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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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Unarmed man who tackled Bondi Beach Hanukkah attacker identified as Ahmed al-Ahmed
(JTA) — Viral video circulating after the Bondi Beach Hanukkah attack showed an unarmed man racing toward one of the shooters and tackling him from behind before wrestling the gun from his hands.
The man has been identified as Ahmed al-Ahmed, the operator of a fruit stand in a Sydney suburb who happened to be in the area. He was shot twice but expected to survive.
“He is a hero, 100%,” a relative who identified himself as Mustafa told 7News Australia.
Chris Minns, the premier of New South Wales, the Australian state that includes Sydney, called the footage “the most unbelievable scene I’ve ever seen.”
He added, “That man is a genuine hero, and I’ve got no doubt that there are many, many people alive tonight as a result of his bravery.”
At least 11 people were killed during the attack on a Hanukkah celebration on Sunday night, with dozens of others injured.
The video shows al-Ahmed crouching behind a car before running up behind the shooter. After taking hold of the gun, al-Ahmed aims the attacker’s gun at him but not firing, as a second attacker fired on him from a nearby footbridge. No other first responders are visible in the video.
Moments after al-Ahmed takes hold of the long gun, a second person joins him. Then a man wearing a kippah and tzitzit, the fringes worn by religiously observant Jewish men, runs into the picture and toward the attacker, who is wearing a backpack. The Jewish man throws something at the attacker. The video does not make clear what was thrown or whether it hit its intended target.
After taking hold of the gun, al-Ahmed puts it down against a tree and raises his hand, apparently signaling that he is not a participant in the attack.
In his response to the attack, which killed a prominent Chabad rabbi among others, Prime Minister Anthony Albanese praised “everyday Australians who, without hesitating, put themselves in danger in order to keep their fellow Australians safe.” He added, “These Australians are heroes and their bravery has saved lives.”
The post Unarmed man who tackled Bondi Beach Hanukkah attacker identified as Ahmed al-Ahmed appeared first on The Forward.
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Bondi Beach witnesses, including antisemitism activist, describe grim scene after Hanukkah attack
(JTA) — Arsen Ostrovsky moved back to Australia from Israel two weeks ago to helm the Sydney office of AIJAC, the Australia/Israel & Jewish Affairs Council.
On Sunday, he was one of scores of people shot during an attack on a Hanukkah celebration at Sydney’s Bondi Beach. At least 11 people were killed, as well as one of the attackers.
Ostrovsky, who grew up in Sydney after leaving the Soviet Union as a child, was injured in the head and treated at the scene.
“It was actually chaos. We didn’t know what was happening, where the gunfire was coming from. I saw blood gushing from me. I saw people hit, saw people fall to the ground,” he told a local news station, his head bandaged with blood visible on his face and clothing. “My only concern was, where are my kids? Where are my kids? Where’s my wife, where’s my family?”
He said he had been briefly separated from his family before finding them safe. But he had seen
“I saw children falling to the floor, I saw elderly, I saw invalids,” he said. “It was an absolute bloodbath, blood gushing everywhere.”
The attack struck at a centerpiece of Jewish community in Sydney, home to an estimated 40,000 Jews, nearly half of Australia’s total Jewish population. At least 1,000 people had turned up for the beachside celebration on the first night of Hanukkah.
“There were people dead everywhere, young, old, rabbi — they’re all dead,” Vlad, a Jewish chaplain with the State Emergency Service, told a local TV station. “And then two people died while we’re trying to save them, because the ambulance didn’t arrive on time.”
He said the people who died were an elderly woman who had been shot in the leg and an “older gentleman” who was shot in the head.
“It’s not just people, it’s people that I know, people from our community, people that we know well, people that we see often,” said Vlad, who had covered his 8-year-old son with his body during the attack. “My rabbi is dead.”
The rabbi who was killed, Eli Schlanger, moved to Bondi Beach as an emissary of the Chabad movement 18 years ago. He was the father of five children, including a son born two months ago.
“He wasn’t some distant figure. He was the guy staying up late planning the logistics for a Menorah lighting that most people will take for granted. The one stressing about the weather. The one making sure there were enough latkes and the kids weren’t bored,” wrote Eli Tewel, another Chabad emissary, on X.
“He was just doing his job. Showing up. Being the constant, reliable presence for his community,” Tewel added. “And that’s where the gut punch lands: He was killed while doing the most basic, kindest, most normal part of our lives. It wasn’t a battlefield. It was a Chanukah party.”
The post Bondi Beach witnesses, including antisemitism activist, describe grim scene after Hanukkah attack appeared first on The Forward.
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I grew up believing Australia was the best place to be Jewish. This Hanukkah shooting forces a reckoning I do not want.
I grew up believing that Australia was one of the best places on earth to be Jewish. This country always felt like a gift: Extraordinary beaches, glorious wildlife, and a cultural temperament that values fairness and ease over hierarchy. For most of my life, my Jewishness in Australia was unremarkable. My parents and grandparents chose this place because it promised normality, and for a long time, it delivered.
So when I heard that there had been a mass shooting at Bondi Beach, at a Hanukkah event, my body reacted before my mind could catch up.
Gun violence is almost unthinkable in Australia. The country limited gun ownership after the Port Arthur massacre in Tasmania in 1996, when we made collective choices about who we wanted to be as a nation. That a shooting could happen here, and that Jews were the target, feels like a rupture in something we believed was settled.
At the time I write this, at least 11 people are dead, including a rabbi. Dozens more are injured. I recognise some of the names being circulated in prayer groups.
Rising antisemitism in Australia
Historically, being Jewish in Australia was not something that required vigilance, it was something you simply were.
Since October 7, that certainty has begun to fray. I have had the persistent feeling that something fundamental has shifted, and that the country I love is becoming less recognisable to me.
Many in Australia’s Jewish community mark Oct. 9, 2023 as the moment the ground moved beneath our feet. The protest outside the Sydney Opera House, where there were open chants of “Where’s the Jews” and “F–k the Jews,” at one of our country’s most iconic sites, with no arrests and no charges, felt like a breaking point.
The months since have been relentless with Jewish Australians assaulted, hateful graffiti, doxxing, Jewish businesses targeted, and a steady drip of hostility that causes us to question whether something is irreversibly changing for Jews in this country.
We have repeatedly reached out to our government, telling them that we do not feel safe. And yet, it has often felt as though these concerns are met with procedural gestures like more security funding, that never quite reach the level of protection and reassurance we are seeking.
When Australia wants to take a zero-tolerance approach to anything, it does so with gusto, ask anyone who lived here during the COVID-19 pandemic. Australian Jews do not feel that the Australian government is taking its approach to antisemitism as seriously as it should.
And so, here we are.
Bondi Beach now symbolizes death and disaster
Images of bodies on Bondi Beach are now seared into my mind. Bondi, the shorthand for Australian ease and sunlight and openness, has become a shrine to death and disaster for Australian Jews.
For most of my life, being a Jewish Australian has felt like a profound blessing. Today I feel something colder. I find myself asking questions that feel both irrational and unavoidable.
Is it foolish to stay in a country where Jews can be killed in public for lighting Hanukkah candles? Am I clinging to a story about Australia that no longer matches reality? Is it naive to assume that Jewish life here will stabilise, rather than continue to narrow?
These thoughts are frightening, but what frightens me more is how practical they suddenly feel. I am a parent, and I take my children to community events. The idea that attending a Hanukkah celebration could be a life-threatening decision is not something I ever imagined I would have to consider in Australia.
This moment forces a reckoning I do not want. It asks whether Jewish belonging in Australia is conditional. Whether safety is fragile. Whether the country my ancestors chose, and that I still love deeply, is willing and able to protect Jewish life.
As I type these words I feel grief not just for the dead tonight, but for a version of Australia that felt solid and reliable, alongside a growing fear that something essential about the way Jews have always lived in this country has already been lost.
The post I grew up believing Australia was the best place to be Jewish. This Hanukkah shooting forces a reckoning I do not want. appeared first on The Forward.