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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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My hopes for the rabbi who envisions my defeat — and for a better Jewish future

Dear Rabbi Cosgrove,

Thank you for your letter this week. Although you envision my electoral defeat two years from now, I recognize that it comes from a place of genuine concern, for me and for our shared future.

While your letter imagines my political fate, I think it’s really the future of the Jewish community that’s at stake. I know you care about the safety and thriving of Jews in New York City and beyond — so do I. We just have different ideas about how best to achieve it.

Two thousand years ago, Hillel prescribed us a challenge, in two questions: “If I am not for myself, who will be for me? But if I am for myself only, what am I?”

You believe that I am falling short on the first of Hillel’s questions. In our tradition of tokhecha, of accountability, I’ll sit with your criticism and take it seriously. I fight fiercely to keep our people safe, here in New York City, across the United States, and in Israel. I urged Mayor Zohran Mamdani to keep Jessica Tisch as NYPD Commissioner; to discourage the use of phrases like “globalize the intifada”; and to increase funding to combat antisemitism and other forms of hate. I’m pleased he’s done those things, and I’ll keep pushing for more.

I believe in the vision of a Jewish and democratic Israel, as imagined in its Declaration of Independence. I just don’t believe there can be democracy with occupation, or that Israel’s present actions in Gaza, the West Bank and Lebanon are consistent with that vision. On Election Night, I spoke about Israelis who provide protective presence in the West Bank, putting their lives on the line to help protect Palestinian neighbors from settler terrorism, as heroes whose courage I hope to emulate. And I pleaded with people not to use “Zionist” as a slur.

But even if I were an anti-Zionist, I would still be deeply within Jewish tradition and values.

My son is named after Marek Edelman, a leader of the Warsaw Ghetto Uprising, and a Bundist (Jewish democratic socialist) who was not a Zionist. Albert Einstein and Judah Magnes, a leading American rabbi who moved to Israel in 1922, both worried presciently about the dangers of sovereignty in a “Jewish state” and preferred to imagine a bi-national one. Many Jews are rediscovering those traditions, and concluding that they fit better with the Jewish values they learned in Hebrew school.

Your efforts to define them, and me, outside the Jewish community, are dangerously short-sighted. Jews are not made safer by proscribing a particular vision of Israel as the price of full belonging, or by insisting on unconditional support for Israel while it commits human rights violations against Palestinians.

Like the Israeli human rights group B’tselem, Israeli-American historian and eminent Holocaust scholar Omer Bartov, and the Lemkin Institute — the legacy of the Polish Jew and Holocaust survivor who developed the term — I believe with great sadness that Israel’s destruction of Gaza meets the definition of genocide. But whether one uses the term or not, surely we can agree that the scale of Palestinian death and suffering should trouble every Jew. Our obligation is not to ignore it, or explain it away, but to reckon with it — and to change it.

You recently urged candidates for office seeking the Jewish community’s support to march in the Israel Day Parade. But if representing Jewish New Yorkers requires marching alongside Israeli Finance Minister Bezalel Smotrich, who has called for the ethnic cleansing of Palestinians, perhaps we should ask whether we’ve confused loyalty with moral leadership.

I believe that we need more attention to Hillel’s second question. Our tradition asks us never to become indifferent to the suffering of children. I cannot reconcile Israel’s killing of thousands of Palestinian children with the Judaism that shaped me — most deeply, with the idea that every one of them was created b’tzelem Elohim, in the image of God, just like my kids.

The future you imagine presumes that the greatest danger facing Jewish life is that Jews will leave Zionism. But it seems to me the real danger is that young Jews will conclude there is no room for them inside Jewish institutions unless they silence their conscience. A community cannot thrive if the choices it offers the next generation are hypocrisy or excommunication.

At the end of your letter, you welcome me “back,” presumably to a position of always defending Israel against its critics, insisting that Zionism is an essential part of every Jewish identity and refusing to be in political coalition with people who disagree.

I’d like to invite you forward, to a belief in shared safety, where we don’t compromise on anyone’s humanity.

Or, at least, I’d like to invite us together to attempt a more productive conversation, to continue a debate that Jews have been having for at least 2,600 years. You recently called for Jews “to avoid the reductive and destructive tactic of labeling people with whom we disagree either as self-hating Jews or colonialist aggressors.” Let’s model that together.

Our differing points of view represent a longstanding debate amongst our people about the best way to achieve safety and flourishing, for ourselves and our neighbors. There’s room to keep that debate going — through conversation and dialogue, not through exclusion and shaming.

The door is open, rabbi. Welcome forward.

The post My hopes for the rabbi who envisions my defeat — and for a better Jewish future appeared first on The Forward.

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After 4 years and a stubborn leak, a landmark mikveh is finally whole again

Unveiled in the suburbs of Boston more than two decades ago, the Jewish ritual bathhouse known as Mayyim Hayyim offers an intimate space for people of all genders to mark life’s transitions. The facility’s pair of pools beckoned thousands from miles around, effectively reinventing the ancient Jewish practice of mikveh immersion for the modern era.

Then one of the tubs sprung a leak that took more than an ordinary plumber to fix. Now, more than four years later, the mikveh itself has had a rebirth, with the reopening of the immersion pool on the building’s left side, restoring a source of strength in suburban Boston that has become a pillar of American Jewish life.

“It felt like we were cut off from a really important part of our space and our connectedness,” said Sarah Quiat, a mikveh guide at Mayyim Hayyim who has been guiding immersions for seven years. “Being able to give the immersee the option of the left pool in and of itself feels like a core part of how Mayyim Hayyim approaches mikveh. To be able to offer and facilitate the immersion that a person is looking for comes down even to the details of which pool is calling to you.”

Tucked into a butter-yellow, 19th-Century New-England-style home in Newton, Mass., Mayyim Hayyim, Hebrew for “living waters,” grew out of a vision developed by author Anita Diamant and collaborators affectionately known as the “Mikveh Mamas.”

The founders grounded Mayyim Hayyim in a desire to enrich ancient ritual with contemporary life and make it accessible to Jews of all identities and types of observance.

Since ancient times, traditional Judaism has called for married women to immerse themselves in a mikveh after their menstrual period or childbirth before resuming sexual relations with their husbands. In the 1970s, as the Jewish feminist movement began picking up speed, thought leaders including Diamant looked beyond the patriarchal origins of mikveh and sought to reimagine and reclaim it.

“We, as a Jewish community, had to do better,” Diamant said in an interview. “We needed a mikveh where everyone who entered felt welcomed and valued.”

Today, Mayyim Hayyim offers a wide range of non-traditional immersion ceremonies — including for gender transition milestones, survivors of domestic violence or abuse, or individuals recovering from long-term illness — in addition to more conventional ceremonies for occasions like b’nei mitzvahs, the High Holy Days, and conversions.

The pool’s restoration was made possible by a joint gift last year from Mikhveh Mama, Paula Brody, and her husband, Merrill Hassenfeld.

For their 20th wedding anniversary in 2004, the couple immersed in the waters on the house’s left-hand side.

But in February 2022, that pool sprung a leak, and the water level began declining at a rate of more than one inch per day. A leak of such magnitude rendered the pool not Kosher by halachic standards, forcing the organization to close the pool until further notice.

Contractors began work to diagnose the source of the leak. Then came another setback — the particularly frigid Boston winter of 2023. Burst pipes caused a major flood in the building. Now other repairs to the building had to be prioritized.

Brody and Hassenfeld had not been aware that the mikveh where they marked their 20 years of marriage was out of commission. Together, they donated the money to finance the restoration ahead of their 42nd anniversary on June 24.

Since then, members of an adult B’Mitzvah class from a local temple have sought the waters of the mikveh and, during Pride Month in June, Mayyim Hayyim and Keshet, an advocacy group for LGBTQ+ Jews, hosted an evening of affirming immersions for the queer community.

“It was always envisioned with the two pools,” Brody recalled. “When I realized that it had been dysfunctional, we really wanted to help.”

“It enables Mayyim Hayyim to be whole again,” she added.

Mia Peloquin traveled from Connecticut to immerse themself at Mayyim Hayyim last year to mark their conversion. In August, they will return with their friend who converted a year earlier. The pair will celebrate their conversion anniversaries together.

“I was actually surprised that the left pool was open,” Peloquin said. “We thought we would have to go in one after another, which would extend our trip in Massachusetts a bit longer, but finding out that the left pool was open was very exciting for us because we get to immerse at the same time.”

During the closure, the organization has been guiding immersions solely using the pool on the right side of the building. Even with one operational pool, more than 900 people visit Mayyim Hayyim for roughly 1,600 immersions annually, many hailing from the surrounding Boston area, while others plan international travel to experience the one-of-a-kind space.

In addition to increasing the organization’s capacity for immersions, having both pools back to full functionality allows for expanded partnerships with Jewish institutions.

Beginning in 2023, then-Brandeis student and Hillel Tfilah Coordinator Zac Gondelman saw the power of ritual immersion and identified a critical education gap on the subject among his peers.

“Reform Jews came into Brandeis feeling like there was a world of Jewish ritual and practice that they had never heard of or accessed or lived in,” he said. “And so, I thought there was no better way to bridge those things than to bring a whole bunch of college kids to the mikveh.”

Despite Mayyim Hayyim’s decreased capacity at the time, Gondelman helped organize an annual trip for Brandeis students each year ahead of the High Holidays. With the second pool now open, more students can participate.

Harvard Hillel recently organized a trip to the mikveh for graduating seniors to mark the completion of college.

Engaging with the community through the mikveh has long been central to Diamant’s founding vision for the space. In doing so, Mayyim Hayyim has helped the ritual expand and grow, and even interact with other ancient practices. In 2024, the North Shore Hevra, a Boston-based community of Jews seeking to revive Jewish death and burial rituals called tahara, began working with Mayyim Hayyim to offer mikveh immersions for its tahara leaders.

Linda Goodspeed, cofounder of North Shore Hevra, said a shared passion for breathing contemporary life into ancient practice helped forge a relationship between the two organizations. Now, tahara volunteers can receive a newly created immersion blessing before the High Holidays, one adapted ancient practice to prepare for another.

“They were really our mentors,” Goodspeed added.

That mentorship extends far beyond Boston. Through the Rising Tide Open Waters Mikveh Network, 39 facilities in the U.S. and an additional nine internationally draw on Mayyim Hayyim’s extensive training resources to prepare their guides to serve the local community and foster mikvehs around the world.

Rabbi Miriam Berger, founder of Wellspring, another pluralistic mikveh in the network located in London, England, considers Mayyim Hayyim to be “the mothership.”

“Judaism gifted us mikveh,” she said. “Mayyim Hayyim gifted it back to us.”

The post After 4 years and a stubborn leak, a landmark mikveh is finally whole again appeared first on The Forward.

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‘There’s nothing I can say to her’: Boulder attack survivors have words on antisemitism for Congressional nominee Melat Kiros

For Natalya Reznik and Ed Victor, Tuesday’s primary victory of Melat Kiros, now a Democratic congressional nominee for much of Denver, cut deep and took them back to the horrific first day in June 2025 when they attended an 18-minute protest walk to call for the release of hostages taken from Israel into Gaza on Oct. 7.

That day, Reznik, 54, and her husband carried posters of hostages Lior Rudaeff and Yair Yaakov whose bodies were later returned. As always, the mostly Jewish group of 28 walked quietly, letting their signs do the talking.

“Since 10/7 I was devastated. I expected people everywhere, not just in America, to take to the streets to put pressure on Hamas to release the hostages,” said Reznik who came to the U.S. 30 years ago from St. Petersburg, Russia “I was so naive — I really thought this was so horrific that it just couldn’t go unnoticed. But what I saw was the opposite — people took to the streets to protest Israel.”

Reznik didn’t hear a man shouting “Free Palestine” — others did — before she noticed her feet getting hot. She looked down to find much of her lower body on fire, likely from a Molotov cocktail. She rolled over on the grass to put them out. Another woman, Karen Diamond, was engulfed in flames.

Dressed up as a gardener so as not to be noticed in the park outside the Boulder County Courthouse, the attacker, Mohamed Soliman, 46, later told prosecutors he had researched “Zionist” events in the area.

But when a news anchor ahead of the primary asked Kiros whether the attack had been antisemitic, the former lawyer turned doctoral candidate drew a distinction between anti-Zionism and antisemitism. She tried to make the case that no one could presume Soliman’s motive.

“I don’t know what was in the heart of the perpetrator,” Kiros told a local Colorado station last month. “All I know is that he attacked innocent people because of what they might have believed. And I don’t even know what the people that were at that protest believed, too. In fact most of them were probably just there to ask that the people who were kidnapped on Oct. 7 be returned to their families.”

That logic found little purchase with Ed Victor, a resident of Louisville, Colorado, who had also been at the Boulder courthouse that day.

“You don’t have to look at his heart,” Victor said. “You can look at his actions.”

Soliman pleaded guilty to more than 100 felony charges in state court but not guilty to hate crime charges. He was sentenced to life in prison without the possibility of parole.

The success of Kiros, 29, a Democratic Socialist of America in her first run for public office, echoed the victories of DSA-backed candidates Darializa Chevalier and Claire Valdez in New York, who similarly drew a line between antisemitism and anti-Zionism. Like those candidates, Kiros has advocated for one state with equal rights for Israelis and Palestinians.

Reznik does not live in the deep-blue district Kiros will be favored to win in November, which represents the largest Jewish community in Colorado. But she said Kiros’ victory was the result of a callousness toward Jewish people that now defines the attitude of the general public.

“It’s an uncomfortable feeling,” said Reznik, a Russian Jewish immigrant. “This is not the country I came to 30 years ago. I no longer feel that people in Congress even hold the same values that I do.”

Reznik’s burns from the attack that day covered 40% of her legs and left arm. She spent one week in intensive care and another in the hospital recovering from surgery. It was in the ICU that she first encountered people online trying to downplay the attack as anti-Zionist rather than antisemitic – a discourse that seemed to legitimize violence against Jews and continued to unfold in the hours and days after the firebombing.

“They’re encouraging people who are antisemites, who are simply scum, to feel as political activists,” Reznik said. “They speak the language of the murderers.”

Kiros’ equivocating comments ahead of Tuesday’s primary divided Denver Jews, with one rabbi who described herself as a “liberal Jew” writing in the Denver Post that Kiros’ candidacy “scared her.” Another Jewish writer defended Kiros, arguing that the candidate’s criticism is directed at the Israeli government and military, not the Jewish people.

In an interview on CNN the day after her primary win, Kiros tried to allay fears, adding that the “conflation of the actions of the state of Israel and the Jewish people … is putting them at greater risk.”

“My commitment is to protecting the sanctity of human life and dignity and that includes combating the hate and the rising antisemitism that we are seeing,” she said.

But for the survivors of that day’s attack who heard Kiros’ equivocation ahead of the primary, it was hard not to feel fear – and fury. Reznik saw Kiros’ refusal to call the attack antisemitic as the height of hypocrisy.

“There’s nothing I can say to her,” she said, “because I know she’s one of the people who’s not listening.”

The post ‘There’s nothing I can say to her’: Boulder attack survivors have words on antisemitism for Congressional nominee Melat Kiros appeared first on The Forward.

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