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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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Richmond mayor facing resignation calls over posts calling Sydney massacre ‘false flag’
Bay Area Jewish leaders are calling for the resignation of Richmond Mayor Eduardo Martinez after he re-shared multiple LinkedIn posts that called Sunday’s massacre of Jewish people in Sydney an Israeli “false flag attack.”
Martinez, who was elected by the city just north of Berkeley in 2023, also shared posts claiming that “the root cause of antisemitism is the behavior of Israel and Israelis.”
Martinez has since removed the posts from his account and apologized for sharing them “without thinking” — but he did not disavow the false flag conspiracy theory about the attack. He clarified only that “we know that antisemitism was here before the creation of the state of Israel.”
“As I’ve said many times before, we should not conflate Zionism with Judaism,” Martinez wrote on LinkedIn. “They are two separate beliefs.”
He later added, “I want to assure everyone that these postings are my opinions (or my mistakes) and mine only. They are not statements from my office or the city of Richmond. If I make a mistake, that mistake is mine only. Once again, I apologize for posting in haste without full understanding of the posting.”
He did not discuss the attack, which killed 15 people and injured dozens.
The Jewish Community Relations Council of the Bay Area was outraged by Martinez’s online activity and left cold by his apology. It called for his resignation Thursday in a statement posted to JCRC social media.
“These actions reflect a consistent and deeply troubling disregard for the safety and dignity of Jewish people,” the organization wrote on Instagram. “They erode public trust and send a chilling message to Jewish residents that they are neither protected nor respected by their own mayor.”
The local chapter of the Anti-Defamation League, ADL Central Pacific, also condemned the post.
“There’s no excuse for an elected leader to be amplifying warped antisemitic conspiracy theories that seek to blame the victim,” ADL regional director Marc Levine wrote in a statement to J. The Jewish News of Northern California. “The Australian community has already faced enough tragedy over the last few days. We hope Mayor Martinez will reconsider his hurtful words, which have absolutely no place in public discourse.”
The Forward has reached out to Martinez for comment.
Martinez’s LinkedIn posts were the latest in what local leaders say is a slew of antisemitic incidents during the progressive’s tenure. In 2023, just weeks after the Oct. 7 attacks, Martinez
Martinez, a former schoolteacher, posts regularly about the Israeli-Palestinian conflict on LinkedIn, sometimes multiple times per day.
In August, speaking at the People’s Conference for Palestine in Detroit, Martinez likened the Oct. 7 attack to someone snapping after being bullied on the playground, J. reported, adding that whether he supported Hamas was “complicated.”
The post Richmond mayor facing resignation calls over posts calling Sydney massacre ‘false flag’ appeared first on The Forward.
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Mamdani appointee resigns over past antisemitic online posts about ‘money hungry Jews’
(JTA) — New York City Mayor-elect Zohran Mamdani’s pick for a crucial City Hall position resigned on Thursday, shortly after her history of antisemitic posts on X came to light.
Mamdani had announced his appointment of Catherine Almonte Da Costa as director of appointments, responsible for staffing City Hall, on Wednesday. But on Thursday, several posts on X where she peddled age-old antisemitic stereotypes were published by the Judge Street Journal, a Substack about New York City politics.
“Money hungry Jews smh,” Da Costa posted on a now-deleted account on X in January 2011, when she 19 years old.
In another post from June 2012, she wrote, “Far Rockaway train is the Jew train,” appearing to reference the large Jewish communities off the line.
The Judge Street Journal also highlighted posts that suggested an antipathy to white men by Da Costa, who has worked in diversity, equity and inclusion roles in multiple companies.
As a firestorm grew, Da Costa said she would step down.
“I spoke with the mayor-elect this afternoon, apologized, and expressed my deep regret for my past statements,” she said in a statement shared by the Mamdani transition team. “These statements are not indicative of who I am. As the mother of Jewish children, I feel a profound sense of sadness and remorse at the harm these words have caused. As this has become a distraction from the work at hand, I have offered my resignation.”
Mamdani released a statement of his own. “Catherine expressed her deep remorse over her past statements and tendered her resignation, and I accepted,” he said.
The incident came as Mamdani’s election has roiled the city’s Jewish community, with many expressing fear and discomfort over the mayor-elect’s history of anti-Israel rhetoric and policies. He has emphasized that he aims to make the city safe and welcoming for all of its residents, including Jews, and has condemned antisemitic rhetoric and displays since his election.
Still, his transition period has been dotted with tensions, including While Mamdani has made inroads in the city’s Jewish community since election night last month, the appointment of an official with a visible history of antisemitic rhetoric could pose another hurdle for his incoming term.
The New York and New Jersey branch of the Anti-Defamation League, which launched what it is calling a “Mamdani Monitor” following November’s election, called Da Costa’s posts “indefensible” in a post on X.
“We appreciate Da Costa has relationships with members of the Jewish community,” the group tweeted. “But her posts require immediate explanation — not just from Ms. Da Costa, but also from the Mayor-Elect.”
Several Jewish leaders praised Da Costa’s resignation.
The CEO of the Jewish Democratic Council of America, Halie Soifer, welcomed the news of in a statement Thursday evening.
“Glad to see that Catherine Almonte Da Costa has resigned,” said Soifer in a statement. “The views she expressed are unacceptable and intolerable. Especially at a time of rising antisemitism, she had no place in the mayor’s office of the city with the largest Jewish population in the world.”
Sara Forman, executive director of the New York Solidarity Network, which backed Mamdani’s leading opponent in the election, praised “cutting ties” with Da Costa as” the right thing to do.” But Forman speculated that “had she said ‘Zionist’ instead of ‘Jew’ the response from the incoming Mamdani administration and the outcome we just witnessed would likely have been quite different.”
Da Costa’s husband, Ricky Da Costa, is a deputy in the office of Comptroller Brad Lander, Mamdani’s most prominent Jewish backer during the campaign. He is Jewish and posted on X for the first time in more than a year in a half on Thursday afternoon, in response to the criticism of his wife.
“I don’t come back to this awful place much these days but as the Jew who married Cat, I can guarantee she has grown so much since some dumb tweets when she was 19,” he wrote. “Her remorse, like everything else about her, is deeply genuine & she works so hard for a NYC where everyone is safe.”
The post Mamdani appointee resigns over past antisemitic online posts about ‘money hungry Jews’ appeared first on The Forward.
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Belgium Reverses Decision to Cut Federal Security in Antwerp’s Jewish District Amid Community Outcry
Police officers on patrol in the Belgian city of Antwerp. Photo: Reuters / Nicolas Maeterlink
After facing strong opposition from public officials and the local Jewish community over plans to withdraw federal security in Antwerp’s Jewish district, the Belgian government announced it will maintain current security measures, keeping federal police deployed for the time being.
Belgian Interior Minister Bernard Quintin announced on Thursday that federal officers will remain deployed in the district, reversing an earlier government plan to cut the police presence there by roughly half. The reversal followed Quintin’s meeting with representatives of Antwerp’s Jewish community
Avec des représentants de la communauté juive d’#Anvers.
Leur sécurité est une priorité absolue: les dispositifs actuellement en place sont maintenus.
Je souhaite les renforcer par la présence de #militaires et espère que cette mesure pourra aboutir dans les heures à venir. pic.twitter.com/ODKh8sjMZ6
— Bernard Quintin (@BernardQuintin_) December 18, 2025
This latest decision comes just days after a deadly attack on a Hanukkah celebration at Sydney’s Bondi Beach that left 15 dead and at least 40 injured, amid ongoing concerns about threats to Jewish communities worldwide.
On Monday, the Antwerp branch of the far-right political party Vlaams Belang had called for increased protection for Jewish schools and institutions during a city council meeting, Belgian media reported.
The government had originally rejected calls to bolster security, planning instead to withdraw the federal deployment, a move that sparked outrage from city leaders and renewed concern within the Jewish community amid ongoing threats.
Addressing these concerns, Quintin stressed that protecting Jewish sites is a top priority for the government, but emphasized that the federal police presence in Antwerp is not intended as a permanent solution, with local police responsible for maintaining security on the ground.
Antwerp Mayor Els van Doesburg had condemned the government’s earlier decision as “incomprehensible,” warning that the city cannot risk a security gap, especially in the wake of the Bondi Beach attack on Sunday.
“There must be no vacuum in the safety of Antwerp’s Jewish quarter,” Doesburg told Belgian media. “This is something we have to do together. It goes beyond the Antwerp police.”
Since the deadly attack at Brussels’ Jewish Museum in 2014, security measures have been strengthened, with Belgian intelligence consistently warning of elevated threats to Jewish sites.
In response, Antwerp has long maintained a mixed model in which local and federal police share responsibility for their protection.
The federal government has now proposed an alternative plan to deploy military personnel at Jewish community sites in Antwerp to support local police and increase capacity, though a government-wide consensus has yet to be reached.
Jewish community leaders had previously sharply criticized proposals to reduce security, dismissing Quintin’s explanation and denouncing it as a “political decision.”
Ralph Pais, deputy chair of the Jewish Information and Documentation Center (JID), a Belgian nonprofit that combats antisemitism, noted that the planned withdrawal, both in its timing and execution, had heightened concern within the community.
Despite the community’s expectation that authorities would address the issue, Pais had warned that inadequate security could lead to serious problems.
Dus geen 48 uur na de verschrikkelijke aanslag op joden in Australië zet nota bene onze minister van Binnenlandse Zaken @BernardQuintin_ de federale politiebeveiliging in @Stad_Antwerpen stop!
Burgemeester @elsvandoesburg vindt het uiteraard…
— JID (@s_antisemitisme) December 16, 2025
Van Doesburg had called for federal officers to remain in place until a suitable replacement could be established, whether through increased local police staffing or the deployment of military personnel — a request now addressed by the government’s decision to maintain current measures.
The European Jewish Association (EJA) said in a statement that it “welcomed” the move to maintain current federal police levels in Antwerp, noting that the initial plan “caused deep concern within the Jewish community and beyond.”
“This decision follows direct engagement with elected officials and Jewish representatives and sends an important message: the safety of Jewish life is a core responsibility of the state and cannot be subject to uncertainty or gradual erosion,” the EJA said. “The EJA wishes to express its sincere appreciation to [Quintin] for listening carefully to these concerns and for acting decisively to prevent any security vacuum. We also commend MP Michael Freilich, who raised the issue forcefully in Parliament.”