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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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Iran Hardens Stance Ahead of US Nuclear Talks, Rejects Uranium Transfers and Ballistic Missile Limitations
Iran’s Supreme Leader Ayatollah Ali Khamenei speaks during a meeting in Tehran, Iran, Jan. 3, 2026. Photo: Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS
A top adviser to Iranian Supreme Leader Ayatollah Ali Khamenei signaled that Iran has hardened its negotiating stance ahead of renewed nuclear talks with the United States, publicly rejecting any transfer of uranium out of the country and refusing to negotiate over ballistic missiles or terrorist proxy forces.
The latest comments from Admiral Ali Shamkhani, a senior official on Iran’s Supreme National Defense Council, came as tensions continued to rise between the US and Iran over a potential military escalation in the Middle East.
In an interview with the Lebanese news outlet Al Mayadeen published on Monday, Shamkhani insisted that Iran’s nuclear program is “peaceful and within local capabilities,” while firmly reiterating nonnegotiable conditions for any resumption of talks with Washington.
“Iran neither seeks nor will ever seek nuclear weapons or stockpile them, but the other side must pay a price in return for this commitment,” Shamkhani said.
“Enrichment at 60 percent can be rolled back to 20 percent if there are concerns, but only if the other side offers something in return,” he continued.
The senior Iranian official also rejected media reports suggesting Tehran might transfer its stored enriched uranium abroad, including to Russia, saying, “There is no reason to move the stored material out” of the country.
This week, US Special Envoy Steve Witkoff and Iranian Foreign Minister Abbas Araghchi are scheduled to meet with representatives from several Arab and Muslim countries, as they push forward renewed efforts to restart nuclear negotiations.
Set to take place on Friday, the high-level meeting would mark the first direct engagement between US and Iranian officials since nuclear talks collapsed after last June’s 12-day war, during which the US and Israel bombed Iran’s nuclear facilities.
The potential restart of negotiations comes as Iran faces growing international pressure over its violent crackdown on anti-government protests, with the US escalating a massive military buildup in the region and repeatedly threatening the Islamist regime.
Just days ahead of the talks, the Iranian government has reportedly imposed new demands that retract previously agreed terms, including relocating negotiations from Istanbul to Oman and limiting them to a strictly bilateral format with Washington, threatening to destabilize an already fragile process, according to a report from Axios.
Cautious optimism about diplomacy has also been shaken by reported clashes between US and Iranian forces at sea.
The US military said on Tuesday that it shot down an Iranian drone that “aggressively” approached the Abraham Lincoln aircraft carrier in the Arabian Sea. Hours later, Iran’s Islamic Revolutionary Guard Corps (IRGC) forces harassed a US-flagged, US-crewed merchant vessel in the Strait of Hormuz.
In his Monday interview, Shamkhani said that if the White House seeks a mutual understanding, diplomatic talks should take place “away from atmospheres of threats and coercion,” with both sides having “equal standing at the negotiating table” and avoiding “illogical and unreasonable demands.”
“Iran has repeatedly affirmed its readiness to hold practical negotiations exclusively with the United States, and not with any other party,” Shamkhani told Al Mayadeen.
“The negotiations are strictly limited to the United States and the nuclear file, where a mutual agreement is possible,” he continued. “If their proposals are free of threats, based on logical conditions, and avoid arrogance, there is hope to prevent an unjustified catastrophe or incident.”
However, US President Donald Trump had reportedly demanded three conditions for resumption of talks: zero enrichment of uranium in Iran, limits on Iran’s ballistic missile program, and ending the regime’s support for terrorist groups and other proxies across the Middle East.
Iran has long said all three demands are unacceptable, but two Iranian officials told Reuters its Islamist, authoritarian rulers view the ballistic missile program, not uranium enrichment, as the bigger issue.
In the last few weeks, Trump has repeatedly warned that he may take “decisive” military action against Iran if the regime continues killing protesters and refuses to return to the negotiating table.
Amid rising regional tensions, Washington has significantly increased its military presence in the region, moving a range of assets into the area — including the USS Abraham Lincoln and its strike group.
Echoing past comments from Iranian officials, Shamkhani said the country is “prepared for any circumstances that may arise,” emphasizing the regime’s readiness to confront both diplomatic pressures and potential military threats.
“We are essentially living in warlike conditions,” he said. “The Americans are in the region to defend Israel, while Iran serves as the force that restrains Israel and curbs its bullying and arrogance.”
“The assumption that the United States would act without Israel’s involvement is entirely wrong,” he continued. “Should the US strike, Israel will be inevitably involved and will face an appropriate response.”
The Iranian official warned that any attack on Khamenei, “no matter how small, would escalate into a colossal crisis far beyond what others can imagine.”
Iranian lawmakers last month similarly warned that any attack on Khamenei would lead to a declaration of “jihad,” or holy war, and a violent global response from the Islamic world.
“We will continue on this path,” Shamkhani said. “We will not allow them [the US and its allies] to make the region unsafe or force us into a situation we do not choose.”
“Iran will persist in its policies and continue supporting the path of resistance, including resistance groups in Palestine, Lebanon, and beyond,” he continued.
A common slogan of the Iranian protesters has been “Neither Gaza nor Lebanon, my life for Iran,” with large swathes of the population opposing the regime’s commitment to spending billions of dollars to support terrorist groups such as Hamas and Hezbollah.
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Robert Kraft’s new Super Bowl ad about antisemitism already feels dated
Not content with his team’s victories on the football field, New England Patriots owner Robert Kraft has in recent years taken it upon himself to lease the most expensive airtime on American television.
The Pats may be out of the Super Bowl, but ads from Kraft’s Blue Square Alliance Against Antisemitism (formerly the Foundation to Combat Anti-Semitism) are very much in, and have been for a few years. The campaign has given us two previous Super Bowl spots: one in which Martin Luther King Jr.’s speechwriter Clarence B. Jones urged us to speak out against silence and, last year, as a nice counterpoint, one where Snoop Dogg and Tom Brady yelled at each other. These commercials, unlike ones that the Alliance aired outside of major sporting events, each had their weaknesses in messaging.
The first ad, which primarily spotlighted other hatreds, was perhaps too generic for an organization committed to fighting antisemitism, and its slogan, “stand up to Jewish hate,” left some viewers mystified. The second conveyed essentially nothing, reading as a sort of wan, FCC-vetted homage to a sequence in Do the Right Thing.
Enter the newest campaign, set in an American high school. A boy walks down the hall as classmates — one in a “how do you do fellow kids”-style backwards cap — knock into him. Others make indistinct comments as he walks by. As the boy pulls up to his locker to put in his knapsack, we see what his peers were snickering at: a Post-It note tagged to his bag that reads “DIRTY JEW.”
Did a wormhole to the 1950s just open up? Was this an outtake from The Fabelmans or that old Frank Sinatra PSA? This just could be not feel more disconnected from how antisemitism now operates in school hallways.
High school students, as countless watchdog groups can tell you, are far more creative and subtle now with their Jew hatred. And those more insidious strains are the ones we should be alerting people to.
Kids these days prefer edgelord remarks about cooking 6 million pizzas in five years and slurs like “Zio” and baby killer or they tell you to go to the gas chambers. They recycle memes about globalist control and an Aryan society called “Agartha.” At their most dunderheaded, they don’t scrawl “Dirty Jew” — though they sometimes say it — they go to that old standby: the swastika. In 2024, the ADL reported 860 incidents in K-12 schools, and though their metrics for antisemitism are at times controversial, 52% of instances involved a swastika. (If you’re a hater of a certain income, like Ye, you can even have swastikas advertised covertly during the Big Game; Kraft’s crew could have stuck it to him by including one on the sticky.)
I get why they did it like this — you want to make your point in 30 seconds. But if you follow instances of antisemitism in schools or online — and it’s kind of an occupational hazard for me — you know this is not how today’s animus is typically expressed. And that can have a kind of unfortunate ripple effect.
If this was meant for the kids, they will laugh at how alien and out-of-touch it seems. And with that, there’s a risk that antisemitism will seem like a manufactured problem.
What happens next in the commercial holds true to what we teach kids about being an “upstander,” rather than a bystander. Another student covers the offensive sticky note with a blue one, and then, like the legendary King of Denmark with his yellow star — or Van Jones with Kraft’s trademark blue square lapel pin — sticks a blue sticky on his own chest.
However noble the intentions of the ad may be, in a world of Groypers, this is bait. I can already anticipate the memes. I also find it doubtful that blue square pins, available on the campaign’s website and the icon behind Kraft’s organization’s rebrand, will become 2026’s hot Gen Z accessory, the new Labubus.
That the message misses the mark is disappointing because Kraft’s organization previously had some quite powerful non-Super Bowl ads, some of which have won awards. The strongest showed a boy and his father in a truck, with the dad confronting his son about a social media post where he said “Hitler was right.”
The dialogue is on-the-nose, but gets at a real phenomenon: Teens, even if raised right, can still be radicalized by the internet and emboldened by its anonymity. (As in the case of the alleged Jackson synagogue arsonist, we know that radicalization can happen fast.) “You got something you want to say, get out of the truck and say it to their faces” the dad tells his son, and the camera pulls focus to what’s outside their windshield: Jews leaving synagogue. And then, text, a solid statistic of a real phrase circulating on the internet: “‘Hitler was right’ was posted over 70,000 times last year.”
That ad still hits me in the gut, and serves as a bridge for two audiences: parents and their kids.
The Post-It ad doesn’t do that.
It tells reasonable older people what they already know: Overt, unambiguous antisemitism is bad. It tells kids that adults don’t get what they’re dealing with. It tells people on the cusp, or already fully immersed, in conspiracies of Jewish control that Jews have unlimited resources, and a limited understanding of the facts on the ground.
If Kraft is committed to throwing money at a very real problem, he should at least get his money’s worth.
The post Robert Kraft’s new Super Bowl ad about antisemitism already feels dated appeared first on The Forward.
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South Carolina Republican Senate Candidate Floats Antisemitic Conspiracies in Effort to Boost Long-Shot Campaign
Paul Dans, candidate for US Senate, speaks during the Anderson County Republican Party Charlie Kirk Tribute at the Civic Center of Anderson, South Carolina, Sept. 15, 2025. Photo: USA TODAY Network via Reuters Connect
Paul Dans, a lawyer and Republican candidate for US Senate in South Carolina, has boosted antisemitic conspiracy theories online, suggesting that high-ranking Jews have imported drugs and implemented an extermination campaign against white people.
“The ELITES call us ‘goy cattle’ and sent OxyContin into our communities for a reason. EPSTEIN files confirm WHITE GENOCIDE and WHITE HATE is not a conspiracy but an operation in progress,” Dans posted on X on Monday.
Goy is a term for a gentile, a non-Jew.
Dans, who describes himself as an “America 1st warrior” and a counterweight to entrenched Washington, DC establishment interests, has portrayed himself as an ardent opponent of longstanding US foreign policy. He has been critical of what he calls America’s entanglement in “endless wars” in the Middle East and Ukraine.
”I’m America first and not Israel first, not Ukraine first. We always have to ask what is in the foreign policy interest of the United States citizen. How are we helping the people back home thrive and be safe?” Dans said during an October 2025 interview with South Carolina local news.
Notably, Dans is also a former director of the embattled Heritage Foundation and was the chief architect of Project 2025 — a sprawling political playbook which outlines how to overhaul the federal government to support a conservative policy agenda. The Heritage Foundation has found itself embroiled in mounting controversy in recent months after its president, Kevin Roberts, issued a passionate defense of antisemitic podcaster Tucker Carlson. Carlson had elicited backlash after hosting a chummy interview with the Holocaust-denying, anti-Jewish streamer Nick Fuentes.
Dans also appeared on “The Tucker Carlson Show” in November 2025, in which he and the podcaster criticized US Sen. Lindsey Graham (R-SC) for his steadfast support for Israel, insinuating that Graham focuses more on uplifting Israel than the US.
Dans’ status as the mastermind of Project 2025 indicates that he likely has significant influence and reach within the Republican establishment.
Critics argue that Dans’ comments are part of a broader trend of long-shot political hopefuls using antisemitism to draw attention to their campaigns and galvanize fringe elements of the far right. James Fishback, a hedge fund manager who recently launched a campaign for the Republican nomination in the Florida gubernatorial race, has drawn significant attention by repeatedly invoked anti-Israel conspiracy theories.
Dans still remains a heavy underdog in the primary competition. However, some polls show that he’s gaining ground. An internal poll from the Dans campaign last fall showed the insurgent swelling from 9.2 percent in June 2025 to 22.1 percent in September among voters. Graham still holds a commanding lead with 46.3 percent of the vote, a slight decline from 49.5 percent during the same timeframe.