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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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Netanyahu, Touting Push Toward Greater Self-Reliance, Denies Report Israel Seeking 20-Year US Military Aid Deal
US President Donald Trump greets Israeli Prime Minister Benjamin Netanyahu at the White House in Washington, DC, US, Sept. 29, 2025. Photo: REUTERS/Kevin Lamarque
Israel Prime Minister Benjamin Netanyahu has denied reports that his country is seeking a new 20-year military aid deal with the US, insisting that the Jewish state is working to wean itself off American assistance.
“I don’t know what they’re talking about. My direction is the exact opposite,” Netanyahu said on “The Erin Molan Show” on Thursday when asked by the Australian journalist about a new Axios report saying Israel was pursuing the security agreement.
According to Axios, the deal under discussion would include “America First” provisions to win the Trump administration’s support. The current 10-year memorandum of understanding between the two countries — the third such agreement signed — expires in 2028. It includes around $3.8 billion of annual military aid to Israel, which spends nearly all the assistance in the US to purchase American-made weapons and equipment.
The report comes amid growing criticism in the US among progressives and, increasingly, some conservatives over American military support for Israel, especially among younger Americans.
“Now, I want to make our arms industry independent, totally as independent as possible,” Netanyahu said on Thursday. “I think that it is time to ensure that Israel is independent.”
Netanyahu added that US defense aid to Israel is a “tiny fraction” of what Washington spends in the Middle East.
“We have a very strong economy, a very strong arms industry, and even though we get what we get, which we appreciate, 80 percent of that is spent in the US and produces jobs in the US,” he continued, saying he wants to see “an even more independent Israeli defense industry.”
The Israeli premier went on to stress that his country has never asked a single American solider to fight for Israel.
“Israel does not ask others to fight for us,” he said. “Israel is the one American ally in the world that says, ‘We don’t need boots on the ground, we don’t need American servicemen fighting on the ground for Israel or around Israel. We’re fine.’ We fight our own battles, but in doing so, we serve important American interests, like preventing countries that chant ‘Death to America’ from having nuclear bombs to throw at America.”
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South African President Says ‘Boycotts Never Really Work’ Despite BDS Support
South Africa’s President Cyril Ramaphosa attends the 20th East Asia Summit (EAS), as part of the 47th ASEAN Summit in Kuala Lumpur, Malaysia, Oct. 27, 2025. Photo: REUTERS/Hasnoor Hussain
South African President Cyril Ramaphosa insisted that “boycott politics doesn’t work” following the Trump administration’s announced absence from a summit in his country later this month — despite his ruling party’s ongoing support for the boycott, divestment, and sanctions (BDS) movement against Israel.
On Wednesday, Ramaphosa urged US President Donald Trump to reconsider his decision to boycott the G20 Leaders’ Summit, scheduled for Nov. 22-23 in Johannesburg, northeastern South Africa.
Ramaphosa criticized Washington for “giving up the very important role that they should be playing as the biggest economy in the world” in its decision to skip the summit — the first to be held in Africa.
“It is unfortunate that the United States has decided not to attend the G20. All I can say in my experience in politics is that boycotts never really work. They have a very contradictory effect,” the South African leader told reporters outside parliament in Cape Town.
Trump, who has previously accused the South African government of human rights abuses against white minorities — including land seizures and killings — called the decision to host the G20 summit in the country a “total disgrace.”
“No US government official will attend [the summit] as long as these human rights abuses continue,” he wrote in a post on Truth Social.
However, the South African government has strongly rejected any claims of genocide, saying such accusations are “widely discredited and unsupported by reliable evidence.”
Ramaphosa reaffirmed that the summit will proceed as scheduled, regardless of Washington’s absence.
“The G20 will go on. All other heads of state will be here, and in the end, we will take fundamental decisions. And their absence is their loss,” he said.
“The US needs to think again whether boycott politics actually works, because in my experience, it doesn’t work. It’s better to be inside the tent rather than being outside the tent,” he continued.
Despite such claims, Ramaphosa’s ruling African National Congress (ANC) party has officially endorsed the BDS campaign against Israel for years.
The BDS movement seeks to isolate the Jewish state internationally as a step toward its eventual elimination. Leaders of the campaign have repeatedly stated their goal is to destroy the world’s only Jewish state.
In 2012, the ANC announced its full backing of the BDS movement, urging “all South Africans to support the programs and campaigns of the Palestinian civil society which seek to put pressure on Israel to engage with the Palestinian people to reach a just solution.”
Following Ramaphosa’s comments this week, it remains unclear why he continues to back anti-Israel boycotts if he believes they don’t work.
Since the start of the war in Gaza, the South African government has been one of Israel’s fiercest critics, actively confronting the Jewish state on the international stage.
Beyond its open hostility toward Israel, South Africa has actively supported Hamas, hosting officials from the Palestinian terrorist group and expressing solidarity with their “cause.”
In one instance, Ramaphosa led a crowd at an election rally in a chant of “From the river to the sea, Palestine shall be free” — a popular slogan among anti-Israel activists that has been widely interpreted as a genocidal call for the destruction of the Jewish state, which is located between the Jordan River and the Mediterranean Sea.
Since December 2023, South Africa has also been pursuing its case before the International Court of Justice accusing Israel of committing “state-led genocide” in its defensive war against Hamas in Gaza.
Israeli leaders have condemned the case as an “obscene exploitation” of the Genocide Convention, noting that the Jewish state is targeting terrorists who use civilians as human shields in its military campaign.
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Peter Beinart Lambasted by Leading Anti-Israel Activist for Calling Antisemitism a ‘Real Social Phenomenon’
Peter Beinart, a prominent anti-Israel writer, being interviewed in January 2025. Photo: Screenshot
One of the most notorious anti-Israel activists in the US has castigated prominent Jewish writer Peter Beinart, a strident critic of Israel himself, for describing antisemitism as a “real” phenomenon rather than a political tool.
The fracas began on Nov. 5, when Nerdeen Kiswani, the founder of the radical anti-Israel organization Within Our Lifetime (WOL), attacked New York City Mayor-elect Zohran Mamdani, another anti-Israel activist, on social media, posting that Mamdani’s condemnation of swastika graffiti spray-painted outside a Jewish school in Brooklyn the day after his election victory. In his tweet, Mamdani called the vandalism “disgusting and heartbreaking” and said he will “always stand steadfast with our Jewish neighbors to root the scourge of antisemitism out of our city.”
Kiswani took issue with Mamdani’s statement, despite the mayor-elect’s fierce opposition to the Jewish state.
There’s no “scourge of antisemitism” in NYC. Acts like these, while reprehensible, are often weaponized to justify Zionist narratives and repression of Palestine solidarity. Many past “antisemitic” scares turned out to be fake, like the Israeli Jewish teenager who made hundreds… https://t.co/gwuKcpT584
— Nerdeen Kiswani (@NerdeenKiswani) November 5, 2025
Swastikas were found painted on the exterior walls of Magen David Yeshiva, a Jewish school in Brooklyn, in the early morning on Nov. 5, in what police are investigating as a hate crime. Surveillance footage reportedly shows a man on a bicycle scrawling the antisemitic symbols before fleeing the scene. The incident came just hours after Mamdani was elected mayor of New York City, prompting renewed concern over rising antisemitic acts across the city.
Beinart chided Kiswani, asserting that antisemitism is in fact a “real social phenomenon” that needs to be countered. He pointed to the growing popularity of antisemitic streamer Nick Fuentes as evidence of societal antisemitism on the rise.
“Your response to a swastika at a yeshiva is to condemn the mayor for condemning it? Because that might imply that antisemitism is a ‘real social phenomenon?’” Beinart wrote. “Yes, like other bigotries, it’s a ‘real social phenomenon.’ If you don’t believe me, ask the 1 million people who follow Nick Fuentes on this platform.”
In her retort, Kiswani clarified that while she found the swastika graffiti “reprehensible,” she took issue with Mamdani asserting that antisemitism is a “problem in NYC.” She argued that Jews weaponize antisemitism to silence critics of Israel and accused Beinart of using the plight of Palestinians to sell books.
In his new book, Being Jewish After the Destruction of Gaza: A Reckoning, Beinart writes that Jewish texts, history, and language have been “deployed to justify mass slaughter and starvation [of the population of Gaza].”
“I took issue with the implication that there’s an antisemitism problem in NYC and cited Norman Finkelstein on the idea that it’s not a social phenomenon. He talks about it in the context of the US, I referenced NYC,” Kiswani wrote, referencing another prominent anti-Zionist.
You really have some nerve, grifting and writing books about “after” the genocide of my people as it’s still ongoing, to completely reframe what I was saying. I never condemned his condemnation of the graffiti, I explicitly called it reprehensible myself. I took issue with the… https://t.co/Gx52RnGsyx
— Nerdeen Kiswani (@NerdeenKiswani) November 7, 2025
New York City has experienced a surge in anti-Jewish hate crimes since the Palestinian terrorist group Hamas’s Oct. 7, 2023, massacre across southern Israel, amid the ensuing war in Gaza.
“There’s no structural disadvantage to being Jewish like there is to being Palestinian, and you know that. You’re being purposely obtuse. You can pander to the anti-genocide line but you’re still a liberal zionist [sic],” she continued, further attacking the Jewish academic.
“Peter Beinart calling Palestinians antisemites while claiming to ‘recognize our suffering’ shows what liberal Zionism really is: a project to save Zionism’s legitimacy, not dismantle its violence. It’s the rebranding of supremacy into something palatable, the illusion of moral balance while genocide continues,” Kiswani added.
Kiswani has called for the expulsion of Zionists from all public spaces and for Israel to be “wiped off the map.” Leadership for WOL has repeatedly expressed support for terrorist groups such as Hamas and for violence against Israel, defending Hamas’s Oct. 7, 2023, invasion of and massacre across southern Israeli communities. Previously, Kiswani reprimanded US Rep. Alexandria Ocasio-Cortez (D-NY), one of the foremost critics of Israel in the US Congress, as a “genocide apologist” for honoring the victims of the Nova Music Festival, where hundreds of Israelis were murdered and dozens were kidnapped by Hamas-led Palestinian terrorists during the Oct. 7 atrocities.
Beinart, meanwhile, has established himself as one of the most prominent anti-Zionist public intellectuals in the US in recent years. As a contributing opinion columnist for the New York Times, he penned an op-ed for the newspaper disavowing his previous support for Israel, claiming that he “no longer believes in a Jewish state.” He has accused Israel of oppressing Palestinians and erecting an “apartheid” state built on the notion of ethnic supremacy.
Though Beinart has condemned the Hamas-led massacre, he has also compared the deadliest day for Jews since the Holocaust to the Haitian Slave Revolt and Warsaw Ghetto Uprising, arguing that Israel’s alleged “oppression” of Palestinians led to the Oct. 7 invasion. He has also accused Israel of perpetrating a “genocide” in Gaza.
Some observers noted on social media that Kiswani’s attacks against Beinart were an example that “for those who object to Jewish peoplehood to begin with, no Jew will ever be anti-Zionist enough.”