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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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Most American Jews believe Zohran Mamdani will make NYC Jews less safe, Israeli poll finds
(JTA) — More than two-thirds of American Jews believe that New York City Mayor-elect Zohran Mamdani will make the city’s Jews less safe, according to a new survey by a nonpartisan Israeli research institute.
The finding came in the Jewish People Policy Institute’s latest Voice of the Jewish People Index, which surveyed 745 American Jews about a range of topics last month, just 10 days after Mamdani was elected. It offers the latest insight into Jewish sentiments about Mamdani, whose staunch criticism of Israel has drawn attention, and at times allegations of antisemitism, from Jews around the world.
The survey found that 67% of respondents believed Mamdani’s election would make New York City’s Jews less safe, while 6% believed they would be more safe and 18% believed he would make them neither more or less safe.
Among Jews identifying as politically conservative, 93% said they believed Mamdani would make New York City Jews less safe. Concerns were lower among liberal-leaning Jews, but still one third of respondents who identified as “strongly liberal” said they believed Mamdani would make Jews less safe.
Over half of respondents said they felt “worried” about the election of Mamdani, while 11% said they were “afraid.” Another 13% said they were “hopeful.”
A different poll in August found that 58% of Jewish New Yorkers believed the city would be less safe for Jews under Mamdani.
The Jewish People Policy Institute conducts regular surveys of Jewish sentiment, drawing on a pool of Jews who have agreed to be part of a survey pool. The institute notes that as a result, “the survey tends to reflect the attitudes of ‘connected’ American Jews, that is, those with a relatively strong attachment to the Jewish community and/or Israel and/or Jewish identity.”
It found that 70% of respondents identified as Zionist, while 12% identified as “not a Zionist, but a supporter of Zionism.” Additionally, 7% identified as “neither a supporter nor an opponent of Zionism,” 5% identified as a post-Zionist and 3% identified as an anti-Zionist.
Among strong liberal respondents, 52% identified as Zionists, while 79% of strong conservatives identified as Zionists.
Asked whether they believed that Zionism is racism, a charge frequently leveled by Israel’s critics, 59% of respondents said they believed that Zionism is “not at all racism.” Among strong liberal respondents, the proportion was 28%, compared to 86% of strong conservatives.
The survey also asked respondents about their perception of antisemitism coming from the political left and right in the United States. In recent months, calls to condemn right-wing antisemitism among Jewish conservatives have revealed growing rifts within the party.
Among the survey’s respondents, 62% said they were worried about antisemitism from both the left and the right, while 20% said they were more worried about antisemitism on the left and 17% were more worried about it on the right. Among strong liberals, just 5% were worried about antisemitism on the left while just 1% of conservatives were worried about antisemitism on the right.
The post Most American Jews believe Zohran Mamdani will make NYC Jews less safe, Israeli poll finds appeared first on The Forward.
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Palestinian restaurant opening near Columbia names its location to honor girl killed in Gaza, campus protesters
(JTA) — A Palestinian restaurant in New York City has named its new location “Hinds Hall” after the moniker pro-Palestinian protesters at Columbia University gave to a campus building they occupied last spring.
In a post on Instagram on Thursday, the restaurant, Ayat NYC, which has eight locations, announced that its new storefront in Morningside Heights would be renamed in solidarity with the protesters at Columbia.
“It stands right next to Columbia University where students stood up for Gaza and renamed Hamilton Hall, a campus building to Hinds Hall and we choose to stand with them and carry that name forward,” the post read.
Critics of Columbia’s pro-Palestinian protests at the time accused its participants of antisemitism and calling for violence against Jews. In June, a report by the Columbia University Task Force on Antisemitism found that over half of its Jewish student body had experienced discrimination and exclusion after Hamas’ Oct. 7, 2023, attack on Israel.
The new location for the restaurant, which is owned by restaurateur Abdul Elenani and his wife, Ayat Masoud, faced criticism from some of the neighborhood’s Jewish residents, who say they have been overwhelmed by pro-Palestinian symbols and sentiment since Columbia became an epicenter of the encampment movement last year.
Ayat wove pro-Palestinian advocacy into its practices throughout the war in Gaza. In January 2024, one of its locations drew a public outcry after its menu featured the phrase “From the River to the Sea,” a phrase frequently used by pro-Palestinian activists that Jewish watchdogs view as a call for Israel’s destruction. Afterwards, the location hosted a free Shabbat dinner for over 1,300 people that drew anti-Zionist and pro-Palestinian Jews and others.
“Our restaurants will not only ever serve food. It will serve memory, truth, and responsibility,” the new post from Ayat NYC continued. “The least we can do is carry her name in our hearts and on our storefront so that everyone who walks by knows that Hind mattered and every single child matters.”
The location’s name, which was also adopted in a song by rapper Macklemore, pays homage to Hind Rajab, a 6-year-old Palestinian girl who was killed in Gaza in January 2024. (The Israeli military denied responsibility for her death, but a Washington Post investigation found that Israeli armored vehicles were present in the area.)
Her heavily publicized death, and the phone call she made to paramedics with the Palestine Red Crescent Society while stranded in a vehicle, also inspired the docudrama “The Voice of Hind Rajab,” which won a top prize at the Venice Film Festival in September.
“Her name carries the weight of all the children whose voices were silenced and whose blood was treated like it meant nothing,” the post by Ayat NYC continued.
An opening date has not yet been set for the Upper West Side location. A new location opened in late October in Astoria, the Queens neighborhood that is home to Mayor-elect Zohran Mamdani and home to a thriving pro-Palestinian activist community.
The post Palestinian restaurant opening near Columbia names its location to honor girl killed in Gaza, campus protesters appeared first on The Forward.
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NC activists claimed ‘victory’ in their Israel-divestment push. The state treasury says they’re wrong.
(JTA) — Earlier this week, several pro-Palestinian groups in North Carolina touted the state pension fund’s sale of $6.7 million in Israeli government bonds as a “victory.”
But despite the groups’ claims, the North Carolina Department of State Treasurer said that the sale had nothing to do with “divestment” but was simply a part of a routine portfolio rebalance.
“The sale of two Israel Government International bonds was not related to a divestment exercise,” the North Carolina Department of State Treasurer said in a statement to the Jewish Telegraphic Agency. “The previously held bonds were sold in October during a larger fixed income portfolio rebalancing exercise that sold bonds with shorter remaining maturity than the portfolio typically holds.”
The activists had hailed the sale as a win for the boycott Israel movement.
“VICTORY: NC DIVESTS FROM ISRAEL!! Genocide and apartheid are a bad investment,” wrote the Jewish Voice for Peace chapter of Triangle North Carolina in a post on Instagram, adding that the sale was a result of a “powerful campaign” supported by over 40 local organizations.
The JVP chapter had joined with several other groups, including Muslims for Social Justice and Jewish Voice for Peace Charlotte, to form Break the Bonds North Carolina Coalition, a campaign advocating for divestment. Similar campaigns have long lobbied treasury officials in other places.
But the likelihood that officials in North Carolina would pass BDS measures appeared unlikely. In 2017, the state’s governor signed into law a bill that banned state agencies from doing business with companies that boycott Israel. The elected state treasurer, Brad Briner, is a Republican, as is the majority of the legislature. The governor, meanwhile, is a moderate Jewish Democrat who has never made Israel a centerpiece of his politics.
Still, anti-Israel sentiment that has surged among Democrats have made an impact on the state. In June, the North Carolina Democratic Party passed a resolution calling for the United States to implement an immediate arms embargo on Israel. And in August, the Democratic Rep. Valerie Foushee announced that she “will not accept” donations for the 2026 elections from the pro-Israel lobby AIPAC.
Last month, on Oct. 29, Break the Bonds gathered outside the State Treasurer’s Office to deliver a petition with 4,600 signatories and called on the state to divest the Israeli bonds held in its pension fund.
“The people of North Carolina do not want a retirement fund invested in genocide, occupation, and apartheid,” the petition read. “We demand that our savings be used to make our communities stronger and healthier, not to fund crimes against humanity abroad.”
But while a press release from JVP cited the petition as part of its efforts to pressure the state to divest, the treasury said that its “rebalancing exercise took place before Break the Bonds NC Coalition presented its petition to our department.”
The treasurer also added that as of the end of October, it still held some Israeli bonds within its broader investments.
The discrepancy between the group’s celebratory tone and the treasury’s explanation was not the first time that a Boycott, Divestment, and Sanctions effort elicited a conflicting response.
In April 2024, anti-Zionist activists at Pitzer College in California, including the local JVP chapter, claimed victory after the school announced it would no longer pre-approve students to study abroad at Haifa University. The school later said the decision had come from waning student interest, not a principled objection.
A similar episode also occurred this month in Minnesota, where pro-Palestinian advocates claimed they had successfully pressured the State Board of Investment to divest from Israeli bonds.
Despite the statements from the groups, which included MN BDS Community and the Anti-War Committee, the state board told TCJewfolk that the sale of some Israeli bonds was a fiscal choice.
“Contrary to statements from the organization referenced in your inquiry, the Minnesota State Board of Investment (SBI) has not changed its investment policy regarding permitted investments,” the SBI told TCJewfolk. “The SBI hires professional, third-party institutional investment managers to make investment decisions at the individual security level. These holdings are not static.”
The status of Israel bonds in New York City offers another glimpse at the complicated politics of the contested holdings. This year, Comptroller Brad Lander, a progressive, declined to reinvest Israel bonds that matured, giving anti-Israel activists a sense of the victory. But the city remains invested in Israeli assets, and activists there are continuing to push for divestment — which the mayor-elect, Zohran Mamdani, favors and the comptroller-elect, Mark Levine, says he does not plan to do.
In a press release Tuesday, JVP said that the sale in North Carolina came shortly after “Minnesota and Michigan announced their decisions not to re-invest.
Reached for comment by the Jewish Telegraphic Agency, Ari Rosenberg, a member of Jewish Voice for Peace Triangle and the Break the Bonds NC Coalition, said the state’s decision “represents the power of people’s voices from across the state — including public sector workers — who had been calling attention to these problematic investments for nearly a year.”
“For months, we met with the Treasurer’s office, gathered 5,000 signatures from concerned citizens, and rallied with state pension fund recipients and community members to deliver our petition and our message,” Rosenberg said in an emailed statement. “The Treasurer’s decision makes it clear that our voices were heard.”
The post NC activists claimed ‘victory’ in their Israel-divestment push. The state treasury says they’re wrong. appeared first on The Forward.