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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)


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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Rep. Jared Moskowitz becomes latest Jewish lawmaker to reveal antisemitic threats

(JTA) — The messages that Rep. Jared Moskowitz said he received at his office were filled with obscenities, calls to “kill Jews” and warnings that the Florida Democrat would be “going down.”

Moskowitz played the voicemails during an interview with CNN’s Sara Sidner on Friday as he described a sharp rise in antisemitic hostility against Jewish lawmakers since Oct. 7, a trend he said reflected a broader normalization of antisemitic rhetoric in American public life.

“We seem, Sara, to have passed a Rubicon now with these antisemitic threats,” Moskowitz said. “It used to be once in a while you’d see a swastika on a building, once in a while, you know, someone would say something online. Now it’s every day, all the time, on podcasts, online, in the media, in the halls of Congress, and they’re trying to get Jews.”

CNN played multiple messages that illustrated Moskowitz’s point, with Sidner warning viewers that what they would hear was “deeply disturbing.”

Moskowitz, who is Jewish, said the spate of threats had caused him to need a police officer stationed outside his home 24 hours a day, since a man was sentenced to prison for plotting to kill him in November 2024.

“The U.S. government needs to kill Jews, you kill these f–cking nasty Jews, kill every single f-cking Zionist scumbag,” a caller said in one of the voicemails. “Zionism is treason to ‘we the people’ in our U.S. Constitution. Kill Israel.”

Another caller left this message: “Hey you Zionist Jew f-cking pig. How about no more money for Israel? Funding Israel, stealing more of our money for Israel. F-ck Israel, let them f-cking burn to the ground. You’re going down too, sir.”

Moskowitz is far from the only Jewish lawmaker to report a rapidly increasing number of antisemitic threats and harassment in recent weeks. The shift comes as both parties grapple with internal tensions about how to handle antisemitism within their ranks, and as anger about Israel and the Iran war funnels more attention to U.S. Jews. It also comes amid rising political violence in the United States.

“It’s no longer a Republican and a Democrat [issue],” Rep. Max Miller, a Jewish Ohio Republican, told Axios this week. “Both ends of our parties are wackadoos who hate Jews.”

Miller received a message warning that “antisemitism is on the rise because you guys think you own the f-cking world,” according to Axios, which said the caller added, “You guys are going to be shot dead every f-cking day.”

Among the messages highlighted by a recent Axios report on the phenomenon was a letter sent to New York Democratic Rep. Jerry Nadler, in which one constituent wrote that “Hitler was spot-on, 100% right about the filth that you Jew-bastards, you kikes are.” In a voicemail left for Ohio Democratic Rep. Greg Landsman’s office, one caller said, “I don’t like Jewish people, and the congressman should just go die.”

The lawmakers say the phenomenon is new. “Across the board, we have never seen anything like this in my lifetime in public office,” Jewish California Rep. Brad Sherman told the New York Times last month. “It’s like you turned the volume up from two to 10.”

The volley of antisemitic threats has also spilled into the real world, with Miller reporting last year that a man had attempted to run him off the road while calling him a “dirty Jew.” Last year, a man set fire to the residence of Jewish Pennsylvania Gov. Josh Shapiro hours after his family hosted a Passover seder there.

“We need good people to not be quiet,” Moskowitz said when Sidner asked him what message should be sent in response to the rise in antisemitic rhetoric targeting lawmakers.

“There are people out there, they may disagree with U.S. policy, they may not like the leader of a country, but they shouldn’t be allowing antisemites into their movement,” Moskowitz said. “They should not be embracing this sort of behavior, because they’re trying to win some sort of political point. It should be obvious.”

Moskowitz’s comments echoed a growing debate over the normalization of antisemitic rhetoric within American politics on both the left and the right, with Jewish lawmakers and watchdog groups warning that language once relegated to the fringes has increasingly become mainstream.

Last week, Texas U.S. Senate candidate James Talarico told the Jewish Telegraphic Agency that he would not campaign with Maureen Galindo, a Democratic congressional candidate in Texas who says she wants to open a “prison for American Zionists” among other incendiary remarks. Talarico said in a statement that “antisemitic rhetoric has no place in our politics.”

On Wednesday, Sen. Rand Paul’s son William apologized after he made repeated antisemitic comments directed at New York Republican Rep. Mike Lawler, who is not Jewish, including calling Jews “anti-American.”

Moskowitz told CNN that, while people may criticize the Israeli government and Israeli Prime Minister Benjamin Netanyahu, the voicemails left at his office illustrated “how quickly, you know, they go from Zionism to Jews, Israel to Jews.”

“Listen, if you don’t like Netanyahu, great, go out and criticize him all day long,” Moskowitz said. “But don’t let people into your tent that you know are threatening to kill my family or my kids.”

The post Rep. Jared Moskowitz becomes latest Jewish lawmaker to reveal antisemitic threats appeared first on The Forward.

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Jewish groups denounce fatal shooting at San Diego mosque, say it proves need for security funding

(JTA) — Jewish groups are denouncing a fatal shooting at a mosque in San Diego in which three people, including a security guard, were killed. They are also saying the incident, which follows attacks on synagogues, underscores a need for more federal funding for security at houses of worship.

Police in San Diego said they are investigating the attack on the Islamic Center of San Diego as a hate crime. San Diego Police Chief Scott Wahl said two teenagers, ages 17 and 19, who appeared to have carried out the attack were found dead of self-inflicted gunshot wounds in a car nearby.

“We are heartbroken by today’s attack on the Islamic Center of San Diego. Islamophobia has no place in California or anywhere in this country,” Jesse Gabriel, chair of the California Legislative Jewish Caucus, said in a statement. He added, “We are committed to working with our colleagues to strengthen protections for houses of worship and combat hate-motivated violence.”

The attack, which occurred at about 12:30 p.m. local time, sent five area schools into lockdown, including a Hebrew charter school.

“We’re safe and we’re following the direction of the police,” a representative for Kavod Hebrew Charter School told the Jewish Telegraphic Agency by phone on Monday afternoon. Kavod is a non-religious bilingual K-8 school that employs a number of Jewish and Israeli educators.

A synagogue that houses a school in an adjacent neighborhood also said it was briefly locked down in the immediate aftermath of the shooting.

The mosque attack comes two months after a man rammed an explosives-laden truck into one of the largest synagogues in the United States, Temple Israel in Michigan. There, the synagogue’s robust security training was credited with halting the attack. Children were inside the adjacent preschool at the time.

“The images coming from San Diego are all too familiar to us,” Temple Israel said in a message to its community that it posted to social media. It said that one of its rabbis, Jen Lader, was in Washington, D.C., to lobby for $1 billion in federal security funding for houses of worship.

Jewish Federations of North America said it had more than 400 local Jewish leaders in Washington to lobby for the security funding, which it said was necessary to protect religious communities from threats that are “real, urgent, and growing.” The $1 billion ask is a centerpiece of JFNA’s response to growing security concerns and would represent more than a doubling of federal spending on security needs for houses of worship.

“To anyone who feels this is excessive, what happened to Temple Israel two months ago, and now, the Islamic Center of San Diego, proves that it is not optional funding,” Temple Israel said. “Every dollar will be necessary to protect houses of worship all over the country.”

Imam Taha Hassane of the Islamic Center of San Diego, which includes a mosque and the adjacent Al Rashid School, said teachers, students and school staff were safe.

“At this moment, all that I can say is sending our prayers and standing in solidarity with all the families in our community here, and also the other mosques and all the places of worship in our beautiful city,” Hassane said during a press conference Monday afternoon. “They should always be protected. It is extremely outrageous to target a place of worship. Our Islamic Center is a place of worship. People come to the Islamic Center to pray, to celebrate, to learn.”

Law enforcement across the country are tightening security measures in response to the attack in San Diego.

“While there is currently no known nexus to NYC or specific threats to NYC houses of worship, out of an abundance of caution, the NYPD is increasing deployments to mosques across the city,” the New York Police Department said in a statement.

The post Jewish groups denounce fatal shooting at San Diego mosque, say it proves need for security funding appeared first on The Forward.

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Mamdani’s first Jewish Heritage event reveals a narrowed circle

The Jewish American Heritage Month reception at Gracie Mansion, the mayor’s official residence on the Upper East Side, on Monday evening felt unlike any before it. It was not simply because the host, Zohran Mamdani, is New York City’s first Muslim mayor or because the Shavuot-themed menu was dairy. It was that the annual gathering came amid one of the most strained relationships between a mayor and much of New York’s Jewish establishment in recent memory.

Even the setting reflected the changed atmosphere. Previous receptions under former mayors had spilled into a large tent in the mansion’s garden overlooking the East River, with buffet tables lined with kosher food, bars stocked with liquor and wine, live music and packed crowds of rabbis, communal leaders, elected officials and supporters mingling late into the evening. The longstanding traditional events became demonstrations of the close alliance with mainstream Jewish organizations and pro-Israel activists, who formed a key part of their political base.

This year’s gathering was different. The event was moved indoors to Gracie Mansion’s smaller blue reception room. The crowd of 150 people was served by waiters quietly circulating through the room with small dairy dishes in honor of Shavuot: miniature cheesecakes, halved cheese blintzes, cheese bourekas served with a touch of charif on the side, potato knishes, chocolate mousse, salad cups and cheese-ball skewers. The drink selection was limited to Herzog wine from California and water.

There was no music at all — not even a cappella — despite the easing of traditional restrictions during the final days of the Omer before Shavuot.

Mamdani’s Jewish commissioners, deputy mayors and aides circulated through the room, greeting attendees. But absent were prominent Jewish figures in city government and politics, including Police Commissioner Jessica Tisch, Comptroller Mark Levine, Manhattan Borough President Brad Hoylman-Sigal and most of the local elected officials. The only Jewish elected officials in attendance were Councilmembers Harvey Epstein and Lincoln Restler, and former comptroller and now congressional candidate Brad Lander.

The crowd itself reflected the Jewish coalition emerging around Mamdani’s mayoralty: anti-Zionist activists aligned with groups such as Jews For Racial & Economic Justice and Jewish Voice for Peace; liberal Jewish leaders affiliated with New York Jewish Agenda, who have sharply criticized Mamdani on Israel and antisemitism issues while continuing to engage with the administration, and those aligned with pro-peace organizations; and Hasidic leaders from the Satmar community in Williamsburg, who religiously oppose Zionism and have long shaped their relationship with municipal government around local priorities such as housing, education and nonprofit funding.

Mamdani was introduced by Phylisa Wisdom, executive director of the Office to Combat Antisemitism, who also serves as the unofficial director for Jewish affairs. Rabbi Irwin Kula, president of the National Jewish Center for Learning and Leadership, delivered the invocation, and Jake Levin, manager of the Mayor’s Office of Mass Engagement, served as emcee.

The mayor offered some greetings, describing the preparations for Shavuot across the city, the teaching of Jewish values and his administration’s effort to combat rising antisemitism. “Jewish New Yorkers have worked to cultivate a city that is safe and open to all,” Mamdani said. “You should be accorded the same security and the same peace of mind.”

He then honored Ruth Messinger, the trailblazing Jewish political leader who in 1997 became the first and only woman to win the Democratic nomination for New York City mayor and went on to lead American Jewish World Service. Messinger backed Mamdani in the mayoral race last year. Guests were then privately ushered in to take photos with Mamdani.

Mamdani’s coalition

New York City Mayor Zohran Mamdani on May 18. Photo by Jacob Kornbluh

The reception came just days after Mamdani reignited tensions with many Jewish communities by posting a Nakba Day video produced by his City Hall media team commemorating the displacement of Palestinians during Israel’s founding in 1948. That was followed by what was perceived as a delayed and balanced response to pro-Palestinian protesters descending on a heavily Jewish Brooklyn neighborhood where a synagogue hosted a real estate sale that included West Bank properties.

The Nakba video angered many Jewish New Yorkers who already viewed Mamdani’s sharp criticism of Israel and embrace of Palestinian activism as dismissive of Jewish fears over rising antisemitism. Despite the backlash, there was little indication that Mamdani intends to moderate the political identity that brought him to power. Mamdani defended the video Monday morning when pressed about the civic purpose of using official city resources to mark Nakba Day, saying that acknowledging Palestinian suffering does not negate Jewish suffering or Israel’s history. He also declared that his “door is always open” to Jewish leaders despite the backlash.

But on Monday, a notable array of prominent Jewish leaders did not walk in — or were not invited.

Among those absent were leaders of the Jewish Community Relations Council, the Conference of Presidents, UJA Federation of New York, Board of Rabbis, Anti-Defamation League, American Jewish Committee, the Reform movement, Met Council, Orthodox Union, Agudath Israel of America and Chabad-Lubavitch. Devorah Halberstam and Yaacov Behrman, leaders affiliated with Lubavitch in Crown Heights who recently appeared with Mamdani, did attend.

Some Jewish communal leaders absent from the Gracie Mansion reception have embraced a strategy of total opposition to Mamdani, viewing engagement with him as legitimizing a mayor they see as hostile to Zionism. Other organizations that are dependent on city grants or ongoing access to the municipal government have continued engaging with City Hall even while publicly criticizing the mayor’s rhetoric on Israel and antisemitism.

But that has become increasingly harder for them. The UJA Federation of New York, which hosted Mamdani for a mayoral candidate forum last year, said its leadership did not attend because it was “being hosted by a mayor who denies a core pillar of our heritage — the State of Israel as the homeland of the Jewish people.”

Rabbi Joseph Potasnik, executive vice president of the New York Board of Rabbis, who was among 19 Jewish leaders on Mamdani’s transition team, told the New York Post he declined an invitation to join.

The reception suggested that Mamdani is continuing to cultivate a smaller alternative Jewish coalition, separate from the traditional pro-Israel communal establishment and rooted more in progressive activism and pragmatic community relationships. Mamdani recently appointed Rabbi Miriam Grossman, a JVP activist, as his faith liaison.  To his critics, however, the evening underscored how narrow that coalition remains within the broader Jewish community of New York City.

The post Mamdani’s first Jewish Heritage event reveals a narrowed circle appeared first on The Forward.

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