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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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Israel Pounds Lebanon with Heaviest Airstrikes of the War as Hezbollah Pauses Attacks
Rescuers work at the site of an Israeli strike in Beirut, Lebanon, April 8, 2026. Photo: REUTERS/Mohamed Azakir
Israel carried out its heaviest strikes on Lebanon since the conflict with Hezbollah broke out last month, even as the Iran-aligned group paused attacks on northern Israel and Israeli troops in Lebanon under a two-week US-Iran ceasefire.
Consecutive explosions shook Beirut, sending smoke billowing across the capital, as Israel’s military said it had launched the largest coordinated strike of the war. More than 100 Hezbollah command centers and military sites were targeted in Beirut, the Bekaa Valley and southern Lebanon, it said.
The strikes killed dozens and wounded hundreds, according to Lebanon’s health ministry. In Beirut, Reuters reporters saw people on motorcycles picking up wounded and transporting them to hospitals because there were not enough ambulances to get them in time. A group of firefighters worked to put out flames in a car park after one strike left more than a dozen cars scorched and mangled.
The head of Lebanon’s syndicate of doctors, Elias Chlela, called in a written statement for “all physicians from all specialties” to head to any hospital they could to offer help. One of Beirut’s biggest hospitals said it was in need of donations of all blood types.
Israeli Prime Minister Benjamin Netanyahu said overnight that the ceasefire suspending the six-week-old US-Israeli war against Iran did not apply to Lebanon, and the Israeli military said operations against Hezbollah there would continue.
That position contradicted comments by Pakistani Prime Minister Shehbaz Sharif, a key intermediary in the US-Iran ceasefire talks, who had said the truce would include Lebanon.
Lebanon’s state news agency NNA had reported continued Israeli strikes across southern Lebanon earlier in the day, including artillery shelling and a dawn airstrike on a building near a hospital that killed four people. An Israeli strike on the southern city of Sidon killed eight people and wounded 22 others, Lebanon’s health ministry said.
Hezbollah stopped attacking Israeli targets early on Wednesday, three Lebanese sources close to the group told Reuters. The group’s last public statement on its military activity was posted at 1 a.m. (2200 GMT Tuesday), saying it had targeted Israeli troops inside Lebanon on Tuesday evening.
The group is likely to issue a statement outlining its formal position on the ceasefire and on Netanyahu’s assertion that Lebanon is not included, the three Lebanese sources said.
French President Emmanuel Macron said the situation in Lebanon, a former French protectorate, remained critical and called for Lebanon to be included in the deal. Lebanese President Joseph Aoun, welcoming the US-Iran ceasefire, said Beirut would continue its efforts to ensure that Lebanon was included in any lasting regional peace agreement.
“Hezbollah was informed that it is part of the ceasefire – so we abided by it, but Israel as usual has violated it and committed massacres all across Lebanon,” senior Hezbollah lawmaker Ibrahim al-Moussawi told Reuters.
‘LEBANON CAN’T TAKE IT ANYMORE’
Most of Wednesday’s strikes were in civilian-populated areas, Israel’s military said. Hours before the strike, the military had issued warnings for some areas of southern Beirut and southern Lebanon. No such warning was given for central Beirut, which was also hit.
Following the strikes, Israeli military spokesperson Avichay Adraee claimed on X that Hezbollah had moved out of its traditional Shi’ite stronghold in southern Beirut’s Dahiyeh neighbourhood to religiously mixed areas of the city, including in the north.
Addressing Hezbollah, he said, Israel’s military will “pursue you and act with great force against you wherever you are”.
More than 1,500 people have been killed in Israel’s air and ground campaign across Lebanon, including more than 130 children and more than 100 women, since March 2 when Hezbollah started firing rockets at Israel in solidarity with Tehran.
Israel has issued evacuation orders covering around 15 percent of Lebanese territory since then, mostly in the south and in suburbs south of Beirut. More than 1.2 million people have been displaced, according to Lebanese authorities.
Israel has also pledged to occupy southern Lebanon up to the Litani River as part of a “security zone” it says is intended to protect its northern residents.
“Hopefully a ceasefire will be reached,” said Ahmed Harm, a 54-year-old man displaced from Beirut’s southern suburbs. “Lebanon can’t take it anymore. The country is collapsing economically, and everything is collapsing.”
Outside a school sheltering displaced people in Sidon, pillows and blankets were piled onto cars as some families held out hope of returning home soon. On an astroturf football field, one family had packed plastic bags with clothes, pots and pans, towels, sheets and blankets.
“We’re just waiting for the official decision from the top, so we can go back,” said Samar al-Saibany, who was displaced from a village in the south.
Local mayor Mustafa al-Zein said more than 28,000 people were sheltering in the area as of Tuesday night. He cautioned residents against trying to return before an official signal.
“In the south, give someone a signal to return, and he’ll return,” Zein said.
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‘A Lot of Work to Do’ to Reopen Strait of Hormuz, UK’s Starmer Says on Gulf Trip
British Prime Minister Keir Starmer and US President Donald Trump (not pictured) hold a bilateral meeting at Trump Turnberry golf course in Turnberry, Scotland, Britain, July 28, 2025. Photo: REUTERS/Evelyn Hockstein
British Prime Minister Keir Starmer said on Wednesday there was still a lot of work to do to reopen the Strait of Hormuz following the US-Iran ceasefire, speaking during a visit to the Gulf.
Starmer will hold talks with regional leaders during the visit, which had been planned before the ceasefire was announced.
“We now … have a ceasefire, but there’s a lot of work to do, as you will appreciate, a lot of work to make sure that that ceasefire becomes permanent and brings about the peace that we all want to see,” he said in a speech to military personnel at a base in Saudi Arabia.
“But also a lot of work to do in relation to the Strait of Hormuz, which has an impact everywhere across the world.”
Starmer, who has been heavily criticized by US President Donald Trump for failing to support the US and Israeli strikes on Iran, has hosted multinational meetings on how allies could support the reopening of the key strait that is fundamental to oil and gas trade.
“It’s our job to make sure that the Strait is open, that we’re able to get the energy that the world needs out and stabilize the prices back in the United Kingdom,” Starmer told reporters.
British Foreign Secretary Yvette Cooper also spoke to her US counterpart, Marco Rubio, on Tuesday, about diplomatic measures to secure the reopening of the Strait, including last week’s UK-led meeting that brought together over 40 countries to discuss the issue.
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Netanyahu Backs US–Iran Ceasefire, Says Deal Excludes Lebanon
Israeli Prime Minister Benjamin Netanyahu participates in the state memorial ceremony for the fallen of the Iron Swords War on Mount Herzl, Jerusalem on Oct. 16, 2025. Photo: Alex Kolomoisky/POOL/Pool via REUTERS
i24 News – The office of Prime Minister Benjamin Netanyahu released a statement in the hours following the ceasefire agreement, announcing Israel’s support for the US-brokered two-week truce with Iran while clarifying that it does not extend to Lebanon.
In the statement, Netanyahu’s office said Israel backs the decision by US President Trump to suspend strikes against Iran for two weeks, on the condition that Tehran immediately reopens the Strait of Hormuz and halts all attacks against the United States, Israel, and countries in the region.
The statement added that Israel supports Washington’s broader objective of ensuring Iran no longer poses a nuclear, missile, or terrorism-related threat to regional and global security. According to the Prime Minister’s Office, the United States has reassured Israel that these goals will remain central in the upcoming negotiations.
“The United States has told Israel that it is committed to achieving these goals,” the statement said, noting that these priorities are shared by the US, Israel, and their regional allies.
It also stressed that the ceasefire does not apply to Lebanon, stating explicitly that “the two-week ceasefire does not include Lebanon.”
In the hours following the announcement, Iran launched additional missile strikes targeting Israel and several Gulf states before tensions appeared to ease toward morning.