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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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Israel Says US Gaza Executive Board Composition Against Its Policy
FILE PHOTO: Displaced Palestinians shelter at a tent camp in Khan Younis, southern Gaza Strip, January 14, 2026. REUTERS/Haseeb Alwazeer/File Photo
Prime Minister Benjamin Netanyahu’s office said on Saturday that this week’s Trump administration announcement on the composition of a Gaza executive board was not coordinated with Israel and ran counter to government policy.
It said Foreign Minister Gideon Saar would raise the issue with US Secretary of State Marco Rubio.
The statement did not specify what part of the board’s composition contradicted Israeli policy. An Israeli government spokesperson declined to comment.
The board, unveiled by the White House on Friday, includes Turkish Foreign Minister Hakan Fidan. Israel has repeatedly opposed any Turkish role in Gaza.
Other members of the executive board include Sigrid Kaag, the U.N. special coordinator for the Middle East peace process; an Israeli‑Cypriot billionaire; and a minister from the United Arab Emirates, which established relations with Israel in 2020.
Washington this week also announced the start of the second phase of President Donald Trump’s plan, announced in September, to end the war in Gaza. This includes creating a transitional technocratic Palestinian administration in the enclave.
The first members of the so-called Board of Peace – to be chaired by Trump and tasked with supervising Gaza’s temporary governance – were also named. Members include Rubio, billionaire developer Steve Witkoff and Trump’s son-in-law Jared Kushner.
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Iran’s Leader Khamenei Accuses Trump of Inciting Deadly Protests
Iran’s Supreme Leader Ayatollah Ali Khamenei speaks during a meeting in Tehran, Iran, January 17, 2026. Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS
Iran’s Supreme Leader Ayatollah Ali Khamenei on Saturday blamed President Donald Trump for weeks of demonstrations that rights groups said have led to more than 3,000 deaths.
“We consider the US president criminal for the casualties, damages and slander he inflicted on the Iranian nation,” Khamenei said, according to Iranian state media.
The protests erupted on December 28 over economic hardship and swelled into widespread demonstrations calling for the end of clerical rule in the Islamic Republic.
Trump has repeatedly threatened to intervene, including by threatening “very strong action” if Iran executed protesters.
But on Friday, in a social media post, he thanked Tehran’s leaders, saying they had called off mass hangings. Iran said there was “no plan to hang people.”
In comments that appeared to respond to Trump, Khamenei said: “We will not drag the country into war, but we will not let domestic or international criminals go unpunished,” state media reported.
IRAN’S WORST UNREST IN YEARS
Iran’s ultimate authority Khamenei said “several thousand deaths” had happened during the nationwide protests, which are Iran’s worst unrest in years. He accused Iran’s longtime enemies the US and Israel of organizing the violence.
“Those linked to Israel and the US caused massive damage and killed several thousand,” he said, adding that they started fires, destroyed public property and incited chaos. They “committed crimes and a grave slander,” he said.
The US-based Human Rights Activists News Agency, or HRANA, said it had verified 3,090 deaths, including 2,885 protesters, and over 22,000 arrests.
Last week, Iran’s prosecutor general said detainees would face severe punishment. Those held included people who “aided rioters and terrorists attacking security forces and public property” and “mercenaries who took up arms and spread fear among citizens,” he said.
“All perpetrators are mohareb,” state media quoted Mohammad Movahedi Azad as saying, adding that investigations would be conducted “without leniency, mercy or tolerance”.
Mohareb, an Islamic legal term meaning to wage war against God, is punishable by death under Iranian law.
INTERNET SERVICES ARE RESTORED IN PART
Reuters has not been able to independently verify the numbers of casualties or details of disturbances reported by Iranian media and rights groups.
Getting information has been complicated by internet blackouts, which were in part lifted on Saturday.
Iran’s crackdown appears to have broadly quelled protests, according to residents and state media, and the semi-official Mehr News Agency reported on Saturday that internet service had been restored for some users.
The ISNA news website said SMS service had also been reactivated.
“Metrics show a very slight rise in internet connectivity in #Iran this morning” after 200 hours of shutdown, the internet monitoring group NetBlocks posted on X. Connectivity remained around 2% of ordinary levels, it said.
A resident of Karaj, west of Tehran, reached by phone via WhatsApp, said he noticed the internet was back at 4 a.m. (0000 GMT) on Saturday. Karaj experienced some of the most severe violence during the protests. The resident, who asked not to be identified, said Thursday was the peak of the unrest there.
A few Iranians overseas said on social media that they had also been able to message users in Iran early on Saturday.
ARRESTS HAVE FOLLOWED INTELLIGENCE OPERATIONS, MEDIA SAY
State media has reported the arrest of thousands of “rioters and terrorists” across the country, including people linked to opposition groups abroad that advocate the overthrow of the Islamic Republic.
The arrests included several people Iranian state media described as “ringleaders,” including a woman named as Nazanin Baradaran, who was taken into custody following “complex intelligence operations.”
The reports said that Baradaran operated under the pseudonym Raha Parham on behalf of Reza Pahlavi – the exiled son of Iran’s last shah – and had played a leading role in organizing the unrest. Reuters could not verify the report or her identity.
Pahlavi, a longtime opposition figure, has positioned himself as a potential leader in the event of regime collapse and has said he would seek to re-establish diplomatic ties between Iran and Israel if he were to assume a leadership role in the country.
Israeli officials have expressed support for Pahlavi. In a rare public disclosure this month, Israeli Heritage Minister Amichai Eliyahu said in an interview with Israel’s Army Radio that Israel had operatives “on the ground” in Iran.
He said they aimed to weaken Iran’s capabilities, though he denied they were directly working to topple the leadership.
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Protesters Rally in Denmark and Greenland Against Trump Annexation Threat
A protester takes part in a demonstration to show support for Greenland in Copenhagen, Denmark January 17, 2026. Photo: REUTERS/Tom Little
Protesters in Denmark and Greenland demonstrated on Saturday against President Donald Trump’s demand that the Arctic island be ceded to the US and called for it to be left to determine its own future.
Trump says Greenland is vital to US security because of its strategic location and large mineral deposits, and has not ruled out using force to take it. European nations this week sent military personnel to the island at Denmark’s request.
MARCHING IN COPENHAGEN AND NUUK
In Copenhagen, demonstrators chanted “Greenland is not for sale” and held up slogans such as “No means No” and “Hands off Greenland” alongside the territory’s red-and-white flag as they marched to the US embassy.
Some wore red baseball caps resembling the “Make America Great Again” caps of Trump supporters, but with the slogan “Make America Go Away.”
In Greenland’s capital Nuuk, thousands led by Prime Minister Jens-Frederik Nielsen carried flags and similar banners as they headed for the US consulate chanting “Kalaallit Nunaat” – the island’s name in Greenlandic.
“I’ve come here today because I think it’s important to show that Greenland is not for sale. It is not a toy. This is our home,” said Naja Holm, a civil servant.
By the consulate, Nielsen addressed the crowd, drawing loud cheers.
Organizers estimated over 20,000 people attended the protest in Copenhagen – akin to the entire population of Nuuk. Police did not provide an official figure. Other protests were held across Denmark.
“I am very grateful for the huge support we as Greenlanders receive … we are also sending a message to the world that you all must wake up,” said Julie Rademacher, chair of Uagut, an organization for Greenlanders in Denmark.
TRUMP TRIGGERS DIPLOMATIC RIFT
Trump’s repeated statements about the island have triggered a diplomatic crisis between the US and Denmark, both founding members of the NATO military alliance, and have been widely condemned in Europe.
The territory of 57,000 people, governed for centuries from Copenhagen, has carved out significant autonomy since 1979 but remains part of Denmark, which controls defense and foreign policy, and funds much of the administration.
Some 17,000 Greenlanders live in Denmark, according to Danish authorities.
All parties in Greenland’s parliament ultimately favor independence, but they disagree on the timing and have recently said they would rather remain part of Denmark than join the US.
Only 17 percent of Americans approve of Trump’s efforts to acquire Greenland, and large majorities of Democrats and Republicans oppose using military force to annex it, a Reuters/Ipsos poll found. Trump called the poll “fake.”