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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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Columbia selects Jennifer Mnookin, Jewish U of Wisconsin chancellor, as its next leader
(JTA) — Three different women have taken turns as Columbia University’s president amid ongoing turmoil surrounding the handling of pro-Palestinian protests on the New York City campus. Now, Columbia has invited a fourth — and the first to be Jewish — to try her hand at running the Ivy League school.
Jennifer Mnookin, the chancellor of University of Wisconsin, has been chosen as Columbia’s next president, the co-chairs of the school’s board of trustees announced on Sunday. She will be the school’s first Jewish leader since Oct. 7, 2023, when Hamas attacked Israel, triggering a war in Gaza and a student protest movement in the United States of which Columbia was an epicenter.
Mnookin, a legal scholar, served as dean of the University of California, Los Angeles School of Law before moving to Wisconsin in 2022. At least two other candidates reportedly declined the Columbia position prior to her selection.
She takes the helm at a delicate time for Columbia as it continues to reel from the fallout of the student protests, which has included included penalties from the Trump administration, rapid leadership changes and ongoing fear and anxiety among many Jewish students.
“I am honored and thrilled to join Columbia University at this important moment,” Mnookin said in a statement released by the university. “Columbia is defined by rigorous scholarship, a deep commitment to open inquiry, world-class patient care, and an inseparable and enduring connection to New York City, the greatest city in the world.”
She follows three other women who struggled amid the turmoil. The president in charge on Oct. 7, Nemat Minouche Shafik, cited the “period of turmoil” that followed when she resigned in 2024; she had faced criticism from members of Congress as well as the Columbia community over her handling of the student encampment that formed this year.
Her temporary replacement, Katrina Armstrong, stepped down in March 2025 as the school faced pressure from the Trump administration over antisemitism allegations. Armstong’s successor, the current interim president, Claire Shipman, struck a $221 million deal with Trump to settle the claims; she also apologized soon after taking office for having suggested the removal of a Jewish member of the school’s board of trustees.
Now, Mnookin will be responsible for managing Columbia’s relationship with federal authorities, weighing and implementing the recommendations of its antisemitism task force and healing a divided campus, which has been closed to outsiders now for years.
“The last few years have been undeniably difficult for the Jewish and Israeli communities on campus. While challenges remain, there is a vibrant, joyful, proud Jewish community at Columbia,” Brian Cohen, executive director of Columbia/Barnard Hillel, said in a statement. “I am hopeful that President-elect Mnookin will bring the reputation, experience, and understanding that we need to build on that strong foundation.”
It will be Mnookin’s first time working at a private university. At Wisconsin, first sent law enforcement to shut down a student encampment, then negotiated with protesters after they established a second one. The deal required Students for Justice in Palestine to comply with university rules related to protest in exchange for the right to present their divestment demands to “decision makers,” who did not accede to them.
She also denounced neo-Nazi protesters who marched on the Wisconsin campus in November 2023, calling them “utterly repugnant.” Through it all, she gained a reputation for promoting open inquiry and academic freedom — even as Wisconsin, like dozens of other universities, faced a federal investigation over antisemitism allegations.
“I think universities should be spaces where ideas, and different ideas, embodied by people from different backgrounds, come together, and where it won’t always be comfortable, but where we will learn and do better from that engagement,” she said in a roundtable of college presidents published in The New York Times in November. (The other presidents were also Jewish: Sian Bellock of Dartmouth College and Michael Roth of Wesleyan University, who has emerged as a rare leader in higher education who is willing to spar with the Trump administration.)
Mnookin was raised in a Reform Jewish family in the Bay Area that escalated its Jewish engagement when she asked to celebrate her bat mitzvah, according to her father Robert. A scholar of conflict negotiation, he described the evolution in his 2015 book “The Jewish American Paradox: Embracing Choice in a Changing World,” which he said he wrote in part to explore his own late-onset attachment to Judaism.
The post Columbia selects Jennifer Mnookin, Jewish U of Wisconsin chancellor, as its next leader appeared first on The Forward.
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Tim Walz invokes Anne Frank in pressing Trump to end ICE operations in Minnesota
(JTA) — Tim Walz, the governor of Minnesota, invoked Anne Frank in exhorting President Donald Trump to call off the ICE operations in the Twin Cities in which a second protester was killed over the weekend.
Speaking at a press conference on Sunday, Walz — whose master’s degree focused on Holocaust education — suggested that the conditions facing children in his state during the Trump administration’s aggressive immigration enforcement raids were of a kind with those facing Frank during the Holocaust.
“We have got children in Minnesota hiding in their houses, afraid to go outside. Many of us grew up reading that story of Anne Frank,” he said. “Somebody is going to write that children’s story about Minnesota.”
The prominent mention of Frank, who died of disease in a Nazi concentration camp after her family’s hiding place was betrayed, adds to a growing discourse about whether ICE’s operations targeting immigrants in Minnesota can be compared to the Nazis’ tactics in rooting out Jews during the Holocaust. Figures such as Stephen King and Bruce Springsteen have likened ICE to the Gestapo.
Until recently, Nazi comparisons were long considered inappropriate by many in the Jewish world who argued that such analogies cheapen the memory of the particular genocide against the Jews. In the last decade, that norm has to some degree fallen away, with voices on both the right and left likening their opponents to Nazis.
On Sunday, some of Walz’s critics denounced his comments and said an immigration crackdown cannot be compared to the deliberate murder of Jews. Retweeting an account called Stop Wokeness, the activist Shabbos Kestenbaum tweeted, “One million Jewish children were killed during the Holocaust. Illegal immigrants are offered thousands of dollars to take a free flight home. Tim Walz is an evil retard.”
In a post on X responding to Walz’s analogy, Stephen Miller, a top aide to Trump, wrote, “The purpose of the rhetoric is to incite attacks on ICE.”
But others said the comparison was apt, with a quotation from Frank’s diary circulating widely online as it did in 2019 in response to ICE raids then. The quotation, those sharing it suggested, offered a close parallel to what has been playing out in Minnesota.
“Terrible things are happening outside,” the passage says. “Poor helpless people are being dragged out of their homes. Families are torn apart; men, women and children are separated. Children come home from school to find that their parents have disappeared. … Everyone is scared.”
Jewish voices, too, have invoked the Holocaust in arguing for intervention in Minnesota, where federal agents on Saturday shot and killed a man, Alex Pretti, who had been protesting their presence.
“What did we learn from the Holocaust? We have to act and we have to resist,” one rabbi who flew into Minnesota to protest told the Religion News Service last week.
Walz, a Democrat who was the vice presidential candidate in 2024, wrote a master’s thesis on Holocaust education, arguing that the Holocaust should be taught “in the greater context of human rights abuses,” rather than as a unique historical anomaly or as part of a larger unit on World War II.
“Schools are teaching about the Jewish Holocaust, but the way it is traditionally being taught is not leading to increased knowledge of the causes of genocide in all parts of the world,” he wrote in his 2001 thesis, completed while he was a high school teacher.
The post Tim Walz invokes Anne Frank in pressing Trump to end ICE operations in Minnesota appeared first on The Forward.
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How yizkor books bring the sights, sounds, and even smells and tastes of lost Jewish shtetls back to life
Rye bread, sour milk, and maybe some herring — for a poor Jew, these were the makings of a meal. The Jews I have in mind were residents of the small market towns, or shtetls, once strewn across Eastern Europe. Shtetls had their token elites, the grain and lumber brokers who ate white bread with butter. For the vast majority, however, the bread was black and there was no butter.
I’ve spent the last few years reading about these towns for Once There Was a Town, a book I’ve written about yizkor books and the world they portray. But my interest is more than academic; my father was born in one of these towns, and I’ve been hearing its stories since I was a kid.
The word yizkor is a form of the Hebrew verb “to remember.” Literally translated, it means “may he remember.” A yizkor book is a book of remembrance.

While the yizkor book tradition goes back to medieval times, those I’ve been studying were written after the Holocaust as a way to memorialize the communities destroyed by the Nazis and their facilitators. Anthologies of a sort, these books were written by both Holocaust survivors and emigrés from before the war, all from the same shtetl, working together to document the ways of life characteristic of their fallen hometowns.
Key players in their production were organizations that had formed decades before the Holocaust. Starting in the late 19th century, in immigrant cities like New York, Jews from the same town had banded together to create self-help societies which you could turn to in times of crisis. If a family member was sick and couldn’t work, these societies provided financial support. When a townsperson died, they ensured a plot in a Jewish cemetery. After the war, they assumed responsibility for writing the town yizkor book.
Erased from the physical world, those towns are conjured back into existence in these yizkor books. Working with the theory that whatever was left out would be forgotten, yizkor book writers sought to cast a wide net and record everything. Caught in that net were the foods people ate.

Left to right: Chaya Liba Peltz, Aaron Ziegelman, Luba Ziegelman.
In front, Tova Peltz Courtesy of Jane Ziegelman
The books speak eloquently to the sparsity of the weekday diet, which for many consisted primarily of potatoes, porridge and coarse, rye bread. Six days of austerity, however, were followed by the Sabbath, when Jews are commanded to partake “of fruits and delicacies and to inhale sweet odors.” Sabbath foods shared certain characteristics. Challah and gefilte fish were sweet and delicate, and so was compote (stewed fruit) and tsimmes, (carrots sweetened with prunes.) It was fat, however, that people hankered for most. Chicken soup with golden rings of fat dancing across the surface, chopped liver enriched with onions fried in goose fat (shmaltz), stuffed derma (cow intestine stuffed with flour and schmaltz) and a schmaltz-laden kugel.
Our modern-day food groups — protein, fat, carbohydrates — held no meaning for a poor Jew who saw food in just two categories. Like heaven and earth, like men and women, like time itself, food was divided into the holy and the mundane.
A qualification: All food comes from God so all food is holy. Certain foods, however, are fortified with an extra dose of holiness. In some cases, it was obvious which was which — between rye bread and challah, for example, there was no confusion. With some foods, however, it all depended on preparation. During the week, dried beans were combined with kasha or barley for a meal that was both cheap and filling. Saturday’s cholent was also made with beans, but these beans had been braising all night with a fatty bone. A potato soup “whitened” with a splash of milk was among the mundane foods Jews subsisted on Sunday through Friday. But a potato kugel, glistening with schmaltz and redolent of onion, was a dish worthy of the Sabbath Queen!

And then there were zoyers, the fermented foods that defied classification. Cucumbers, beets, mushrooms, radishes, cabbage, apples and even berries were some of the foods that homemakers turned into zoyers, what we call pickles. For people who relied so heavily on bread and potatoes, the tang of a zoyer provided a welcome counterpoint to all that starchiness. And when the pickles were gone, you could dip your potato into the sour and salty brine.
Zoyers also came in liquid form, the most popular of which was a drink called kvass. A fermented drink made from stale bread, kvass was produced both at home and by the local kvassnik or kvass maker. Jews loved their kvass for its fizzy tartness. More than that, however, they saw it as a kind of culinary metaphor. In the sourness of kvass, they saw their own lives. Here, a former resident of Rakishok, a shtetl in Lithuania,, remembers his weekly visits to the kvass maker:
I remember how my father would send me with a kopek on Shabbos night to buy kvass for Havdalah. The kvass, alas, was made from the crusts of black bread, and was very sour, like the sourness of the mood of the coming gray week and its worries.
Zoyers were also at home on the Sabbath table; in fact, meals were considered incomplete without them. Or to put it another way, zoyers offered a kind of culinary satisfaction that no other food could deliver.
“A young man sat down to a holiday meal of chicken, kreplach and tsimmes,” one yizkor book author wrote. “After the meal, his wife asked if he was satisfied with the food. ‘Of course,’ he answered, ‘but unless I have eaten even a little bit of zoyers, I am not a person.’”
I take comfort knowing that this is a feeling I have experienced too.
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