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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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Giuliani Says Mamdani Has ‘Hatred’ for Jews for Declining to Attend Israel Day Parade in New York City
Former Donald Trump lawyer and former New York City Mayor Rudolph Giuliani arrives at US federal court in New York City, US, Nov. 26, 2024. Photo: REUTERS/Brendan McDermid
Former New York City Mayor Rudy Giuliani has lambasted the city’s current mayor, Zohran Mamdani, for the latter’s decision not to attend the annual Israel Day parade, which is set to take place later this month.
“Mamdani’s decision to snub the Israel Day Parade demonstrates his deep disdain and hatred of the Jewish community,” Giuliani, a Republican, told the New York Post on Wednesday. “When you combine this with his failure to attend the investiture of the new Catholic Archbishop [Ronald Hicks], a pattern emerges, revealing a man on a mission to tear down the foundations of Western civilization.”
Mamdani, a far-left democratic socialist, has made fierce anti-Israel activism a cornerstone of his political career, leading many Jewish leaders and other critics to accuse him of antisemitism.
“Have New Yorkers awakened to the fact that they made a disastrous decision in November 2025 by electing this man?” added Giuliani, who served as New York City’s mayor from 1994 through 2001.
Mamdani confirmed earlier this month that he will skip this year’s Israel Day Parade. However, the avowed anti-Zionist first indicated that he would not attend the event in October 2025, the month before his election. At the time, he told the Jewish Telegraphic Agency that he looked forward “to joining — and hosting — many community events celebrating Jewish life in New York and the rich Jewish history and culture of our city,” but not including the parade.
“While I will not be attending the Israel Day Parade, my lack of attendance should not be mistaken for a refusal to provide security or the necessary permits for its safety,” Mamdani said last year. “I’ve been very clear: I believe in equal rights for all people — everywhere. That principle guides me consistently.”
Mamdani is reportedly the first mayor of New York City to skip the Israel Day Parade, which has been held annually since 1964. The parade takes place along Manhattan’s Fifth Avenue and is set this year for May 31 under the theme, “Proud Americans, Proud Zionists.”
For what is believed to be the first time in history, a Muslim group will march in the parade. Supporters of the nonprofit American Muslim & Multifaith Women’s Empowerment Council will participate and be led by Anila Ali, the organization’s board chair and president.
As a supporter of the boycott, divestment, and sanctions (BDS) movement against Israel, Mamdani has been highly critical of the country and has refused to recognize it as a Jewish state. New York City is home to the world’s largest population of Jews outside of Israel.
“Since the very first Israel Parade in 1964, every single sitting mayor of New York City has joined in the festive celebrations. New York has historically been proud of its deep relationship with Israel. Not joining the parade is an affront to the history of New York City,” Moshe Davis – former executive director of the Mayor’s Office to Combat Antisemitism, a body formed by Mamdani’s predecessor, Mayor Eric Adams – told Fox News Digital.
Adams told the news outlet that the Israel Day Parade “is a testament to one of New York City’s most important relationships.”
“From health care to technology to innovation, Israel and New York City are partners in building a better future,” he explained. “I want every New Yorker to join the Parade on Fifth Avenue because celebrating this bond isn’t just for the Jewish community; it’s for our entire city.”
Last week, Mamdani posted a video on social media in honor of “Nakba Day.” The word “nakba” is Arabic for “catastrophe” and used by Palestinians to describe Israel’s founding and the displacement of hundreds of thousands of Arabs during Israel’s 1948 War of Independence.
Many Arabs left for varied reasons, including that they were encouraged by Arab leaders to flee their homes to make way for the invading armies to destroy the nascent Jewish state. At the same time, about 850,000 Jews were forced to flee or expelled from Middle Eastern and North African countries in the 20th century, primarily in the aftermath of Israel’s declaring independence.
Several pro-Israel Jewish groups found the video posted by Mamdani offensive, and as a result, some Jewish leaders decided not to attend a pre-Shavuot event Mamdani hosted at Gracie Mansion in honor of Jewish Heritage Month.
The UJA Federation of New York and the Jewish Community Relations Council of New York, both of which are organizing the Israel Day Parade, declined to attend the gathering. They told the New York Post they made the decision because the event’s host is a mayor who “denies the core pillar of our heritage, the State of Israel as the homeland of the Jewish people.” At the event, Mamdani announced that his administration will allocate $26 million annually to expand efforts made by the city’s Office for the Prevention of Hate Crimes.
Since Mamdani assumed office, Jews have been targeted in the majority of all hate crimes committed in New York City, continuing a troubling trend of rising antisemitism following Hamas’s Oct. 7, 2023, massacre across southern Israel.
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Vermont Police Investigate Anti-Israel Vandalism of Jewish-Owned Store as Possible Hate Crime
Graffiti is seen on the windows of DG Bodyworks in Cavendish on Wednesday, May 20, 2026. The Vermont State Police has partially redacted profanity that appears on the window to the right. Photo: Vermont State Police
A Jewish woman’s store in Vermont was vandalized early Wednesday morning with anti-Israel graffiti in an incident that police are investigating as a possible hate crime.
“Free Palestine” and “F–k Israel” were spray-painted on the windows of DG Bodyworks, where Israeli flags were on display.
Vermont State Police said they are investigating the vandalism in the Windsor County town of Cavendish as a possible hate crime and will inform the Attorney General’s Office of the incident. Officers who responded to the crime scene reviewed security footage and saw an individual vandalizing the store with purple spray paint during the early hours of Wednesday morning. Police released a photo of the suspect, a white male who wore a cap and covered his face while spray-painting the messages.
Shop owner Denise Gebroe said that her store was targeted because she is Jewish and that while she was “shaken” to discover the graffiti, “I am OK and will not be broken.”
“This was an act of intimidation directed at me because I am Jewish,” she added, in a statement shared with The Algemeiner by Vermont Friends of Israel. “I made Vermont my home because I love it here, but it does not feel the same as it once did. Incidents like this are happening more than many people realize, and most go unreported. I fear for the future of the Jewish community here, and Jewish friends of mine have already left.”
In a statement given to The Algemeiner, Mark Treinkman, president of Vermont Friends of Israel, also called the vandalism an anti-Jewish hate crime and said such an incident “is the predictable consequence of a political campaign in Vermont that demonizes Israel and pressures local communities to treat Jews and Zionists as equivalent to Nazis.” He referenced an Apartheid Free Community campaign active in Vermont, promoted by the Palestine Solidarity Coalition, that is marketed locally as “grassroots activism.”
“When anti-Zionist activists tell people that Jews with deep spiritual, cultural, and familial ties to Israel are ‘baby killers’ and ‘genocide supporters,’ it sends a dangerous signal that intimidation against them is understandable, deserved, or even justified,” Treinkman noted. “History teaches us where this goes. First come campaigns of dehumanization, slogans, pledges, and public shaming. Now a Jewish woman’s storefront has been vandalized in rural Vermont.”
“Synagogues in Vermont have been sent death threats. Swastikas are found on Vermont school walls,” he added, referring to threatening letters sent to several local synagogues and antisemitism graffiti discovered at an elementary school last year. “Jewish students are bullied. What comes next if this is not confronted?”
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Turkey Court Ousts Opposition Leader in Latest Blow to Erdogan’s Challengers
Ozgur Ozel, leader of the main opposition Republican People’s Party (CHP), speaks to the media at party headquarters after a Turkish court dismissed a case seeking to remove him and annul the party’s 2023 congress, in Ankara, Turkey, Oct. 24, 2025. Photo: REUTERS/Efekan Akyuz
A Turkish court effectively ousted the main opposition leader Ozgur Ozel on Thursday, annulling the 2023 party congress that elected him chairman in a ruling that dealt a blow to President Tayyip Erdogan’s challengers and hit financial markets.
The appeals court annulled the congress over irregularities and ruled that former Republican People’s Party (CHP) Chairman Kemal Kilicdaroglu – a divisive figure within the party who lost to Erdogan in an election earlier in 2023 – should replace his successor Ozel.
The case was seen as a test of Turkey‘s shaky balance between democracy and autocracy, and the ruling may throw the opposition into further disarray and possible infighting. It could also boost Erdogan’s chances of extending his more than two-decade rule of the big NATO member country and major emerging market economy.
OPPOSITION HIT BY JUDICIAL CRACKDOWN
The CHP, running roughly even with Erdogan’s ruling AK Party in polls, has separately faced an unprecedented judicial crackdown since 2024 in which hundreds of members and elected officials have been detained as part of corruption charges that the party denies.
Among those imprisoned for more than a year is Istanbul Mayor Ekrem Imamoglu, who is seen as the main rival of Erdogan and remains the CHP’s official candidate for a presidential election set for 2028 but that could come next year.
After the court ruling, Ozel convened party leaders to discuss possible steps and members were called to the CHP headquarters building in Ankara to protest against it.
Ali Mahir Basarir, CHP deputy parliamentary group chair, told Reuters the ruling “is an attempted coup carried out through the judiciary [and] a blow against the will of 86 million people.”
The party rejected the ruling, he said, adding that those who signed off on it were “complicit in this coup attempt and will be held accountable before the courts.”
Turkey‘s main Borsa Istanbul .XU100 dropped 6% in response, triggering a market-wide circuit breaker, while Turkish government bonds slid. Sovereign bonds sold off as much as 1.2 cents, which for many was the biggest fall since late March.
The ruling by the Ankara court overturned a decision last year by a court of first instance that said the case surrounding the CHP’s 2023 congress had no substance.