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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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New York City Comptroller Affirms Commitment to Israel Bonds as Mamdani Under Fire Over Handling of Antisemitism
New York City Comptroller Mark Levine speaking on April 15, 2026. Photo: Luiz Rampelotto/EuropaNewswire/Sipa USA via Reuters Connect
New York City’s top financial official defended the city’s ongoing investment in Israel bonds as the administration of Mayor Zohran Mamdani faced growing criticism over its refusal to adopt a formal definition of antisemitism and continued hostile posture toward the Jewish state, paving the way for a showdown over how New York should address hate crimes and foreign investment policy.
Comptroller Mark Levine said on Wednesday that bonds issued by the Israeli government remained a safe, long-standing investment for city pension funds, insisting that financial decisions must be separated from political pressure. Levine pointed to the bonds’ decades-long record of repayment and argued his office’s responsibility was to maximize returns for retirees, not respond to shifting political campaigns.
“This is not political. It shouldn’t be political,” said Levine, a Democrat. “Israel bonds have never missed a payment in 70 years, ever, not once.”
The comptroller noted that the city has investments in other foreign countries but only faces protests for its association with Israel.
“And by the way, we’ve had no protesting about our investments in Saudi Arabia, our investments in Pakistan or China — only this one little, tiny sliver,” Levine said.
His comments came as the Mamdani administration faced continued scrutiny over its approach to Israel and antisemitism policy. Mamdani, a far-left democratic socialist who has made anti-Israel activism a cornerstone of his political career, has urged Levine to end city investments in Israel bonds.
Mamdani has long been an outspoken supporter of the boycott, divestment, and sanctions (BDS) movement, which seeks to isolate Israel on the international stage as the first step toward its elimination. Leaders of the movement have repeatedly stated their goal is to destroy the world’s only Jewish state.
In New York City specifically, records show that Israel bonds, historically yielding approximately 5 percent annually, have outperformed many alternatives.
Meanwhile, Israeli firms pour billions of dollars and tens of thousands of jobs into the local economy, and business experts have warned that a push for divestment could lead Israeli-associated and Jewish-owned companies to leave.
A study released by the United States-Israel Business Alliance in October revealed that, based on 2024 data, 590 Israeli-founded companies directly created 27,471 jobs in New York City that year and indirectly created over 50,000 jobs when accounting for related factors, such as buying and shipping local products.
These firms generated $8.1 billion in total earnings, adding an estimated $12.4 billion in value to the city’s economy and $17.9 billion in total gross economic output.
As for the entire state, the report, titled the “2025 New York – Israel Economic Impact Report,” found that 648 Israeli-founded companies generated $8.6 billion in total earnings and $19.5 billion in gross economic output, contributing a striking $13.3 billion in added value to the economy. These businesses also directly created 28,524 jobs and a total of 57,145 when accounting for related factors.
From financial tech leaders like Fireblocks to cybersecurity powerhouse Wiz, Israeli entrepreneurs have become indispensable to the innovation ecosystem. The number of Israeli-founded “unicorns,” privately held companies with a valuation of at least $1 billion, operating in New York City has quadrupled since 2019, increasing from five to 20.
Beyond its finances, New York City will not use a codified definition of antisemitism in evaluating complaints or incidents, according to administration officials. Instead, the Mayor’s Office to Combat Antisemitism, led by Phylisa Wisdom, will assess cases individually without relying on a fixed legal or policy definition.
“The first thing I’ll say is that across city government, there is not a definition codified for any form of hate at all,” Wisdom said on Wednesday while presiding over the City Council’s Task Force to Combat Antisemitism
The decision marks a departure from previous city policy, which had incorporated the International Holocaust Remembrance Alliance (IHRA) definition of antisemitism. The Mamdani administration revoked that standard when he entered office, arguing that rigid definitions can risk conflating criticism of Israel with antisemitism and may complicate the handling of politically sensitive speech.
IHRA — an intergovernmental organization comprising dozens of countries including the US and Israel — adopted the “working definition” of antisemitism in 2016. Since then, the definition has been widely accepted by Jewish groups and lawmakers across the political spectrum, and it is now used by hundreds of governing institutions, including the US State Department, European Union, and United Nations. Law enforcement also uses it as a tool for matters such as hate-crime investigations and sentencing.
According to the definition, antisemitism “is a certain perception of Jews, which may be expressed as hatred toward Jews. Rhetorical and physical manifestations of antisemitism are directed toward Jewish or non-Jewish individuals and/or their property, toward Jewish community institutions and religious facilities.” It provides 11 specific, contemporary examples of antisemitism in public life, the media, schools, the workplace, and in the religious sphere. Beyond classic antisemitic behavior associated with the likes of the medieval period and Nazi Germany, the examples include denial of the Holocaust and newer forms of antisemitism targeting Israel such as demonizing the Jewish state, denying its right to exist, and holding it to standards not expected of any other democratic state.
Critics say the absence of a clear definition could weaken enforcement and create inconsistency in how incidents are classified. Some lawmakers have pointed to recent public exchanges in which officials were unable or unwilling to clearly articulate what constitutes antisemitism under the city’s current framework.
The debate has intensified against the backdrop of a broader surge in antisemitic hate crimes in New York City. Advocacy groups and elected officials have raised concerns that the policy shift could make it harder to respond effectively at a time of heightened tension and increased reported incidents.
The majority of all hate crimes in New York City over the first three months of this year have targeted Jews, according to data released by the New York Police Department (NYPD).
“Confirmed hate crimes increased nearly 12 percent this quarter citywide. We continue to see that the vast majority of our hate crimes are antisemitic in nature,” NYPD Commissioner Jessica Tisch said earlier this month. “In fact, in the first quarter of 2026, more than half of all confirmed hate crimes, or 55 percent, were antisemitic, despite Jews only making up approximately 10 percent of the population of New York City.”
Mamdani took office on Jan. 1.
However, the surge in anti-Jewish hate crimes predated Mamdani.
Jews were targeted in the majority (54 percent) of all hate crimes perpetrated in New York City in 2024, according to data issued by the NYPD. A recent report released in December by the Mayor’s Office to Combat Antisemitism noted that figure rose to a staggering 62 percent in the first quarter of 2025, despite Jewish New Yorkers comprising a small minority of the city’s population.
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Israel-Lebanon Ceasefire Extended by Three Weeks, Trump Says
Smoke rises after an Israeli strike, amid escalating hostilities between Israel and Hezbollah, as the US-Israeli conflict with Iran continues, in southern Lebanon, March 24, 2026. Photo: REUTERS/Stringer
US President Donald Trump on Thursday said in a post on Truth Social the ceasefire between Israel and Lebanon will be extended by three weeks.
Trump posted on social media that he and several top officials in his administration met with Israeli and Lebanese representatives in the Oval Office.
“The Meeting went very well! The United States is going to work with Lebanon in order to help it protect itself from Hezbollah,” Trump said, referring to the Iran-backed Lebanese terrorist group which Israel was fighting before a temporary truce was reached earlier this month.
“The Ceasefire between Israel and Lebanon will be extended by THREE WEEKS,” the president added. “I look forward in the near future to hosting the Prime Minister of Israel, [Benjamin] Netanyahu, and the President of Lebanon, Joseph Aoun. It was a Great Honor to be a participant at this very Historic Meeting!”
The US-mediated ceasefire, which was set to expire on Sunday, has yielded a significant reduction in violence, but attacks have continued in southern Lebanon, where Israeli troops have seized a self-declared buffer zone.
Hezbollah says it has “the right to resist” occupying forces.
Wednesday marked Lebanon‘s deadliest day since the ceasefire took effect on April 16.
Hostilities between Hezbollah and Israel reignited on March 2, when the terrorist group opened fire in support of Tehran in the regional war. The ceasefire in Lebanon emerged separately from Washington’s efforts to resolve its conflict with Tehran, though Iran had called for Lebanon to be included in any broader truce.
Hezbollah said it carried out four operations in south Lebanon on Wednesday, saying they were a response to Israeli strikes.
Nearly 2,500 people have been killed in Lebanon since Israel went on the offensive in response to Hezbollah’s March 2 attack, according to Lebanese authorities. Israeli officials say the vast majority of those killed have been Hezbollah terrorists.
Israel is occupying a belt of the south that extends 5 to 10 km (3 to 6 miles) into Lebanon, saying it aims to shield northern Israel from attacks by Hezbollah, which has fired hundreds of rockets during the war.
The Lebanese government has opened direct contacts with Israel despite strong objections from Hezbollah, which was established by Iran’s Revolutionary Guards in 1982.
Lebanese President Joseph Aoun had said Beirut’s envoy to Thursday’s talks in Washington, Lebanese ambassador to the US Nada Moawad, would seek a ceasefire extension and a halt to demolitions being carried out by Israel in villages in the south.
A Lebanese official said Beirut wants a ceasefire extension as a prerequisite for talks to expand beyond the ambassadorial level to the next phase, in which Lebanon would push for an Israeli withdrawal, the return of Lebanese detained in Israel, and a delineation of the land border.
Israel says its objectives in the talks with Lebanon include securing the dismantlement of Hezbollah and creating conditions for a peace deal. Israel has sought to make common cause with the Lebanese government over Hezbollah, which Beirut has been seeking to disarm peacefully for the past year.
US Secretary of State Marco Rubio attend Thursday’s meeting along with Vice President JD Vance and the US ambassadors to Israel and Lebanon. Israel was represented by its ambassador to Washington, Yechiel Leiter.
Rubio hosted the first meeting between Leiter and Moawad on April 14 – the highest-level contact between Lebanon and Israel in decades.
Washington has denied any link between its Lebanon mediation and diplomacy over the Iran war.
Hezbollah says the Lebanon ceasefire was the result of Iranian pressure rather than US mediation.
Aoun has cited goals including halting Israeli attacks on Lebanon and securing the withdrawal of Israeli troops.
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Israel-Lebanon Ceasefire Extended by Three Weeks, Trump Says
Smoke rises after an Israeli strike, amid escalating hostilities between Israel and Hezbollah, as the US-Israeli conflict with Iran continues, in southern Lebanon, March 24, 2026. Photo: REUTERS/Stringer
U.S. President Donald Trump on Thursday said in a post on Truth Social the ceasefire between Israel and Lebanon will be extended by three weeks.
Trump posted on social media that he and several top officials in his administration met with Israeli and Lebanese representatives in the Oval Office.
“The Meeting went very well! The United States is going to work with Lebanon in order to help it protect itself from Hezbollah,” Trump said, referring to the Iran-backed Lebanese terrorist group which Israel was fighting before a temporary truce was reached earlier this month.
“The Ceasefire between Israel and Lebanon will be extended by THREE WEEKS,” the president added. “I look forward in the near future to hosting the Prime Minister of Israel, [Benjamin] Netanyahu, and the President of Lebanon, Joseph Aoun. It was a Great Honor to be a participant at this very Historic Meeting!”
The US-mediated ceasefire, which was set to expire on Sunday, has yielded a significant reduction in violence, but attacks have continued in southern Lebanon, where Israeli troops have seized a self-declared buffer zone.
Hezbollah says it has “the right to resist” occupying forces.
Wednesday marked Lebanon‘s deadliest day since the ceasefire took effect on April 16.
Hostilities between Hezbollah and Israel reignited on March 2, when the terrorist group opened fire in support of Tehran in the regional war. The ceasefire in Lebanon emerged separately from Washington’s efforts to resolve its conflict with Tehran, though Iran had called for Lebanon to be included in any broader truce.
Hezbollah said it carried out four operations in south Lebanon on Wednesday, saying they were a response to Israeli strikes.
Nearly 2,500 people have been killed in Lebanon since Israel went on the offensive in response to Hezbollah’s March 2 attack, according to Lebanese authorities. Israeli officials say the vast majority of those killed have been Hezbollah terrorists.
Israel is occupying a belt of the south that extends 5 to 10 km (3 to 6 miles) into Lebanon, saying it aims to shield northern Israel from attacks by Hezbollah, which has fired hundreds of rockets during the war.
The Lebanese government has opened direct contacts with Israel despite strong objections from Hezbollah, which was established by Iran’s Revolutionary Guards in 1982.
Lebanese President Joseph Aoun had said Beirut’s envoy to Thursday’s talks in Washington, Lebanese ambassador to the US Nada Moawad, would seek a ceasefire extension and a halt to demolitions being carried out by Israel in villages in the south.
A Lebanese official said Beirut wants a ceasefire extension as a prerequisite for talks to expand beyond the ambassadorial level to the next phase, in which Lebanon would push for an Israeli withdrawal, the return of Lebanese detained in Israel, and a delineation of the land border.
Israel says its objectives in the talks with Lebanon include securing the dismantlement of Hezbollah and creating conditions for a peace deal. Israel has sought to make common cause with the Lebanese government over Hezbollah, which Beirut has been seeking to disarm peacefully for the past year.
US Secretary of State Marco Rubio attend Thursday’s meeting along with Vice President JD Vance and the US ambassadors to Israel and Lebanon. Israel was represented by its ambassador to Washington, Yechiel Leiter.
Rubio hosted the first meeting between Leiter and Moawad on April 14 – the highest-level contact between Lebanon and Israel in decades.
Washington has denied any link between its Lebanon mediation and diplomacy over the Iran war.
Hezbollah says the Lebanon ceasefire was the result of Iranian pressure rather than US mediation.
Aoun has cited goals including halting Israeli attacks on Lebanon and securing the withdrawal of Israeli troops.