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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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Trump Says US Will Sell F-35s to Saudi Arabia Ahead of White House Talks With Crown Prince
US President Donald Trump and Saudi Crown Prince and Prime Minister Mohammed Bin Salman shake hands during a Memorandum of Understanding (MOU) signing ceremony at the Royal Court in Riyadh, Saudi Arabia, May 13, 2025. Photo: REUTERS/Brian Snyder
US President Donald Trump on Monday said he plans to approve the sale of US-made F-35 fighter jets to Saudi Arabia, announcing his intention one day before he hosts Saudi Crown Prince Mohammed bin Salman at the White House in Washington, DC.
The high-stakes meeting comes as rumors swirl about the possibility of Israel and Saudi Arabia, long-time foes who in recent years have increasingly cooperated behind closed doors, normalizing ties under a US-brokered deal.
“They want to buy. They are a great ally. I will say that we will be doing that,” Trump told reporters in the Oval Office. “We will be selling them F-35s.”
Reuters reported earlier this month that Saudi Arabia has requested to buy as many as 48 F-35 fighter jets in a potential multibillion-dollar deal that cleared a key Pentagon hurdle.
Such a sale would be a policy shift for Washington, which primarily sells the F-35 to formal military allies, such as NATO members or Japan. Israel is the only country in the Middle East that has the elite fighter jets, in accordance with longstanding bipartisan policy for US administrations and the Congress to maintain Israel’s “qualitative military edge” in the region. Saudi Arabia’s acquiring them would at least somewhat change the military balance of power.
However, Axios reported over the weekend that Israel does not oppose the US sale of F-35s to Saudi Arabia, the world’s top oil producer — as long as it’s conditioned on Riyadh normalizing relations with Jerusalem.
“We told the Trump administration that the supply of F-35s to Saudi Arabia needs to be subject to Saudi normalization with Israel,” an anonymous Israeli official told the news outlet, adding that giving the fighter jets without getting any significant diplomatic progress would be “a mistake and counterproductive.”
It has been widely reported that Israel and Saudi Arabia were on the verge of a deal to establish formal diplomatic ties until the discussions were derailed by Hamas’s Oct. 7, 2023, massacre across southern Israel and the ensuing war in Gaza. Saudi officials have said that they will only agree to a normalization deal if Israel commits to a path toward a Palestinian state.
Saudi Arabia’s close partners Bahrain and the United Arab Emirates were among the Arab states to normalize ties with Israel in 2020 as part of the Trump-brokered Abraham Accords. Trump has said he is intent on expanding the accords to include other countries, above all Saudi Arabia.
“I hope that Saudi Arabia will be going into the Abraham Accords fairly shortly,” Trump told reporters on Friday.
The F-35 deal and possible Israeli-Saudi normalization are expected to be central to the agenda when bin Salman, widely known by his initials MBS, meets Trump.
It will be the crown prince’s first trip to the US since the death of prominent Saudi critic Jamal Khashoggi by Saudi agents in Istanbul in 2018. US intelligence concluded that bin Salman approved the capture or killing of Khashoggi, although Saudi Arabia’s de facto leader has denied ordering the operation.
Seven years later, Washington and Riyadh, longtime strategic partners, are looking forward, with bin Salman set to receive full ceremonial honors at the White House. Their meeting comes six months after Trump secured a $600 billion commitment from Saudi Arabia to invest in the United States.
Beyond investment, Riyadh has been eager to reach a security agreement with Washington expanding arms sales such as advanced missile-defense systems and drones, and deeper military training partnerships. Most importantly for Riyadh, however, is the US offering certain guarantees ensuring the kingdom’s security. Many observers have suggested that such a defense deal could be part of a broader arrangement to broker Saudi-Israel normalization.
Trump and bin Salman are also expected to discuss broadening ties in commerce, technology, and potentially nuclear energy.
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Catholic Church in Berlin Condemns Antisemitism as Anti-Israel Agitators Vandalize Historic Crucifix
Illustrative: Hamas supporters at a rally in Cologne, Germany, on Oct. 22, 2023. Photo: Reuters/Ying Tang
As antisemitic incidents continue to rise in Germany, the Catholic Church in Berlin has taken a firmer stance against anti-Jewish hatred by issuing new guidelines prohibiting its members from expressing racist, antisemitic, or extremist views.
On Saturday, the Archdiocese of Berlin, the governing body of the city’s Catholic Church, announced that all candidates for leadership positions must sign a special declaration rejecting racism, antisemitism, and extremist views.
“With this decision, responsibility falls where it belongs. Anyone seeking to serve on the diocesan committees and run in the elections must actively uphold the values of our Church,” Karlies Abmeier, president of the Diocesan Council, said in a statement.
The Catholic Church’s latest move aims to ensure that anyone seeking a leadership role within the institution commits to rejecting “racism, antisemitism, ethnic nationalism, and hostility toward democracy.”
“It is crucial for us that such statements never come from those in positions of power within our Church,” Marcel Hoyer, executive director of the committee, told the German Press Agency.
Candidates would also be prohibited from belonging to any party or organization that the German Office for the Protection of the Constitution has designated as extremist.
The archdiocese’s announcement comes amid a climate of rising hostility and radicalization in Germany, where the local Jewish community has increasingly become a target.
Last week, anti-Israel protesters vandalized a church with paint in the Vogelsberg district of Hesse in central Germany.
According to local media reports, a crucifix was vandalized with antisemitic graffiti, including the slogans “Free Palestine” and “Jesus is Palestinian,” and the church walls were also defaced with red paint.
Pastor Ingmar Bartsch denounced the incident, describing himself as “angry and bewildered.”
“What affects me most is that it’s a historic depiction of Jesus, at least 200 to 300 years old, and truly one of a kind,” Bartsch told the German newspaper Bild.
He explained that the crucifix will require a professional restoration, with initial damage estimates reaching into the thousands of dollars.
Local police have launched an investigation into the incident as a case of property damage, noting that the items involved hold religious significance.
As the restoration process begins, Bartsch said the church will remain closed for now, reopening only for religious services.
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Columbia University Rejects Latest Israel Divestment Proposal
Columbia University on Sept. 2, 2025. Photo: REUTERS/Ryan Murphy
Columbia University said on Friday that it will not divest from Israel and other corporations which anti-Zionist activists denounced for selling materials to the Israeli military.
The university’s Advisory Committee on Socially Responsible Investing (ACSRI) stated its position on the matter as a response to a group which submitted three proposals calling for the policy in December 2024, when the institution’s campus was being roiled by anti-Israel protests and a deluge of antisemitic incidents. The group had charged that Israel is guilty of “human rights violations” and “war crimes.”
Israel argued it went to unprecedented lengths to try and avoid civilian casualties during the latest war in Gaza, noting its efforts to evacuate areas before it targeted them and to warn residents of impending military operations with leaflets, text messages, and other forms of communication. It noted that Hamas, the Palestinian terrorist group it was targeting, embedded its fighters within Gaza’s civilian population and commandeered civilian facilities like hospitals, schools, and mosques to run operations and direct attacks.
In three separate statements, Columbia said that the group behind the boycott proposals lacks consensus support on campus and has reduced one of the most complex geopolitical conflicts in the world history to “vague and excessively broad” categories, sewing partisan division and confusion where a university would, ideally, aim to promote clarity and sober analysis of fact.
Additionally, ASCRI said that the group’s proposals are of “similar … substance” to other ideas put forth by the notorious Columbia University Apartheid Divest (CUAD) group, a spinoff of Students for Justice in Palestine (SJP) which Columbia resolved neither to recognize nor correspond with due to its culpability in antisemitic assaults, hate speech, and a slew of illegal occupations of campus property.
“As noted in the ASCRI’s decision on the CUAD proposal last year, members of the university have a wide range of views on contentious issues,” ASCRI wrote. “Hence, it will be difficult or unprecedented for the university, with such diverse views, to sponsor shareholder proposals of the kind this proposal envisages.”
It added, “There is significant opposition in the Columbia University community to divesting from companies that are involved in Israel, as evidenced by the actions of many students, faculty, and alumni.”
Columbia University has begun implementing a series of reforms it says will address campus antisemitism.
In a statement issued in July, university president Claire Shipman said the institution will hire new coordinators to oversee complaints alleging civil rights violations; facilitate “deeper education on antisemitism” by creating new training programs for students, faculty, and staff; and adopt the International Holocaust Remembrance Alliance (IHRA) definition of antisemitism — a tool that advocates say is necessary for identifying what constitutes antisemitic conduct and speech.
Shipman also announced new partnerships with the Anti-Defamation League (ADL) and other Jewish groups while delivering a major blow to the anti-Zionist movement on campus by vowing never to “recognize or meet with” CUAD, a pro-Hamas campus group which has serially disrupted academic life with unauthorized, surprise demonstrations attended by non-students.
“I would also add that making these announcements in no way suggests we are finished with the work,” Shipman continued. “In a recent discussion, a faculty member and I agreed that antisemitism at this institution has existed, perhaps less overtly, for a long while, and the work of dismantling it, especially through education and understanding will take time. It will likely require more reform. But I’m hopeful that in doing this work, as we consider and even debate it, we will start to promote healing and to chart our path forward.”
Columbia University had, until that point, yielded some of the most indelible examples of anti-Jewish hatred in higher education since Hamas’s Oct. 7, 2023, massacre in southern Israel set off explosions of anti-Zionist activity at colleges and universities across the US. Such incidents included a student who proclaimed that Zionist Jews deserve to be murdered and are lucky he is not doing so himself and administrative officials who, outraged at the notion that Jews organized to resist anti-Zionism, participated in a group chat in which each member took turns sharing antisemitic tropes that described Jews as privileged and grafting.
Amid these incidents, the university struggled to contain CUAD, which in late January committed infrastructural sabotage by flooding the toilets of the Columbia School of International and Public Affairs (SIPA) with concrete. Numerous reports indicate the attack may have been the premeditated result of planning sessions which took place many months ago at an event held by Alpha Delta Phi (ADP) — a literary society, according to the Washington Free Beacon. During the event, ADP reportedly distributed literature dedicated to “aspiring revolutionaries” who wish to commit seditious acts. Additionally, a presentation was given in which complete instructions for the exact kind of attack which struck Columbia were shared with students.
Columbia has since paid over $200 million to settle claims that it exposed Jewish students, faculty, and staff to antisemitic discrimination and harassment — a deal which secures the release of over $1 billion dollars the Trump administration impounded to pressure the institution to address the issue.
“Columbia’s reforms are a roadmap for elite universities that wish to retain the confidence of the American public by renting their commitment to truth-seeking, merit, and civil debate,” US Education Secretary Linda McMahon McMahon said at the time. “I believe they will ripple across the higher education sector and change the course of campus culture for years to come.”
Follow Dion J. Pierre @DionJPierre.