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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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The Central Synagogue attack had no clear connection to Mamdani. He’s still being blamed.

A stabbing outside a synagogue on Manhattan’s Upper West Side. Dozens of swastikas painted on a Brooklyn playground. A Queens synagogue desecrated with feces and motor oil.

Combined with an unprecedented call by New York’s mayor to protest Israel’s prime minister, the recent rash of crimes against Jews in New York City has the community on edge.

So after Larry Montes, 46, was charged with hate crimes for attempting to disrupt Central Synagogue’s Friday night Shabbat service, striking a congregant and spitting on a security guard, many online rushed to blame Mayor Zohran Mamdani for his rhetoric against Israel. The incident seemed to fit into the political narrative held among Mamdani’s fiercest critics.

“The attack at Manhattan’s Central Synagogue is a direct result of Mayor Mamdani’s sustained campaign of incitement,” Ofir Akunis, consul general of Israel in New York, posted to X Saturday morning. “I warned that words would turn into actions, and that is exactly what is happening.”

The details that have emerged about Montes complicate that conclusion. A Forward analysis of the attacker’s social media and statements from his family paint a very different picture of Montes: a pro-Israel Republican who wanted to convert to Judaism.

In June, Montes reposted two videos critical of Mamdani: one comparing the mayor to Iran’s Ayatollah Ruhollah Khomeini, and another accusing Mamdani of having “betrayed” the city’s Dominicans and Puerto Ricans. In 2024, Montes posted a photo of the map of Israel with text overlaid that says, “Keep Israel in your heart.” He also reposted a video featuring Rabbi Yosef Mizrachi explaining why evangelical Christians support Israel.

If anything, Montes may have believed that the Reform congregation was too progressive. After his arrest, Montes called the congregants “fake Jews” in statements to the police, according to the assistant district attorney on the case, Ali Fazal.

Amy Spitalnick, chief executive of the Jewish Council for Public Affairs, said in an interview that the suspect appeared to have a “a deeply, frankly, disturbing worldview when it came to Jews that was simultaneously both philosemitic and antisemitic.” Conflating the suspect’s worldview with Mamdani’s, she added, “harms the fight against antisemitism.”

Online influencers place the blame on Mamdani

The attacker’s background and stance on Israel didn’t stop influencers and longstanding critics of Mamdani from piling on. “Do you think your non-stop demonization of Jews could have anything to do with it?” said Brianna Wu, an activist who has become a vocal critic of the progressive left, on X in response to Mamdani’s condemnation of the attack.

“It’s your fault Mr. Mayor,” Loay Alshareef, an activist who advocates for the Arab world to normalize relations with Israel, posted to X on the night of the attack. “You allowed this to happen.”

Others didn’t name Mamdani but quickly attributed the attack to increasing animus toward Zionists — even as the attacker’s social media suggests he was Zionist himself.

“American politics has become so obsessively antagonistic toward ‘Zionists’ that even a synagogue is seen as fair game for disruption and desecration,” said U.S. Rep. Ritchie Torres of New York, one of Israel’s staunchest supporters in Congress, on X.

Why exactly Montes attacked one of New York’s iconic synagogues is still unclear. Montes’ aunt, Myriam Montes, told the New York Post he was “mentally traumatized” because of his desire to be Jewish — suggesting he may have wanted to convert to Judaism but was rebuffed.

Mental health may also have been a factor. Montes was arrested three times for violent robberies between 2019 and 2023, police said, and he was a known “emotionally disturbed person.”

Some have argued that outsized attention on Israel can make Jews a natural target especially for people in the throes of a mental health crisis.

Hank Sheinkopf, a veteran New York political consultant, said the suspects’ anti-Mamdani views don’t weaken the case against the mayor. “There are crazy people that take cues from what they hear and what they read,” Sheinkopf said.

Spitalnick disagreed. “There are absolutely things the mayor has done that further reinforce concerns about Jewish safety,” she said. At the same time, “it’s disingenuous and unhelpful to blame him for all antisemitism in New York, which long predates him and which, as the evidence in this specific incident shows, is far more complicated than that.”

All that’s to say Montes could have had any number of motives for attacking a congregant during Shabbat services, including but not limited to warped philosemitism, a mental health crisis and prejudice against Reform Jews.

Playing into Netanyahu’s campaign

Blaming hatred of Israel and local political rhetoric for the attack could have an ulterior motive and political consequences halfway around the world. As Netanyahu and the ruling Likud Party, of which Israeli Consul General Akunis is a member, face a tough reelection fight in the Israeli Knesset elections in October, Mamdani has become a campaign target.

Last month, Netanyahu incorporated Mamdani’s video address encouraging New Yorkers to protest the Israeli leader into his own political campaign. In a campaign clip, he portrayed Mamdani as the face of a worldwide surge of antisemitism directed at Israel. Mamdani had initially threatened to arrest Netanyahu in September when he visits the city for the United Nations General Assembly, but the city’s legal department determined the mayor did not have the authority to do so.

Footage of Mamdani’s call to protest has now expanded to billboards and digital clips to rally Israeli voters on the right.

“They want Netanyahu to lose,” the new Likud campaign reads, placing Mamdani alongside Turkish President Recep Tayyip Erdoğan, Iran’s Supreme Leader Mojtaba Khamenei and Hezbollah leader Naim Qassem. “Don’t let them win.”

The political logic is straightforward. Portray Mamdani as the symbol of a hostile movement against Israel. Cast Netanyahu’s political survival as part of the larger fight against international efforts to isolate the Jewish state.

Both Spitalnick and Sheinkopf facetiously called Mamdani’s pledge to arrest Netanyahu an “in-kind contribution” to the Netanyahu campaign. Spitalnick said the Israeli leader “thrives by being able to point to that as opposed to talking about his own policies and record.”

Jewish leaders and local politicians have called for lowering the temperature. Micah Lasher, the Democratic nominee for the 12th congressional district that includes Central Synagogue, told The New York Times after the attack that the political climate must be taken into consideration at a time like this.

“You can’t divorce the dramatic increase in violence targeted at the Jewish community,” he said, “from the political climate and the tone and tenor of the discourse around Jews and Israel.”

The post The Central Synagogue attack had no clear connection to Mamdani. He’s still being blamed. appeared first on The Forward.

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‘We are in a time of biblical proportions’: What survivors of past shul attacks want Central Synagogue to know

When Audrey Glickman heard about the Friday night attack at Central Synagogue, a prominent congregation on Manhattan’s East Side, she had a visceral, immediate reaction.

“My first thought with anything like this is: they’ve been invaded,” she said. “And I know how that feels.”

Glickman, 69, survived the October 2018 attack on Pittsburgh’s Tree of Life synagogue — the deadliest antisemitic attack in U.S. history that killed 11 worshippers. She was leading services when she heard the rat-a-tat of gunfire. She grabbed fellow congregant Joe Charny, then 88, and raced up the stairs  into a small room filled with bags of clothes to be donated to those in need. Together, huddled and scared, they hid under their prayer shawls until it was over.

In New York City this weekend, an attacker struck a congregant and a security guard, then was arrested and charged with hate crimes. Police said no one was seriously hurt.

“You never shake that feeling that somebody came into your space and invaded your safety, and you can’t undo it,” Glickman said. “My heart goes out to them.”

The suspect in New York, Larry Montes, 46, was charged with felony hate crimes and told police afterward that the attack was religiously motivated, citing hostility toward Jews and Black people. Montes, who has two prior misdemeanors, was granted bail at his Saturday night arraignment and is due back in court Thursday.

The attack landed amid a citywide surge: New NYPD data shows anti-Jewish hate crimes in New York rose 8.5% during Mayor Zohran Mamdani’s first seven months in office and made up 57% of hate crimes citywide, with July alone seeing a 53% jump from a year earlier.

Glickman said she hopes New York officials can eventually give the congregation answers. A federal jury sentenced the Tree of Life gunman, Robert Bowers, to death in August 2023.

“I hope they have the kind of investigators that we had here to figure out what went on,” she said. “When you can close up the case, it feels a lot better.”

But Glickman said every targeted congregation eventually has to answer a harder question: How do you stay open to strangers, newcomers and the unaffiliated, while keeping the people inside safe?

For that answer, she said, members of Tree of Life turned to a friend: the Rev. Eric Manning of Mother Emanuel AME Church in Charleston, South Carolina, where a gunman killed nine Black worshippers during a Bible study in 2015.

Manning and then-Tree of Life’s Rabbi Jeffrey Myers leaned on each other. Myers invited Manning to speak at the funeral of Rose Mallinger, the oldest of the shooting victims, and the two clergy have stayed close in the years since. Manning’s advice to Glickman’s congregation has stayed with her: “You can’t close your doors.”

Nearly eight years later, Glickman still goes to shul most mornings, and still worships on Shabbat with Tree of Life, which continues to meet in borrowed space while its building is rebuilt.

Her message for the congregation in Manhattan: “We’re here, and we know how they feel,” Glickman said. “It’s not a good feeling, and we shouldn’t have to live with this. We are in a time of biblical proportions.”

‘The walls will never be high enough’

Rabbi Charlie Cytron-Walker, 50, has an unusually direct connection to Central Synagogue. In January 2022, a gunman held Cytron-Walker and three congregants hostage at Congregation Beth Israel in Colleyville, Texas, after Cytron-Walker let him in from the cold and offered him tea.

The gunman, Malik Akram, had done his research, the FBI later found: He’d chosen the synagogue because it was the closest one to the federal prison holding Aafia Siddiqui, sentenced to 86 years for attempted murder and other felonies. Akram demanded her release and ordered Cytron-Walker to get America’s equivalent of a chief rabbi on the phone. He’d seen photos of Central Synagogue’s senior rabbi, Angela Buchdahl, with President Barack Obama and insisted that Cytron-Walker call her.

Cytron-Walker didn’t know her personally; he tracked down a number and left her a voicemail.

The 11-hour standoff — caught in its entirety on the synagogue’s security cameras — ended with all the hostages escaping unharmed. Authorities shot and killed Akram on the scene.

“While it was sad to hear that there was an attack at Rabbi Buchdahl’s congregation, I was very grateful to hear that the security protocols they have in place minimized any disruption,” Cytron-Walker said.

He was struck by how quickly the congregation returned to prayer. “You always have to weigh, when there’s a disruption, what the community needs in that moment,” he said. “What the community needed was not to let what turns out to be a minor incident ruin the night — to be able to celebrate Shabbat as a community despite the disruption.”

Cytron-Walker, now the spiritual leader of Temple Emanuel in Winston-Salem, North Carolina,  said Jewish congregations have to hold two values at once. “We have to live our values of loving the stranger,” he said. “Judaism has always been a part of the world, even when we try to isolate ourselves from it. The walls will never be high enough.”

At the same time, he said, “it is also a Jewish value to protect our own lives, to value our own lives. We should employ that with the rational part of our brain, not the emotional part. We shouldn’t panic, but we should be prepared.”

Just like Glickman, Cytron-Walker said he hopes Central Synagogue receives the kind of support that helped his own congregation heal.

“The Jewish people are not only receiving hate,” he said. “We’re also receiving love and support. It may not always be as much as we want, and when we do receive it, let’s offer gratitude and allow that to help with our healing.”

The post ‘We are in a time of biblical proportions’: What survivors of past shul attacks want Central Synagogue to know appeared first on The Forward.

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On my first Shabbat in NYC, the sanctuary was attacked

I don’t often go to synagogue. Outside of the High Holidays, it is not somewhere I would ordinarily find myself on a Friday night.

In the last few years, I have made a point of spending Shabbat with my grandmother. We light candles, eat together and let the week recede for a few hours. I don’t see it as an obligation so much as the comfort of doing something that has been done before, by people I love, in a rhythm that existed long before I did.

And yet, synagogues have a strange way of finding me when I need them.

Last summer, while travelling through Europe to visit two of my closest friends, I found myself in London, exhausted from weeks of constant movement. I happened to walk past a synagogue and realized that Shabbat was the following day. I reached out and asked if I could join their services. I remember thinking that perhaps this was exactly what I needed: a few hours to sit still, focus, and breathe.

And I was right.

There is something uniquely grounding about entering a synagogue in an unfamiliar place and discovering that the ritual is familiar. You may be thousands of miles from home, surrounded by people you’ve never met, but you know when to stand. You recognize the melodies. You open the same prayers. You know that somewhere else in the world, other Jews are doing some version of the same thing.

So when, only a few days after moving to New York, I was connected with a member of Central Synagogue through a potential landlord and they invited me to join them for Shabbat services, I thought: Why not?

I had just arrived in a city where I was beginning a new job at the Forward, a new life, one that, for the first time, was entirely mine to shape. That is a daunting task. What better way to spend my first Friday night than doing something that has always made the unknown feel a little more manageable.

Moments after services began, I was sitting in the sanctuary, allowing myself to take in the week that had just passed — my first week in New York — when a man entered and began moving violently through the congregation.

He knocked down the Shabbat candles that had just been lit. He moved through the rows of congregants. I watched him strike another person.

People around me ran toward the sides of the sanctuary. My own body went into the same instinctive state of shock and survival: Where is the danger? Where can I go? What do I need to watch for?

The security response was swift. The intruder was stopped, we re-lit the candles, and services continued.

Those around me who knew I was new to the synagogue immediately went into protection mode. They checked on me, expressing disbelief that something like this could have happened there, especially given the level of security they pride themselves on maintaining. They told me that in the nearly three years since October 7, nothing like this had happened.

The clergy, too, seemed to understand what the moment required. They gave us strength and courage, using the same voices that had moments earlier been leading us in song and prayer to restore some sense of calm. Throughout the service and again afterward in their online response, they returned to the same idea: it was our duty to keep joy alive.

Joy, one of the rabbis said, is itself an act of resistance.

I understood the sentiment. But my body hadn’t quite caught up.

Shabbat is one of the rare times when I allow myself to become completely uninhibited. I sing. I look up from the prayer book. I watch the rabbis and the people around me. I let myself become absorbed in something larger than whatever has been occupying my mind that week. For a few hours, I am not thinking about work, or apartment hunting, or navigating a new city. I am simply there.

That is also why the disruption was so jarring. I had come to Shabbat to let my guard down, and suddenly I found myself unable to do so.

I kept my eyes toward the front of the room, watching for movement. When it came time to turn around during Lecha Dodi, I felt a jolt of anxiety at the thought of putting my back toward the congregation. I could no longer surrender myself completely to the moment and what it required of me. I knew, rationally, that the threat had passed. But my body had learned something different: that even here, even now, even in this room, I might need to be ready.

For a moment, I considered leaving. But the people around me seemed to embody a quiet confidence that everything was going to be okay. They had chosen to stay, and I followed their lead. There is a certain strength in knowing that you are not standing alone.

I had come to Central Synagogue because I wanted to feel at home in my new city. Instead, on my first Shabbat in New York, I was reminded how quickly the simple act of practicing Judaism can become an exercise in vigilance. And yet, looking around the room that evening, I also understood that vigilance does not have to mean retreat.

The post On my first Shabbat in NYC, the sanctuary was attacked appeared first on The Forward.

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