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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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Toronto man arrested after allegedly shooting at Orthodox Jews outside a synagogue
(JTA) — Police in Toronto have arrested a man they say shot at “visibly identifiable members of the Jewish community” on two occasions a week apart.
Ruslan Novruzov, 18, is charged with assault with a weapon and possession of a weapon for a dangerous purpose in conjunction with the shootings, which took place on April 30 and Thursday, one week later.
In both incidents, people experienced minor injuries, according to the Toronto police. The shooting on Thursday targeted three people standing outside of Congregation Chasidei Bobov, an Orthodox synagogue.
Following the shootings, the Toronto police tracked a blue Lexus to a residence in a suburb about 15 miles north of the shootings, where they said they searched both a home and a car and seized evidence including two “gel-blaster imitation firearms.”
The shootings and arrest add to a string of recent incidents targeting Jews and Jewish institutions in the Toronto area. A different 18-year-old man was charged last week in connection with two synagogue shootings that took place on March 6, but other incidents remain unsolved. No major injuries or damage has been reported, but the incidents have swelled anxiety within the city’s Jewish communities.
“We recognize that Jewish residents have been living with a heightened sense of fear due to repeated incidents targeting their community, and this only adds to that, which is unacceptable,” Acting Deputy Chief Joe Matthews said in a statement following Novruzov’s arrest. “While the weapons used were imitation firearms, the impacts are very real. These are criminal acts that we allege were meant to intimidate and cause fear.”
The Centre for Israel and Jewish Affairs, Canada’s main Jewish advocacy group, expressed gratitude to the police for acting quickly.
“These incidents must continue to be treated with the seriousness they deserve, and those responsible must be held fully accountable,” it said on X. ”It’s long past time for governments and authorities to confront the serious threats driving violent attacks before we face a tragic loss of life.”
This article originally appeared on JTA.org.
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Netanyahu on ‘60 Minutes’: Fight with Hezbollah should be seen as separate from Iran war
(JTA) — In an appearance on U.S. television on Sunday night, Israeli Prime Minister Benjamin Netanyahu argued that Israel should continue fighting against Hezbollah in Lebanon even if the war in Iran concludes.
Netanyahu spoke with Major Garrett on CBS’ “60 Minutes” as President Donald Trump continues to negotiate to end the Iran war that he and Netanyahu jointly began in February. When Trump declared a ceasefire with Iran on April 7, Netanyahu initially insisted that the deal did not require Israel to stop fighting Hezbollah, an Iranian proxy based in Lebanon. The Iranians insisted that it did, and Trump soon weighed in on social media to say that Israel was “prohibited” from attacking inside Lebanon.
In the weeks since, Israel and Hezbollah have continued to fight, but at a decreased intensity. Now, with Trump seemingly not eager to resume fighting with Iran even as the Iranians have not acceded to his demands at the negotiating table, Netanyahu said the conflicts should be decoupled.
“Is it possible, Mr. Prime Minister, that the war with Iran could end but the war with Hezbollah could continue? That these would be separate and divergent fields,” Garrett asked.
“They should be,” Netanyahu answered. “What Iran would like to do is to say, ‘No, you know, if we achieve a ceasefire here, we want a ceasefire there.’”
“Will you accept that?” Garrett asked. After Netanyahu said he would not, Garrett went on: “Even if President Trump asks you to?”
Netanyahu replied, “Look, he understands what I’m saying.”
Trump’s critics on both sides of the aisle have alleged that Netanyahu pushed him into entering the war. But Netanyahu said that belief is wrong. He called reporting by The New York Times about what he told Trump during a Feb. 11 White House meeting “incorrect,” saying that he had never told Trump that regime change in Iran was an assured outcome of a shared attack.
Netanyahu also insisted to Garrett that declining public support for Israel in the United States was a product of online campaigns designed to spread misinformation.
“Do you believe that’s the only explanation, or is it possible that some Americans have come to a different sense of Israel because of the last two or three years?” Garrett pressed.
“What they see is so many falsifications and vilifications that are unfounded, but they don’t know because they just get you know, the last reel in the movie. They don’t see the entire movie,” Netanyahu said.
The Israeli government recently allocated $730 million for public diplomacy, including online campaigns, designed to boost public opinion about Israel. The allocation quadrupled what was set aside last year for that purpose.
This article originally appeared on JTA.org.
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Labour politician is booed as thousands rally against antisemitism in London
(JTA) — Thousands of British Jews, as well as politicians from multiple parties, rallied in London outside the prime minister’s residence on Sunday to call for more aggressive action against antisemitism following a string of violent attacks.
Kemi Badenoch, the Conservative party leader whose response to a heckler making light of threats against Jews went viral last week, spoke forcefully in defense of U.K. Jewry, to applause.
“I stand for a Britain where Jews can go to school freely without worrying about security,” she said. “I stand for a Britain where you can worship freely and not worry about who is coming to attack you. I stand for the celebration of Jewish culture and Jewish people. And I stand for a Britain that will always fight for you, that will always support you.”
The Labour Party representative dispatched by Prime Minister Keir Starmer, meanwhile, drew boos from an audience frustrated by what many British Jews view as an inadequate response from the government.
“I hear your anger, I hear your pain,” said Pat McFadden, the secretary of state for work and pensions. “I stand against antisemitism, I stand with you.” As he spoke, rally organizers at times interrupted to exhort the crowd to quiet down.
Gideon Falter, head of the nonprofit Campaign Against Antisemitism, called in his speech for a ban on pro-Palestinian demonstrations, which he called “hate marches,” as well as a ban on groups associated with antisemitic violence. He said U.K. Jews were facing a “Britifada,” a play on the word intifada.
He referred to a number of the most prominent recent incidents, including a stabbing in the Orthodox neighborhood of Golders Green earlier this month and an attack on a Manchester synagogue on Yom Kippur in which two congregants were killed.
“Jews stabbed. That’s the Britifada! Murder on Yom Kippur. That’s the Britifada! Synagogues ablaze. That’s the Britifada! Hatzola ambulances pelted with rocks and torched. That’s the Britifada! Jewish children nearly mown down in a car ramming. That’s the Britifada!” Falter said. “The attacks are coming thick and fast. Because Britain has become radicalized.”
The Jewish Leadership Council and the Board of Deputies of British Jews organized the rally, titled “Standing Strong: Extinguish Antisemitism,” and were joined by dozens of Jewish groups. It took place outside 10 Downing Street in central London and featured video appearances from Jews around the world as well as from Boy George, the pop singer who has emerged as an advocate against antisemitism.
The rally also drew attention because of who was and was not invited.
Ahead of the rally, thousands of people signed a petition calling for Nigel Farage, who heads the right-wing Reform party, which made significant gains in local elections on Thursday, to be disinvited, given his “division, scapegoating, racism and inflammatory rhetoric” and allegations of antisemitism during his school years. (Farage dismissed the allegations when they emerged in 2024, saying that he could not remember all instances of “playground banter” from his childhood but that he had never sought to be intentionally hurtful.)
Farage did not appear at the rally, but his deputy, Richard Tice, did. He called for penalties against universities that are seen as encouraging antisemitism.
Zack Polanski, the Jewish leader of the left-wing Green party, which made gains in the local elections despite an antisemitism scandal involving dozens of candidates, was not invited to speak.
Saul Taylor of United Synagogue, the British Orthodox umbrella group, called out Polanski during his speech, alluding to both Polanski’s criticism of the Metropolitan Police’s handling of the arrest of the alleged Golders Green attacker and his party’s pro-Palestinian platform. “The constant vilification of Israel has fueled the flames of antisemitism across our nation,” Taylor said.
Taylor said the previous week had “probably been the most movement from the government we have seen in a long time” but that the pressure should remain. Last week, after an emergency meeting at 10 Downing Street, the Metropolitan Police announced a 100-member special force to protect Jewish communities. On Sunday, the police said they had charged a man with racially or religiously motivated assault and harassment after he attacked three Jews in Enfield.
At least one liberal Jewish group opted not to participate in the rally after initially signing on. The New Israel Fund UK announced ahead of the rally that it was backing out after political figures were invited to participate.
Other liberal Jews did take the stage. Rabbis Charley Baginsky and Josh Levy of Progressive Judaism, the U.K. equivalent of the Reform movement, who were booed off the stage at an August 2025 rally for the release of the Israeli hostages after calling for an end to the war in Gaza, exhorted attendees to ensure that England is not “shaped by suspicion, anger and permanent division.”
This article originally appeared on JTA.org.
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