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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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A Democratic upset in Connecticut — but Israel was not a factor
(JTA) — Luke Bronin scored a decisive victory over longtime Rep. John Larson in Connecticut’s Democratic primary Tuesday, marking another defeat for AIPAC which had backed the 14-term congressman.
The pro-Israel lobby group is increasingly viewed as politically toxic in Democratic primaries across the country, with several progressive candidates notching victories after making opposition to the group a centerpiece of their campaigns.
Israel and the American Israel Public Affairs Committee, however, were not at the forefront of the contest in Connecticut’s 1st Congressional District, reflecting a more nuanced picture regarding Democratic voters’ shifting sentiments toward Israel.
Bronin and Larson, the race’s two candidates with more traditionally pro-Israel positions, together won nearly 90% of the vote, with Bronin receiving 53% while Larson received 34%. The two progressive candidates in the race, Jillian Gilchrest and Ruth Fortune, who both accused Israel of genocide in Gaza, finished a distant third and fourth.
Bronin, 46, who has Jewish ancestry on his father’s side, is the former mayor of Hartford and also served in the Obama Administration as the Deputy Assistant Secretary for Terrorist Financing and Financial Crimes. His campaign largely centered on affordability and emphasizing the need for new leadership in the Democratic party.
“If we are going to fix this mess that we are in, we need to build a Democratic Party that is bringing a whole new energy to this fight,” Bronin told supporters following his victory.
Israel was not entirely absent from the campaign. Larson, who first took office in 1999, split with Bronin during a primary debate last month when Larson defended his recent vote in support of U.S. military aid to Israel.
“Yes, I voted in favor of making sure that Israel, our ally, is going to get the aid from the United States that it needs. But the Palestinians need humanitarian aid, and Donald Trump has got to enforce the law,” Larson said.
Bronin pushed back at Larson, replying, “Trusting Donald Trump to do the right thing is a mind-blowing example of putting hope over all of the evidence in front of us.”
While Larson had long supported Israel during his tenure in Congress, he has been critical of Israel’s prosecution of the war in Gaza and treatment of Palestinians and vocally opposed the United States’ war in Iran.
Bronin, meanwhile, has said he is against taxpayer money going toward funding offensive military aid to Israel, though he supports “defenses for civilians that protect civilian life against rockets and missiles and drones.”
“I think it’s hugely important that Israel exists as a safe, secure homeland for the Jewish people,” Bronin said when asked about his views on Israel on The Lisa Wexler Show in May. He also spoke out against Prime Minister Benjamin Netanyahu, explaining that the premier had “done enormous damage to Israel’s security, Israel’s standing in the world,” adding that “we have an obligation as a country to say what’s happening is not okay.”
Bronin slightly outraised Larson on the campaign trail, receiving roughly $3.1 million largely from individual donations from billionaires and large firms, while Larson received $2.7 million and relied more on donations from PACs, according to the Federal Election Commission.
Larson received roughly $120,000 in AIPAC-linked donations during the campaign cycle, according to the campaign finance database Open Secrets.
Bronin will now face Republican Amy Chai, a physician and mental health advocate, in the general election for the state’s first congressional district. The district, which spans Bristol, Hartford and Torrington, is home to 27,800 Jews, representing 3.9% of the total population, according to the Berman Jewish Data Bank.
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Jack Ukeles, who used data and idealism to shape Jewish communal life, dies at 89
(JTA) — Throughout a storied career of more than five decades that included key roles in teaching courses at elite universities, policy planning for city and state governments and community surveys for Jewish organizations around the world, Jack Ukeles had one consistent goal: to blend research, data and strategic problem-solving with idealism in making the world a better place.
Ukeles, who died July in Jerusalem at the age of 89, was widely and deeply admired as well for his integrity, wisdom and compassion on both a personal and professional level.
He was also one of the most prominent members of a cohort of Jewish social scientists who, from the 1980s through the 2000s, played a central role in setting the agenda for organized Jewish life. Philanthropists and nonprofit leaders sought their data and recommendations on hot-button issues like rising intermarriage, attachment to Israel, population trends and declining engagement with Jewish institutions.
In 1981, Ukeles joined the Jewish non-profit world as senior planning officer of the New York Federation of Jewish Philanthropies (now UJA-Federation of New York). He led the charity’s first scientific study of the New York area’s Jewish population, and major studies on senior services and Jewish poverty.
Five years later, he went out on his own, launching Ukeles Associates, Inc., and for 28 years led consulting projects combining his experience in policy research, planning and management for a range of secular and Jewish non-profits.
Speaking at the funeral in Jerusalem, where Ukeles and his wife, Mierle, lived since making aliyah in 2012, longtime friend and colleague Asher Ostrin predicted that Ukeles’s teaching, in both classrooms and nonprofit board rooms, will have a lasting effect, especially for American Jewry.
“Generations of Jewish communal professionals are his students, and are taught to reflect the method and values he held dear,” said Ostrin, an executive at the American Jewish Joint Distribution Committee.
Those values were shaped growing up in a religious Zionist home, aware of the trauma his parents endured in Eastern Europe before settling in New York. Ukeles’s mother wanted a first-rate Jewish education for her only son, and after visiting a number of yeshivas, moved the family from The Bronx to Brooklyn so he could attend the Yeshiva of Flatbush, where he thrived academically and as student council president and member of the basketball team.
After seeing a newspaper ad announcing the opening of a university in Israel committed to integrating modern scholarship and traditional Jewish learning, he applied and was accepted in 1955 to Bar-Ilan University’s first class.
“My father was proud to be a member of that first class, and as a student leader there, he wanted to help build the school and be a part of its growth” in synthesizing secular and religious studies, his daughter Raquel Ukeles recalled. “But the administration wasn’t interested.” He was 18 at the time.
After a year in Israel, Ukeles attended a yeshiva and Brooklyn College, where he took courses in community planning, research and data. He received his B.A. in political science in 1959, and an M.A. in city planning two years later at the University of Pennsylvania. In 1962, Ukeles spent a year in New Delhi, India, as a Fulbright Fellow and returned to complete his Ph.D. at Penn in 1971.
During his graduate school years, Ukeles turned a summer job in the New York City planning department into a three-year position. He helped produce the first data-driven analysis of New York City’s housing needs, and was part of a team that reshaped the city’s approach to urban renewal.
He then turned to academia, starting a long-term pattern of moving back and forth between university posts — including the New School, where he later became chairman of the first urban policy graduate program in the U.S. — and designing and leading civil service and financial reforms in New York through the mayor’s office under Abe Beame and Ed Koch.
On behalf of Jewish organizations, he conducted a 2006 survey of Atlanta’s Jewish population that confirmed the explosive growth of Jewish communities in the Sun Belt, and co-authored a 2002 community study showing how Russian immigrants and Orthodox Jews were changing the face of New York City Jewry.
Ukeles was he co-authopr of a 2012 study showing that New York City area’s Jewish population was on the rise again, thanks largely to the growth of Orthodox households.(Spencer Platt/Getty Images)
In 2009, he wrote a report on how nonprofits can turn the severe economic downturn into opportunity. Drawing on his experience in city management, he advised nonprofits neither to panic nor deny the reality of squeezed budgets.
“You can forget about strategy if you do not have courage, if you do not have big ideas, or if you do not have vision, and most importantly, if you do not have compassion,” he said in a lecture that year drawing on the report. “In fact, without the ‘right stuff,’ you are in the wrong line of work.”
Family members noted that the common thread in Ukeles’s career in academia, city government and non-profits was to deal with difficult problems by making decisions based on real data, not theoretical ideas, and to bring the stakeholders around the table to make the best — or sometimes least worst — decisions based on need and priority.
Elie Kaunfer, CEO and president of the Hadar Institute, a center of Jewish life and learning, said that when Ukeles conducted the first formal evaluation of the organization in 2011, “he taught me so much about what kind of questions to ask — not just about experience of the program but ultimate impact on people’s lives.”
John Ruskay, former CEO of UJA-Federation, described him as “a loyal friend and dear colleague who I and so many others turned to repeatedly for counsel, for wisdom, for ‘chizuk’” (inner strength).
Sometimes his counsel came with critique. Steve Bayme, a former American Jewish Committee executive and longtime Ukeles friend, noted: “Jack knew how to offer constructive criticism and even occasional rebuke in ways that colleagues, including those in senior communal positions, could hear and absorb.”
Alan Gill, who served as CEO of the JDC, praised Ukeles for “his expertise in challenging and guiding us.” He said Ukeles “yelled at us” once, which was unheard of from consultants who tended to be dispassionate and analytical, he noted. But the outburst had “a positive effect,” Gill added, reminding JDC staff how much “the mission and work mattered” to Ukeles.
That sense of heartfelt criticism also applied to Ukeles’s devotion to, and frustration with, the state of Israel in recent years. He agonized over the growth of extremism in the haredi Orthodox community and Jewish settler violence, and he spoke out in pieces he published in The Times of Israel.
“Jack loved the Jewish people,” said Sally Gottesman, who was hired by Ukeles as a young consultant in 1997. Now an activist-philanthropist focused on gender and justice in the Jewish community, Gottesman said Ukeles was “a mentor and master teacher” and praised his efforts to promote equality for women.
A prime example was his support for and great pride in the accomplishments of his wife, Mierle, who in seeking to blend art with waste management became the official artist-in-residence of the NYC Department of Sanitation, a volunteer position she has held since 1977. Her unique career was the focus of an award-winning 2025 documentary, “Maintenance Artist.”
“Jack was my heart and soul,” she said. “His support, championing my being a free artist and a full person, all through the years, extending as well to his supporting the work of many other women artists of our time, was without a peer, without an end.”
In addition to his wife, Ukuleles is survived by his daughters, Raquel, who is head of collections at the National Library of Israel, and Yael, a product market manager and founder of two non-profit Israeli environmental education programs, and a son, Meir, who works with an Israel-based VC fund investing in startups.
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A pair of Jewish businessmen gave the Lakers their name. Now another Jewish duo is buying the team.
Back when the National Basketball Association was little more than a startup, two Jewish businessmen named Benjamin Berger and Morris Chalfen bought the worst team in the sport, the Detroit Gems, for $15,000. They relocated the franchise to Minneapolis and gave it a name that nodded to state geography.
Eighty years later, the Lakers are a global brand, have won 17 championships and play in Los Angeles — and for the first time since Berger and Chalfen sold, a Jewish duo will take the reins. Joshua Kushner and Bob Iger are buying a majority stake in the team, ESPN reported Wednesday. They’ll be paying a tad more than Berger did in the 1940s —the Lakers were valued at $12.5 billion in the sale.
It’s been a busy summer for Kushner, a real estate scion married to supermodel Karlie Kloss; his brother Jared is a former Trump administration fixture. A company backed by his VC firm, Thrive Capital, tried to buy a stake in the World Cup last month, causing an international backlash that may yet lead to the resignation of FIFA president Gianni Infantino. (That subsidiary, Thrive Eternal, also owns a stake in the San Francisco Giants.)
Kushner and Iger were reportedly angling to buy an expansion NBA franchise in Las Vegas before pivoting to the Lakers.
“As lifelong NBA fans, we are deeply honored for the opportunity to become stewards of the Los Angeles Lakers, one of the most iconic sports franchises in the world,” Kushner and Iger said in a statement to ESPN.
Kushner is now tasked with restoring the Lakers to “Showtime” glory — perhaps with Kloss courtside in the seat once held by an earlier model-turned-owner, Jeanie Buss.
He comes from a family well-acquainted with the tabloids. His brother, Jared, is married to Ivanka Trump and serves as a White House advisor. Their father, Charles Kushner, made billions in real estate development before he was sent to prison for illegal campaign contributions, tax evasion and witness tampering. (Trump later pardoned him, and today Kushner serves as the U.S. ambassador to France.)
The sale comes 14 months after Buss sold the Lakers to Mark Walter, the head of a private equity firm and a co-owner of the Los Angeles Dodgers. Walter, who bought the team at a $10 billion valuation, is currently facing federal and SEC investigations into insurance companies tied to his broader business operations.
It was not publicly known that the Lakers were for sale, and ESPN’s Ramona Shelburne reported Wednesday that Kushner and Iger — who had previously been bidding for an expansion NBA team in Las Vegas — approached Walter with an offer he couldn’t refuse.
The sale would make the Lakers the 14th NBA team out of 30 with Jewish principal owners. The league was founded by Jewish businessmen in the 1940s.
The newcomers will inherit a roster in transition following the departure of LeBron James, who at 41 is a few months older than Kushner, the youngest majority owner in the NBA.
Behind James and Luka Dončić, the Lakers finished with the fourth-best record in the Western Conference last season and were eliminated in the second round of the playoffs. James signed with the Philadelphia 76ers this offseason in free agency.
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