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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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Evan Gershkovich’s prison memoir begins with a Soviet Jewish exodus
A few days after Russian security agents arrested Wall Street Journal reporter Evan Gershkovich on a trip in March 2023, his lawyers showed him a slip of paper with messages from home. He was being held alone, in what Russian prisons call “quarantine:” two weeks without a cellmate before joining the general population. His eyes went straight to the note from his mother.
Soon he would start getting kosher food, Ella Milman wrote, and then added: “If you come home with sidelocks, I’ll understand.”
It was a joke, and a very Jewish one. Gershkovich grew up in a secular family of Soviet émigrés, where being Jewish had more to do with family history and dark humor than with religious practice. His mother was ribbing him that a few weeks of kosher prison food might send him home looking like a yeshiva boy.
Sitting across from the investigator building his espionage case, Gershkovich grinned. His mother, he realized, still had her sense of humor, and that was exactly what he needed.
The kosher food wasn’t a joke. That night, with Passover days away, a local rabbi sent him stacks of matzo.
The scene appears in This Cursed Beautiful Land: A Russian-American Story, Gershkovich’s memoir of his arrest, his 16 months behind bars and his release in the most elaborate U.S.-Russia prisoner swap since the Cold War. The book was published Tuesday.
Most of the coverage is about the prison. But Jewish history runs through the book from its first pages. Gershkovich’s great-grandfather was arrested during Stalin’s purges and vanished. His mother was laughed out of a journalism school application once the clerk saw her passport. And when he moved to Moscow as a young reporter, a Russian coworker needled him with an old stereotype about Jews and money.
The family that left
Gershkovich was born in New Jersey in 1991, two months before the Soviet Union fell apart. His parents had come over in 1979. Thousands of Soviet Jews were leaving at the time, helped by a U.S. law that linked trade with Moscow to whether its citizens were allowed to emigrate.
His mother flew out of Leningrad with her mother and ended up in Detroit. His father’s family came from Odessa and settled in Brighton Beach, the Brooklyn neighborhood people call Little Odessa. In those years, his father later joked, Soviet Jews who ran into each other on the street skipped the hellos and just asked where the other was going.
For his father’s side, the decision was easy. Gershkovich’s great-grandfather was arrested in 1937, at the height of Stalin’s purges, and never seen again. His grandfather Mark spent years moving from city to city, afraid of being targeted next, and later dreaded the day his own son would be drafted into the Soviet army.
A Jew on paper
Gershkovich’s mother, Ella, was born in 1957, a few years after the “doctors’ plot,” a Stalin-era campaign that accused Jewish physicians of conspiring to kill Soviet leaders. One of the doctors caught up in it had been a neighbor in her family’s communal apartment.
Her father had wanted to name her Etya, after his late sister. Worried that an obviously Jewish name would draw attention, her mother pushed for Ella instead. It didn’t matter. The family name Milman gave her away, and Soviet passports listed each citizen’s ethnicity. Hers said “Jew.”
Ella dreamed of becoming a writer. When she applied to the journalism department at Leningrad State University, the woman taking her application glanced at her passport and laughed. She studied shipbuilding instead, listened to the Rolling Stones, and heard rumors that the Kremlin planned to deport Jews to Birobidzhan, a remote Soviet region near the Chinese border that had apparently been set up as a Jewish homeland.
When she finally emigrated to America at 22, she sewed a pair of gold earrings from her late father into her skirt’s waistband to get them past customs. Once the plane took off, she couldn’t stop laughing and crying.
A generation later, her son became the journalist she wasn’t allowed to be, and then a prisoner of the state that had turned her away.
Ella and her husand settled in Princeton, New Jersey, where Gershkovich and his sister spent Saturday mornings with a Russian tutor, and holidays meant trips to the Russian groceries and Uzbek grills of Brighton Beach. Gershkovich came to think of himself as Jewish-Russian-American. Russia’s war in Ukraine later forced him to ask why that label had never included Ukraine, given that his father’s family came from Odessa.
The empty chair
In 2017, Gershkovich moved to Moscow to report for The Moscow Times. On one of his first days, he asked a colleague when staff got paid. She laughed and told him his Odessan roots were showing, a jab about Jews and money that served as his introduction to Russian workplace culture.
On a later trip to Odessa, he visited a Jewish museum that displayed a 1953 Soviet propaganda article from the doctors’ plot era. It claimed that the Joint, the New York-based Jewish relief organization, was a front for American intelligence. Gershkovich recalls thinking that Moscow was getting paranoid again, while hoping things hadn’t gotten that bad. A few years later, Russia accused him of spying for the United States.
Gershkovich’s arrest came a week before Passover. That spring, many American Jews left an empty seat for him at their Seders, and activists later sent him letters for Rosh Hashanah. Both gestures deliberately echoed the movement to free Soviet Jewry, the same campaign that had helped free his parents. Natan Sharansky, the most famous Soviet Jewish dissident, who was himself released in a 1986 prisoner swap, advocated publicly for his release.
In July 2024, two weeks after a Russian court sentenced Gershkovich to 16 years in a maximum-security prison, he was freed in a prisoner exchange in Ankara, Turkey. Jewish groups celebrated, and the Orthodox Union posted the traditional blessing thanking God for freeing captives.
His great-grandfather was taken in 1937 and never came home. Eighty-seven years later, his great-grandson did.
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More Michigan Jews sign a petition pressuring El-Sayed on Israel. Will it matter?
(JTA) — ANN ARBOR – The activists on the Zoom supporting Abdul El-Sayed knew they faced an uphill climb when it came to persuading their fellow Jewish Democrats to overcome their concerns about the Michigan Senate candidate and vote for their party’s nominee despite his strong disapproval of Israel.
Two progressive Jews, former Biden administration appointee Sam Bagenstos and Detroit Jews for Justice co-founder Hayley Sakwa, made the Jewish case for the candidate to a sometimes skeptical, sometimes combative crowd of around 30 people on Sunday night.
Sakwa and Bagenstos urged voters to prioritize the chance to put a check on the larger Trump agenda – including heavy immigration crackdowns and the rightward tilt of the federal judiciary – given that the Michigan seat could help determine who controls the legislative chamber.
But their appeal wasn’t enough for several of the people on the call, who less than two days later would sign on to the “Nonnegotiables” petition. Spearheaded by a group of Michigan Jewish clergy, the open letter calls for El-Sayed to moderate his views on Israel and affirm more vocal support for Jews in politics as a condition for earning their votes.
The 17 new names to the petition, shared with the Jewish Telegraphic Agency ahead of their release on Tuesday morning, include state Rep. Noah Arbit, the founder of the Michigan Jewish Democratic Caucus.
Arbit recently gave a speech denouncing antisemitism on the floor of the Michigan House and has been critical of El-Sayed publicly: After progressive Jews recently hosted the candidate for a Rosh Hashanah dinner at their house, the representative accused them of “tokenism.” (Arbit declined to comment to the Jewish Telegraphic Agency.)
Other new names on the list include an elected University of Michigan regent and prominent local attorney, as well as several board members of the Jewish Democratic caucus, which itself is not endorsing a candidate in the race.
Concerns raised on the Sunday night Zoom call included El-Sayed’s opposition to Iron Dome funding for Israel and his earlier campaigning with anti-Israel streamer Hasan Piker, whom he has since distanced himself from. Some said they were worried he could open a door to a more hostile Democratic Party for Jews.
“With Abdul it sort of feels like letting a fox into the henhouse,” one said.
“I refuse to be anyone’s dhimmi,” another wrote in the chat, referring to a term for non-Muslims living under Islamic rule.
Yet any pressure Jewish Democratic critics of El-Sayed hope to place on the candidate are partly balanced out by the work of those such as Sakwa, who along with other Jewish liberals has to date secured 900 signatures pledging to vote for El-Sayed. A competing letter of Jewish voters pledging to back his Republican challenger, former U.S. Rep. Mike Rogers, has picked up 524.
At the same time, the broader Democratic Party has ramped up its efforts to get elected officials in line behind the nominee. The El-Sayed campaign has yet to respond publicly to the “Nonnegotiables,” and with little more than a month to go before Election Day, it might not need to.
Former Vice President Kamala Harris campaigned with El-Sayed last week in Detroit, and the liberal-leaning editorial board of the Detroit Free Press, the state’s largest daily newspaper, endorsed the former county health director over the weekend.
The Free Press wrote that its own endorsement was against an “extremist” — referring to Rogers and President Donald Trump — in language that one bloc of Jewish voters also used to refer to their own decision to vote for Rogers over El-Sayed.
In addition, Michigan Attorney General Dana Nessel, who is Jewish and has fiercely criticized El-Sayed for his past comments about Jews and Israel, endorsed and appeared with the candidate on a local liberal podcast hosted by a Jewish woman to project unity.
“There is no choice,” Nessel said.
But the conversation demonstrated that tensions still remain even with many Jewish Democrats who have thrown in their lot with El-Sayed.
“Is there space for a Jewish Zionist like myself?” she asked him. “Is there space for us in the big tent of the Democratic Party?”
“I believe in a big tent,” he answered. “I am committed to having a tent where we march in lock step on the 95% of issues that we agree on.”
But the attorney general, who cited the risk of antisemitic threats as the reason she skipped the party convention earlier this year, wasn’t done.
“The question many of us have is: Are you seeking our votes?” Nessel asked El-Sayed. “Do they matter to you?”
“Yes,” the candidate responded. “If you trust that I’ll lead well for the community, even if there’s an issue on which we deeply disagree, then I hope I can earn your vote.” Later, El-Sayed said, “I look forward to working” on the Jewish American Security Act, a bipartisan bill to institute new Jewish security measures, including in synagogues and on college campuses.
“We’ve had an uptick in antisemitism, and it is critical to protect Jewish Americans,” El-Sayed said.
As with Nessel, El-Sayed’s candidacy is pushing other Jewish Democrats to perform a difficult two-step: pushing for the party platform and against Trump, without getting too close to the candidate himself.
The Jewish Democratic Council of America, whose CEO, Halie Soifer, is a Michigan native, is also not endorsing in the race. Yet Soifer told JTA, “Jewish voters will support Democrats in large numbers in the midterms, including in Michigan.” She predicted that Rogers wouldn’t earn more than one-quarter of the Jewish vote.
“Jewish voters recognize that a vote for any Republican in 2026 is a vote for Donald Trump,” Soifer told JTA over text. “We know Jewish voters are a critical component of a winning Democratic coalition.”
Decky Alexander, who chairs the Michigan Jewish Democratic Caucus, pointed to consistently high Democratic voting records for Jews in arguing that Jews still matter to the party’s coalition. She also favorably noted the Democratic National Committee’s recent announcement that it would establish a “Jewish American Council,” to convene in 2027.
“We can’t be distilled down to one vote or one idea,” Alexander told JTA.
One part of the state’s Jewish Democratic bloc unlikely to support El-Sayed: members of Temple Israel, the country’s largest Reform congregation. Speaking to the national publication The Free Press last week, several members, including a preschool teacher who was in the building when it was attacked in March, said El-Sayed’s apology for his earlier remarks about the temple was insufficient and that they couldn’t bring themselves to vote for him.
“No thinking Jew could vote for Abdul El-Sayed,” a former temple president told The Free Press.
None of the synagogue’s clergy signed the “Nonnegotiables” letter, or any other Jewish letter circulating about El-Sayed. But one of the temple’s rabbis told congregants in a Kol Nidre sermon that they had a say in drafting it, stating, “Our full participation in American political life is also non-negotiable.”
“No one should have to pass a test about Israel to be welcomed into a coalition on a campus or in a political party,” Rabbi Josh Bennett told his congregation, which had convened in the Temple Israel building for the High Holidays for the first time since the March attack. Rabbi Jen Lader, also of Temple Israel, recently testified before Congress to advocate for the Jewish American Security Act.
As Rogers has looked to win over dissatisfied Jews to his campaign, he has also moved toward El-Sayed on at least one issue tangentially related to Israel: opposition to the war in Iran. Initially a supporter of the war, Rogers in recent days has said he thinks it should “end quickly.”
El-Sayed, meanwhile, has raised eyebrows of his own in recent days. He dithered on denouncing the Iranian regime when urged to by an Iranian Christian college student, and appeared at a Dearborn fundraiser with Osama Siblani, a local Arab-American activist and newspaper publisher who once stated at a rally, “We are not going to be intimidated by staying silent when they say Hamas is a terrorist organization.”
The “Nonnegotiables” petition was launched earlier this month by a group of more than a dozen Michigan Jewish clergy after a series of apologies by El-Sayed to Jewish audiences for past comments he had made about the Temple Israel attack. The candidate needs to do more to earn the community’s confidence, the campaign’s organizers have told JTA.
“A large number of Jews haven’t decided how they will vote,” David Kramer, the caucus’s vice chair and one of the new signers, told JTA about the letter’s potential influence. “I speak to these people every day. Regardless of how they vote, Michigan Jews want and deserve to feel safe and have a seat at the table.”
As the Zoom call wrapped, some of the assembled Jews said they would vote for El-Sayed, even if reluctantly. Alexander of the state’s Jewish Democratic Caucus, who signed the letter supporting him, told the crowd the candidate has nothing to hide, even if they don’t like what he says.
“He’s basically stated what he believes,” she said. “And you have to decide if that’s the word for you.”
This article originally appeared on JTA.org.
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Irish national soccer team won’t shake hands with Israel after win
(JTA) — It only took 25 minutes of play for the Irish national soccer team to build a 3-0 lead over Israel in the countries’ UEFA Nations League B match on Sunday. But there were decades of bad blood that preceded Ireland’s shutout victory in a game dominated more by the geopolitics of the Gaza war than about sports. One soccer writer described it as “arguably one of the most contentious football matches of this century.”
At the match, held in a mostly empty stadium in the neutral site of Debrecen, Hungary, the Irish players wore black armbands and bowed their heads in protest during the Israeli national anthem. There were no pre- or postgame handshakes, and one Irish player declined to participate altogether, citing his “personal belief that the killing of innocent people is wrong.”
Ireland’s soccer federation did not reserve tickets for its fans, and the country’s public broadcaster scaled back its coverage of the game. The teams are set to meet again on Oct. 4 in Serbia, this time with Ireland as the “home” team.
Ireland and Israel have a long history of icy relations. Ireland became the first member of the European Union to call for an independent Palestinian country in 1980, and was among the first of the Western European countries to recognize an official Palestinian state in 2024. Israel closed its embassy in Dublin in response. Irish Prime Minister Micheál Martin has rejected claims that his country’s sharp criticism of Israel bleeds into antisemitism.
In the months leading up to Sunday’s match, Ireland’s football governing body faced intense pressure to boycott the match. At a meeting in July, the Football Association of Ireland voted 75-32, with three abstentions, in favor of proceeding with the match, “while acknowledging the strength of feeling regarding support for Palestine.” The motion also noted that a boycott would come with UEFA sanctions, both financial and competitive: In League B matches, mid-tier nations seek to advance to the top division and boost their chances of qualifying for the quadrennial World Cup tournament. The Irish team itself also held a last-minute vote over whether to participate.
Earlier this month, more than 160 Irish athletes and sports figures signed an open letter calling on the national team to pull out of the match. The signatories included former Irish national team head coach Brian Kerr — who had led Ireland to a 2-2 draw against Israel in a 2005 match in Dublin that also took place amid protests.
Former Irish national team star Kevin Kilbane also authored a column in The Irish Times, writing, “Ireland should not play Israel. Not in Dublin, not in Hungary, not in Serbia. Not when Israel is committing genocide.” Israel denies the charge of genocide.
There were also a number of public barbs exchanged between leaders of the two countries and their football associations.
At a press conference last week, Irish coach Heimir Hallgrímsson replied to questions about the match by saying, “We are not playing with genocide, we are playing against genocide. We are playing against Israel; we are not playing with Israel.”
Israel’s football association responded to that comment with a post on X, writing, “We have contributed to the world and humanity in countless fields, earning an impressive number of Nobel Prizes along the way. Unfortunately, we have not yet found a cure for stupidity, ignorance and hypocrisy displayed by the @IrelandFootball team coach. We’re not playing with ignorance, hypocrisy and stupidity. We’re playing against the coach who embodies them.”
That drew a rebuke from Martin, who told reporters, “They are unacceptable remarks and should be withdrawn.”
And on Sunday, the morning of the match, Israeli Foreign Minister Gideon Sa’ar posted a lengthy tweet referencing the 1939 Irish squad that gave a Nazi salute before a game against the German national team.
“Almost 90 years have passed. Ireland’s unique talent for finding itself on the wrong side of history remains intact,” Sa’ar wrote. “Back then, they gave the Nazi salute. This time, they stand on the side of Palestinian terrorism. Above the black armbands the Irish players will wear tonight flies the black flag of jihadism.”
After the match, Israeli captain Manor Solomon said the Irish players who bowed their heads during the Israeli anthem “don’t interest me.”
“We have a country 10 times better than theirs, stronger, an amazing country with amazing people,” said Solomon, who plays in the English Championship league. “We are proud to wear the team shirt and to be Israelis. We are proud of our state and of our soldiers. [The Irish] can play all their tricks. We are Israelis and love the country. And that will always be the case.”
The post Irish national soccer team won’t shake hands with Israel after win appeared first on The Forward.

