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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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Man Charged With Hate Crime for Car Ramming at Chabad Headquarters in Brooklyn
Police control the scene after a car repeatedly slammed into Chabad World Headquarters in Crown Heights section of Brooklyn. The driver was taken into custody. Photo: ZUMA Press Wire via Reuters Connect
Police in New York City charged a man on Thursday with a hate crime and other charges after he allegedly rammed his car repeatedly into Chabad Lubavitch World Headquarters in Brooklyn.
The suspect, 36-year-old Dan Sohail, has been charged with attempted assault as a hate crime, reckless endangerment as a hate crime, criminal mischief as a hate crime, and aggravated harassment as a hate crime, New York City Police Department (NYPD) Chief of Detectives Joseph Kenny announced at a press conference on Thursday.
“The hate crime right now is that he basically attacked a Jewish institution,” Kenny explained. “This is a synagogue, it was clearly marked as a synagogue, he knew it was a synagogue because he had attended there previously.”
The Chabad-Lubavitch movement is an influential force in Orthodox Judaism that operates around the world. The iconic 770 Eastern Parkway building in the Crown Heights neighborhood of Brooklyn became the world headquarters of the Hassidic movement in 1940.
The NYPD’s Hate Crimes Task Force is leading the investigation into the car ramming.
Sohail is a resident of New Jersey and has no criminal history in New York City, Kenny said. The vehicle he allegedly used on Wednesday night was registered under his name and, earlier this month, Sohail attended an event at the Chabad Lubavitch World Headquarters.
“We believe that he was in Brooklyn last night to continue this attempt to connect with the Lubavitch Jewish community,” Kenny said. Sohail was due in court on Friday.
Footage from the incident showed Sohail drive his vehicle multiple times into the rear door of the 770 Eastern Parkway building in Crown Heights, according to Kenny, who added that the suspect stepped out of his vehicle, removed several blockades from his path, and cleared snow away from a sidewalk before ramming into the building.
Later, when talking to police, Sohail claimed his foot slipped and that he lost control of the car because he was wearing “clunky boots,” Kenny said. No injuries were reported and the damaged synagogue door is currently being repaired, according to Yaacov Behrman, head of public relations at the Chabad Lubavitch World Headquarters.
“It is clear the incident was intentional,” Behrman added. “The attacker removed the metal bollards that typically block the ramp and protect the entrance shortly before driving into the building. The bollards have since been restored.”
The car ramming took place the same day as the 75th anniversary of Rabbi Menachem Mendel Schneerson being chosen as the leader of the Chabad-Lubavitch movement.
Rabbi Yehuda Krinsky, chairman of the Chabad Lubavitch World Headquarters, said in a statement on Thursday night that the incident “underscores a painful and undeniable reality: acts of hate, intimidation, violence, and antisemitic aggression are no longer isolated incidents or abstract threats.”
“Condemnation alone is insufficient. Real deterrence requires prompt, decisive action by the justice system — through swift prosecution and meaningful consequences — to discourage further incidents and ensure public safety,” he said. “As this incident occurred while the anniversary of the beginning of the Rebbe’s leadership was being observed worldwide, we reaffirm our faith that the world is meant to be refined — not ruled by fear or force, but cultivated as a place of moral clarity, responsibility, and goodness. We remain committed to that vision, even in the face of events such as this.”
The ramming incident occurred amid an alarming surge in antisemitic hate crimes across New York City.
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Left-Wing Conspiracists Attempt to Connect Israel With Minneapolis ICE Shootings
People tend to a candlelight vigil assembled for Alex Pretti at the Veterans Affairs New York Harbor Healthcare System on Jan. 29, 2026, in New York, New York, USA. Alex Pretti, a 37-year-old ICU nurse at the Minneapolis VA hospital, died Jan. 24 after being shot multiple times during a brief altercation with border patrol agents. Photo: Derek French / SOPA Images via Reuters Connect
Political progressives are attempting to draw a direct link between the ongoing unrest in Minneapolis over US Customs and Immigration Enforcement (ICE) and Israel, suggesting that the Jewish state has trained or infiltrated critical American governmental agencies.
A sprawling constellation of left-wing social media accounts and news outlets have argued that Israeli agencies have trained or assisted ICE, a federal agency responsible for conducting criminal investigations and enforcing immigration laws. They claim that Israel has collaborated with ICE in surveillance and detainment strategies. On social media platforms such as TikTok, baseless claims that ICE agents are from Israel have gone viral.
“From Palestine to Minneapolis, ICE and Israel use the same playbook,” wrote popular, far-left social media pundit Sulaiman Ahmed on X/Twitter.
Protests in Minneapolis have intensified following a surge in federal immigration enforcement operations and two controversial fatal shootings involving federal agents this month. Demonstrations grew after large numbers of ICE and partner agents were deployed to the area under an expanded enforcement initiative, drawing criticism from local activists and officials. A statewide strike and mass rallies followed, then expanded nationally after the shooting of a Minneapolis hospital worker during an ICE operation, prompting a US Justice Department civil rights investigation.
Controversial leftist social media personality Hasan Piker was suspended from the Twitch streaming platform for spreading anti-Israel conspiracy theories and making antisemitic comments in attempt to connect ICE to the Jewish state.
“This is another big suck my d**k to all the f**king Israel d**k riders out there. You f**king rabid ultra-Zionist pigs,” Piker wrote.
“You run around going ‘Why are you tying this back to Palestine?’ Because this is precisely the same s**t. You Israel-first monsters,” he added.
Piker also posted that Israel had helped the US Department of Homeland Security (DHS) implement a “censorship regime” to label Americans “domestic terrorists” and carry out surveillance “on the basis of their anti-Israel & anti-ICE activism.”
“Two senior national security officials tell me there are more than a dozen secret watch lists that homeland security is using to track protestors (both anti-ICE and pro-Palestinians),” he wrote.
Other progressive commentators pointed out that ICE maintains offices in Tel Aviv, suggesting that the agency is controlled by Israel
“ICE isn’t just trained by the IDF [Israel Defense Forces], they have a whole office on Israeli-occupied land,” wrote another left-wing account on X/Twitter.
However, ICE maintains a broad international presence through its Homeland Security Investigations division, operating dozens of offices at US embassies and consulates in more than 50 countries worldwide. While ICE is best known domestically for immigration enforcement, its overseas units primarily serve as investigative and liaison posts focused on transnational crime, including human trafficking, smuggling networks, financial crimes, and sanctions violations.
Josh Paul, a self-described “human rights activist” and a former director of congressional and public affairs for the Bureau of Political-Military Affairs, attempted to draw parallels between ICE and Israeli policy in the West Bank
“You have units of a security force that are imposed on the local authorities, imposed on the local police, that engage in checkpoints, detentions, including of children […] And it seems to operate broadly with impunity,” Paul told Responsible Statecraft, a publication of the Quincy Institute for Responsible Statecraft, a think tank critical of US support for Israel.
“It’s kind of every man for himself. They are obviously not operating under any standard operating procedures,” Anthony Aguilar, a US Army veteran and former contractor for the Gaza Humanitarian Foundation (GHF) who has made discredited claims against Israel, told the publication. “This is exactly how the Israel Defense Forces operate in Gaza.”
Aguilar claimed he witnessed the IDF shoot a child — Abdul Rahim Muhammad Hamdene, known as Abboud — as the GHF was distributing humanitarian aid on May 28. The GHF was an Israeli and US-backed program that delivered aid directly to Palestinians, blocking Hamas from diverting supplies for terrorist activities and selling them at inflated prices. An independent investigation later revealed that Abdul had not been killed and was alive with his mother, exposing that Aguilar’s story was fabricated.
There is no evidence to suggest that ICE, which is part of the US government and charged with enforcing American immigration laws, has taken any direction from Israel in Minneapolis.
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Israeli NGO Uncovers Online Terror Plot Targeting Jews in US on Passover, Shares Data With FBI
Rabbi to the UAE Rabbi Levi Duchman helping to prepare matzah. Photo: Jewish UAE/Shneor Shif.
The Israeli nongovernmental organization Fighting Online Antisemitism (FOA) announced this week that it uncovered a terrorist plot by white nationalists to target Jewish communities in the United States on the eve of Passover and that the intelligence was handed over to the FBI.
The NGO said the planned terrorist attack was orchestrated by a “white nationalist accelerationist cell” and was scheduled for April 1, the first night of the Jewish holiday. FOA discovered messages by the terrorist cell on X in which the white nationalists discussed their goal to “bring the Nova massacre home,” which is a reference to the deadly Hamas-led terrorist attack at the Nova music festival in Re’im, Israel, of Oct. 7, 2023. Members of the cell talked about their intent to repeat the Nova attack in the US by using weapons and targeting Jewish families that would be gathering to celebrate Passover.
“We have been following this X account for a few months and recently we have noticed a shift from general slurs to operational specifics,” said Tomer Aldubi, FOA’s founder and executive director. “The group began discussing the acquisition of knives and celebrating the Oct. 7 atrocities as a blueprint. They explicitly stated it was ‘time for violence’ because ‘Jews don’t learn.’ We realized they were counting down to April 1.”
FOA shared several of the messages it found on X that were related to the terrorist plot. One post read: “Honestly we don’t have to go anywhere. Everyone just wake up on April t, choose violence, clean up our communities and cities.” Another message said: “April 1. Delete the Invaders. Pass It On!
FOA, which was founded in 2020, said it shared its intelligence with X so that the platform could remove the accounts owned by members of the terrorist cell. FOA has worked with X for many years, according to the Israeli organization. The data has also been shared with the FBI.
“The team secured a comprehensive evidentiary file, including digital fingerprints of the ringleaders, operating under specific handles, and transmitted the intelligence directly to the FBI Detroit Field Office’s hate crimes division via a confidential channel,” FOA stated.
“The distance between an online post and a terror attack is shrinking,” said Aldubi. “This success was made possible by our trained volunteers, proving that individuals have the power to protect their communities and fight antisemitism. Join us and get training on how you too can stop the next attack.”