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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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Zoom chat: Memories of Yiddish and Bund gatherings in Melbourne

אין קאַרלטאָן, אַ געגנט אין מעלבורן, האָט מען אַ מאָל געהערט ייִדיש אויף דער גאַס; געגאַנגען אויף בונדישע פֿאַרזאַמלונגען און אין ייִדישן טעאַטער, און געזונגען ייִדישע לידער.

‫אין אָט דער וועלט איז אויפֿגעוואַקסן דער שרײַבער אַרנאָלד זייבל, אַ קינד פֿון בונדישע אימיגראַנטן פֿון פּוילן. זונטיק, דעם 15טן נאָוועמבער, 7 אַ זייגער אין אָוונט ניו־יאָרקער צײַט, וועט אלי בענעדיקט, פֿון דער ייִדיש־ליגע, פֿירן אַ זום־שמועס מיט זייבלען וועגן זײַנע קינדער־יאָרן אין מעלבורן — דער עיקר, וועגן די ייִדישע שולן, טעאַטערס, לידער און די מענטשן וואָס האָבן געשאַפֿן יענע וועלט.

זיי וועלן אויך אַרומרעדן ווי אַזוי די זכרונות פֿון יענער וועלט לעבן ווײַטער אין זײַנע ביכער.

אַרנאָלד זייבל איז אַ שרײַבער, דערציילער און אַקטיוויסט פֿאַר מענטשנרעכט. זײַנע ביכער, וואָס זענען אויף ענגליש, באַהאַנדלען טעמעס פֿון אימיגראַציע, זכּרון און גלות. צווישן זײַנע באַקאַנטע ביכער געפֿינען זיך „קאַפֿע שעהעריזאַד“ און „בריליאַנטן און אַש“.

די אונטערנעמונג איז פֿרײַ פֿון אָפּצאָל. כּדי זיך צו פֿאַרשרײַבן, גיט אַ קוועטש דאָ.

The post Zoom chat: Memories of Yiddish and Bund gatherings in Melbourne appeared first on The Forward.

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At Moontower Minyan, cowboy hats meet kippot

AUSTIN, Texas – In an old churchhouse in Austin, with light streaming through the arched windows, a man wearing a cowboy hat and strumming an acoustic guitar croons the classic Willie Nelson ballad, “I thought about you, Lord.”

Along with his cowboy hat, the singer is also wearing a tallit. His bandmates, plucking at the bass and playing the drums, choose a different type of headcovering: yarmulkes. Welcome to Shabbat at Moontower Minyan, held at a former church turned artist collective.

Rabbi Dan Ain and his wife, poet Alana Joblin Ain, started Moontower Minyan shortly after the Hamas-led attacks in Israel on Oct. 7, 2023 — when many Jews in Austin who didn’t have ties to a community sought meaningful ways to express their Judaism and meet others seeking a similar creative outlet.

“We wanted to have experiences where we didn’t feel locked into expressing Judaism in only one monolithic way,” said the rabbi, who moved to Austin from San Francisco at the end of the COVID pandemic. “We wanted to experience the diversity of what it could be in this town in order to be more human and more alive.”

In a population of more than 2.5 million in the greater Austin area, more than 62,000 are Jewish. According to a recent study of Austin by the Cohen Center for Modern Jewish Studies at Brandeis University, 44% of Jewish adults have lived in Greater Austin for less than one decade, while just 10% were raised locally.

The Ains are two of the 11,800 who have lived in the city for less than five years – part of a larger trend of people from the coasts coming to Austin to find something more laidback and affordable. With Moontower Minyan, they are trying to infuse that vibe into Judaism, along with a healthy dose of country tunes.

Think Purim pageants with country ballads about Esther, prayers sung to bluegrass melodies or a Honky Tonk Hanukkah with two-step lessons. Ain says Moontower Minyan is doing what Diaspora Jews have always done: blending local culture and their religion. And in a city once dubbed the “Live Music Capital of the World,” a minyan would not be authentically Austin without live music.

Though services often include traditional prayers, they also include bluegrass, jazz and other melodies. In addition, congregants take turns “making offerings,” which at Moontower means taking up a mic or an instrument and joining the band.

“If you go to a traditional synagogue, you’ll often hear melodies that are German,” Ain said. “If you go to a Reform synagogue, you might hear Debbie Friedman melodies, which are from the 1960s.”

“These are aesthetic choices, and the people that I’m meeting in Texas want to figure out ‘How do we create a Jewish community that looks and feels and sounds like us without it having to be reflected through how Eastern European Jewry looked and felt?’” he added.

David Rabinowicz, 32, moved from Boston five years ago with aspirations of gaining a foothold in the music scene. He quickly found his footing, but after Oct. 7, a lot of his industry friends turned their backs.

“I lost a pretty significant amount of my community,” he said. “A lot of the arts got dominated by anti-Jewish sentiments. It became very clear to me very quickly: I wished I had invested some time into building a Jewish community, in part as a safety net, and it became clear to me that was a very important thing to me missing from my life.”

Determined to do more “Jewish things,” he attended a Shabbat dinner where he met Ain and eventually became creative director of Moontower Minyan.

“It’s done a lot for me to get to take these ostensibly different sides of my life and not only have them coexist, but actively feed off of each other,” he said.

Jew Boom

Ain, now 50, hadn’t always planned to be a rabbi. He graduated law school, took the bar exam, and was about to begin practicing in Manhattan when 9/11 happened.

“I felt a calling to serve the Jewish people, in particular those who — like me — felt called back to their faith,” he said.

The following year, Ain enrolled in rabbinical school at the Jewish Theological Seminary, part of the Conservative movement. For two decades now, he has served Jews both through traditional congregations and independent minyanim, creating start-up projects with his wife, including a Brooklyn-based group called Because Jewish, which offered musical meditations.

Raised in Long Island, he never saw himself living in the Lone Star State.

Little did he know, for more than a century, Austin had been home to a small Jewish population until 1968, when the community began to grow. Since then it has grown 20-fold, one of the fastest growing Jewish communities in the U.S. University of Texas at Austin,

the flagship of the University of Texas system, has had much to do with that growth, bringing Jewish professors and students from all over the country.

As Austin became a center for high-tech industry, more Jewish adults moved there in the 1980s to work for companies like IBM, Texas Instruments and Motorola. But it was a single company, started by a Jewish UT Austin student, Michael Dell, that really made the city’s Jewish population explode: Dell Computers.

The company transformed Austin from a medium-sized college town to a booming tech-hub, drawing workers from across the country. In 2000, Michael Dell shaped the Jewish community in another way, creating the Dell Jewish Community Campus, which hosts the city’s JCC, federation, a day school and three synagogues.

Austin saw another boom during the COVID pandemic, when the Austin metro area’s population grew by 15 %. Moving to Austin in 2022 from San Francisco where Dan was a rabbi at a Conservative congregation, the Ains became part of this boom.

But the suburban-style Texas sprawl of Austin covers nearly 320 square miles, a footprint larger than New York City. Only 13% of Austin’s Jewish

families live in close proximity to the Dell campus in northwest Austin. For the Ains and many other Austin residents, getting there is practically a road trip. That might explain in part why the Brandeis study found that only

15% of Jewish households belong to a Jewish congregation either locally or elsewhere.

Light up the Texas night

Moontower Minyan fills a void in more ways than one.

Ellie Cohen, 23, is one of the few members of Moontown who was born and raised in Austin. She left for college at the University of California in Los Angeles, then came back, hoping to take advantage of the laid back vibe and musical culture. But she discovered her hometown, whose slogan famously used to be “Keep Austin Weird,” now wasn’t all that different from other American cities with high tech hubs and corporate headquarters.

As the city has become a destination, it’s also gotten more expensive. Artists have been priced out and homegrown live music venues have shuttered. For Cohen, worshiping with Moontown Minyan conjures what she missed.

“I didn’t think Jewish life could be cool in Austin, Texas,” Cohen said. “Judaism is such an intimate way to get to

know people. I love what Moontower is doing to awaken that in a lot of people.”

Moontower Minyan’s name is inspired by Austin’s history. More than a century ago Austin erected its first “moontowers,” 165-foot steel lighting structures to light up the darkness. The city still has 17 in use today, and they even got a shout out in the film “Dazed and Confused,” where the characters party under a moontower.

Dan Ain likes the imagery of a light in the darkness: “lighting up like a menorah, wanting to light up the Texas night, is a nice feeling for us.”

The minyan’s monthly Shabbats, held at the Something Cool Studios artist collective, draw around 60 people. High Holiday services were standing room only.

The Ains are even expanding the community into the area’s Hill Country, a rapidly-growing area right outside the city.

“When you leave a service that he does, you feel really good about yourself, and you feel really good about being Jewish,” said Sarah Kline, a mother of four who lives in the Hill Country town Dripping Springs. “That’s what I want my kids to feel.”

Phill Brush, a bluegrass bassist and singer who regularly performs at Moontower Minyan, had never thought to incorporate his Judaism into this bluegrass.

“Rabbi Dan is the first rabbi I hung out with since I graduated Hebrew school,” said Brush.

“His service style is not the typical sit down and say the prayers that we always say, and do that,” said Brush. “He is building and cultivating his own style and interpretation of spirituality, especially based around art and music, which resonates with me.”

Moontower Minyan even inspired Brush to start a new band, “Old Time Religion,” which sings bluegrass songs about stories from the Hebrew Bible and has become Moontower Minyan’s house band.

At a recent Shabbat dinner with Moontower’s leadership team, Alana Joblin Ain covered her eyes as she recited the blessings over the Shabbat flames. Dan Ain blessed the wine and challah, tore the  bread and tossed chunks to guests across the table as he delivered a d’var Torah based on the parsha. He compared the Tower of Babel, built after the flood, to an ancient AI data center. Both illustrate humanity’s tendency toward self-preservation and conformity in the face of fear.

“God comes down and says this is not good,” he explained. “It’s not good if we lose the point of being human, which is to express our creativity and our individuality and our humanity the way God intended.”

“If you want to think about sort of after a tragedy when a lot of people wanted to get together and express their Jewish identity,” he said, referring to Oct. 7, “we’ve begun to create a space where people can do it in a way that feels authentic.”

The post At Moontower Minyan, cowboy hats meet kippot appeared first on The Forward.

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Jewish voters split on giving Mamdani a second term — and see Jessica Tisch as his strongest rival, new poll shows

Jewish New Yorkers divided over Mayor Zohran Mamdani’s handling of antisemitism and criticism of Israel are also split on whether he deserves a second term, with some eyeing his Jewish police commissioner, Jessica Tisch, as a potential challenger, according to a new poll. Mamdani, the city’s first Muslim mayor, won a bitterly contested Democratic primary last year without securing a majority of Jewish voters.

The survey by Honan Strategy Group of 269 Jewish Democratic primary voters across the five boroughs, shared exclusively with the Forward, found that Tisch narrowly leads Mamdani 44% to 42% in a hypothetical head-to-head matchup for mayor in 2029.

Mamdani remains the frontrunner, according to the poll, even among Jewish Democrats in a crowded primary field that hypothetically includes three Jewish rivals. He received 44% support, compared with 25% for Tisch, 7% for City Council Speaker Julie Menin and 4% for Rep. Dan Goldman, in the poll. Another 13% were undecided.

The poll was conducted Oct. 2 through Oct. 7 via text-to-web, with a margin of error of plus or minus 6 percentage points. Among all 967 likely Democratic primary voters surveyed, Mamdani leads Tisch 54% to 17% and enjoys a 73% job approval rating. The margin of error for the overall primary voter sample was plus or minus 3.2 percentage points.

The results highlight the unusual political position of Tisch, who has become one of the most popular figures among Jewish New Yorkers while serving under a mayor whose views on Israel and handling of antisemitism have drawn widespread criticism from the community. Asked whether Mamdani should be reelected in 2029, 44% of Jewish primary voters said it was time for someone new.

But the findings also show the limits of a potential challenge.

Mamdani has a relatively stable base of Jewish support — 45% approve of his job performance, 41% favor giving him another term, and he receives between 44% and 43% in potential head-to-head matchups against Menin and City Comptroller Mark Levine, respectively.

Jewish voters make up only an estimated 16% of the primary electorate, and even before his election, Mamdani had built a coalition of Jews who support him, including some Hasidic sects that continue to embrace him. Mamdani swept progressive Jewish neighborhoods in Brooklyn and Manhattan on his way to a citywide win last November, according to analysis of election districts where at least 10% of voters have Jewish-identifiable surnames.

The results, which seem to show an increase in support for the incumbent mayor, also come nearly three years before the next mayoral election, with no indication that Tisch is considering a run.

Why Tisch stands out among Jewish voters

Tisch, who comes from a prominent Jewish family and has publicly expressed support for Israel, has emerged as a reassuring presence for many Jewish New Yorkers who have deep concerns about Mamdani’s leadership. In the poll, 51% said they disapprove of Mamdani’s job performance, including 39% who strongly disapprove.

A separate Honan poll, conducted during the same period among 503 respondents, found that nearly two-thirds of all Jewish voters disapproved of Mamdani’s handling of antisemitism. By contrast, 75% approved of Tisch’s performance on the issue.

The partnership between Mamdani and Tisch has offered political benefits to both. Earlier this year, Mamdani declined to march at the annual Celebrate Israel Parade, citing his longstanding criticism of the Israeli government. Tisch, however, marched and represented the city.

Tisch has also made her Jewish identity visible in her public role. She placed a mezuzah on the door of her NYPD office, a gesture that resonated with Jewish New Yorkers concerned about rising antisemitism. And she spoke at Central Synagogue, where she’s been a lifelong member, at Shabbat services one week after an attack in the sanctuary.

Gov. Kathy Hochul, who endorsed Mamdani after the primary, revealed in a recent interview with Politico magazine that, before offering her support, she had urged him to retain Tisch as head of the police department, citing her Jewish identity. “I thought it was very important because she’s a credible voice, she is a Jewish woman, has a successful family,” Hochul said. “It’s important that she stays. She knows her role is important. He knows her role is important.”

Asked whether Tisch might eventually run for office, Hochul said, “I don’t know, and she had an opportunity last spring if she wanted to, as well.”

Mamdani has repeatedly defended his decision to keep Tisch in her role despite pressure from his progressive allies. “Jessica Tisch is the police commissioner. I have no plans to change that,” Mamdani said at a recent press conference following an Immigration and Customs Enforcement shooting in Manhattan that sparked protests over the NYPD’s response.

The post Jewish voters split on giving Mamdani a second term — and see Jessica Tisch as his strongest rival, new poll shows appeared first on The Forward.

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