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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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Global Leaders React to the Killing of Iran’s Khamenei
A woman holds a poster with the picture of Iran’s Supreme Leader Ayatollah Ali Khamenei as people gather after Khamenei was killed in Israeli and U.S. strikes on Saturday, in Tehran, Iran, March 1, 2026. Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Iran’s Supreme Leader Ayatollah Ali Khamenei was killed in US and Israeli strikes, state media confirmed as another wave of attacks hit the country on Sunday.
Below is international reaction to his death.
PAKISTAN PRIME MINISTER SHEHBAZ SHARIF
“Pakistan also expresses concern over violation of the norms of international law. It is an age-old convention that the heads of state/government should not be targeted.”
IRANIAN PRESIDENT MASOUD PEZESHKIAN
“The martyrdom of the Supreme Leader at the hands of Israel and the criminal America was a great disaster for our country… America and Israel should know that it will bring them nothing but embarrassment.”
EUROPEAN COMMISSIONER URSULA VON DER LEYEN
“With Khamenei gone, there is renewed hope for the people of Iran. We must ensure that the future is theirs to claim and shape. At the same time, this moment carries a real risk of instability that could push the region into a spiral of violence.”
ITALIAN FOREIGN MINISTER ANTONIO TAJANI
“For the moment, Iran is in a transitional phase, and it remains to be seen how long it will last and what impact the war will have. What is certain is that a leader who had guided Iran for decades is gone, and that is bound to have consequences — including the loss of Khamenei’s personal authority over the population.”
FRENCH GOVERNMENT SPOKESPERSON MAUD BREGEON
“He was responsible for the deaths of thousands of civilians in his country and in the region, so one can only welcome his disappearance. It is now up to the Iranian people to choose their own destiny.”
EUROPEAN UNION FOREIGN POLICY CHIEF KAJA KALLAS
“The death of Ali Khamenei is a defining moment in Iran’s history. What comes next is uncertain. But there is now an open path to a different Iran, one that its people may have greater freedom to shape.”
RUSSIAN PRESIDENT VLADIMIR PUTIN
“Please accept my deep condolences in connection with the murder of the Supreme Leader of the Islamic Republic of Iran, Seyed Ali Khamenei, and members of his family, committed in cynical violation of all norms of human morality and international law.”
SWEDISH FOREIGN MINISTER MARIA STENERGARD
“Ayatollah Ali Khamenei has been confirmed dead. This could open a window of opportunities. But there are still many uncertainties remaining.
“Iran’s future must belong to the people. But the road there is long. The risk of a spiral of violence in the Middle East remains great.”
INDONESIA’S ULEMA MUSLIM CLERICAL COUNCIL
“The Indonesian Ulema Council (MUI) expressed its deepest condolences for the death of Iran’s Supreme Leader, Ali Khamenei, as a result of the Israeli-American attack on February 28.
“The United States, which is playing a central role in managing the Palestinian conflict through the BoP (Board of Peace), faces a major question: is this strategy truly aimed at a just peace, or is it actually strengthening an unequal security architecture and burying Palestinian independence? Therefore, the MUI urges the Indonesian government to revoke its membership from the BoP.”
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Israel and US Used Anthropic’s Claude and CIA Intelligence in Timing Iran Strike
CEO of Anthropic Dario Amodei, addresses the gathering at the AI Impact Summit, in New Delhi, India, February 19, 2026. REUTERS/Bhawika Chhabra
i24 News – Israel and the United States used an artificial intelligence system and detailed CIA intelligence to help plan and time their joint strike on Iranian leadership in Tehran, according to reports in the Wall Street Journal and the New York Times. The operation targeted a rare gathering of senior Iranian officials and was adjusted to coincide with a Saturday morning meeting at a government compound in central Tehran.
The Wall Street Journal reported that the attack was carried out with the assistance of “Claude,” an artificial intelligence tool developed by the company Anthropic, just hours after the federal administration announced it was terminating its contract with the firm and labeling it a “security threat.” According to the report, sources familiar with the matter said military headquarters around the world, including United States Central Command in the Middle East, are using Claude “for intelligence assessments, target identification, and battle scenario simulations.” CENTCOM declined to comment on the specific systems being used in the operation.
In a separate account, the New York Times said the CIA had been tracking Supreme Leader Ayatollah Ali Khamenei “for months, gaining more confidence about his locations and his patterns,” according to people familiar with the operation. The agency then learned that a meeting of top Iranian officials would take place on Saturday morning at a leadership compound in the heart of Tehran and that Khamenei would be present at the site.
Officials with knowledge of the decisions told the Times that the United States and Israel decided to adjust the timing of their attack “in part to take advantage of the new intelligence.” The information provided a “window of opportunity” for the two countries to achieve “a critical and early victory: the elimination of top Iranian officials and the killing of Ayatollah Khamenei,” the report said. The CIA passed its intelligence, described as offering “high fidelity” on Khamenei’s position, to Israel, according to people briefed on the operation.
Those sources, who spoke on condition of anonymity due to the sensitivity of the intelligence and military planning, said Israel used the American intelligence alongside its own to execute an operation it had been preparing for months, focused on the targeted killing of senior officials in the Iranian regime. According to the reports, the governments of the United States and Israel had originally planned to launch the attack at night but shifted to a daylight strike after learning of the leadership gathering in Tehran.
The Times said senior figures in Iran’s security establishment attended the meeting, including Revolutionary Guard commander Mohammad Pakpour, Defense Minister Aziz Nasirzadeh, military council head Ali Shamkhani, Revolutionary Guard Aerospace Force commander Seyed Majid Mousavi, Deputy Intelligence Minister Mohammad Shirazi, and other top officials. An Israeli security official, quoted by the Times, said the operation “was carried out simultaneously at several sites in Tehran, including at the meeting point of the Iranian political‑security leadership,” and added that despite Iranian preparations for war, Israel had achieved a “tactical surprise” in striking the compound.
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Abu Dhabi Complex Housing Embassies Damaged as Retaliatory Strikes Widen in Gulf
Smoke billows from Zayed port after an Iranian attack, following United States and Israel strikes on Iran, in Abu Dhabi, United Arab Emirates, March 1, 2026. Picture taken with phone. REUTERS/Abdelhadi Ramahi
Debris from an intercepted drone damaged an Abu Dhabi complex housing the Israeli embassy and several other international missions, causing minor injuries to a woman and her child, Abu Dhabi’s state media office said on Sunday.
Debris from the drone fell against the facade of the Etihad Towers complex after an interception that caused loud sounds heard across the emirate, the media office said.
After the US and Israel launched strikes on Iran on Saturday, Iran said it would target US bases in the region. But it has also hit a range of civilian and commercial areas across Gulf cities, widening the conflict’s impact on key regional aviation and trade hubs.
As retaliatory strikes widened on Sunday they reverberated across Gulf Arab states, with loud blasts heard in Dubai and the Qatari capital Doha and with Oman being hit for the first time.
PORTS TARGETED
In Dubai, two people were injured after shrapnel from drones fell over two houses when they were intercepted, a Dubai state media office statement said.
Dubai’s international airport, its landmark Burj Al Arab hotel and man-made Palm Jumeirah Island all suffered damage overnight, as did Abu Dhabi’s international airport.
Thick black plumes of smoke continued to rise from the Jebel Ali port area, where one of the berths caught fire on Sunday because of debris from an intercepted missile.
In neighboring Oman, which was spared retaliation on Saturday, Duqm commercial port was targeted by two drones, wounding one worker, the state news agency said.
Dubai is the biggest tourism and trade hub in the Middle East and its airport is one of the world’s busiest travel hubs.
Qatar’s interior ministry said on Sunday that it was responding to a limited fire in an industrial zone after debris fell from an intercepted missile.