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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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Hiroshima, the 10th Plague, and the Strength to Take Decisive Action Against Evil
509th Composite Group aircraft immediately before their bombing mission of Hiroshima. Photo: Wikipedia
In the late 1980s, when I was a student at Ner Yisrael Yeshiva in Baltimore, I had a close friend who took night classes at Johns Hopkins University. One evening, he came back visibly shaken. That night’s guest speaker had been Paul Tibbets, the pilot who flew the Enola Gay and dropped the atomic bomb on Hiroshima.
My friend told me that Tibbets spoke calmly and deliberately, with the controlled precision of a career military officer. He made no attempt to dramatize what he had done, nor did he flinch from its consequences. Dropping the bomb, he said, was the correct military decision, adding bluntly, “I would do it again.”
His point was straightforward: the atomic bomb ended the war quickly and spared the world a catastrophic invasion of Japan that could have cost hundreds of thousands of American lives and untold numbers of Japanese lives as well.
Tibbets did not deny the human suffering the bomb caused, but he rejected the idea that this suffering made the mission wrong. He expressed no regret about carrying it out. In his view, it saved lives precisely because it brought the war to an immediate end.
At the time, I filed it away as an unusual but interesting historical tidbit. This week, as I walked through the Hiroshima Peace Memorial Museum, the memory of hearing about Tibbets’ talk at Johns Hopkins came roaring back.
The museum is harrowing in ways that are hard to describe. Photographs of survivors, their burned skin hanging from their bodies. Metal objects fused together or melted almost beyond recognition by the heat of the blast. A hauntingly scorched child’s tricycle. A watch frozen at the exact moment the bomb detonated. Photos of victims bearing massive keloid growths years after the war, their bodies grotesquely reshaped by the long reach of that terrible day.
The suffering is overwhelming, graphic, and impossible to ignore. Tens of thousands were killed instantly. Tens of thousands more died from horrific burns in the days that followed, while others from radiation sickness and cancer years later. Most were civilians.
And yet, what struck me almost as powerfully as the horror of what was there was what wasn’t there. There is almost no context. No mention of Japan’s stubborn refusal to surrender. No discussion of the horrific war crimes committed by the Japanese across Asia. No reference to Pearl Harbor, the deadly attack on America launched by Japan in December 1941 without a declaration of war.
In fact, the Americans barely appear at all. It almost feels as if the bomb descended from the heavens – an act of cosmic cruelty, unconnected to history, agency, or responsibility.
To be clear: none of this diminishes the suffering. Nothing could. But the absence of context matters. Because without it, war becomes a morality play with only one role assigned – that of the victim – and no serious questions are asked about how wars actually end, or how they begin in the first place.
And that question is unavoidable in the 21st century: how do we reconcile our horror at the impact of war with the reality that wars sometimes must be ended decisively – because not ending them can be the worse of two evils?
Public attitudes toward the atomic bombings of Japan reveal just how uneasy we have become with that question. In 1945, immediately after Hiroshima and Nagasaki, a Gallup poll found that 85 percent of Americans approved of the decision, with only a small minority disapproving.
By 1990, approval had fallen to 53 percent – but it largely held steady through the early 2000s. A 2015 survey by the Pew Research Center found a clear majority of Americans still saying the bombings were justified.
But over the past decade, something has shifted. A Pew study published last August, marking the 80th anniversary of Hiroshima, shows a public deeply conflicted. Only 35 percent now say the bombings were justified. A full third are unsure. Nearly 70 percent believe nuclear weapons have made the world less safe.
To be fair, that discomfort is understandable. It is also historically naïve.
It is no coincidence that I found myself wrestling with this question in the same week we read Parshat Bo – the Torah portion that confronts this moral dilemma head-on.
The 10th plague to strike ancient Egypt, Makat Bechorot, is unlike anything that comes before it. Until that point, Egypt has endured economic collapse, environmental devastation, disease, and widespread suffering. Pharaoh has been warned, pleaded with, negotiated with. None of it works. He absorbs each blow and refuses to consider surrender.
And then, in a single night – in one devastating, irreversible moment – the war ends. Every firstborn son in Egypt dies. There is not a single home untouched by the plague. Pharaoh summons Moses in panic – he himself is a firstborn and fears for his own life – and in the dead of night the terms of redemption are agreed. By morning, the Israelites are on their way out of Egypt, free and unchallenged.
The Ramban makes an essential point that is often missed: the final plague was not merely punitive. It was decisive. The earlier plagues failed precisely because they were survivable. Pharaoh could absorb the damage, regroup, and convince himself that he could endure one more blow.
The death of the firstborn changed all that. The shock of this final plague was so absolute that Pharaoh could no longer entertain defiance.
Ramban is clear and unsentimental: gradualism is not merciful – it is ineffective. As long as Pharaoh believed Egypt could stagger on, Israel would remain enslaved. Ending the conflict required an act so overwhelming that the very idea of continued resistance collapsed.
The Maharal of Prague goes even further. He explains that Egypt was not merely an enemy nation – it was a corrupt moral system built on dehumanization and cruelty. Incremental punishment could never undo it. Only a shock powerful enough to reorder reality itself could break Egypt’s grip on history and end its cruelty. The 10th plague was not about vengeance. It was about ending Egypt’s capacity to perpetuate evil.
Seen through that lens, Hiroshima looks different – not less tragic, but more intelligible. By the summer of 1945, Japan had lost its navy, its air force, and much of its urban infrastructure. Still, it refused to surrender.
US military planners warned that a ground invasion would lead to catastrophic casualties on both sides, with civilians trapped in the middle for months or even years. The atomic bomb ended the war almost immediately. Like Makat Bechorot, it was horrifying – and precisely for that reason, it worked.
This is not an argument for cruelty. It is an argument against moral theater – against pretending that drawn-out wars fought “humanely” are somehow kinder simply because their brutality is dispersed over time and geography. There is a difference between loving peace and being unwilling to confront the cost of ending war.
The Torah never asks us to celebrate Egyptian suffering. On the contrary, our Seder night rituals deliberately acknowledge it. But the Torah also refuses to sanitize redemption. Freedom did not come through endless diplomacy or moral posturing. It came through decisive, devastating force – after every other avenue had failed.
Standing in Hiroshima, surrounded by reminders of the unimaginable pain caused by the atomic bomb, I felt the full weight of that tension. But on reflection, Paul Tibbets understood something we in the 21st century have grown uncomfortable admitting: grief and justification can coexist. Mourning and moral clarity are not opposites.
Parshat Bo teaches us that sometimes, when evil refuses to let go, we are forced into terrible choices – not because we want to make them, but because there is no other way forward. It is a lesson worth remembering in an age that fears consequences more than it fears the endurance of evil.
The author is a rabbi in Beverly Hills, California.
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Iran: IAEA Must Clarify Stance on June Attacks Before Inspecting Bombed Sites
Mohammad Eslami, head of the Atomic Energy Organization of Iran (AEOI), speaks at the opening of the International Atomic Energy Agency (IAEA) General Conference at the agency’s headquarters in Vienna, Austria, Sept. 15, 2025. Photo: REUTERS/Lisa Leutner
The UN nuclear watchdog must clarify its stance on US and Israeli attacks on Iran‘s nuclear sites last June before inspectors are allowed to visit those facilities, Iranian media on Friday quoted the country’s atomic chief as saying.
Mohammad Eslami said the inspections so far had been limited to undamaged sites and he criticized the watchdog for letting Israeli and US pressure influence its actions.
Eslami made his comments in response to the head of the International Atomic Energy Agency, Rafael Grossi, who said on Tuesday that the standoff over inspections “cannot go on forever.”
Grossi has not explicitly condemned or criticized the attacks nor has he formally outlined a protocol for inspecting the damaged facilities.
Access to sites that were attacked needs “a specific protocol,” Eslami said, adding: “When a military strike occurs and there are environmental risks, it must be defined and a guideline must be designed.”
“The agency has to clarify its position regarding the military attacks on the nuclear facilities that have been registered by the agency and are under its supervision so we can understand what role they play,” state TV quoted Eslami as having told reporters in Tehran on Thursday.
He said Tehran had submitted a statement at the IAEA‘s General Conference last September demanding that attacks on nuclear sites be prohibited. But it was not placed on the agenda and was ignored, he said.
“It is unrealistic, unprofessional, and unfair that, because of pressure from Israel and the US, he [Grossi] is putting pressure on us,” Eslami said.
Grossi told Reuters on Tuesday that the IAEA had inspected all 13 declared nuclear facilities in Iran that were not targeted last June but had been unable to inspect any of the three key sites that were bombed – Natanz, Fordow, and Isfahan.
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Syrian Kurds Hand Over New Prison to Govt Troops as Truce Deadline Looms
Syrian security forces stand guard outside al-Aqtan prison, where some Islamic State detainees are held, in Raqqa, Syria, Jan. 23, 2026. Photo: REUTERS/Karam al-Masri
Syria’s government took over a prison in the north on Friday after the negotiated exit of Kurdish fighters from the facility in what a senior official said was a positive sign that a truce between the two forces could hold.
Government troops have seized swathes of northern and eastern territory in the last two weeks from the Kurdish-led Syrian Democratic Forces in a rapid turn of events that has consolidated President Ahmed al-Sharaa’s rule.
Sharaa’s forces were amassing around a last cluster of Kurdish-held cities in the northeast earlier this week when he abruptly announced a ceasefire, giving the SDF until Saturday night to come up with a plan to integrate with Syria’s army.
The deadline is aimed at pushing through a sweeping deal agreed on Jan. 18 that would see the semi-autonomous institutions run by Kurdish forces in the northeast over the last decade join the central state, something the SDF had resisted over the last year.
The agreement also stipulates that the government would take control of a string of SDF-run prisons and detention camps holding fighters and civilians linked to Islamic State, the ultra-conservative Sunni Islamist group that the SDF fought for years with US backing.
This week, one prison and one detention camp fell to the government after chaotic withdrawals by the SDF, in which some IS-linked individuals briefly escaped. Seeking to avoid a security breach, the government negotiated the pull-out of Kurdish fighters from the al-Aqtan prison in the northern province of Raqqa overnight.
A senior Syrian government official told Reuters on Friday the negotiations over al-Aqtan gave hope that Saturday’s deadline would yield a political solution instead of renewed fighting.
However, he said the government had not yet received a response from the SDF on its integration plan or its candidate for deputy defense minister, a post for which Sharaa had asked the SDF to nominate someone.
MILITARY PREPARATIONS UNDERWAY IN CASE TALKS FAIL
SDF sources said on Friday the deadline for their response could be extended, but the Syrian official said there was no discussion of an extension at this time.
Despite hope for a negotiated resolution, both sides have ramped up military preparations.
Syrian military officials say they are readying forces for a fight and Reuters reporters have seen army vehicles and buses of fighters arriving near the Kurdish-held city of Hasakeh, where Kurdish forces have also reinforced positions.
Senior officials from primary mediator the United States and France, which has also been coordinating ceasefire talks, have urged Sharaa not to send his troops into remaining Kurdish-held areas, diplomatic sources told Reuters.
“We are calling on the Syrian authorities to assume their full responsibility in protecting all civilians, including Kurdish civilians,” French foreign ministry spokesperson Pascal Confavreux said.
The US, which long backed the SDF but now sees Sharaa as its primary partner in Syria, has been helping transfer detained IS fighters from Syria to Iraq.
The SDF withdrew on Tuesday from al-Hol, which along with another camp, Roj, houses 28,000 civilians, mainly women and children who fled Islamic State’s strongholds as the group’s self-proclaimed caliphate collapsed. They include Syrians, Iraqis and 8,500 nationals of other countries.
The UN refugee agency UNHCR was able to access al-Hol camp on Friday with Syrian government officials and established contact with some camp residents, said deputy UN spokesperson Farhan Haq.
“Essential supplies have also resumed. Trucks carrying bread entered the camp today, facilitated by UNHCR following a three-day interruption caused by the volatile security situation inside the camp. In addition, water trucking services organized by UNICEF … were delivered yesterday, helping to partially restore access to basic services for the camp population,” Haq said.
The rapid loss of territory by the SDF in recent days is the most dramatic shift in Syria’s control map since Sharaa’s forces toppled longtime ruler Bashar al-Assad in late 2024.
Sharaa vowed to rule for all Syrians but minorities, including Kurds in the northeast, Druze in the south and Alawites in the west, remain deeply distrustful of him.
In a bid to improve ties, Sharaa issued a decree on Jan. 16 that designates Kurdish as a national language alongside Arabic.
