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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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BBC Apologizes for Not Mentioning Jews During Holocaust Remembrance Day Coverage
The BBC logo is displayed above the entrance to the BBC headquarters in London, Britain, July 10, 2023. Photo: REUTERS/Hollie Adams
The BBC apologized on Tuesday night after at least four of its presenters failed to mention the murder of Jews in the Holocaust during the national broadcaster’s coverage of International Holocaust Remembrance Day.
“BBC Breakfast” presenter Jon Kay said on air Tuesday morning that Holocaust Remembrance Day was “for remembering the six million people murdered by the Nazi regime over 80 years ago.” Several BBC broadcasts by some of its most well-known presenters included similar comments that omitted the mention of Jewish victims when discussing the Holocaust.
In one broadcast, “BBC News” presenter Martine Croxall also said Holocaust Remembrance Day is a day “for remembering the six million people who were murdered by the Nazi regime over 80 years ago.”
BBC World News presenter Matthew Amroliwala introduced a bulletin on his show with the same scripted line.
On the BBC Radio 4 program “Today,” presenter Caroline Nicholls discussed plans to mark Holocaust Remembrance Day and said in part: “Buildings across the UK will be illuminated this evening to mark Holocaust Memorial Day, which commemorates the six million people murdered by the Nazi regime more than 80 years ago.”
“Is the BBC trying to sever all ties with their Jewish listeners? Even on Holocaust Memorial Day, the BBC cannot bring itself to properly address antisemitism,” the Campaign Against Antisemitism posted on X. “This is absolutely disgraceful broadcasting. BBC, we demand an explanation for how this could have happened.”
“The ‘Today’ program featured interviews with relatives of Holocaust survivors, and a report from our religion editor. In both of these items we referenced the six million Jews murdered during the Holocaust,” the statement read in part, as cited by GB News. “‘BBC Breakfast’ featured a project organized by the Holocaust Educational Trust in which a Jewish survivor of the Holocaust recorded her memories. In the news bulletins on ‘Today’ and in the introduction to the story on ‘BBC Breakfast’ there were references to Holocaust Memorial Day which were incorrectly worded, and for which we apologize. Both should have referred to ‘six million Jewish people’ and we will be issuing a correction on our website.”
Karen Pollock, chief executive of the Holocaust Educational Trust, said in a post on X that the BBC’s not mentioning Jews during its coverage of Holocaust Remembrance Day is “hurtful, disrespectful, and wrong.”
“The Holocaust was the murder of six million Jewish men, women, and children. Any attempt to dilute the Holocaust, strip it of its Jewish specificity, or compare it to contemporary events is unacceptable on any day,” she added.
Danny Cohen, the BBC’s former director of television, said the mistake, especially on Holocaust Remembrance Day, “marks a new low point” for the broadcaster. He said the mishap will surely be hurtful to many in the Jewish community “and will reinforce their view that the BBC is insensitive to the concerns of British Jews.”
“It is surely the bare minimum to expect the BBC to correctly identify that it was six million Jews killed during the Holocaust,” said Cohen, as cited by the Daily Mail. “To say anything else is an insult to their memory and plays into the hands of extremists who have desperately sought to rewrite the historical truth of history’s greatest crime.”
This year’s Holocaust Remembrance Day marks the 81st anniversary of the liberation of the Auschwitz-Birkenau Nazi concentration camp in 1945. On Tuesday, King Charles and the Queen Camilla lit candles at Buckingham Palace in honor of the annual commemoration and hosted a reception for Holocaust survivors and their families. Last year, King Charles, who is patron of the Holocaust Memorial Day Trust, became the first British monarch to visit Auschwitz on the 80th anniversary of its liberation.
Tuesday was not the first time that the BBC has come under fire for its coverage of issues concerning the Jewish community or Israel.
In February 2025, the BBC apologized for “unacceptable” and “serious flaws” in its documentary about Palestinian children living in the Gaza Strip, after it was revealed that the documentary’s narrator was the son of a senior Hamas official. An internal review by the British public broadcaster also revealed that the documentary breached the BBC’s editorial guidelines on accuracy.
In July, the BBC apologized for streaming a live performance by the British punk rap duo Bob Vylan at the Glastonbury Festival, during which the band’s lead singer led the audience in chanting “Death to the IDF,” referring to the Israel Defense Forces.
Also last year, the host of “Good Morning Britain” apologized on-air for failing to mention Jewish victims of the Holocaust during her coverage of International Holocaust Remembrance Day.
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New York Is Right to Keep Antisemitic Protests Away From Synagogues
Nov. 19, 2025, New York, New York, USA: Anti-Israel protesters rally outside of Park East Synagogue. Photo: ZUMA Press Wire via Reuters Connect
Hamas’ October 7 massacre, and the subsequent war against Israel, motivated sympathizers of the terrorist group to persecute Jews worldwide, even though the practice of blaming Jews for the actions of Israel is a globally recognized form of antisemitism.
In the US, dozens of these antisemitic campaigns targeted synagogues.
In recent months, the bigoted rallies grew especially menacing at two New York synagogues that hosted events for a non-profit corporation called Nefesh B’Nefesh (NBN). NBN conducts information fairs that promote “aliyah” (immigration) to Israel, and it guides interested parties through the naturalization process.
During the NBN gatherings, congregants could not enter or exit the synagogues without encountering harassment and intimidation by hundreds of angry demonstrators.
The haters obstructed the entrances while screaming antisemitic obscenities and incitements such as “Intifada revolution” and “Resistance you make us proud; take another settler out.” At one of the synagogues, the protestors endorsed antisemitic terrorism by chanting, “Say it loud, say it clear, we support Hamas here.” Meanwhile, a member of the crowd repeatedly shouted, “We need to make them scared.”
On January 13, 2026, New York Governor Kathy Hochul (D) pledged to curb such synagogue-focused hostility by legislating protest-free buffer zones for all houses of worship. Each buffer zone would form a 25-foot perimeter around the property of the religious institution. Outside the boundary, demonstrators could freely exercise their First Amendment right to scream and shout. Inside the line, worshipers could safely enter and exit the facility, engage in their freedoms of speech and religion, and enjoy their right of privacy to avoid the rowdy mob.
Pro-Palestinian organizations oppose the New York buffer zone proposal. The advocates claim that NBN illegally sells “stolen” Palestinian land. In their view, the slated law would not only “censor” their free speech right to denounce the alleged NBN crimes, but make New York State “complicit” in the supposed wrongdoing. They call the information fairs “non-religious political events.”
New York City Mayor Zohran Mamdani (D), who is openly pro-Palestinian, remains noncommittal on the buffer zone scheme. But he opposes NBN, arguing that “sacred spaces” should not be used to breach international law.
The mayor and buffer zone opponents misconstrue the applicable law. The 1994 Freedom of Access to Clinic Entrances (FACE) Act prohibits close-range harassment, intimidation, and physical interference at houses of worship, as well as reproductive health clinics.
Within this Federal framework, states and municipalities have enacted buffer zones to separate potentially dangerous protestors from those who frequent the protected sites. The Supreme Court has upheld the use of buffer zones to balance the adversarial rights involved. Based on subsequent case law, a thin, 25-foot buffer zone, such as the one designed for New York, is valid because it is “narrowly tailored” to meet its Constitutional goals.
Demonstration organizers cannot credibly portray NBN presentations as non-religious political events. In Judaism, “making aliyah” means “going up” to settle in the Biblical Promised Land. The ascent is a religious rite that Jews have performed for millennia. That is why NBN extends its outreach to synagogues. Even if NBN’s operations were purely political, they would deserve just as much First Amendment protection as any religious affair.
Another misconception is that NBN sells land. In reality, the outfit merely provides guidance on how to find housing.
The broader accusation that Israel illegally builds settlements on occupied Palestinian land is also untrue. The territories claimed by Palestinians have already been lawfully allocated to the state that became Israel, pursuant to the 1920 San Remo Treaty and 1922 British Mandate for Palestine. Occupation law applies when a state captures foreign land, but not when it settles its own land. A temporary exception to Israel’s sovereign reach was established when Israel and the Palestinians negotiated interim spheres of territorial control — called “Areas A, B and C” — in the Oslo Accords of the 1990s. Those limits are strictly observed by Israelis.
The International Court of Justice ruling referenced by the protest partisans to claim NBN is selling or promoting settlement on stolen land was an “advisory opinion,” which means it had no legally binding effect. It’s just as well. A dissenting judge on the court rightly rebuked the decision for failing to recognize Israel’s territorial rights. The US government recognizes Israel’s territorial rights. Any buffer zone objectors who dispute that US position should lobby the Trump administration, not Governor Hochul, because the Constitution reserves matters of international relations exclusively for the Federal government.
Regardless of whether Israeli settlements comply with international law, nothing in that legal realm can supersede the Constitutional safeguards planned for New York’s synagogues. The US government is legally barred from accepting any international obligation inconsistent with the Constitution.
The current trend of unbridled antisemitism has trampled on Jewish civil rights. Some of the worst offenders are those who harass Jews at the entrances to their synagogues. A buffer zone is the bare minimum needed to keep that threat at bay.
Joel M. Margolis is the legal commentator of the American Association of Jewish Lawyers and Jurists, the US affiliate of the International Association of Jewish Lawyers and Jurists.
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‘Time Is Running Out’: Trump Warns Iran to Make a Deal or Next Attack Will Be ‘Far Worse’
US President Donald Trump delivers a speech on energy and the economy, in Clive, Iowa, US, Jan. 27, 2026. Photo: REUTERS/Kevin Lamarque
US President Donald Trump urged Iran on Wednesday to come to the table and make a deal on nuclear weapons or the next US attack would be far worse, but Tehran said that if that happened it would fight back as never before.
“Hopefully Iran will quickly ‘Come to the Table’ and negotiate a fair and equitable deal – NO NUCLEAR WEAPONS – one that is good for all parties. Time is running out, it is truly of the essence!” Trump wrote in a social media post.
The Republican US president, who pulled out of world powers’ 2015 nuclear deal with Tehran during his first White House term, noted that his last warning to Iran was followed by a military strike in June.
“As I told Iran once before, MAKE A DEAL! They didn’t, and there was ‘Operation Midnight Hammer,’ a major destruction of Iran,” Trump continued. “The next attack will be far worse! Don’t make that happen again.”
He also repeated that a US “armada” was heading toward the Islamic Republic.
Iran‘s mission to the United Nations responded in kind.
“Last time the US blundered into wars in Afghanistan and Iraq, it squandered over $7 trillion and lost more than 7,000 American lives,” it said in an X post quoting Trump‘s statement.
“Iran stands ready for dialogue based on mutual respect and interests—BUT IF PUSHED, IT WILL DEFEND ITSELF AND RESPOND LIKE NEVER BEFORE!”
Iranian Foreign Minister Abbas Araqchi said he had not been in contact with US special envoy Steve Witkoff in recent days or requested negotiations, state media reported on Wednesday.
“There was no contact between me and Witkoff in recent days and no request for negotiations was made from us,” Araqchi told state media, adding that various intermediaries were “holding consultations” and were in contact with Tehran.
“Our stance is clear, negotiations don’t go along with threats and talks can only take place when there are no longer menaces and excessive demands.”
Trump said a US naval force headed by the aircraft carrier USS Abraham Lincoln was approaching Iran. Two US officials told Reuters on Monday that the Lincoln and supporting warships had arrived in the Middle East.
The warships started moving from the Asia-Pacific region last week as US-Iranian tensions soared following a bloody crackdown on anti-government protests across Iran by its clerical authorities in recent weeks.
Trump has repeatedly threatened to intervene if Iran continued to kill protesters, but the countrywide demonstrations over economic privations and political repression have since abated. According to reports, the Iranian regime may have killed more than 30,000 people over two days in one of the deadliest crackdowns in modern history.
He has said the United States would act if Tehran resumed its nuclear program after the June airstrikes by Israeli and US forces on key nuclear installations.
Iran‘s President Masoud Pezeshkian told Saudi Arabia’s Crown Prince Mohammed bin Salman in a phone call on Tuesday that Tehran welcomes any process, within the framework of international law, that prevents war.
Bin Salman said during the conversation that Riyadh will not allow its airspace or territory to be used for military actions against Tehran, state news agency SPA reported on Tuesday.
The statement by the Saudi de facto ruler follows a similar statement by the United Arab Emirates that it would not allow any military action against Iran using its airspace or territorial waters.