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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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Hochul makes play for Orthodox voters with tuition relief and synagogue buffer zones
New York Gov. Kathy Hochul is making an early play for Jewish voters ahead in her reelection bid, coupling a major initiative to help families pay for yeshivas with tough-on-antisemitism legislation.
The moves aid Orthodox Jewish voting blocs — before her Republican challenger, Bruce Blakeman, gains traction.
A recent Siena University poll of 804 voters found Hochul leading Blakeman statewide by 16 points, 49% to 33%. But among the smaller sample of 65 Jewish voters, the race was far tighter, with Hochul leading just 46% to 41%.
Central to Hochul’s outreach was her announcement last week, during a private meeting with Orthodox leaders, that New York will opt into President Donald Trump’s new federal school-choice tax credit program. Known as the Education Freedom Tax Credit, it allows taxpayers to receive up to a $1,700 federal tax credit for donations to scholarship-granting organizations, which can then fund tuition assistance and other educational expenses.
A spokesperson for the governor confirmed that Hochul is supportive of the program as part of a broader commitment to helping families afford nonpublic education. Emma Wallner, the spokesperson, added that the administration is reviewing the federal program to ensure there are no “poison pills that could harm New York’s education system.”
For Orthodox voters, tuition relief has long ranked alongside Israel and antisemitism as a political priority. In 2014, former Gov. Andrew Cuomo made a last-minute effort to court the community by pledging to expand a state tuition assistance program to cover yeshivas as “a matter of justice.” Cuomo ultimately won 70% of the vote in Borough Park, one of the largest Orthodox strongholds. That proposal later failed in the state legislature.
Hochul and her allies remain mindful of the results of the 2022 governor’s race, when former Rep. Lee Zeldin came within five percentage points of defeating her. Zeldin, who is Jewish, was powered by strong Orthodox support.
That memory looms large as Hochul prepares for a likely matchup against Bruce Blakeman, the first Jewish executive of Nassau County, who has positioned himself as a tough-on-crime conservative focused on antisemitism and support for Israel.
Blakeman has so far struggled to gain broader traction statewide and has yet to build deep relationships within the Orthodox political infrastructure in Brooklyn and Rockland County. Orthodox voting blocs, a traditionally Republican-leaning constituency, have repeatedly backed incumbents and even Democrats when communal priorities align.
A spokesperson for the Blakeman campaign did not immediately respond to questions from the Forward about whether the Republican candidate supports the tuition-relief initiative or plans to offer a proposal of his own.
Addressing rising antisemitism
Blakeman, who met with Trump at the White House last week to discuss his candidacy, could further face a challenge presenting himself as a stronger protector of the estimated 1.8 million Jews across the state amid rising antisemitism.
Hochul, who endorsed New York City Mayor Zohran Mamdani last year after remaining neutral during the Democratic primary, has been seen by some in the Jewish community as a counterweight within the Democratic Party to the mayor, whose handling of antisemitism and criticism of Israel has left many Jewish voters uneasy.
The Democratic incumbent has publicly opposed several key Mamdani priorities, like universal free buses and a millionaire tax, and has also distanced herself from Mamdani on Israel and pro-Palestinian protests on campus.
Hochul is moving fast on that front, too.
Last week, she announced a tentative budget deal that includes a measure to create a 25-foot buffer zone to protect houses of worship statewide from protest. “We’ve seen demonstrations targeting faith communities outside synagogues, mosques and churches,” Hochul told reporters. This is not free expression, this is harassment, and it has no place in the state of New York.” The measure would go further than a more limited enactment passed by the New York City Council requiring safety plans for protests near houses of worship, which Mamdani allowed to become law without his signature.
Hochul has also proposed an additional $35 million in security funding for vulnerable institutions, bringing total state spending on such protection to $131 million since she took office.
The legislation remains unresolved in Albany. Assembly Speaker Carl Heastie told reporters Thursday there was “no deal” yet on the broader state budget package. Some Jewish lawmakers have also criticized the proposed 25-foot buffer zone as too narrow, arguing it should be expanded to at least 100 feet, similar to protections already in place around polling sites.
Blakeman told the Forward last week that he would push to expand the buffer zone if elected governor. “I think 25 feet is too close,” he said.
David Greenfield, a former New York City Council member who introduced Hochul to Orthodox leaders when she became the lieutenant governor candidate in 2014 and boosted her in 2022, said that Hochul is “cementing her status as the best friend the Jewish community has had in Albany in decades” by pushing this agenda. “At a moment when Jewish New Yorkers are looking for leaders who will actually show up for them, Hochul keeps showing up,” said Greenfield, now head of the Met Council charity organization.
Blakeman’s play
Blakeman has also made fighting antisemitism a central theme of his campaign. On Sunday, Blakeman addressed a rally held by Zionist groups in Queens, after swastikas were found spray-painted on synagogues and homes in Forest Hills and Rego Park. “We have to make sure that every antisemite knows that we will not back down, that we will stand up to it,” he said in his remarks. Speaking to the New York Post, Blakeman also called Mamdani “un-American” and “antisemitic.”
Last week, Blakeman held a press conference in Brighton Beach, a Brooklyn neighborhood with a significant Russian-speaking Jewish population, calling for the cancellation of a planned concert by Yulduz Usmonova, an Uzbek singer accused of making antisemitic statements. “Never again will we tolerate antisemitism or attacks on the Jewish people anywhere in the world, and especially here in Brooklyn, with this huge Jewish community of which my wife Segal was a member of,” Blakeman said.
The battle for the Jewish vote traditionally unfolds later in the season, closer to the High Holidays season, when voters pay more attention to the election. But Hochu’s recent moves signal she is not waiting until the fall to lock up support from a swing and reliable voting bloc.
The post Hochul makes play for Orthodox voters with tuition relief and synagogue buffer zones appeared first on The Forward.
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‘Antisemitism Crisis in America’: Swastika Graffiti Again Appears Across New York City Boro
Swastikas graffitied in Forest Park in Queens, New York City over the weekend. Photo: Screenshot.
Antisemitic vandals in Queens, New York City are painting the town Nazi red, having added over the weekend two new incidents of swastika graffiti to a spree of hate crimes targeting Jewish institutions and homes across the borough.
As seen in photographs shared on social media, the unknown suspects graffitied some eleven swastikas at Highland Park and Forest Park for locals to discover on Monday — just one week after perpetrating the same crime at four Jewish owned properties in Rego Park and Forest Hills.
“This is yet another hateful incident meant to intimidate Jewish New Yorkers and divide our city,” New York City Council speaker of the house Julie Menin said in a statement posted on the X social media platform. “We want to be clear: we cannot and will not accept this as normal.”
The vandalism wave came just as the New York City Police Department (NYPD) announced that an ongoing surge in antisemitic hate crimes in the metropolis, which is home to the largest Jewish population outside of Israel, continues unabated.
According to newly released data the agency published on Monday, Jews were targeted in 60 percent of all confirmed hate crimes last month, despite making up just 10 percent of the city’s population.
In April, the police confirmed 30 antisemitic incidents out of 50 total hate crimes in the city. As for all reported/suspected hate crimes, 38 out of the total of 65 targeted Jews.
The NYPD had previously reported suspected, but unconfirmed, hate crime incidents. In February, the police began reporting confirmed incidents instead. And then after receiving scrutiny, the department began reporting both suspected and confirmed hate crimes in March.
Regardless of the methodology, the majority of all hate crimes in New York City this year have targeted Jews, especially the Orthodox community, continuing a surge in antisemitism that has swept the city after the start of the Israel-Hamas war in Gaza in October 2023.
In just eight days between the end of October and the beginning of November 2024, for example, three Hasidim, including children, were brutally assaulted in the Crown Heights section of Brooklyn. In one instance, an Orthodox man was accosted by two assailants, one masked, who “chased and beat him” after he refused to surrender his cellphone in compliance with what appeared to have been an attempted robbery. In another incident, an African American male smacked a 13-year-old Jewish boy who was commuting to school on his bike in the heavily Jewish neighborhood. Less than a week earlier, an assailant slashed a visibly Jewish man in the face as he was walking in Brooklyn.
In November, just days after the election of Zohran Mamdani as mayor of New York City, hundreds of people amassed outside a prominent synagogue and clamored for violence against Jews.
The change in New York City’s climate since Mamdani’s election is palpable, Jewish advocacy groups have said. On his first day in office in January, Mamdani voided the city government’s adoption of the IHRA definition, lifted the ban on contracts with companies boycotting Israel, and modified key provisions of an executive order directing law enforcement to monitor anti-Israel protests held near synagogues.
“Mayor Mamdani pledged to build an inclusive New York and combat all forms of hate, including antisemitism,” a coalition of leading Jewish groups said in a statement addressing the changes enacted by the new administration. “But when the new administration hit reset on many of Mayor Adams’ executive orders, it reversed … significant protections against antisemitism.”
Mayor Mamdani has denounced the swastika graffiti as a “deliberate act of antisemitic hatred” and said that he has assigned the NYPD’s Hate Crimes Task Force to investigate it.
Follow Dion J. Pierre @DionJPierre.
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Middlebury College Hillel votes to rebrand, distancing from parent on Israel
The student leaders of the campus Hillel at a small liberal arts school in Vermont have voted to rename the student group, moving to distance it from an international organization they say is too pro-Israel.
Middlebury College’s Hillel student board made the decision last week after a yearlong consultation process with active participants in the campus organization, university administrators and Hillel International leadership, according to the student group’s co-presidents. The board also voted to disaffiliate from Hillel International, but were told by Middlebury’s administration that they lacked the authority to take that action, the co-presidents told the Middlebury campus newspaper.
The student group, renamed to Jewish Association of Middlebury, will continue to perform similar functions as Hillels do on hundreds of campuses around the world — holding events around Shabbat and Jewish holidays and other Jewish religious and social programming. The board says it will maintain an on-paper link with Hillel without adhering to its guidelines.
“While Middlebury College will continue to be affiliated with Hillel International, we believe this name better reflects our local community,” the board wrote last week in an email to students, according to the Campus, the school newspaper. This decision was made to reflect the desires of our diverse student body, and it doesn’t endorse any one political persuasion.”
Hillel International did not respond to a request for comment.
Hillel has said it is “steadfastly committed” to supporting Israel as a Jewish and democratic state, and it prohibits association with student organizations that endorse the Boycott, Divestment and Sanctions movement.
The renaming at Middlebury comes amid a nationwide campaign against Hillel on college campuses, premised on the organization’s involvement in Israel, including sending students there to volunteer.
Hillel buildings have been occasional targets for pro-Palestinian protests since Oct. 7. More recently, anti-Zionist student groups have pushed to defund campus Hillels or disaffiliate them from the century-old Jewish organization.
The student senate of the New School in New York recently voted to defund its campus Hillel and call on the school to stop partnering with the organization — a vote the college administration rejected, saying that it did not have the authority to act. A group of Jewish students and faculty at New York University has also called to boycott Hillel.
But Middlebury College is believed to be the first school where the push to untether from the international movement were leaders of the campus Hillel itself.
Hillel/JAM co-president Caroline Jaffe told the Campus that conversations around disaffiliating from Hillel dated back to Nov. 2023, when Middlebury Hillel sold challah to raise money for World Central Kitchen, a humanitarian aid group that was delivering food to Palestinians in Gaza.
“We got a stern email from Hillel International, saying, ‘Why are you guys raising money for Gaza?’” Jaffe told the Campus. “I think that was the first time I remember [thinking], oh wow, this really isn’t aligned with my Jewish values at all, to be like, ‘Why are you guys feeding these starving people?’”
In response to Hillel’s concerns, the student group edited the Instagram post about the event to say it was a fundraiser for WCK’s team in “Israel and” Gaza.
The Forward has reached out to Jaffe for comment.
After that incident, the student-led board of Middlebury Hillel began soliciting feedback about possible disaffiliation in online forums, in person and through anonymous forms. The response, Jaffe said, was broadly supportive of disaffiliation, leading the board to schedule a vote on the matter.
Rabbi Danielle Stillman, the campus chaplain and the Hillel’s rabbi, told the Campus that the students had received support from college administrators, who helped them “think through the different perspectives of various stakeholders in the community who might be impacted by a name change.” (Stillman, who is not employed by Hillel International, did not respond to an inquiry.)
A week before the Nov. 2025 vote, however, the college administration informed Jaffe that the board did not have the power to rename the group or disaffiliate from Hillel. The board voted anyway, resulting in a 7-1 recommendation to disaffiliate.
“Let us be clear: this decision is not a rebuke of Zionism, Zionist students, or the importance of Israel to many in the Jewish community,” a Dec. 2025 email to JAM membership read. “Rather, it reflects a desire to create the most welcoming and pluralistic space possible.”
At the university’s behest, the students then met virtually with Hillel International, whose representative reiterated that the board members must universally adopt Hillel International’s political views and values about Israel, according to the Campus. But the representative also conceded that it couldn’t stop the students from changing the organization’s name.
“We said we want to disaffiliate, and they said you can’t. And we said, well, we’re going to change the name anyway. And they said, we can’t stop you,” Jaffe said.
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