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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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Father and Son Behind Bondi Mass Shooting, Australia Police Say
A man lights a candle as police officers stand guard following the attack on a Jewish holiday celebration at Sydney’s Bondi Beach, in Sydney, Australia, December 15, 2025. REUTERS/Flavio Brancaleone
Two gunmen who attacked a Jewish celebration in Sydney’s Bondi Beach that killed 15 people were a father and son, police said on Monday, as Australia mourned victims of its worst gun violence in almost 30 years.
The father, a 50-year-old, was killed at the scene while his 24-year-old son was in critical condition in the hospital, police said at a press conference on Monday. Officials have described the shooting on Sunday as a targeted antisemitic attack.
Witnesses said the attack at the famed beach, which was packed on a hot evening, lasted about 10 minutes, sending hundreds of people scattering along the sand and into nearby streets and parks. Police said around 1,000 people had attended the Hanukkah event.
Forty people remain in hospital following the attack, including two police officers who are in a serious but stable condition, police said. The victims were aged between 10 and 87.
Authorities said they were confident only two attackers were involved in the incident after previously saying they were checking whether a third offender was involved.
Police investigations are ongoing and police numbers have been increased in Jewish communities.
Prime Minister Anthony Albanese, who visited the scene on Monday, called the attack a “dark moment for our nation,” and said police and security agencies were thoroughly checking the motive behind the attack.
“What we saw yesterday was an act of pure evil, an act of antisemitism, an act of terrorism on our shores in an iconic Australian location,” Albanese told reporters.
“The Jewish community are hurting today. Today, all Australians wrap our arms around them and say, we stand with you. We will do whatever is necessary to stamp out antisemitism. It is a scourge, and we will eradicate it together.”
Albanese said several world leaders including US President Donald Trump and French President Emmanuel Macron had reached out and he thanked them for their solidarity.
“In Australia, there was a terrible attack … and that was an antisemitic attack obviously,” Trump said during a Christmas reception at the White House on Sunday, paying respects for the victims of attacks at Bondi and another shooting at Rhode Island’s Brown University.
‘SAW BODIES ON THE GROUND’
A bystander captured on video tackling and disarming an armed man during the attack has been hailed as a hero whose actions saved lives.
In Bondi, hundreds of police personnel remained on site on Monday as the suburb’s main road remained closed, after being declared a crime scene.
Rabbi Mendel Kastel, whose brother-in-law Eli Schlanger was killed in Sunday’s attack, said it had been a harrowing evening.
“You can very easily become very angry and try to blame people, turn on people but that’s not what this is about. It’s about a community,” he said.
“We need to step up at a time like this, be there for each other, and come together. And we will, and we will get through this, and we know that. The Australian community will help us do it,” he added.
Local woman Danielle, who declined to give her surname, was at the beach when the shooting occurred and raced to collect her daughter who was attending a bar mitzvah at a function center near where the alleged shooters were positioned.
“I heard there was a shooting so I bolted there to get my daughter, I could hear gunshots, I saw bodies on the ground. We are used to being scared, we have felt this way since October 7.”
Sunday’s shootings were the most serious of a string of antisemitic attacks on synagogues, buildings and cars in Australia since the beginning of Israel‘s war in Gaza in October 2023.
Australia’s Jewish diaspora is small but deeply embedded in the wider community, with about 150,000 people who identify as Jewish in the country of 27 million. About one-third of them are estimated to live in Sydney’s eastern suburbs, including Bondi.
Major cities including Berlin, London and New York stepped up security around Hanukkah events on Sunday following the attack at Bondi.
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World Reacts to Deadly Shooting at Australia’s Bondi Beach
People walk at the scene of a shooting incident at Bondi Beach, Sydney, Australia, December 14, 2025. Photo: REUTERS/Kirsty Needham
At least 11 people were killed and dozens wounded when gunmen opened fire during a Jewish holiday event at Sydney’s Bondi Beach on Sunday, Australian officials said.
Following are comments from world leaders in the wake of the deadly shooting:
ANTHONY ALBANESE, PRIME MINISTER OF AUSTRALIA
“This is a targeted attack on Jewish Australians on the first day of Hanukkah, which should be a day of joy, a celebration of faith.
“At this dark moment for our nation, our police and security agencies are working to determine anyone associated with this outrage.”
SUSSAN LEY, OPPOSITION LEADER OF AUSTRALIA
“Australians are in deep mourning tonight, with hateful violence striking at the heart of an iconic Australian community, a place we all know so well and love, Bondi.”
BRITAIN’S KING CHARLES
“My wife and I are appalled and saddened by the most dreadful antisemitic terrorist attack on Jewish people attending the Chanukah celebration at Bondi Beach.
“Our hearts go out to everyone who has been affected so dreadfully, including the police officers who were injured while protecting members of their community. We commend the police, emergency services and members of the public whose heroic actions no doubt prevented even greater horror and tragedy.”
FRENCH PRESIDENT EMMANUEL MACRON
“In Sydney, an antisemitic terrorist attack struck families gathered to celebrate Hanukkah. France extends its thoughts to the victims, the injured and their loved ones. We share the pain of the Australian people and will continue to fight relentlessly against antisemitic hatred, which hurts us all, wherever it strikes.”
US SECRETARY OF STATE, MARCO RUBIO
“Antisemitism has no place in this world. Our prayers are with the victims of this horrific attack, the Jewish community, and the people of Australia.”
UN SECRETARY-GENERAL ANTONIO GUTERRES
“I am horrified and condemn today’s heinous deadly attack on Jewish families gathered in Sydney to celebrate Hannukah. My heart is with the Jewish community worldwide on this first day of Hannukah, a festival celebrating the miracle of peace and light vanquishing darkness.”
FRIEDRICH MERZ, CHANCELLOR OF GERMANY
“The antisemitic attack at Bondi Beach during Hanukkah leaves me utterly shocked. My thoughts are with the victims and their families. This is an attack on our shared values. We must fight antisemitism – here in Germany and around the world.”
NARENDRA MODI, PRIME MINISTER OF INDIA
“Strongly condemn the ghastly terrorist attack carried out today at Bondi Beach, Australia, targeting people celebrating the first day of the Jewish festival of Hanukkah.
“On behalf of the people of India, I extend my sincere condolences to the families who lost their loved ones. We stand in solidarity with the people of Australia in this hour of grief. India has zero tolerance towards terrorism and supports the fight against all forms and manifestations of terrorism.”
KEIR STARMER, UK PRIME MINISTER
“Deeply distressing news from Australia. The United Kingdom sends our thoughts and condolences to everyone affected by the appalling attack in Bondi Beach.”
CHRISTOPHER LUXON, PRIME MINISTER OF NEW ZEALAND
“Australia and New Zealand are closer than friends, we’re family. I am shocked by the distressing scenes at Bondi, a place that Kiwis visit every day.
“My thoughts, and the thoughts of all New Zealanders, are with those affected.”
BENJAMIN NETANYAHU, PRIME MINISTER OF ISRAEL
“A few months ago, I wrote a letter to the prime minister of Australia. I told him that their policies pour fuel on the antisemitic fire. It encourages the Jew hatred now stalking your streets. Antisemitism is a cancer. It spreads when leaders stay silent, and you must replace weakness with action.
“This didn’t happen in Australia, and something terrible happened there today: cold-blooded murder. The number of those murdered, sadly, grows, with each moment.”
GIDEON SA’AR, FOREIGN MINISTER OF ISRAEL
“I’m appalled by the murderous shooting attack at a Hanukkah event in Sydney, Australia.
“These are the results of the anti-Semitic rampage in the streets of Australia over the past two years, with the anti-Semitic and inciting calls of ‘Globalise the Intifada’ that were realized today.”
IRAN FOREIGN MINISTRY SPOKESPERSON, ESMAEIL BAGHAEI
“We condemn the violent attack in Sydney, Australia. The assassination and killing of human beings, wherever it occurs, is reprehensible and condemned.”
URSULA VON DER LEYEN, EUROPEAN COMMISSION PRESIDENT
“Shocked by the tragic attack at Bondi Beach. I send my heartfelt condolences to the families and loved ones of the victims.
“Europe stands with Australia and Jewish communities everywhere. We are united against violence, antisemitism and hatred.”
DONALD TUSK, PRIME MINISTER OF POLAND
“My deepest condolences to the families of the victims of the terrible terrorist attack at Bondi Beach in Sydney. Antisemitism, wherever it appears, leads to acts of crime. Today, Poland stands with Australia in this moment of grief.”
KAROL NAWROCKI, PRESIDENT OF POLAND
“I express my full condemnation of the terrorist attack in Sydney. I extend my condolences to the families of the victims of this unimaginable crime.”
SPANISH FOREIGN MINISTER JOSE MANUEL ALBARES
“Horrified by the terrorist attack in Australia against the Jewish community. My solidarity with the victims and their loved ones, with the people and government of Australia.
“Hate, antisemitism, and violence have no place in our societies.”
JONAS GAHR STOERE, PRIME MINISTER OF NORWAY
“I am shocked by the horrific attack at Bondi Beach, Australia, during a Jewish Hanukkah event.
“I condemn this despicable act of terror in the strongest possible terms. My deepest condolences to all those affected by today’s tragic attack.”
ULF KRISTERSSON, PRIME MINISTER OF SWEDEN
“Appalled by the attack in Sydney, targeted against the Jewish community.
“My thoughts are with the victims and their families. Together, we must fight the spread of antisemitism.”
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After Australia shooting, Jewish leaders say Mamdani’s refusal to condemn ‘globalize the intifada’ has consequences
The shooting attack targeting a Hanukkah celebration at Sydney’s popular Bondi Beach on the first night of Hanukkah, in which at least 15 people were killed, reignited sharp criticism of New York City Mayor-elect Zohran Mamdani’s refusal to condemn the “globalize the intifada” slogan during the mayoral election.
“When you refuse to condemn and only ‘discourage’ use of the term ‘Globalize the Intifada,’ you help facilitate (not cause) the thinking that leads to Bondi Beach,” Deborah Lipstadt, a Holocaust historian and the State Department special envoy to combat and monitor antisemitism in the Biden administration, wrote on X in a post addressed to Mamdani.
Police said a father and son were behind the mass shooting in Australia, with authorities adding that they would need more time to determine a motive.
Mamdani, a supporter of the Boycott, Divestment and Sanctions movement against Israel, faced fierce backlash during the Democratic primary for defending the slogan used by some at the pro-Palestinian protests and perceived by many as a call for violence against Jews. After his surprise primary victory in June, Mamdani clarified that he understood why the phrase alarmed people and noted that it was not language he personally uses, but he declined to explicitly condemn it.
He later said he would “discourage” the use of that phrase after hearing from Jewish leaders who experienced the bus bombings during the Second Intifada in the early 2000s.
Lipstadt included a link to a June Politico article detailing Mamdani’s initial refusal to condemn the slogan.
Rabbi David Wolpe, the emeritus rabbi of Sinai Temple in Los Angeles and a harsh critic of Harvard’s handling of antisemitism on campus, wrote, “How about now, Mr. Mayor?” Republicans and Mamdani critics echoed the same sentiment.
New York City is home to the largest concentration of Jews in the United States.
Outgoing Mayor Eric Adams indirectly referenced the controversy during a press conference with Police Commissioner Jessica Tisch, who Mamdani has reappointed to serve in his administration. “That attack in Sydney is exactly what it means to ‘globalize the Intifada,’” Adams said. “We saw the actual application of the globalization of the intifada in Sydney.”
Reacting to Bondi Beach attack, Mayor Eric Adams says:
“That attack in Sydney is exactly what it means to ‘globalize the Intifada.’ We saw the actual application of the globalization of the intifada in Sydney…” pic.twitter.com/3EI3IZp3Dg
— Jacob N. Kornbluh (@jacobkornbluh) December 14, 2025
Mamdani issued a statement on Sunday, calling the attack in Sydney a “vile act of antisemitic terror” and “the latest, most horrifying iteration in a growing pattern of violence targeted at Jewish people across the world.” He said the deadly attack should be met with urgent action to counter antisemitism. He also reiterated his pledge to “work every day to keep Jewish New Yorkers safe — on our streets, our subways, at shul, in every moment of every day.”
A spokesperson for Mamdani didn’t immediately respond to comment on Lipstadt’s post.
In an interview aired Sunday, Mamdani responded to criticism from Rabbi Ammiel Hirsch, the senior rabbi of Stephen Wise Free Synagogue, who said after a meeting with Mamdani on Thursday that the mayor-elect’s refusal to recognize Israel specifically as a Jewish state could fuel antisemitism.
Hirsch, who also serves as president of the New York Board of Rabbis, was present at a 45-minute discussion with Mamdani as part of the mayor-elect’s outreach to Jewish leaders. Rabbi Joe Potasnik, executive vice president of the New York Board of Rabbis, said the conversation was “candid” and “constructive.”
“Rabbi Hirsch is entitled to his opinions,” Mamdani told CBS New York’s political reporter Marcia Kramer on her program The Point. “The positions that I’ve made clear on Israel and on Palestine, these are part of universal beliefs of equal rights and the necessity of it for all people everywhere.” He added, “My inability to say what Rabbi Hirsch would like me to say comes from a belief that every state should be of equal rights, whether we’re speaking about Israel or Saudi Arabia or anywhere in the world.”
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