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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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A Yiddish chorus in Sao Paulo, Brazil finds its voice again
אין סאַאָ־פּאַולאָ, דער גרעסטער שטאָט אין בראַזיל, האָט דער אײנציקער כאָר אין לאַנד װאָס זינגט אױסשליסלעך אױף ייִדיש, אַרױסגעגעבן אַן אַלבאָם װאָס קלינגט סײַ טיף פֿאַרװאָרצלט אין טראַדיציע, סײַ באַנײַעריש. דער אַלבאָם הייסט „שמשׂ“ (אַרויסגערעדט „שאַמעס“).
דעם אַלבאָם האָט דער „טראַדיציע כאָר“ צוגעגרייט אין דער באָם־רעטיראָ געגנט, װאָס איז אױסגעפֿורעמט געװאָרן דורך נאָכאַנאַנדיקע כװאַליעס אימיגראַנטן פֿון פֿאַרשײדענע לענדער און קהילות. דער דיסק הײבט זיך אָן מיט גרױסע שלאַגערס פֿון ייִדישן רעפּערטואַר און ברײטערט זיך אױס אין אומגעװײנטלעכע ריכטונגען, בתוכם אימפּראָװיזירונג, עלעקטראָנישער מוזיק און באַגעגענישן מיט אַנדערע מוזיקאַלישע טראַדיציעס.
די פּרעמיערע פֿונעם אַלבאָם האָט מען אָפּגעהאַלטן דעם 22סטן אַפּריל אין „פֿאָלקסהױז“, אַ װיכטיקן ייִדישן קולטור־צענטער אין שטאָט, װאָס איז געגרינדעט געװאָרן אין 1946 אין אָנדענק פֿון די קרבנות פֿון חורבן. זינט יענער צײַט אָריענטירט זיך דאָס „פֿאָלקסהױז“ לױט די ייִדישיסטישע און אַנטיפֿאַשיסטישע פּרינציפּן פֿון איקו״ף (דעם „ייִדישן קולטור־פֿאַרבאַנד“), און פֿירט אָן, ביז הײַנט, מיט אַ ייִדישער ביבליאָטעק, קולטורעלע און פּעדאַגאָגישע אַקטיװיטעטן, און מיטן ייִדישן כאָר.
לױט די קוראַטאָרן פֿון אַלבאָם — קאַיאָ־מאָטל לעשער, לאַוראַ װיאַנאַ און זשוליאַ מאָרעלי — פֿונקציאָנירט זײַן טיטל װי אַ שליסל־מעטאַפֿער פֿאַר דעם גאַנצן פּראָיעקט. די 99־יאָריקע דיריגענטקע הוגעטאַ סענדאַטש איז די צענטראַלע פֿלאַם, װאָס װײַזט דעם װעג פֿון דער רײַכער ירושה פֿון דער ייִדישער שפּראַך צו די נײַע דורות זינגערס און ליבהאָבערס פֿון ייִדיש אינעם פֿאָלקסהױז. שוין צענדליקער יאָרן וואָס סענדאַטש פֿירט אָן מיטן כאָר.
דער אַלבאָם, װאָס איז שױן צוטריטלעך אױף „סאַונד־קלאַוד“, װעט סוף מײַ אָנקומען אין „ספּאָטיפֿײַ“, און װעט אױך אַרױסגעגעבן װערן װי אַ װיניל־פּלאַטע אין סעפּטעמבער. ער איז סטרוקטורירט װי אַ פּאַלינדראָם, פּונקט װי דאָס װאָרט „שמשׂ“ אַלײן, און קען װערן אָפּגעשפּילט אין צװײ ריכטונגען, װאָרעם די כּמעט־סימעטרישע זײַטן א׳ און ב׳ שאַפֿן אַ דיאַלאָג צװישן געדעכעניש און נײַע דערפֿינדונגען.
אױף דער ערשטער זײַט פֿונעם אַלבום, טרעט אױף דער כאָר ווי אַ טראַדיציאָנעלערער אַנסאַמבל, מיט נײַע אַראַנזשירונגען פֿון זשאָאַאָ באַריסבע און הוגעטאַ סענדאַטש. דער רעפּערטואַר נעמט אַרײַן סײַ קלאַסיקערס װי די פּאַרטיזאַנער־הימנע „זאָג ניט קײן מאָל“, סײַ פֿאָלקס־ניגונים. דער טרומײטער פֿראַנק לאָנדאָן, צוזאַמען מיטן קלאַרנעטיסט אַלעקס פּאַרק און דעם פּיאַניסט דניאל שאַפֿראַן, מישן צונויף דאָס כאָר־געזאַנג מיטן אינסטרומענטאַלן קלאַנג פֿון כּלי־זמר־מוזיק.
אױף דער צווייטער זײַט, װערן די זעלבע לידער דעמאָנטירט און באַשאַפֿן אױף ס׳נײַ דורך אײַנגעלאַדענע קינסטלערס, װי אַרטאָ לינדסײ, װאָס אימפּראָװיזירט אויפֿן סמך פֿון „זאָג ניט קײן מאָל“; קאַרלאַ באָרעגאַס, װאָס פֿאַרװאַנדלט אַ װיגליד אין אַן עטערישער (ethereal, בלע״ז), קלינגעװדיקער לאַנדשאַפֿט; פּאַולעטע לינדאַסעלװאַ, װאָס מאַכט איבער דאָס ליד „שאַ, שטיל” אין אַ פּולסירנדיקער עלעקטראָנישער שאַפֿונג; און אַװאַ ראָשאַ, װאָס גיט דעם חסידישן ניגון „בים־באַם“ אַ נײַע אינטערפּרעטאַציע.
אַנדערע דיאַספּאָרישע טראַדיציעס קומען אױך אַרײַן אין שפּיל. אַ כאָר פֿון קאָרעאַנער מאַמעס, װאָס איז טעטיק אין באָם־רעטיראָ, זינגט אַ טײל פֿונעם קאָרעאַניש פֿאָלקסליד „דאָס ליד פֿון מײַן מאַמען“, בשעת די אַפֿראָ־בראַזיליאַנער גרופּע פֿון פֿרױען־פּײַקלערס, „אילו אָבאַ דע מין“, באַגלייט דעם ייִדישן שלאַגער „שפּיל זשע מיר אַ לידל“. דער דאָזיקער נוסח פֿון ליד איז באַשאַפֿן געװאָרן אין צוזאַמענאַרבעט מיט דער ישׂראלדיקער קינסטלערין יעל ברתּנא פֿאַר דער פּיעסע „מיר זײַנען דאָ!“, װאָס איז פֿאָרגעשטעלט געװאָרן אין טאַיִב־טעאַטער.
דער פּראָיעקט נעמט אױך אַרײַן אַ נאָטנהעפֿט מיט װערטער אױף ייִדיש, סײַ מיט ייִדישע אותיות, סײַ טראַנסליטערירט, און אױך אױף פּאָרטוגעזיש. די איבערזעצונגען זײַנען געמאַכט געװאָרן דורך דעם סאַאָ־פּאַולער ייִדישיסטישן קאָלעקטיװ „ייִדישע טרופּע“ און דורך דער דיריגענטקע הוגעטאַ סענדאַטש אַלײן. דער מאַטעריאַל װערט באַגלײט אױך פֿון טעקסטן װעגן דעם רעפּערטואַר און דער טראַדיציע פֿון כאָר־געזאַנג אױף דער ייִדישער שפּראַך.
„שמשׂ“ װירקט װי אַ שטילער מאַניפֿעסט. דער טראַדיציע־כאָר, װאָס שטײט אין דער מסורה פֿון ייִדישע כאָרן אין סאַאָ־פּאַולאָ, מיט אַ העכער הונדערט־יאָריקער געשיכטע, װײַזט אױף אַן אַנדער פֿאָרעם פֿון המשכדיקײט, װאָס באַנײַט זיך אין אױסטױש מיט נײַע קאָנטעקסטן, ריטמען און פּאַרטנערס.
אין „פֿאָלקסהױז“ בלײַבט די ייִדישע קולטור אַזױ לעבעדיק, גראָד װײַל זי בײַט זיך כּסדר און שטײט אין ענגער פֿאַרבינדונג מיט אַנדערע שפּראַכן און מינהגים. אַזױ אַרום דינט דער טיטל פֿון אַלבאָם מער װי נאָר אַ מעטאַפֿער. ער באַשרײַבט דעם פּראָיעקט אַלײן׃ אַ פֿלאַם, װאָס טײלט זיך מיט איר פֿײַער מיט אַנדערע, אָן צו פֿאַרלירן דערבײַ איר אײגן ליכט.
[דער אַרטיקל איז רעדאַקטירט געוואָרן מיט דער הילף פֿון גוסטאַװאָ־גרשום עמאָס]
The post A Yiddish chorus in Sao Paulo, Brazil finds its voice again appeared first on The Forward.
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Trump Says ‘Good Chance’ of Iran Nuclear Deal After Delaying Strike
US President Donald Trump delivers remarks on the White House campus in Washington, DC, US, May 18, 2026. Photo: REUTERS/Jonathan Ernst
US President Donald Trump said on Monday there was a “very good chance” the United States could reach an agreement with Iran to prevent Tehran from obtaining a nuclear weapon, hours after saying he had postponed a planned military attack to allow negotiations to continue.
“There seems to be a very good chance that they can work something out. If we can do that without bombing the hell out of them, I would be very happy,” Trump told reporters gathered for a drug price announcement.
Earlier in the day, Trump said he had paused a planned attack against Iran to allow for negotiations to take place on a deal to end the US-Israeli war, after Iran sent a new peace proposal to Washington.
Trump said he had instructed the US military that “we will NOT be doing the scheduled attack of Iran tomorrow, but have further instructed them to be prepared to go forward with a full, large scale assault of Iran, on a moment’s notice, in the event that an acceptable Deal is not reached.”
No such attack had previously been announced, and Reuters could not determine whether preparations had been made for strikes that would mark a renewal of the war Trump started in late February.
Under pressure to reach an accord that would reopen the Strait of Hormuz, Trump has previously expressed hope that a deal was close on ending the war, and similarly threatened heavy strikes on Iran if Tehran does not reach a deal.
In his post, he said the leaders of Qatar, Saudi Arabia, and the United Arab Emirates had requested that he hold off on the attack because “a Deal will be made, which will be very acceptable to the United States of America, as well as all Countries in the Middle East, and beyond.” He did not offer details of the agreement being discussed.
Trump’s post came after Iranian Foreign Ministry spokesperson Esmaeil Baghaei confirmed that Tehran’s views had been “conveyed to the American side through Pakistan” but gave no details.
A Pakistani source confirmed that Islamabad, which has conveyed messages between the sides in the war in the Middle East since hosting the only round of peace talks last month, had shared the latest proposal with Washington. But the source suggested progress had been difficult.
The sides “keep changing their goalposts,” the Pakistani source said, adding: “We don’t have much time.”
IRAN REMAINS DEFIANT
Iran remained defiant in statements issued on state media after Trump’s announcement, warning the US and its allies against making any further “strategic mistakes or miscalculations” in attacking Iran, while contending the Iranian armed forces were “more prepared and stronger than in the past.”
Iran‘s top joint military command, Khatam al-Anbiya, said Iran‘s armed forces are “ready to pull the trigger” in the event of any renewed US attack, according to Iran‘s Tasnim news agency.
“Any renewed aggression and invasion … will be responded to quickly, decisively, powerfully, and extensively,” the commander of Khatam al-Anbiya, Ali Abdollahi, was quoted as saying.
The Iranian peace proposal, as described by a senior Iranian source, appeared similar in many respects to Iran‘s previous offer, which Trump rejected last week as “garbage.”
It would focus first on securing an end to the war, reopening the Strait of Hormuz – a major oil supply route that Iran has effectively blockaded – and lifting maritime sanctions.
APPARENT SOFTENING BY WASHINGTON
Contentious issues around Iran‘s nuclear program and uranium enrichment would be deferred to later rounds of talks, the source said.
However, in an apparent softening of Washington’s stance, the senior Iranian source said on Monday that the United States had agreed to release a quarter of Iran‘s frozen funds – totaling tens of billions of dollars – held in foreign banks. Iran wants all the assets released.
The Iranian source also said Washington had shown more flexibility in agreeing to let Iran continue some peaceful nuclear activity under supervision of the International Atomic Energy Agency.
The US has not confirmed that it has agreed to anything in the talks.
Iran‘s Tasnim news agency separately quoted an unidentified source as saying the US had agreed to waive oil sanctions on Iran while negotiations were under way.
Iranian officials did not immediately comment on Tasnim’s report, which a US official, who declined to be named, said was false.
A fragile ceasefire is in place after six weeks of war that followed US-Israeli airstrikes on Iran, although drones have been launched from Iraq towards Gulf countries, including Saudi Arabia and Kuwait, apparently by Iran and its allies. Pakistan’s Foreign Ministry issued a statement on Monday condemning a drone attack on Sunday, in which Saudi Arabia said it had intercepted three drones that entered the country from Iraqi airspace.
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Israeli flag attack ad prompts antisemitism charge in PA state race — yet boosts the Jewish candidate
Bradley Merkl-Gump, a former middle school social studies teacher and school board member running for Pennsylvania state senate in Tuesday’s primary, is seeking a state job that has little to do with global politics.
Yet voters received campaign mail plastered with an Israeli flag, portraying him as the candidate of an “Israel first” political machine.
The mail, paid for by the Protecting Our Democracy PAC, casts Merkl-Gump as the “hand-picked candidate of the corporate, Israel-first Democratic party boss and insiders” and a “party boss and special interest puppet.” It pictures him in the company of Pennsylvania Sen. John Fetterman, who is a stalwart Israel ally, and — embellished with the Israeli flag — Steve Santarsiero, a Jewish Democratic state senator from a neighboring district who endorsed Merkl-Gump.
Santarsiero, who converted and has a Jewish family, has twice introduced legislation to withhold funding from any Pennsylvania colleges that divest from Israel, but he is a relative moderate on Israel: He has also said he does “not support either Benjamin Netanyahu or his right-wing government,” and does “support the creation of a Palestinian state.”
Merkl-Gump took to Instagram earlier this month to condemn the flyers, accusing the PAC of “targeting his Jewish faith” and declaring “This has gone too far.” He has also has hinted at concerns about the anti-divestment resolution, saying in a recent debate: “We should never be preventing any institution in this state from using its free speech.”
He did not respond to the Forward’s request for comment.
Complicating the picture: the candidate Protecting Our Democracy PAC is promoting in the mailer, Lehigh County Controller Mark Pinsley, is Jewish.
He is also a vocal voice criticizing Israel. The flyer notes that Pinsley “spoke out against Netanyahu’s war crimes.” Like many in his Democratic Party, Pinsley has called Israel’s military campaign in Gaza a genocide.
Pinsley says he sees the mail as pushback on Israel-related policy rather than animus toward Jews.
“To me, it looks like a sharp criticism of a specific vote on a specific bill,” Pinsley said in an interview with the Forward, referring to Santarsiero’s anti-BDS legislation.
Pinsley noted that Pennsylvania Sen. John Fetterman, who is not Jewish but is one of the most outspoken Democrats in support of Israel, also appears in the flyer.
Still, Pinsley conceded that it was disingenuous to tie Fetterman, Merkl-Gump and Santarsiero together through Israel-related framing.
He also condemned the mail as an example of “dark money and outside groups poisoning our politics.”
But other Jews in the district expressed alarm.
Rabbi Moshe Re’em of Temple Beth El in Allentown, which has many congregants located in the district, said the PAC’s focus on Israel seemed intended to “demonize” and “create a kind of a panic.”
“The country that receives the second largest sum of foreign aid in terms of the military is Egypt, and one can have dual citizenship also with Egypt, but you don’t see anyone targeting Egyptian Americans as prioritizing funds for Egypt over local funding,” Re’Em told the Forward. “You have to really question and wonder if something’s being singled out, the extent to which it’s problematic.”
Stealth game?
Accusations that political candidates are “Israel first” have mushroomed with U.S. involvement in the Iran war and funding for Israel’s defense, invoking claims that Jews and their allies have un-American, pro-Israel dual loyalties. Those charges typically revolve around funding AIPAC, the mega pro-Israel campaign group, and the candidates who have received its support.
But state candidates don’t receive money from AIPAC and have no power over foreign policy. Candidates in the Pennsylvania race have largely focused on local issues like bringing down the cost of housing.
The winner of Tuesday’s primary will face off against Republican state Sen. Jarrett Coleman, who assumed office in 2023, and some in the district suspect that the mailer boosting Pinsley is intended to help Coleman get re-elected by prompting Democrats to elect someone too far to the left to win the general election.
The “Israel first” line of attack against Merkl-Gump may also serve an entirely unrelated interest.
The Protecting Our Democracy PAC has links to the “skill game” industry — games similar to slot machines but involve a higher level of player input, avoiding gambling regulation and taxes.
Public records list Joseph Calla, the owner of game supplier Capital Vending in Mechanicsburg, Pa., who wrote an op-ed in January against a proposed tax on the skill games industry, as the chairperson of the Protecting Our Democracy PAC. Calla declined to comment to the Forward.
Coleman’s campaign has received nearly $400,000 from skill-game executives and has argued that taxing the industry would hurt organizations that rely on revenue from skill games, such as fraternal clubs that serve veterans. Coleman did not respond to the Forward’s request for comment.
“These guys are just trying to create chaos,” Pinsley said. “It’s unfortunate that politics has turned into such a nasty game.”
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