of his head, knocking him to the ground. Then three men joined in and proceeded to punch and kick him while calling him a “pro-Jew dog” among other names.
The onslaught concussed the man and, causing other injuries, fractured his spine. He reportedly spent four days in the hospital and later told a local media outlet that he is “very lucky” to be alive.
In one notorious episode in the immediate aftermath of the Oct. 7 attack, hundreds of pro-Hamas protesters gathered outside the Sydney Opera House chanting “gas the Jews,” “f—k the Jews,” and other epithets.
The explosion of post-Oct. 7 hate also included vandalism and threats of gun violence. For example, a male assailant repeatedly punched a Jewish man while screaming “dirty rotten Jew c—t”; a group of young men jumped a Jewish boy, whom they called a “dirty Jew”; and pro-Hamas protesters “spat on, threatened, and kicked” an elderly Jewish woman during a demonstration held to raise awareness of antisemitism.
Anti-Israel sentiment has also led to vandalism. In June 2024, the US consulate in Sydney was vandalized and defaced by a man carrying a sledgehammer who smashed the windows and graffitied inverted red triangles on the building. The inverted red triangle has become a common symbol at pro-Hamas rallies. The Palestinian terrorist group, which has ruled Gaza for nearly two decades, has used inverted red triangles in its propaganda videos to indicate Israeli targets about to be attacked. According to the Anti-Defamation League (ADL), “the red triangle is now used to represent Hamas itself and glorify its use of violence.”
Now, in the closing weeks of 2025, antisemitism in Australia has led to the deadliest terrorist attack in the country’s history.
Australian officials said they identified the mass shooters at Bondi Beach as Sajid Akram, 50, who was killed at the scene, and his son Naveed Akram, 24, who was in critical condition in a hospital. The younger suspect reportedly came to the attention of Australia’s domestic intelligence agency in 2019 for his ties to a Sydney-based cell of the Islamic State (ISIS) terrorist group.
Follow Dion J. Pierre @DionJPierre.
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Tributes Pour in for Jewish Director Rob Reiner, Wife After Couple Found Dead, Son Arrested on Murder Charges
(From left) Rob Reiner, Michele Singer, Romy Reiner, Nick Reiner, Maria Gilfillan and Jake Reiner attend the Los Angeles Premiere of ”Spinal Tap II: The End Continues” at The Egyptian Theatre in Los Angeles, California, US, Sept. 9, 2025. Photo: REUTERS/Aude Guerrucci
Dozens of people in Hollywood have expressed profound sadness following the news that visionary Jewish filmmaker Rob Reiner and his wife, Michele Singer Reiner, were found dead in their Los Angeles home on Sunday night and that their middle son is being charged with murder.
Reiner, 78, was born in the Bronx, New York, in 1947. In the 1970s he co-starred in the sitcom “All in the Family” before becoming the famous director behind movies such as “This Is Spinal Tap,” “Stand by Me,” “The Princess Bride,” “When Harry Met Sally…” and “A Few Good Men.” Earlier this year, Reiner released the sequel, “Spinal Tap: The End Continues.” He also directed the 2015 film called “Being Charlie,” inspired by his son Nick’s longtime battle with heroin addiction and the impact that his substance abuse had on the family.
On Sunday, Reiner and his wife, 68, were found dead by what police described as an apparent homicide at their home in Brentwood, California. Their middle son, Nick, is being held at Los Angeles’ Twin Towers Jail, having been arrested on murder charges in connection with their deaths. The 32-year-old reportedly has his bail set at $4 million. “As a result of the initial investigation, it was determined that the Reiners were the victims of homicide. The investigation further revealed that Nick Reiner, the 32-year-old son of Robert and Michele Reiner, was responsible for their deaths,” the Los Angeles Police Department (LAPD) said in a statement on Monday.
“I saw them night before last looking healthy and happy,” Jane Fonda wrote in an Instagram post. “I am reeling with grief. Stunned.” She shared a photo of the late couple on Instagram and wrote that they were “wonderful, caring, smart, funny, generous people, always coming up with ideas for how to make the world better, kinder.”
Fonda also said the couple had recently been helping her to relaunch the Committee for the First Amendment, a group that champions freedom of expression from government censorship.
“My heart is broken,” Zooey Deschanel said in a tribute to Reiner, who played her father on the show “New Girl.” She called Reiner “the absolute warmest, funniest, most generous of spirits. A truly good human being. An incredible artist and such a playful and fun collaborator.”
“I cherish the time we spent working together and the many films he made that have shaped who I am,” she added. “Rob and his lovely wife Michele were always so kind and it brought me so much joy any time I was lucky enough to see them. I’m absolutely devastated. Sending so much love to their family and friends.”
The estate of Norman Lear, the legendary producer who created “All in the Family,” released a statement remembering the close relationship between the two men. “Norman often referred to Rob as a son,” the statement said. “The world is unmistakably darker tonight.”
Jerry Seinfeld said Reiner had one of the biggest influences on his career aside from Larry David, who co-created “Seinfeld,” and the late George Shapiro, who was Seinfeld’s manager and a producer on the renowned sitcom. Reiner also helped save “Seinfeld” from almost being canceled, Seinfeld said. He shared a photo of himself alongside Reiner and his father, the late actor Carl Reiner.
“Our show would have never happened without him. He saw something no one else could,” Seinfeld explained in an Instagram post. “When nobody at the network liked the early episodes, he saved us from cancellation. That I was working with Carl Reiner’s son, who happened to be one of the kindest people in show business, seemed unreal.”
“I was naive at the time to how much his passion for us meant,” Seinfeld added. “Rob and Michele married right as our show was starting and they became an imprint for me of how it’s supposed to work, each one broadening the other. Their death, together, is impossibly sad.”
Kathy Bates, who won an Oscar for her leading role in Reiner’s 1990 horror “Misery,” said in a statement to Entertainment Weekly that Reiner was a “brilliant and kind, a man who made films of every genre to challenge himself as an artist.”
“I’m horrified hearing this terrible news. Absolutely devastated. I loved Rob,” she added. “He changed the course of my life … My heart breaks for them both. My thoughts are with their family.” She also said the late director was someone who “fought courageously for his political beliefs” and praised his wife as a “gifted photographer.”
Novelist Stephen King, who wrote the books that inspired Reiner’s films “Stand by Me” and “Misery,” praised the late director in a post on X as a “wonderful friend, political ally, and brilliant filmmaker.”
“You always stood by me,” King added.
Paul Feig, the director of “Bridesmaids,” posted a photo of himself and Reiner at Comic-Con and wrote that the latter “was my true hero.”
“One never knows if it’s proper to post during something as tragic as this,” Feig said. “But I just want the world to know what so many of us know in the industry. Robert was the best.”
Reiner and his wife are survived by two sons Jake and Nick, and their youngest daughter Romy, who reportedly called 911 on Sunday after discovering the bodies of her parents.
Rob and Nick allegedly got into a “very loud argument” on Saturday night while attending a Christmas party hosted by former talk show host Conan O’Brien, People magazine reported, citing multiple sources. Rob and his wife were found dead at their home the next day.
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After Bondi Attack, the West Must Face the Reality of ‘Migration Jihad’
A woman keeps a candle next to flowers laid as a tribute at Bondi Beach to honor the victims of a mass shooting that targeted a Hanukkah celebration at Bondi Beach on Sunday, in Sydney, Australia, Dec. 16, 2025. Photo: REUTERS/Flavio Brancaleone
“They don’t move from the Arab world to Europe. They move the Arab world to Europe.” So said Professor Mordechai Kedar when he spoke to me for an extended interview as part of my podcast series. That episode was published the very day the Hanukkah celebration at Bondi Beach in Sydney, Australia, was attacked. The massacre only confirmed his words. Migration, as he described it, does not merely transfer people from one place to another. It carries cultures, ideologies, and systems of meaning with it, and those systems do not remain inert; they spread and even flourish.
Kedar’s claim is not about ethnicity or private belief. It describes the movement of social order, of moral assumptions, of ideas about authority and legitimacy. People do not arrive empty-handed. They bring with them ways of organizing life, ways of resolving conflict, ways of defining who belongs and who does not. When those systems collide with liberal societies uncertain of their own boundaries, pressure accumulates.
The Bondi shooting especially matters because it strips away the last remaining comfort. This was not Gaza, not the West Bank, not a contested border. It was a beach, during a religious festival, in a country geographically and politically distant from the Middle East. A symbol of Australia, freedom, liberty. The perpetrators identified by law enforcement, a Muslim father and son, who had taken part in “military-style training” in the Philippines in the month leading up to the attack, targeted Jews.
Kedar warned me how this form of conquest moves through ideology, through repetition, through intimidation, through the slow reshaping of public space by force and intimidation — a “migration jihad.” Islam is not a private creed, but an all-encompassing framework. As Kedar puts it, it is “not only religion … Islam is also politics, economy, and every aspect of public life.” When that framework relocates, it seeks expression. When it meets hesitation, it expands.
Europe has been living inside this dynamic for years. Jews are often the first target, but the pattern rarely ends with us. Concerts, campuses, cultural events, and public squares have become the battlefields of this unconventional war. Yet political leadership responds with ritual rather than authority: candle lighting, moments of silence, interfaith theater. Expressions of sorrow, memorial gestures, and carefully chosen metaphors replace enforcement and deterrence. In Britain, demonstrations containing explicit antisemitic incitement have been tolerated for months without clear red lines. Around the world, the language of concern circulates freely while responsibility for combating poisonous ideologies and organized dangerous networks is shirked.
Paris has just canceled its traditional open-air New Year’s Eve concert on the Champs-Élysées because authorities judged the security risks too high to safely host such a large crowd of around a million people. The event will be replaced by a pre-recorded broadcast and fireworks only. Christmas markets and other festive sites have also been flagged as high-risk targets and subject to fortified security.
So, it’s not just Jews who are under threat. In Australia the terrorists came for Hanukkah, but they’ve been targeting Christmas for years. In Berlin in December 2016, a Muslim attacker, Anis Amri, drove a lorry into the Christmas market at Breitscheidplatz, murdering 12 people and injuring dozens more in one of the deadliest jihadist attacks in Germany.
In Strasbourg in December 2018, a Muslim attacker inspired by ISIS opened fire near the city’s Christmas market, killing five people, in an assault explicitly framed by French authorities as Islamist terrorism.
And last week federal authorities in the US arrested several people in connection with a planned New Year’s Eve bombing plot in Southern California. The FBI and Department of Justice say the group responsible is “pro-Palestinian” in its outlook as well as anti-law-enforcement and anti-government. The individuals were allegedly preparing improvised explosive devices (IEDs) to be used in coordinated bomb attacks across Los Angeles on New Year’s Eve.
But the response is weak. These days, order is no longer asserted; risk is managed. Jewish institutions are advised to remain calm while accepting abnormal levels of private security as a permanent feature of everyday life. An arrangement that should register as failure is absorbed as routine. Trust erodes this way.
Bondi shows that Europe is no longer the outer boundary of this phenomenon. Australia is now inside it. America, too, is discovering the same pressures through campus unrest, ideological intimidation, and violence that increasingly treats Jewish life as a proxy target for the wider freedoms and values it represents. The geography changes. The structure holds.
What Professor Kedar described was not prediction but trajectory. When people do not simply arrive but bring whole systems with them, the question facing Western societies ceases to be one of tolerance alone. It becomes a question of whether they still possess the clarity and resolve to defend the civic order and freedoms they inherited.
Jonathan Sacerdoti, a writer and broadcaster, is now a contributor to The Algemeiner.
