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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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Four Plead Guilty in 2024 Assault of Pro-Israel Attendees at North Carolina Library Event
West Asheville Library in North Carolina. Screenshot: buncombecounty.org.
In 2024, two Jewish residents and an 80-year-old senior citizen were beaten and dragged out of a public event in North Carolina which celebrated Hamas and was organized by an anarchist bookfair. Now, almost two years later, four people have pleaded guilty in relation to those attacks at the West Asheville Library.
On Tuesday, three individuals entered a guilty plea for simple assault in Buncombe Superior Court, while a fourth pleaded guilty to resisting a public officer.
According to a local news report, “All four persons were placed on supervised probation for one year. As conditions of their probation, each must complete 30 hours of community service, have no contact with the victims, and refrain from posting about the event on social media.”
One of the Jewish victims, David Moritz, was in the courtroom during the proceedings and told me, “I am happy we got some measure of justice.”
Another person beaten that day in 2024 was Bob Campbell, an 80-year-old military veteran with cancer and a stent in his heart. Campbell was stomped, assaulted, and pushed to the ground, a footprint clearly visible on his shorts. Local police encouraged Campbell to see a doctor.
Now, two shocking security camera videos have been shared which capture some of the violent assaults against the three pro-Israel attendees. Moritz told me it was this video evidence which led to the guilty pleas.
In one video, Campbell is seen on his knees with masked radicals all around him, while Moritz is being attacked.
In another video, Moritz — the Jewish son of Holocaust survivors — is seen being violently pushed out of the public library while he tries to defend himself and return to help his friends being assaulted in the building.
Moritz informed me that there were further violent aspects of the assault, which involved victims being struck multiple times, taking place in areas of the library that were not under video surveillance.
He conveyed that there were numerous additional individuals who assaulted them at the library who remain unidentified. He expressed gratitude for the diligent efforts of the local police and district attorney’s office and hopes that law enforcement will continue to pursue further suspects.
Moritz is extremely appreciative of the assistance that he and the two other victims received from StandWithUs, a prominent organization that fights antisemitism and educates about Israel. StandWithUs provided the three victims with pro bono legal support throughout the entire process and helped in identifying a suspect.
Yael Lerman, director of StandWithUs Saidoff Law, told me that her organization is “tremendously proud of the victims for working tirelessly to help identify their attackers, despite the fact that many of the attackers wore masks to conceal their identities.” Lerman said she is “thrilled” they worked together to help identify the attackers so they could “bring them to justice.”
“We need to give a lot of credit to the police department and the prosecutor. They really came through,” she added.
“The victims were fearless and persistent,” Lerman continued. “One of them was in his 80s and it did not stop him from fighting back. In this day and age, a lot of people — including Jews — feel fearful. The victims in this case are wonderful role models.”
Peter Reitzes writes about issues related to antisemitism and Israel.
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How Moses Created an Enduring Model of Great Leadership
Moses Breaking the Tables of the Law (1659), by Rembrandt. Photo: Wikimedia Commons.
Socrates is supposed to have said, “Education is the kindling of a flame, not the filling of a vessel.” And he didn’t just toss out this aphorism to sound clever — he literally lived it.
One day, in ancient Athens, a group of young aristocrats gathered around Socrates, who cut a strange figure standing barefoot in the bustling marketplace. Merchants were shouting prices, craftsmen were hammering bronze, and locals bustled from stall to stall in search of what they needed to buy. And in the middle of all this noise stood Socrates, asking questions.
One confident young man, eager to show off his intellect, stepped forward to challenge him. Socrates asked him a simple question: “Tell me, what is courage?” The young man gave a polished answer — something about bravery in battle.
Socrates nodded thoughtfully. Then he asked another question. “But what about the courage of someone who endures hardship? Is that courage, too?”
The young man paused for a moment, then adjusted his answer. Socrates asked another question. And then another. Each time the young man tried to refine what he had already said.
Within a few minutes, the initially confident student who started out with such bravado suddenly realized something uncomfortable: The more he tried to define courage, the less certain he became that he understood it at all.
Socrates smiled. He had not humiliated the young man. Nor had he delivered a lecture explaining the answer. Instead, he had done something far more powerful: He had made the student think. For Socrates, teaching was never about pouring knowledge into passive listeners. It was about awakening curiosity, provoking reflection, and guiding his students to discover the truth for themselves.
Incredibly, Socrates left behind no books at all. His ideas survive entirely through the students he inspired — most famously, Plato, whose own student, Aristotle, would go on to tutor Alexander the Great.
This concept was not unique to Socrates; a similar pattern appears in the history of medicine. Hippocrates is remembered as the father of medical practice; his name is associated with the Hippocratic Oath, the ethical pledge physicians have taken for centuries.
But Hippocrates’ greatest achievement was not a single medical breakthrough, but the creation of a teaching tradition. His true legacy was a lineage of physicians who refined and expanded his ideas.
Hippocrates understood that medical advances would not come from one brilliant doctor, but from generations of practitioners who shared their knowledge with those who followed.
Centuries after Hippocrates, the same philosophy reappeared in the career of one of the founders of modern medical education, the great Canadian physician William Osler. In the 19th century, much medical training still took place in lecture halls, where students memorized facts from textbooks.
Osler believed that this approach fundamentally misunderstood how doctors are made. “Medicine is learned by the bedside and not in the classroom,” he insisted. At Johns Hopkins he transformed medical education by bringing students directly into hospitals to observe patients, diagnose illnesses, and learn from real cases. His influence spread through the countless physicians he trained, many of whom went on to become leaders in medicine themselves.
This tradition of multiplying knowledge, rather than hoarding it, also lies quietly at the heart of Parshat Vayakhel. After the trauma of the Golden Calf, the Jewish people are given the opportunity to rebuild their spiritual life through the construction of the Mishkan. It is an enormous national project — architecturally complex, artistically demanding, and seemingly beyond the scope of a recently liberated nation of former slaves.
One might therefore assume that Moses, the towering leader who brought them out of Egypt and delivered the Torah at Sinai, would oversee every detail of the project. But that is not what happens. Instead, Moses steps back and appoints a master craftsman, Betzalel, to lead the work.
Alongside him is Oholiav, and together they assemble a team of skilled artisans described by the Torah as people whose hearts were filled with wisdom and whose spirits were inspired to contribute. Curiously, Moses does not micromanage the process. Instead, he empowers others to build.
It is a remarkable moment. The leader of the Jewish people — the man through whom God speaks — understands that the Mishkan will never become a national spiritual center if it is simply the project of one man. It must become the creation of an entire people.
And so, Moses does something that many leaders struggle to do: He lets others lead. Because the ultimate leaders understand that their true legacy is not what they build with their own hands, but what they inspire others to build with theirs.
Moses’ greatest achievement here may not have been the Mishkan itself, but rather the establishment of a model of leadership that nurtures a new generation of leaders and builders. This same model would guide Jewish history at one of its most fragile moments.
When the Romans stood on the brink of destroying Jerusalem and the Second Temple in the year 70 CE, it seemed as if the spiritual center of Jewish life might disappear forever. The Temple had stood at the heart of Jewish religious life for centuries. Without it, the future looked bleak.
At that moment of crisis, the leader of Jerusalem’s beleaguered community, Rabbi Yochanan ben Zakkai, understood something essential. The survival of Judaism would not depend on rebuilding stones and walls once they were gone. It would depend on building the next generation of Jewish leaders.
With this in mind, he had himself smuggled out of the besieged city and asked the Roman general Vespasian to allow him to establish a new center of learning in Yavneh. Vespasian agreed, and after the destruction, Rabbi Yochanan ben Zakkai began teaching a remarkable group of students.
The Mishnah in Pirkei Avot records their names and their individual strengths with unusual care: Rabbi Eliezer ben Hyrcanus, Rabbi Yehoshua ben Chananiah, Rabbi Yose HaKohen, Rabbi Shimon ben Netanel, and Rabbi Elazar ben Arach. Each possessed a different temperament and intellectual strength, and each would go on to shape the next generation of Jewish scholarship.
Like Moses, Rabbi Yochanan ben Zakkai had his eye on the future. He set about creating the scholars who would carry Judaism forward after the Temple was gone — and after he himself was gone. From Socrates in Athens, to Hippocrates in the early days of medicine, to William Osler in the hospitals of modern universities, the pattern repeats itself across history: The greatest mentors do not simply teach. They create teachers.
And perhaps that is the deepest lesson of Moses’ leadership in Parshat Vayakhel. His example — like that of Socrates, Hippocrates, and Osler — shows that the measure of great leaders is not in what they build alone, but how they empower and inspire future generations to build and lead.
Moshe did not merely build a sanctuary in the wilderness. He created a model of leadership that empowered others to build alongside him. Which is why, for posterity, he is not known as King Moses or Priest Moses — but Moshe Rabbeinu, Moses our teacher.
Because the greatest leaders do not leave behind monuments. They leave behind people who know how to build them.
The author is a rabbi in Beverly Hills, California.
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Apartheid Week Exposed: Combating a Vicious Anti-Israel Lie on Campus
An “Apartheid Wall” erected by Harvard University’s Palestine Solidarity Committee. Photo: X/Twitter
On a sundrenched corner of coastline, a light breeze dances across the blue waves. But what seems pleasant at the surface, ideal even, is hardly the full story. To the side, a metal sign reads: “Under Section 37 of the Durban Beach by-laws, this bathing area is reserved for the sole use of members of the white race group.” The city is Durban, the third-most populous city in South Africa, and this scene was commonplace under its erstwhile apartheid regime. “Apartheid,” Afrikaans for “separateness,” was a brutal system of legally enforced racial segregation that dominated Africa’s southernmost nation until being finally abolished in 1994.
But what does this faraway land have in common with Israel? According to the anti-Zionist movement, a heck of a lot. To compare this former regime to the anti-Zionists’ warped version of the Jewish State, they even hold an annual ritual of “Israel Apartheid Week” (IAW) in protest of the latter’s continued existence. This canard is being legitimized at the very top, with California Governor and presidential hopeful Gavin Newsom recently going so far as to assert that many observers are “appropriately” describing Israel as an “apartheid state.” What was once a fringe preserve of college radicals is now being increasingly indulged by the mainstream.
In reality, aside from those sunny beach fronts, Israel has precisely nothing in common with the racist regime that stained South African society for far too long. Under Israeli law, racial discrimination is illegal, and previous surveys suggest that 80 percent of Arab citizens prefer living there than anywhere else. Arab-focused political parties are elected to Israel’s parliament, the Knesset, and people of all backgrounds hold prominent roles across all sectors. Israeli Christians, the majority of whom are Arab, are an upwardly mobile minority over-represented across law and computer science subjects.
Such facts would not have been simply unlikely in apartheid South Africa, but completely out of the question. Non-white South Africans could not even legally sip coffee in the same cafe as their Caucasian compatriots, never mind hope to seek employment or excellence in the same fields or pursue friendship or relationships.
When confronted, Israel’s detractors dismiss these facts, which disprove their apartheid slur, as “strawman” arguments, and move to claim instead that military courts, checkpoints, building restrictions, administrative detention, or alleged “Jewish-only roads” are evidence of “apartheid.”
The allegations are false — Israelis of all religions share the same roads — or at best specious. Where residents under the Palestinian Authority are prevented from roads used by Israeli Jews and Arabs, it relates to jurisdiction and security responsibility, not race or religion. During the Second Intifada, roads were repeatedly used for ambushes, drive-by shootings, and roadside bomb attacks targeting Israeli civilians: Jewish, Arab, Muslim, Christian, Druze, or otherwise. Security restrictions were introduced to separate civilian traffic from known attack corridors, which significantly reduced the frequency of attacks. Checkpoints and military courts, too, arise from an unresolved territorial conflict and ongoing security concerns, not a policy of racialized segregation.
This organized intellectual assault on Israel’s existence is nothing new. “Apartheid Week” was launched in 2005 and has been an outlet for misinformation and lies ever since. While the Boycott, Divestment, and Sanctions (BDS) movement that aids it brands itself as “grassroots,” it enjoys swathes of establishment backing. NGO Monitor has exposed how various governments, the European Union, and anti-Zionist groups like the New Israel Fund routinely help pay for and publicize groups responsible for such campaigns on campus and beyond. It is therefore up to the rest of us to put up a veritable opposition to their tempting babble.
Naturally, there will always be a core of hardline activists unwilling to interrogate their own prejudices, but plenty of ordinary students have simply never heard another side to the story. Many young people also feel intense social pressure to accept flawed anti-Zionist talking points. Giving such students the space to hear a new perspective can help them interrogate and form their views in a more constructive environment. This is what the Committee for Accuracy in Middle East Reporting and Analysis (CAMERA)’s sixth annual “Apartheid Week Exposed” campaign, and our work all year-round, seeks to encourage at this critical juncture.
This week, our campus program will partner with “Israel-is” to host a campus speaking and tabling tour across Florida and California. The program will feature two speakers with firsthand perspectives on the Middle East. In Florida we will host Neriya Kfir, an Israeli Oct. 7 survivor and former IDF soldier, and Padideh Daneshzad-Moghaddam, an Iranian speaker who grew up under the Islamic Republic and will share insights into her life in her home country and the aspirations many Iranians have for freedom. Then in the Golden State, Staff Sergeant Dean Cohen and Farriba, an activist born in Mashhad, northeast Iran, will take the reins.
We have already, and will continue, to hold similar educational events with students across the US and around the world. We are also providing students with helpful myth-busters on Israel and the Middle East, offering them the factual grounding to help them navigate what may feel like a lonely university experience.
We seek to elevate voices that you are not likely to hear on campus. IAW and its allies routinely celebrate the tyrannical theocrats responsible for massacring peaceful protestors, abusing women, and organizing terror around the world, atrocities they both bizarrely celebrate and continue to deny. IAW activists seemingly place little value on any human life deemed to get in the way of their anti-Israel aims. This year, and in previous ones, various campus groups are using IAW to rally for the release of Marwan Barghouti from Israeli prison. In 2004, he was convicted on five counts of murder for the deaths of four Israelis and a Greek Orthodox monk.
Students in America and beyond — Jewish, Muslim, Christian, or otherwise — deserve a better future. One in which constructive dialogue replaces name-calling and intimidation. Administrators, for their part, should also make clear that the university does not endorse the claims made during these partisan campaigns and should enforce standards of conduct when activism crosses into harassment or violence. It is certainly a big ask, but we can only hope for such a change if we help to build it.
