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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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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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ADL retracts Tumbler Ridge shooting antisemitism claim
The ADL published and then retracted a claim that the alleged mass shooter at a school in Canada maintained a social media account with antisemitic posts, a day after it posted the erroneous information on its website.
The organization wrote Thursday at the bottom of an updated page about alleged Tumbler Ridge Secondary School shooter Jesse Van Rootselaar that it had incorrectly concluded that an X account containing the posts belonged to the alleged shooter. Nine people were killed in the shooting, including Van Rootselaar.
“A preliminary investigation uncovered an X account appearing to belong to the shooter. Upon further investigation, that X account has been found not credible. References to it have been removed,” the correction read.
Authorities in British Columbia said they could not speculate on the motive of the shooter.
The ADL, the most prominent U.S. antisemitism research and advocacy organization, had posted the claim Wednesday on its website. The Forward has reached out to the ADL for comment.
The error, from the ADL’s Center On Extremism, comes amid broader changes in the ADL’s approach.
The ADL’s original post said that on Sunday — two days before the attack — an X account connected to Van Rootselaar posted, “I need to hate jews because the zionists want me to hate jews. This benefits them, somehow.”
“The Tumbler Ridge shooter’s X profile photo also featured an image of the Christchurch shooter superimposed over a Sonnenrad, a neo-Nazi symbol, and a transgender pride flag,” the ADL wrote in the original post, referencing an antisemitic mass murder in New Zealand.
It did not link to the profile or include images of it, leaving the claim difficult to verify.
The Center On Extremism is a flagship program that has been overhauled in recent years as the organization has shifted toward a greater focus on fighting antisemitism. In September, it deleted its Glossary of Extremism, which had contained over 1,000 pages of background information on hate groups and ideologies. It said at the time that the entries were outdated.
The post ADL retracts Tumbler Ridge shooting antisemitism claim appeared first on The Forward.
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Can Trump save Israel from itself?
The Israeli government’s latest steps toward annexing the West Bank prove a dismal point: Catering to right-wing extremists has become the cabinet’s top priority — the rest of the country be damned.
In a blitz before Prime Minister Benjamin Netanyahu’s White House visit this week, Finance Minister Betzalel Smotrich and Defense Minister Israel Katz announced new decisions that will reverse decades-old real estate laws preventing Jews from buying Palestinian-owned land in the West Bank; expand Israeli authority in vast swaths of that territory; and make it easier for Jewish Israelis to buy land and start new communities in or near Palestinian enclaves there, among other subtle changes.
These changes may seem like bureaucratic rejiggering. But in fact, they mark the alarming development of a deliberate strategy to incrementally expand Israeli sovereignty over the West Bank, thus killing the two-state solution once and for all.
None of this serves Israel’s best interest. New laws pushing annexation forward will jeopardize Israel’s relationship with the U.S., damage its already faltering democracy, and eradicate any moral high ground the Jewish state still retains after its devastating military campaign in Gaza.
Yet while Israel struggles with a weakened international profile, an economy still recovering from the demands of war, impending talks with Iran, internal democratic conflicts and a re-emboldened Hamas within the decimated Gaza strip, proponents of the new decisions are celebrating the disaster they herald.
“We are deepening our roots in all regions of the Land of Israel and burying the idea of a Palestinian state,” Smotrich said in a statement.
The Yesha Council — the municipal representative for all Israeli settlements, which wants to expand Israeli sovereignty over the entire West Bank — declared the government’s move was “establishing Israeli sovereignty in the territory de facto.”
Energy Minister Eli Cohen might have put it most plainly, saying the changes “actually establish a fact on the ground that there will not be a Palestinian state,” in an interview with Israel’s Army Radio.
The only emergency brake on annexation Israelis have at this moment is sitting in the White House.
Although President Donald Trump flirted with Israeli annexation early in his second-term, he has consistently opposed such moves over the last few months. Asked on Tuesday about the Israeli security cabinet’s recent decisions, Trump spoke bluntly: “I am against annexation.”
He has powerful incentives to back up that statement.
Since returning to office last year, Trump has branded himself a peacemaker who will reshape the Middle East. He aims to expand the Abraham Accords, the trademark foreign policy achievement of his first term; curb a nuclear Iran; and create peace between Israel and the Palestinians. He will not tolerate any Israeli behavior that threatens those efforts — and these West Bank moves could upend them.
Saudi Arabia, the United Arab Emirates and five other Muslim countries condemned Israel’s new laws as accelerating “illegal annexation and the displacement of the Palestinian people” — a complaint Saudi Arabia previously lodged against Israel as its reason for refusing normalization, something Trump desperately wants.
Additionally, Trump’s peace plan for Gaza hinges on creating stability in the embattled Strip and the West Bank. Most importantly, it involves a commitment to Palestinian self-determination and statehood, which these moves in the West Bank may make all but impossible to realize.
All this, as American views of Israel are only growing more antagonistic, with real-world policy changes like conditioning military aid receiving more serious consideration than previously thought possible. Israel also faces domestic consequences over this decision. It has long defended itself against accusations of apartheid by saying that it cannot grant citizenship to the millions of Palestinians in the West Bank because the Jewish state cannot afford to lose its Jewish majority. Until trusted Palestinian partners for peace emerged, the narrative went, Israel would maintain control of the territory.
This is not maintaining control of the territory; this is laying claim to it, an action that demands Israel must treat the Palestinians who live there as full citizens. It is unlikely to do so. Which means Israel’s democracy is closer than ever to crumbling. If it insists on burying the two-state solution and annexing the West Bank without giving citizenship to millions of Palestinians, any defense it had against the argument of apartheid will be gone.
What might the Israeli government hope to gain with these moves, given how extraordinarily costly they could be — and seeing that annexation is widely unpopular in Israeli society, with only about a third of Israelis supporting it?
The answer: Netanyahu is going all-in for his far-right allies. It’s not about what Israel hopes to gain; it’s about what he does.
Smotrich, Katz, and others whose radical messianic conceptions dominate their politics have for years fantasized about expanding Israel’s borders without international or domestic law interfering. Throughout the Israel-Hamas War, far-right leaders routinely spoke enthusiastically about annexing the Gaza Strip.
If Netanyahu were putting Israelis before his own political interests, he would have squashed calls for annexation long before now. But doing so would threaten his political career. Smotrich and other far-right ministers put expanding Israeli control over the West Bank as a dealbreaker when they first entered his coalition; if they leave it, his last hope at retaining power will go with them.
When it comes to choosing between power or his country, Netanyahu has shown he will always choose power. Let’s hope Trump continues to stand in his way.
The post Can Trump save Israel from itself? appeared first on The Forward.
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Iran Races to Rebuild Missile Arsenal, Israel Tests Upgraded Defenses Amid Fragile US Nuclear Talks
Iranian missiles are displayed in a park in Tehran, Iran, Jan. 31, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
As the prospect of renewed conflict looms, Iran is scrambling to restore its battered missile capabilities while Israel tests upgraded air defenses and accelerates military preparations for a potential confrontation.
Iran had 25 key sites housing long-range ballistic missile capabilities, 19 of which were struck during last June’s 12-day war, when the US and Israel bombed the regime’s nuclear facilities, according to Israel’s Channel 14.
The outlet’s latest report, drawing on satellite imagery, research by the Alma Institute for Middle Eastern Studies, and confirmations from security officials, reveals that all sites were equipped with underground infrastructure and suffered extensive surface and subterranean damage.
Yet, with the shadow of a new conflict looming, Iran has rushed to restore its shattered defense capabilities, reportedly completing some partial repairs already.
As of last month, the country’s main launch bases — whose surfaces suffered moderate to severe damage — appear to show clear signs of recovery and resumed operational activity.
Israeli officials estimate that the Islamist regime now possesses at least twice the missile arsenal it deployed in past attacks.
However, Iran’s missile launch capacity remains limited by shortages of launchers and rocket fuel, even as it reportedly works to restore these critical components as well.
As Tehran works to rebuild its strategic threat against the Jewish state amid rising regional tensions, Israel has successfully upgraded its missile defense systems and expanded its arsenal of anti-missile batteries, effectively reinforcing its deterrence capabilities.
On Wednesday, the Israeli Ministry of Defense announced a successful test of the “David’s Sling” air-defense system, designed to intercept Iranian ballistic missiles with advanced evasive capabilities.
Built on operational lessons from last year’s war, Israeli officials said the upgraded system can intercept cruise missiles, ballistic missiles, aircraft, and drones at medium and long ranges, reaching altitudes of 50 to 70 kilometers (31 to 43 miles).
From the Arrow system to the Iron Dome, Israel is bolstering its defense capabilities with extensive logistical preparations to maintain operational readiness during prolonged and intense missile attacks, the Ministry of Defense said in a statement.
At the top of the country’s operational defense pyramid is the Arrow system, a strategic, exo-atmospheric shield designed to intercept long-range ballistic missiles while they are still outside the atmosphere, neutralizing threats at a distance and preventing environmental damage or the impact of unconventional warheads
Serving as the middle layer of Israel’s missile defense, the newly upgraded David’s Sling system works alongside the Iron Dome, which protects the home front and civilian settlements.
The country is also introducing the laser system Iron Beam, or “Magen Or,” capable of intercepting missiles quickly, accurately, and more efficiently than conventional systems
These latest developments come as regional tensions escalate over Iran’s nuclear program and fragile negotiations with the United States, raising concerns about a renewed conflict in the region.
Washington and Tehran resumed negotiations last Friday in Oman, marking the first direct engagement between US and Iranian officials since nuclear talks collapsed after the 12-day war in June.
With the chances of a deal still uncertain, US President Donald Trump has simultaneously launched a massive military buildup in the Gulf, pressuring the Iranian regime to return to the negotiating table if it wants to prevent a potential conflict.
On Wednesday, Israeli Prime Minister Benjamin Netanyahu met with Trump to discuss the prospects of a potential nuclear agreement with Tehran and the next steps in the talks. Israeli officials have said they want any agreement with Iran to include zero enrichment of uranium, limits on ballistic missiles, and a pullback of the regime’s support for terrorist groups across the Middle East.
“There was nothing definitive reached other than I insisted that negotiations with Iran continue to see whether or not a Deal can be consummated. If it cannot, we will just have to see what the outcome will be,” Trump wrote in a post on Truth Social after their meeting.
“Last time Iran decided that they were better off not making a deal, they were hit with Midnight Hammer — that did not work well for them,” he continued, referring to the US operation to bomb Iranian nuclear sites in June. “Hopefully this time they will be more reasonable and responsible.”
Trump also told Axios in a Tuesday interview that he is considering deploying a second aircraft carrier strike group to the Middle East to prepare for military action if negotiations with Iran fail.
“Either we will make a deal or we will have to do something very tough like last time,” Trump said.
According to multiple media reports, Washington has set three conditions for a nuclear agreement with Iran: halting uranium enrichment, restricting the country’s ballistic missile program, and ending the regime’s support for terrorist groups and other proxies throughout the Middle East.
However, Iran has long said all three demands are unacceptable, but two Iranian officials told Reuters its Islamist, authoritarian rulers view the ballistic missile program, not uranium enrichment, as the bigger issue.
In recent days, the US has indicated it is primarily concerned with the nuclear program, leaving some observers concerned that the Trump administration will strike a deal that’s too narrow in scope.
The Iranian government has already publicly rejected any transfer of uranium out of the country and ruled out negotiations over its ballistic missile program or support for proxy forces.
Cautious optimism about diplomacy has also been shaken by reported clashes between US and Iranian forces at sea as tensions rise.
Last week, the US military said it shot down an Iranian drone that had “aggressively” approached the aircraft carrier Abraham Lincoln in the Arabian Sea. Hours later, forces from Iran’s Islamic Revolutionary Guard Corps (IRGC) harassed a US-flagged, US-crewed merchant vessel in the Strait of Hormuz.
Trump initially threatened to intervene in Iran if the regime killed anti-government protesters who took to the streets across the country in late December and early January. However, the Iranian government proceeded to crush the protests with a brutal crackdown, reportedly killing tens of thousands of people.
The US subsequently began its military buildup in the region, and Trump called on the regime to begin negotiations.