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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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He photographed the defining image of 9/11 – and Jewish history for 50 years
Robert Cumins stood on his ninth-floor balcony in Verona, New Jersey, camera in hand, when he saw a plane heading toward Lower Manhattan. He figured it was just another flight out of Newark. He snapped two quick frames anyway — a plane against a skyline, nothing more — and kept watching.
Then came the fireball.
He had no idea, in that instant, that he had already taken the photograph that would define his career — that he was, in fact, photographing the last seconds of the 65 people aboard United Airlines Flight 175, en route from Boston to Los Angeles. He wouldn’t even remember the plane was in the frame until he saw the developed film an hour later. For that hour, he believed he only photographed the explosion, not the moments before.
Twenty-five years on, Cumins, now 78, still lives in that apartment. He still faces the same skyline — a skyline he has spent 25 years learning not to search for two towers that are no longer part of it.
That photograph made Cumins famous. It is one entry — the most-viewed one, certainly — in a career now entering its sixth decade, a career that has put him, again and again, at the edge of history he did not make.
He straightened Israeli Prime Minister Yitzhak Rabin’s bow tie backstage, 10 days before the prime minister was assassinated, then flew to Israel to photograph his funeral. He spent 10 days documenting Israeli Prime Minister Yitzhak Shamir. He stood close enough to photograph the signing of the Oslo Accords, the Camp David Accords, the Israel-Jordan peace treaty — three of the defining diplomatic moments of the modern Middle East.
Call him the Forrest Gump of Jewish history.
‘Turn around, kid’
Cumins’ workday on the morning of September 11, 2001, started with a red light.
He was driving down the hill from his apartment, headed out for coffee, when he stopped at the bottom and, out of habit, flipped on the radio. A WCBS helicopter reporter was already mid-report, something about a tower. By the time the light turned green, an anchor had cut in with the words: the World Trade Center.
Cumins turned the car around. He drove back up the hill. The elevator was sitting there, waiting. He rode up to the ninth floor. Before he was all the way inside his apartment, he could already see smoke pouring off the North Tower, 15 miles across the water. He ran for his camera, loading film and changing lenses as he crossed the living room toward the balcony.
He got there at 9:03 a.m. — four and a half minutes after the stoplight turned green. He’s gone over that stretch of time so often he can repeat it without thinking. A slower elevator, and he never gets the shot.
Cumins believes it was his mother, who died about a month before 9/11, who led the way. “Sometimes I say it was a spiritual thing,” he said. “She was watching over me at that red light. ‘Turn around, kid. This is big.’”
A convertible and a Kinko’s
By the time Cumins got his film to the photo lab in New Milford, he had already forgotten about the plane entirely. The fireball, he remembered — that part was impossible to forget. The plane itself, the thing he’d actually pointed his camera at, was gone from his mind completely.
Cumins stood over the technician’s shoulder as the scanner worked backward through the roll of Kodak film — 19 frames total — hunting for the explosion. They found it. Then he asked to see the beginning of the roll.
The first frame showed the plane against the skyline, smoke already rising from the first tower. In the next, a red dot flared just above the plane’s tail. Then came the explosion. The moment took three frames of film. Getting the picture to an editor took the rest of the day.
Cumins called his agent, who reached an editor at People — the magazine wanted the image immediately, as large as he could send it. Cumins had an AOL account with a 16-megabyte limit. Every file he tried to send bounced back, too big.
He hopped in his Audi TT convertible, top up, and sped to a Kinko’s on Route 3 in Clifton, and spent the day with a store clerk, the two of them trying to coax something too large through a connection too small. Confirmation came at 9 p.m., just ahead of deadline. The photo ran on People’s cover as a double-page foldout.
The top of his car stayed closed for weeks after that. “I could not bring myself to put down the roof,” Cumins said, “to enjoy the simple pleasures of light and fresh air during such a dark time.”
Documenting modern Jewish history
Cumins built a career on trust. At 14, he sent a telegram to President John F. Kennedy’s press secretary asking to visit Washington. The press secretary said yes. It wouldn’t be the last time a powerful person said yes to him.
It was almost by accident that his persuasiveness led him into Jewish photography at all. In 1970, a colleague asked him to shoot a Jewish Federation breakfast in Miami. His first Jewish communal assignment — a parlor meeting in a private home in Elizabeth, New Jersey — followed a few months later. It was the first of hundreds. Over the next five decades, he photographed scores of events and made roughly 250 trips to Israel, building trust as he went.
In 1988, that trust bought him 10 days inside Yitzhak Shamir’s daily life — meetings and meals, including moments when no one else was in the room. “He was very kind to me,” Cumins recalled. The photographs ran in The New York Times Magazine, in Life and in newspapers across the globe.
In October 1995, Cumins was backstage at a black-tie reception in Washington when he noticed Yitzhak Rabin’s borrowed bow tie had come loose from his collar. Cumins walked over and fixed it. “I had spent a lot of time previously with Rabin,” he said. “Otherwise, I would never have gotten near his neck.”
Ten days later, Rabin was assassinated. Cumins flew to Israel and back in a single day to photograph the funeral — soldiers saluting the casket, an aide reading from the blood-stained speech recovered from Rabin’s jacket. Two weeks before, at that reception in Washington, he’d photographed President Bill Clinton and Leah Rabin laughing together. Now he photographed Clinton consoling her as a widow — two photos, worlds apart, taken by the same man.
Even after 9/11 made him famous, Cumins kept doing what he had always done. He signed on as one of Hillary Clinton’s photographers during her first Senate campaign. After she won, he asked to come along, at his own expense, when she made her first trip to Israel as senator. He wanted total access. He got it, as he generally did.
On that trip in 2002, in Prime Minister Ariel Sharon’s office, Clinton introduced Cumins to those gathered: “Mr. Cumins, he took the great picture of 9/11,” she said. Later that trip, at a dinner in Tel Aviv, Cumins caught a quiet moment between Clinton and Shimon Peres, one of his more striking portraits.
‘Split second of innocence’
Somewhere along the way, the work of chronicling history gave way to the work of storing it.
What’s left of his archive now sits in a couple of private storage units in New Jersey — roughly 600 square feet of file cabinets and boxes, labeled by project, holding a record of Jewish and Middle East history that exists nowhere else. It has cost what Cumins describes as “a fortune” over the years. He’s hoping a philanthropist will buy the collection and gift it to an institution built to care for things longer than any one person can. He hasn’t found one yet.
In the meantime, he’s still in the same ninth-floor apartment in Verona, still facing the same Manhattan skyline. He photographs it constantly — beautiful sunrises and sunsets, weather rolling in over the water — and he says there’s almost always a plane somewhere in the frame, whether he’s trying to catch one or not.
Cumins has a phrase for what he photographed 25 years ago: “the final split second of innocence” this country ever had. Between the first plane and the second, there were 17 minutes in which the country still believed, or wanted to believe, that this might be an accident.
Then reality hit. The U.S. was under attack. Life would never be the same, especially for the man who captured that moment in history.
Some photographs you take. Others, it turns out, take you — and don’t ever quite let go.
The post He photographed the defining image of 9/11 – and Jewish history for 50 years appeared first on The Forward.
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Portuguese artists pull out of Jerry Seinfeld-headlined festival
(JTA) — Several Portuguese artists have dropped out of a comedy festival in Lisbon headlined by Jerry Seinfeld, citing their support for Palestinians and implying opposition to Seinfeld’s support for Israel.
At least six acts over recent days have canceled their appearances at the MEO Commedia a La Carte Fest, a new international comedy festival in the Portuguese capital. The event from Oct. 29 to Nov. 1 has advertised that it will host Seinfeld’s first live appearance in Portugal.
Though none of the artists who withdrew mentioned Seinfeld by name, some hinted at a boycott against his pro-Israel views. The Jewish comedian has become one of Hollywood’s most prominent advocates for Israel since October 2023.
Actress and comedian Inês Aires Pereira announced on Instagram on Saturday that “one of the names” featured at the festival “persistently defends ideas and acts that I consider indefensible,” adding, “We cannot relativize or normalize a genocide.”
The comedy duo Cebola Mol posted a graphic of themselves with a watermelon, widely recognized as a symbol of solidarity with Palestinians. “We will celebrate justice, freedom and joy with you on another occasion,” they said on Instagram.
The festival announced on Friday that performances by the groups Tributo Pop and Conjunto Cuca Monga were also canceled, but did not provide reasons. Two other acts, comedian Pedro Tochas and visual artist Vhils, shared their cancellations on Instagram without further details.
Seinfeld has aligned himself with Israel during its current conflict in Gaza, following decades of largely avoiding commenting on political issues. He visited Israel in December 2023 to meet with the families of hostages seized by Hamas on Oct. 7 of that year. Since then, he has attracted attention for a series of dismissive remarks toward pro-Palestinian advocates.
During an appearance last year at Duke University, Seinfeld compared pro-Palestinian activists with the Ku Klux Klan, saying, “The Klan is actually a little better here because they can come right out and say, ‘We don’t like Blacks, we don’t like Jews.’ OK, that’s honest.”
Representatives of Seinfeld and producers of the MEO Commedia a La Carte Fest did not immediately respond to requests for comment.
The post Portuguese artists pull out of Jerry Seinfeld-headlined festival appeared first on The Forward.
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UK, France, Canada to ban goods from Israeli settlements
(JTA) —
The United Kingdom, France and Canada will ban goods produced in the West Bank settlements and Jewish neighborhoods of East Jerusalem, British Foreign Secretary Ed Miliband told Parliament on Tuesday, explaining that all such communities were deemed by his country to be illegal.
The declaration exacerbated the rising tensions riling the traditionally strong Israel-U.K. alliance. Israeli Foreign Minister Gideon Sa’ar warned that these steps stoked antisemitism against British Jews in an on-camera statement to reporters in Jerusalem.
Sa’ar charged that the measures were a politicized hostile action deliberately taken ahead of Friday’s Jewish New Year holiday, with an eye toward influencing the country’s Oct. 27 elections.
Israel, he said, is responding by closing the British Consulate in Jerusalem that services Palestinians. It will also remove British representatives from the International Gaza Support Center in Kiryat Gat and halt the British training of Palestinian Authority security forces. He added that Israel would bar the entry of 12 British politicians and other nationals involved in anti-Israel activity.
France and Canada have also announced a ban on the import of settlement goods, Miliband told parliament. He noted that the Netherlands, Ireland, Belgium, Spain and Norway have either banned goods or in the process of doing so.
In the same address, Miliband affirmed Israel’s right to exist, reflected on his own Jewish roots and rejected the notion that there was a connection between the policy steps against West Bank settlement activity and the safety of British Jews.
What is motivating the U.K., Miliband said, is “a deep sense of shame about what has unfolded in Palestine under the eyes of the international community” as well as Israel’s “clear intent to bury the Palestinian state.”
In response, he said, the U.K. “will introduce an import ban on goods from illegal settlements in the occupied [Palestinian] territory” as part of a “new comprehensive sanctions regime” that will be put in place within nine months.
This will include, he said, “action against specific companies and individuals who provide services, such as construction, infrastructure, financing or real estate for settlement expansion.”
To those who “finance or facilitate illegal settlements, let me say this, you will face the full force of U.K. sanctions,” Miliband warned.
Miliband clarified that the ban would not affect the export of religious items or life-saving Israeli medications. He explained that trade with the settlements was minimal and that the greater impact would be the sanctions on services.
As part of declaring the ban, Miliband said that the British government is also adopting the International Court of Justice’s 2024 advisory opinion that all Israeli settlement activity over the pre-1967 border was illegal.
But others in Parliament pushed back against Miliband’s declaration. MP Richard Tice of Britain’s right-wing Reform party said that the sanctions were a grave mistake that would “embolden the scourge of antisemitism against British Jews on British streets,” endanger ties with the United States and lead to “tit for tat” sanctions from Israel.
Miliband shot back that “no British Jew is responsible for the policies of the Israeli government and it behooves all of us to make sure that there can be no confusion about that,” saying that Tice’s statement “fell foul” of that goal.
The U.K. action is the latest escalation in tensions between Israel and the Labour-led British government headed by Prime Minister Andy Burnham, who took power in July.
The prior government, led by former Labour Premier Keir Starmer, had already angered Israel by recognizing Palestinian statehood in 2025, suspending licenses for the export of arms to Israel and freezing talks toward a free-trade agreement.
France and Canada are also announcing a ban on the import of settlement goods, Miliband told parliament. He explained that the Netherlands, Ireland, Belgium, Spain, and Norway have either banned goods or in the process of doing so.
In concert with Miliband’s appearance at Parliament, Britain and 11 other countries issued a joint statement pledging “their intention to introduce national and/or support European restrictions on trade in goods with settlements which are illegal under international law.”
Those other countries were Canada, Denmark, Finland, France, Iceland, Ireland, Norway, Poland, Portugal, Spain and Sweden.
The 12-country bloc said it was taking this step to maintain the viability of the two-state resolution to the Israeli-Palestinian conflict, describing the situation in the West Bank as “rapidly deteriorating.”
In its statement, the bloc stressed that it was taking this step amid an “unprecedented level of settler violence and settlement expansion, including the unacceptable decision to publish tenders for the E1 settlement project.” That project is seen as cutting through land that would render a Palestinian state unviable.
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