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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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Through missile strikes and sleepless nights, the persistent hope of being an Iranian Jew in Israel
For weeks, I lived in Tel Aviv as missiles streaked across the sky overhead. I heard sirens day and night, disrupting sleep and leaving me constantly bracing for the next alert. I ran to dozens of shelters across the city, waiting tensely as interceptions echoed overhead.
And yet, when I decided to leave Israel amid the ongoing war with Iran, I expected to feel relief. Instead, I felt a quiet, disorienting grief — as if I were stepping away from a moment I had spent my entire life waiting for.
For most of my life, Iran existed only in my mother’s memories. She was born and raised in Shiraz, Iran, one of hundreds of thousands of Jews that lived and thrived in Iran before the revolution. But as the war unfolded, I found myself thinking about it constantly — the life she had there, the one she was forced to leave behind, and the possibility it might not be lost forever.
My three identities — American, Iranian, and soon-to-be-Israeli — seemed to be converging in ways I never expected. For the first time in my life, I imagined what it might be like for all three to exist in the same physical reality — what if being American and Israeli did not mean being forever removed from my mother’s homeland? I imagined myself walking beside my mother through the tree-lined streets of Shiraz and bustling bazaars.
For most of my life that future belonged only to dreams. For the first time, it feels tangible.
A joyous Jewish life in Iran
Long before the Islamic Republic, Jews lived in Iran for thousands of years, creating a distinct culture of Judeo-Persian language, literature, and food. In photographs from Shiraz in the 1970s, my mother looks like many young women of the era. Long, wavy hair falls freely around her shoulders; she wears bell-bottoms and silky blouses in the European styles she admired, and a bright smile on her face.
She worked as an assistant for an Italian company; people of many diverse nationalities lived and worked in Iran at the time. She loved Shiraz with every ounce of her being. She loved her life and she loved her freedom.
In 1979, everything changed.
When the Iranian Revolution toppled the country’s monarchy, many people sensed that it was time to flee. Some left on the first flights out, but my mother stayed. For years, she navigated a shrinking life while holding onto hope that the turmoil would pass.
But the freedoms she once knew only vanished over time.
One day, seven years after the revolution, she was walking through a public square when a member of the morality police noticed that a small part of her hairline was visible beneath her hijab. He spat in her face, scolded her, and nearly arrested her for indecency. That was the moment that ended the waiting.
At 28, unmarried and knowing very little English, my mother decided to flee Iran alone. Leaving was not as simple as buying a plane ticket. After the revolution, the Islamic Republic restricted travel, particularly for religious minorities like Jews, and implemented strict exit visa requirements. She paid someone to smuggle her out of the country in disguise as a pilgrim traveling to Pakistan en route to Mecca.
Upon arriving in Pakistan, she spent three months in refugee housing for Iranian Jews. She lived in a crowded and unsanitary safe home, filled with rats and cockroaches. Given the proximity to Iran and that Jews were not particularly welcome in Pakistan, movement outside the facility was severely restricted.
Eventually she made it to Vienna, where HIAS resettled Jewish refugees. She waited there for months, pleading with the American embassy for entry to the United States, one of thousands of refugees awaiting resettlement. Almost a year after leaving Iran, my mother was granted asylum in the United States.
A sense of something missing
For the Iranian Jewish diaspora, the story of the rise of the Islamic Republic is not only one of political change. It is the story of families scattered across continents and futures permanently redirected by exile.
My mother built a life in America with urgency and survival in mind. Many of her choices were shaped by fear rather than possibility. She often says she is grateful for the life and family she built. But there is also a quiet absence in her story — the life she once expected in Iran, which never had the chance to unfold.
Children inherit many things from their parents: traditions, languages, recipes, and sometimes unfinished dreams. I grew up aware that my life contained possibilities my mother never had. I pursued an education she never had the opportunity to complete. I built a career that gave me financial independence. I traveled freely as an American, enjoying a life full of choices and novel adventures. And yet, something always felt unresolved.
Some of my earliest memories are of my mother listening to Iranian radio broadcasts from Los Angeles, which many in the diaspora call “Tehrangeles.” The morning broadcast always began with the national anthem of Iran from the time of the Shah. Commentators discussed Iranian politics, and the faint possibility that things in the country they loved might one day change.
At some point, my mother stopped listening. After decades in exile, she accepted that she would likely never return to her homeland.
The possibility of change
This war is certainly unsettling. But it has also brought a fragile, uneasy hope. For the first time in decades, the future of Iran’s regime seems uncertain enough that people like my mother dare to imagine change again.
I do not celebrate war. But change rarely comes without disruption.
My mother’s story is one of millions about the loss and misery inflicted by the Islamic Republic. So many people of so many different backgrounds fled Iran, carrying generations of memories and aspirations across unfamiliar continents. And so many more remained, living under oppression, under laws that restrict freedom, expression and basic human rights.
Most recently, tens of thousands died resisting that repression, fighting for the freedoms my mother once knew and cherished.
I know that many would say this war was undertaken unjustly, and that Iran’s future is not the responsibility of outside nations. But for me, and many like me, it is not so simple. After all, our futures were taken from us unjustly, too.
I left Israel for the time being, but I am grateful to have been there for the start of this strange and hopeful moment in history. Sitting in a shelter, listening to the sirens, I felt so close to what has always seemed impossible: a life in which Iranians across the diaspora are able to go home again. That hope is worth the sirens, sleepless nights, and waiting. It is a small price to pay for the promise we carry for healing from the past and securing a new future for generations to come.
The post Through missile strikes and sleepless nights, the persistent hope of being an Iranian Jew in Israel appeared first on The Forward.
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Meet the TikToker trying to revive Judeo-Arabic, the nearly extinct language Jews once spoke across the Arab world
In TikTok videos viewed tens of thousands of times, 31-year-old Dan Sheena dons a blond wig and acts out skits of a bickering Iraqi couple in a language that is nearly extinct: Judeo-Arabic.
Sheena began posting videos on TikTok in 2023, speaking the endangered language, which today is rarely spoken by anyone under the age of 60, following the mass exodus of Jews from Arab countries due to discrimination and religious persecution.
Raised by two parents from Baghdad, Sheena grew up in Israel and spoke the language at home. That’s a rarity among second- and third-generation Iraqi Jews, whose families often stopped passing it down in an effort to assimilate.
From a young age, Sheena, who still lives in Israel, knew he wanted to become an Arabic teacher. After years of teaching conversational Arabic in the public school system, he became determined to preserve the dialect he grew up with.
When Sheena told his family that he wanted to teach Judeo-Arabic, they urged him to focus on a more practical dialect. “They told me, ‘Oh, you are stupid. Why do you want to do that? No one wants to learn it. It’s going to die.’”
Despite their concerns, the initial response to his account and the Judeo-Arabic Zoom lessons he offered was overwhelming. “Many people registered. They told me, ‘Dan, this is my dream. I heard my parents speaking in Judeo Arabic, and I really want to learn it. And I finally have the opportunity.’”
He said that, for him, social media has been essential to his efforts to preserve the language. “Many people forward my videos between themselves” and “ask their parents about certain words,” he said. “This is the way to talk about Judeo-Arabic, to keep it alive. Social media lets me do that, not in the classic way of writing a book and trying to spread it and share it. This is the old way of keeping a language alive.”
In videos, he uses classic Baghdadi Judeo-Arabic phrases, including in equal measure cheeky insults like Wakka mazzalem (“may their luck run out”), and compliments like Asht eedak (“may your hands be blessed”), a phrase used to compliment someone’s cooking or hosting abilities.
Sheena has since built a TikTok following of more than 100,000 and teaches dozens of students around the world, who find him through social media, through Zoom-based courses each year.
A disappearing language
In the 1940s, nearly 1 million Jews lived across the Arab world. Today, an estimated 4,000 remain. In Iraq, where there was once a thriving Jewish community of around 120,000, just three Jews are believed to still live in the country.
Judeo-Arabic, a variety of different dialects of Arabic that were spoken by Jews in the Arab world, endured in active use for roughly 1,250 years. Since the mid-20th century, when Jews were forced to flee the region en masse, the language has been in rapid decline.
According to Assaf Bar Moshe, one of the world’s few Judeo-Arabic experts, Jews in the Middle East were usually bilingual. “They spoke one dialect with their community and families, and another dialect the moment they stepped out of their house,” to be able to communicate with their non-Jewish neighbors. A key feature of the language is words borrowed from Hebrew and Aramaic, especially for religious objects or distinctly Jewish words.
Bar Moshe said today, there are around 6,000 native speakers of the Judeo-Baghdadi Arabic dialect worldwide. That dialect, he said, offers a glimpse into what the Arab world sounded like centuries ago. “Baghdadi Judeo-Arabic is actually the original dialect of Baghdad from the Middle Ages. The Jewish community preserved it, while the Muslim dialect came later with migrations in the 17th century. That’s why they are so different.”
Over the centuries, Jews in each country developed their own dialect, often with additional regional variation. While the spoken language is extremely varied depending on where it was developed, the written language became much more standardized, with Arabic transliterated into Hebrew script, similar to Yiddish or Ladino.
When Jews left the Arab world, most fleeing to Israel, the U.S., the U.K. and Canada, they commonly abandoned the language as they tried to integrate into new societies. In Israel, Bar Moshe said, “Arabic was seen as the language of the enemy, so children were embarrassed to speak it.”
There was a similar pressure to assimilate for Jews who fled to other countries. “We wanted to be British,” said Vicky Sweiry Tsur, a Bahraini Jew who grew up in the U.K. and now lives in California. “I used to feel very embarrassed when my friends heard my parents speak Arabic. And you know, slowly, slowly, if you don’t use it, you lose it.”
According to Sheena, many students come to him with a sense of regret for turning away from the language when they were younger.
“If we just listened to my mom way back then, you know, I wouldn’t be chasing after every word and phrase that I can possibly remember now,” said Sweiry Tsur. “What I wouldn’t give to go back.”
‘You learn it from your heart’
Sheena admits his parents had reason to protest his decision to delve into Judeo-Arabic. Students come to him all the time debating whether they should learn conversational Arabic or Judeo-Arabic, which, by most measures, cannot be revived and has no practical use outside of the shrinking circle of elderly individuals who still speak it. “I always answer, to learn the spoken Arabic, you do it from your brain because you want to use it daily. But the Judeo-Arabic, you don’t learn from your brain. You learn it from your heart.”
Sheena’s student Jason Mashal, 36, whose parents were born in Iraq, said he is learning the language out of a desire to preserve it. “I don’t even want to learn Modern Standard Arabic,” he said. “My motivation has always been that this is a dying language, and I guess I’m probably going to fail to save it, but I’m still going to try, you know, to be as functional as I can.”
Inspired by his progress, Mashal later traveled to Iraq, visiting the school his parents attended (where current students had no idea it used to be a school for Jews), the only synagogue left in Baghdad, and even a nightclub his father used to frequent. “It was a very magical and electric feeling to walk through those halls in the precise place where I know both my parents went to school many years ago. Speaking Jewish Arabic in Iraq was just as electric.”
For many of Sheena’s students, the language offers a way to reconnect with memories they can no longer access. “People say to me, ‘Dan, I want to smell again my grandmother. I can’t sit with her and listen to her stories again, but I can hear her by these words by this language.’”
“He comes out with a word or a phrase that literally I can say I have not heard for like, 40 or 50 years,” said Sweiry Tsur. “There’s no way I would have been able to bring it out from the depths of my brain, but then you hear it, and you know exactly what it means, and exactly in what context you would use it — and all the emotions that are tied to it, you know, Friday night dinners with all of the family.”
The post Meet the TikToker trying to revive Judeo-Arabic, the nearly extinct language Jews once spoke across the Arab world appeared first on The Forward.
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Iran’s President Says Immediate Cessation of US-Israeli Aggression Needed to End War
Iranian President Masoud Pezeshkian attends the Shanghai Cooperation Organisation (SCO) Summit 2025, in Tianjin, China, September 1, 2025. Iran’s Presidential website/WANA (West Asia News Agency)/Handout via REUTERS
Iran’s President Masoud Pezeshkian said on Saturday that there needs to be an “immediate cessation” of what he described as US-Israeli aggression to end the war and wider regional conflict, Iran’s embassy in India said in an X post on Saturday.
Pezeshkian spoke with India’s Prime Minister Narendra Modi by phone earlier in the day.
Pezeshkian told Modi that there should be guarantees to prevent a recurrence of such “aggression” in the future. He also called on the BRICS bloc of major emerging economies to play an independent role in halting aggression against Iran.
The Iranian president proposed a regional security framework comprising West Asian countries to ensure peace without foreign interference, according to the country’s embassy in India.
In a separate post on X earlier on Saturday, Modi said he condemned attacks on critical infrastructure in the Middle East in the discussion with Pezeshkian.
The Indian Prime Minister further reiterated the importance of safeguarding freedom of navigation and ensuring shipping lanes remain open and secure.