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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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Report: US, Israel Preparing for Resumptions of Strikes Against Iran
US President Donald Trump speaks during an event to sign a memorandum in the Oval Office at the White House in Washington, DC, US, May 5, 2026. Photo: REUTERS/Evan Vucci
i24 News – The United States and Israel are engaged in intense preparations — the largest since the cease-fire took effect — for the possible resumption of attacks against Iran as early as next week, the New York Times reported Saturday citing two Middle East officials, who spoke on condition of anonymity.
Meanwhile, the Israeli Mako News reported Israeli official sources as saying that US President Donald Trump is expected to convene his closest team of advisors in the next 24 hours to make a final decision on the Iran matter. Israel estimates that a decision on military action may be made very soon, the report added.
According to NYT, should Trump decide to resume military strikes, options include more aggressive raids targeting Iranian military and infrastructure targets, US officials said.
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Trump Says Xi Agrees Iran Must Open Strait, But No Sign China Will Weigh In
US President Donald Trump participates in events at the Great Hall of the People and does a greeting with the President of the People’s Republic of China Xi Jinping May 14, 2026, in Beijing China during a trip focused on trade, regional security, and strengthening bilateral ties between the world’s two largest economies. Photo: Kenny Holston/Pool via REUTERS/File Photo
US President Donald Trump said Chinese President Xi Jinping had agreed Tehran must reopen the Strait of Hormuz, though China gave no indication it would weigh in.
Flying back from Beijing on Friday after two days of talks with Xi, Trump said he was considering whether to lift US sanctions on Chinese oil companies buying Iranian oil. China is the biggest buyer of Iranian oil.
“I’m not asking for any favors because when you ask for favors, you have to do favors in return,” Trump said when asked by a reporter on Air Force One whether Xi had made a firm commitment to put pressure on the Iranians to reopen the strait.
Xi did not comment on his discussions with Trump about Iran, although China’s foreign ministry criticized the war, calling it a conflict “which should never have happened, has no reason to continue.”
‘WE WANT THE STRAITS OPEN’
Iran has effectively shut the strait, which carried one-fifth of global oil and liquefied natural gas supply before the US and Israel launched attacks on February 28. The disruption to shipping has caused the biggest oil supply crisis in history, pushing up oil prices.
Ebrahim Azizi, who heads the Iranian parliament’s national security committee, said on Saturday that Tehran had prepared a mechanism to manage traffic through the strait along a designated route that would be unveiled soon.
Azizi said only commercial vessels and parties cooperating with Iran would benefit, and that fees would be collected for specialized services provided under the mechanism.
Thousands of Iranians were killed in the US and Israeli airstrikes. Thousands more have been killed in Lebanon in fighting between Israel and the Iran-backed group Hezbollah, though Israel and Lebanon agreed on Friday to a 45-day extension of a ceasefire that has tamped down the conflict there.
The US paused its attacks last month but began a port blockade. As of Saturday, 78 commercial ships had been redirected and four disabled to ensure compliance with the blockade, the US military said.
Tehran, which carried out strikes against Israel, US bases and Gulf states after the war began, has said it will not unblock the strait until the US ends its blockade. Trump has threatened to resume attacks if Iran does not agree to a deal.
“We don’t want them to have a nuclear weapon, we want the straits open,” Trump said in Beijing, alongside Xi.
Iran, which has long denied it intends to build a nuclear weapon, has refused to end nuclear research or relinquish its hidden stockpile of enriched uranium.
Iranian Foreign Minister Abbas Araqchi said Tehran had received messages from the US indicating Washington was willing to continue talks.
Pakistan has been mediating between Washington and Tehran. Iranian news agency Nournews said Interior Minister Eskandar Momeni had held “detailed” discussions with his visiting Pakistani counterpart on Iran-Pakistan relations and the prospects for resuming peace talks, but gave no details.
TRUMP LOSING PATIENCE
Trump, who told Fox News’ “Hannity” program in an interview aired on Thursday that he was losing patience with Iran, said Tehran “should make a deal.”
Oil prices rose around 3 percent to around $109 a barrel on Friday [O/R] on concerns about a lack of progress in resolving the conflict.
Talks on ending the war, which has become a liability for Trump ahead of US congressional elections in November, have been on hold since last week when Iran and the US each rejected the other’s most recent proposals.
Araqchi said on Friday that Iran would welcome Chinese input, adding that Tehran was trying to give diplomacy a chance but did not trust the US, which has curtailed previous rounds of talks by launching air strikes.
When the US and Israel launched their attacks on Iran at the end of February, they said one of their aims was to weaken the authorities so Iranians could topple the government.
There has been little sign of organized dissent in Iran during the war, and rights groups say the government has cracked down heavily on its opponents.
Iran’s judiciary said on Saturday that 39 people had been executed for collaborating with Israeli or US spy agencies, or taking part in “terror” or armed unrest, since the war started, the judiciary’s news agency Mizan reported.
It said 36 “medium-level” dissidents had received long prison sentences.
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Tens of Thousands March in London in Separate Immigration, Pro‑Palestinian Protests
Protesters take part in a “Unite the Kingdom” rally organised by British anti-immigration activist Stephen Yaxley-Lennon, also known as Tommy Robinson, in London, Britain, May 16, 2026. REUTERS/Hannah McKay
Tens of thousands of people marched through central London on Saturday in two separate protests – one against high levels of immigration and another in support of Palestinians.
Police deployed 4,000 officers, including reinforcements from outside the capital, and pledged “the most assertive possible use of our powers” in what they called their biggest public order operation in years.
By 1200 GMT, shortly after both marches started, police said they had made 11 arrests for a range of offenses. They had earlier forecast turnout of at least 80,000.
Prime Minister Keir Starmer on Friday accused organizers of the Unite the Kingdom march of “peddling hate and division, plain and simple.”
The march was organized by anti-Islam activist Stephen Yaxley-Lennon, known as Tommy Robinson. The government barred 11 people it described as “foreign far-right agitators” from entering Britain to address the protest.
A previous protest led by Robinson in September drew around 150,000 people, police said, and featured a video address by US tech billionaire Elon Musk. More than 20 people were arrested, and police are still seeking more than 50 suspects.
MARCHERS WAVE BRITISH AND ENGLISH FLAGS
On Saturday, Robinson supporters gathered in central London, waving mainly British and English flags.
“I think that too much migration – not migration, but too much migration – is causing a lot of problems, upsetting a delicate balance here,” said Allison Parr, who also criticized net-zero environmental policies.
Annual net migration approached 900,000 in 2022 and 2023, but fell back to around 200,000 last year after tighter work visa rules.
Concern over immigration – including the arrival of asylum seekers on small boats – has weighed on Starmer’s popularity and boosted the right-wing Reform UK party, whose leader Nigel Farage has distanced himself from Robinson.
Some protesters chanted abuse about Starmer.
Robinson, who has convictions for assault, stalking and other offenses, urged supporters this week to act peacefully in what he billed as “the greatest patriotic display the world has ever seen.”
Earlier this year, he traveled to the US, where he met a State Department official and addressed supporters about what he called “the dangers of Islam” and “the Islamification of Great Britain.”
Census data showed 6.5 percent of people in England and Wales identified as Muslim in 2021, up from 4.9 percent in 2011.
PRO-PALESTINIAN PROTESTERS MARK NAKBA DAY
Nearby, pro-Palestinian demonstrators held a march to mark Nakba Day, commemorating Palestinians’ loss of land in the 1948 war that followed the creation of Israel. “Nakba” means catastrophe in Arabic.
The march also drew those opposing the Unite the Kingdom rally, alongside predominantly Palestinian flags.
London has recently seen a spate of arson attacks on Jewish sites, and two Jewish men were stabbed last month in an incident being treated as terrorism.
Police said repeated large pro-Palestinian marches – 33 since the Hamas-led attack on Israel in October 2023 – had left many Jewish people feeling too intimidated to enter central London.
While protesters held a range of views, police said they routinely made arrests for racially and religiously aggravated public order offenses, inciting racial hatred or supporting proscribed organizations.
The government said police would arrest protesters who chanted “globalize the intifada,” a reference to Palestinian uprisings against Israel that many British Jews view as inciting antisemitism.
Some protesters on Saturday chanted “Death to the IDF”, referring to the Israeli army – language that police said had previously been a reason for arrests when aimed at Jewish people.