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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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‘It’s the Jews’: San Diego mosque shooters decried ‘the universal enemy’ in hate-filled manifesto
The two young men who killed three people at a San Diego mosque on Monday published a conspiracy theory-filled manifesto whose primary focus was on Jews, calling them the “universal enemy.”
The manifesto’s contents also suggest they may have had additional plans to target Jewish institutions.
Authorities have identified Cain Lee Clark, 17, and Caleb Liam Vazquez, 18, as the shooters who killed a security guard and two members of the Islamic Center of San Diego. The two livestreamed the attack before both were found dead in a car by apparent suicide, blocks away from the mosque.
The three killed at the mosque were Amin Abdullah, 51, Mansour Kaziha, 78, and Nadir Awad, 57.
Jewish leaders across the country and in San Diego widely condemned the attack.
The 74-page manifesto, which contains a section written by each shooter, reveals a wide-ranging hatred rooted in white Christian nationalist ideas, including Great Replacement Theory, and fueled by the two teenagers’ own social alienation. Among the other groups attacked in the document are Muslims, women, Black people, gay and transgender people, and immigrants.
But the shooters’ deepest resentment seemed reserved for Jewish people.
‘The universal enemy’
The manifesto listed previous antisemitic shootings at the Tree of Life synagogue and Chabad of Poway among the teens’ many sources of inspiration, calling the assailant in the latter incident a “saint.” It called the Jews “the children of Satan.” It denied the Holocaust as a “complete fabrication.” Vazquez called Adolf Hitler his hero; in his section, Clark wrote out the Fourteen Words, a neo-Nazi declaration.
“Everyone has their own idea of who is to blame for all the wrong in the world,” Vazquez wrote in a section titled “The Universal Enemy.”
He printed his answer to the question four times in a row in all capital letters: “It’s the Jews.”
Authorities have said the shooters met online before realizing they both lived in the San Diego area, without specifying the platform where they met.
But the document’s cover pages also provided a clue to their radicalization, bearing the insignia of Atomwaffen Division, a neo-Nazi group that emerged during the first Trump administration.
Atomwaffen members are part of a network of mostly online extremist groups that subscribe to “accelerationism,” the idea that forcing societal collapse through an all-out race war is the only way to restore white supremacy and save civilization. The idea is propounded by a white nationalist named James Mason, author of a book called Siege that both shooters cited.
“Though officially I was not a part of any groups or organizations there are many I support, I would even go so far as to say I did it for Atomwaffen Division, Terrorgram, The Base, and North Korea,” Vazquez wrote.
Atomwaffen members have been convicted in previous antisemitic murders. In 2019, one named Samuel Woodward lured a gay and Jewish college student named Blaze Bernstein to an Orange County park before stabbing him to death. Woodward, who was 20 at the time, is now serving a life sentence, and Atomwaffen fractured into other groups in the years after his arrest.
Secondary targets
Whereas the shooters were unsparing toward Jews in the manifesto, with Vazquez calling them the “most evil creature in the world,” they espoused mixed feelings about Muslims in the document before they killed three. “I don’t hate Muslims, at least not really,” Vazquez wrote. “What I hate is the religion of Islam itself and them invading my country.”
He added that Islam “is completely contradictory to both Western morals and values and Christianity.”
But he wrote only three paragraphs about Islam and Muslims — about one page — before the section ends with the word “unfinished” in brackets.
Clark appeared more committed to the eradication of Islam in his writing. Muslims and Jews, he said, “must be isolated and exterminated.” Yet he, like Vazquez, wrote several pages denigrating Jewish people.
The shooters did not state why they ultimately targeted a mosque. Vazquez wrote their plan was to “cause as much death and destruction” as fast as possible with a “diverse” selection of targets. The document provides lines for listing three separate locations, but none of them are filled out.
“All locations were surveyed and mapped out to the best of our ability,” he wrote.
The post ‘It’s the Jews’: San Diego mosque shooters decried ‘the universal enemy’ in hate-filled manifesto appeared first on The Forward.
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Rep. Dan Goldman urges ‘no’ vote on proposed Brooklyn Israel boycott, warning of antisemitism
Rep. Dan Goldman of New York and his primary challenger Brad Lander are wading into the contentious debate over a proposed boycott of Israeli products at a Brooklyn cooperative grocery store ahead of an expected vote next week.
In a statement shared exclusively with the Forward on Wednesday, Goldman urged members of the popular Park Slope Food Coop in Brooklyn to attend a May 26 vote and cast ballots against the boycott resolution — and condemned the measure as antisemitic.
“Everyone is free to criticize the Israeli government — which I do not hesitate to do — but joining a movement that was founded on the principle of the elimination of Israel will have no impact on the Israeli government or the Israeli economy,” Goldman said in his statement. “Instead, it only succeeds at shifting the responsibility for the Israeli government’s actions to American Jews — which is quintessential antisemitism.”
Goldman said that he is aligning himself with Rabbi Rachel Timoner of Congregation Beth Elohim, a progressive leader, as the debate has spilled into local politics and Jewish communal life in the progressive neighborhood.
The resolution says the boycott would persist “Until Israel complies with international law, including by ceasing unlawful discriminatory practices, in its treatment of Palestinians.”
Timoner addressed the proposal in her weekly Shabbat sermon earlier this month.
“Many simply want to see the Palestinian people be free and safe and equal, and I do too, but this is not the way,” Timoner said. “This way is wrong.
Calling it a “proxy war” to what has been dividing Americans in recent years over the Israeli-Palestinian conflict, one “that is laced with antisemitism, Timoner said that many members of her congregation — she and herself — would be forced to resign from their co-op membership if the resolution passes.
The rabbi’s sermon reflected the careful line she has tried to walk since the Oct. 7, 2023 Hamas attack and the war in Gaza — openly criticizing Israeli government policies while rejecting the singling out of Israel. In March 2024, Timoner attended for the first time what was then a weekly protest to call for a bilateral ceasefire and hostage deal, one that Lander attended regularly. In her remarks she said that she had held back until then from calling for a ceasefire in Gaza “because it was being used by people who celebrated Oct. 7, people who do not hold Hamas responsible, and people who want to eliminate the state of Israel — and I did not want to be associated with that.”
Timoner is a co-founder and board member of the New York Jewish Agenda, a progressive advocacy group formed in 2020 to be a voice for liberal Jews in New York. Lander is a member of NYJA’s leaders network. A Goldman campaign official noted that the congressman and Timoner have met several times privately to discuss issues affecting the district and that Goldman has attended services at Beth Elohim in the past.
Goldman, the two-term incumbent, challenged his Democratic primary rival to publicly oppose the measure as well, “to stand with our neighbors, and make it clear that this dangerous bigotry has no place in our city.”
Lander, a close ally of New York City Mayor Zohran Mamdani, told the Forward he isn’t a member of the Coop but would vote against the resolution if he were, pointing to Timoner’s sermon. “Principled people can disagree here,” Lander said in a statement that did not take a position on the resolution. “Boycotts, divestments, and sanctions are legitimate tools of advocacy campaigns. Unlike my opponent, I don’t believe all opposition to Israel is antisemitic.”
A long-running boycott fight
The proposal to boycott Israeli products has riven the Brooklyn institution’s roughly 16,000 members. It was introduced in 2024 by a local advocacy group called Park Slope Food Coop Members for Palestine. The resolution would require the Coop to boycott Israeli-made products “until Israel complies with international law in its treatment of Palestinians.”
Coop4Unity, opposing the resolution, is urging shoppers to “bring back cooperation” and “stop polarization.”
The measure is largely symbolic, given that the Coop only carries a handful of items imported from Israel, like EcoLove shampoo and conditioner. At least one, Al Arz tahini, is made by an Israeli Arab in Nazareth. The coop first considered a boycott resolution in 2012.
The debate has grown increasingly heated in recent months, erupting most recently publicly during a general meeting when a member made said “Jewish supremacism is a problem in this country,” a remark that many attendees and Jewish organizations condemned.
The comment — which received applause at the meeting — came during a second resolution that would lower the voting threshold for boycott measures from 75% to 51%.
Goldman strongly condemned the remarks in his statement on Wednesday. “That is not a critique of Israeli policy or advocacy for Palestinian rights,” he said. “It is an old and ugly antisemitic conspiracy theory that fueled the Nazis and then was used by David Duke and the Ku Klux Klan.”
A heated primary over support for Israel
The boycott fight is the latest issue in an already heated primary challenge to Goldman being largely battled over Israel and antisemitism.
Last month, Lander, who has described himself as a liberal Zionist, joined some progressive House members in calling for an end to U.S. aid to Israel. Lander — who described Israel’s actions in Gaza as “genocide” — said he would apply that as well to Israel’s defensive Iron Dome system, high-tech missile interception that protects lives, property and infrastructure against assaults from Iran and allied groups, including Hamas and Hezbollah. Lander said that Israel has the ability to purchase its defense with its own funds.
The 10th Congressional District, which includes Borough Park and Park Slope in Brooklyn as well as parts of lower Manhattan, voted heavily for Mamdani, an outspoken critic of Israel. Mamdani is backing Lander in the primary.
Goldman, an heir to the Levi Strauss fortune and former Trump impeachment prosecutor who was elected in 2022, is aligned with the mainstream positions of national Democrats on Israel: supportive of Israel’s security while finding a pathway for a two-state solution, sharply critical of Prime Minister Benjamin Netanyahu’s right-wing government, and opposed to settlement expansion and settler violence.
Recent polling has shown Goldman trailing Lander in the June 23 primary.
Goldman framed the Coop dispute as about something larger than electoral politics. “It’s time we unite together on this issue,” he said, “and fight for the safe, loving, inclusive community we all deserve.”
Additional reporting by Mira Fox.
The post Rep. Dan Goldman urges ‘no’ vote on proposed Brooklyn Israel boycott, warning of antisemitism appeared first on The Forward.
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Itamar Ben-Gvir draws criticism from Netanyahu for video taunting detained flotilla activists
(JTA) — Prime Minister Benjamin Netanyahu has joined a chorus of Israelis and Jews denouncing his national security minister, Itamar Ben-Gvir, for posting a video that showed Ben-Gvir taunting detained activists from a Gaza-bound aid flotilla that had been intercepted by the Israeli navy.
“Welcome to Israel, we are the masters,” Ben-Gvir said in the video as he waved a large Israeli flag above the detained activists, who could be seen blindfolded and kneeling on the ground with their hands behind their backs.
Roughly 430 activists that took part in the Global Sumud Flotilla, which set sail from Turkey last Thursday, were brought to the city of Ashdod aboard Israeli naval ships on Wednesday, marking the latest in a long-running series of confrontations between Israel and activists seeking to break its naval blockade of Gaza.
In a second video posted on social media, Ben-Gvir said that the activists “came here all full of pride like big heroes. Look at them now,” appealing to Netanyahu to grant him permission to imprison them.
ככה אנחנו מקבלים את תומכי הטרור
Welcome to Israel 🇮🇱 pic.twitter.com/7Hf8cAg7fC
— איתמר בן גביר (@itamarbengvir) May 20, 2026
Netanyahu said in a statement that he had instructed authorities to deport the activists “as soon as possible.” But he also offered a public rebuke of Ben-Gvir.
“Israel has every right to prevent provocative flotillas of Hamas terrorist supporters from entering our territorial waters and reaching Gaza,” Netanyahu said. “However, the way that Minister Ben Gvir dealt with the flotilla activists is not in line with Israel’s values and norms.”
The foreign ministers of several countries, including Canada, Spain, France, the Netherlands and Italy, also condemned the videos and summoned their Israeli diplomats to answer for the display.
But some of the sharpest criticism came from within Israel, where Ben-Gvir plays a crucial role in maintaining the governing coalition while also engaging in antics that threaten to flare tensions and undercut the country’s claims that it behaves in accordance with international law.
Ben-Gvir is “not the face of Israel,” tweeted Foreign Minister Gideon Saar in English.
“You knowingly caused harm to our State in this disgraceful display — and not for the first time,” Saar wrote. “You have undone tremendous, professional, and successful efforts made by so many people — from IDF soldiers to Foreign Ministry staff and many others.”
Ben-Gvir’s videos come as his antics and rhetoric have drawn new scrutiny in recent days. Last week, he departed from longstanding norms and waved an Israeli flag on the Temple Mount, a Muslim holy site, in a show of Jewish supremacy. His oversight of Israeli prisons, where he has said he wants to see prisoners given only the minimum of food and comfort as required by law, also drew attention because of a New York Times column alleging sexual abuse of Palestinian prisoners.
Progressive groups heavily criticized Ben-Gvir’s video, saying that it was inappropriate for him to be part of the Israeli government.
“The disgusting images of Israel’s National Security Minister abusing detainees from the Gaza flotilla are not just bad optics,” tweeted Mickey Gitzin, the acting CEO of the New Israel Fund. “A government that gives a Kahanist this kind of power has already abandoned any notion of decency. These grotesque images are the real face of current Israeli policy.”
Ben-Gvir’s videos showing the treatment of participants in the latest flotilla offered a contrast to other recent interceptions in which Israel has released footage appearing to show activists being treated without force. When past arrestees from flotillas have alleged abusive treatment, Israel has denied it.
The organizers of the Global Sumud Flotilla said all of its boats had been intercepted by Israel by Tuesday evening, accusing Israel of employing “illegal, high-seas aggression.” The Israeli Foreign Ministry said no live munition was used during the operation, which it said was necessary because it will “not permit any breach of the lawful naval blockade on Gaza.”
Among the activists aboard the more than 50 boats in the flotilla was the sister of Irish President Catherine Connolly. On Tuesday, Connolly, who was elected in October and has a record of anti-Israel rhetoric, called the detention of Irish activists aboard the flotilla “unacceptable.”
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