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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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Police Arrest Driver for Ramming Car Multiple Times Into Chabad Headquarters in Brooklyn
Police control the scene after a car repeatedly slammed into Chabad World Headquarters in Crown Heights section of Brooklyn. The driver was taken into custody. Photo: ZUMA Press Wire via Reuters Connect
Police have arrested a man for repeatedly driving his vehicle into the Chabad Lubavitch World Headquarters in Brooklyn, New York, on Wednesday night, an incident which is now being investigated by authorities as a hate crime.
The driver in custody, who has not been identified, struck his 2012 Honda Accord once into the back door of the 770 Eastern Parkway building in Crown Heights before reversing the car and ramming the same door multiple times, as seen in footage that was shared on social media.
A car just drove into the side doors of 770 at Chabad Headquarters. Baruch Hashem, there are no injuries. Witnesses report the driver yelled for people to move as he drove in. It appears intentional. The synagogue has been evacuated as a precaution.
Please stay away from the… pic.twitter.com/ljsoZ0sIE7
— Yaacov Behrman (@ChabadLubavitch) January 29, 2026
The case is being investigated as a hate crime by the New York City Police Department (NYPD) Hate Crimes Task Force, Commissioner Jessica Tisch said at a press conference on Wednesday night. As a cautionary measure, the NYPD have increased security around houses of worship across the city’s five boroughs.
The vehicle was found mounted on the sidewalk at the scene. No injuries were reported and no explosives were found in the vehicle, according to Tisch. The car had a New Jersey license plate.
Yaacov Behrman, head of public relations at the Chabad Lubavitch World Headquarters, said witnesses heard the driver yell for people to move out of the way as he intentionally rammed his car into the building. The man previously trespassed at a Chabad house in New Jersey and was removed from the scene by police officers, according to Behrman.
New York City Mayor Zohran Mamdani visited the crash site on Wednesday and called the collision “deeply alarming” and a “horrifying incident.”
“Any threat to a Jewish institution or place of worship must be taken seriously,” he added. “Antisemitism has no place in our city, and violence or intimidation against Jewish New Yorkers is unacceptable.”
Wednesday marked the 75th anniversary of Rabbi Menachem Mendel Schneerson being chosen as the leader of the Chabad-Lubavitch movement, an influential force in Orthodox Judaism that operates around the world.
The iconic 770 building in Crown Heights became the world headquarters of the Hassidic movement in 1940.
The ramming incident occurred amid an alarming surge in antisemitic hate crimes across New York City.
Jews were targeted in the majority (54 percent) of all hate crimes perpetrated in New York City in 2024, according to data issued by the NYPD. A recent report released last month by the Mayor’s Office to Combat Antisemitism, which was established in May, noted that figure rose to a staggering 62 percent in the first quarter of 2025, despite Jewish New Yorkers comprising just 11 percent of the city’s population.
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Actually, many Mizrahi and Sephardi Jews support Mamdani
To the editor:
As progressive Mizrahi and Sephardi Jews and members of Jews For Racial & Economic Justice, we write to respond to your recent article “Why New York’s Sephardic Jews are more Zionist — and more wary of Mamdani — than their Ashkenazi neighbors.”
The Forward’s portrayal of New York’s Mizrahi and Sephardi communities as almost uniformly opposed to Mayor Zohran Mamdani and entirely supportive of Zionism does a disservice by failing to acknowledge the diversity of opinions that exist within our spheres.
It’s true that some members of our communities, and even our own families, hold conservative political views or oppose Mamdani’s position that Israel, like any other democratic state, should exist “as a state with equal rights.” But the article’s unquestioning reporting that it would be “hard to find” Sephardic or Mizrahi Jews who voted for Mamdani offered no evidence to support that claim.
JFREJ, the main multi-issue Jewish organization that volunteered for Mamdani’s campaign, is led by a Mizrahi Jew. It maintains a Mizrahi and Sephardic caucus, and its electoral arm, which played a significant role in Mamdani’s campaign, was co-founded by a Mizrahi Jew. Mamdani’s other major Jewish organizational endorser, Jewish Voice for Peace Action, is also co-led by Mizrahi and Sephardi Jewish members. But you wouldn’t know it because no voices from either organization were included in this news report about our community. In fact, no Mizrahi or Sephardic Jews with opposing views were quoted at all; rather the story quoted four male sources who all shared the same conclusion.
The article also framed the history of Sephardim and Mizrahim leaving our countries of origin as solely based on persecution, reinforcing a one-dimensional narrative of victimhood. While it is true that many Mizrahim and Sephardim fled anti-Jewish persecution, many left for other reasons, including religious and economic motivations. Overall, the flattening of our communities — suggesting they are uniformly Zionist as a result of persecution — risks advancing an ethnic stereotype.
As Mizrahi and Sephardi New Yorkers, we are committed to fighting for a multiracial democracy precisely because of – not in spite of – the oppression, expulsion and migration our communities have faced. The trauma experienced by many of our families has taught us that true safety is connected to solidarity with our neighbors.
We feel it is especially important to raise our voices on this issue now, as fascism consolidates through daily violence in the United States, where Jews have for many decades lived in safety. It is critical we learn the lessons the people of Minneapolis are teaching us: when fascists attempt to divide our majority to remove the last obstacle to permanent rule, our greatest and perhaps final defense is not insularity, but solidarity.
The post Actually, many Mizrahi and Sephardi Jews support Mamdani appeared first on The Forward.
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Iran Rounds Up Thousands in Mass Arrest Campaign After Crushing Unrest
A billboard with a picture of Iran’s flag, on a building in Tehran, Iran, Jan. 24, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
Plainclothes Iranian security forces have rounded up thousands of people in a campaign of mass arrests and intimidation to deter further protests after crushing the bloodiest unrest since the 1979 Islamic Revolution, sources told Reuters.
Modest protests that began last month in Tehran’s Grand Bazaar over economic hardship unleashed long-suppressed wider grievances and swiftly escalated into the gravest existential threat to Iran‘s Shi’ite theocracy in nearly five decades, with protesters commonly calling for ruling clerics to step down.
Authorities cut internet access and stifled the unrest with overwhelming force that killed thousands, according to rights groups. Tehran blames “armed terrorists” linked to Israel and the United States for the violence.
Within days, plainclothes security forces launched a campaign of widespread arrests accompanied by an intensified street presence based around checkpoints, according to five activists who spoke on condition of anonymity from inside Iran.
They said detainees had been placed in secret lockups.
“They are arresting everyone,” one of the activists said. “No one knows where they are being taken or where they are being held. With these arrests and threats, they are trying to inject fear into society.”
Similar accounts were given to Reuters by lawyers, medics, witnesses, and two Iranian officials speaking on condition of anonymity to avoid retribution by security services.
They said the roundups appeared aimed at preventing any serious revival of protests by spreading fear just as the clerical establishment faces rising external pressure.
Uncertainty over the possibility of military action against the Islamic Republic has lingered since US President Donald Trump said last week that an “armada” was heading toward the country but that he hoped he would not have to use it.
On Wednesday, however, he doubled down on his threats by demanding Iran negotiate curbs on its nuclear program, warning that any future US attack would be “far worse” than one day of airstrikes last June on three nuclear sites.
Multiple Western and Middle Eastern sources told Reuters this week that Trump is weighing options against Iran that include targeted strikes on security forces and leaders to inspire protesters, although Israeli and Arab officials said air power alone would not topple the clerical establishment.
ROUNDED UP FOR PROTESTS IN PREVIOUS YEARS
One of the activists said security forces were detaining not only people accused of involvement in the latest unrest but also those arrested during protests in previous years, “even if they had not participated this time, plus members of their families.”
The latest death toll compiled by the US-based HRANA rights group stands at 6,373 – 5,993 protesters, 214 security personnel, 113 under-18s, and 53 bystanders. Arrests stand at 42,486, according to HRANA, which is investigating an additional nearly 20,000 possible deaths.
Several media outlets have reported the death toll could exceed 30,000 citing sources inside Iran.
Judiciary officials have warned that “those committing sabotage, burning public property, and involved in armed clashes with security forces” could face death sentences.
The UN human rights office told Reuters on Thursday it understood that the number of detainees was very high and they were at risk of torture and unfair trials. Mai Soto, the UN Special Rapporteur on Iran, said the thousands of detainees included doctors and health-care workers.
UNOFFICIAL DETENTION CENTERS, THOUSANDS OF ARRESTS
Two Iranian officials, speaking on condition of anonymity, confirmed to Reuters that thousands of arrests had been carried out in the past few days.
They said many detainees were being held in unofficial detention sites, “including warehouses and other improvised locations,” and the judiciary was acting quickly to process cases.
Iranian authorities declined to comment publicly on the number of arrests, or say where the detainees were being held. Authorities said on Jan. 21 that 3,117 were killed in the unrest, including 2,427 civilians and security personnel.
Amnesty International reported on Jan. 23 that “sweeping arbitrary detentions, enforced disappearances, bans on gatherings, and attacks to silence families of victims mark the suffocating militarization imposed in Iran by the Islamic Republic’s authorities in the aftermath of protest massacres.”
Arrests are continuing across the sprawling country, from small towns to the capital, witnesses and activists said.
“They arrested my brother and my cousin a few days ago,” said a resident of northwestern Iran who asked not to be named.
“They stormed our home in plainclothes, searched the entire house, and took all the laptops and mobile phones. They warned us that if we make this public, they will arrest all of us.”
FAMILIES FRANTIC OVER MISSING YOUNG PEOPLE
More than 60% of Iran‘s 92 million people are under the age of 30. Although the latest protests were snuffed out, clerical rulers will eventually risk more demonstrations if the heavy repression persists, according to rights activists.
Three Iranian lawyers told Reuters that dozens of families had approached them in recent days seeking help for relatives who had been detained.
“Many families are coming to us asking for legal assistance for their detained children,” one lawyer said. “Some of those arrested are under 18 – boys and girls.”
Human rights groups have long said Iranian security organs use informal detention sites during periods of serious unrest, holding detainees without access to lawyers or family members for extended periods.
Five doctors told Reuters that protesters wounded during protests had been removed from hospitals by security forces and dozens of doctors had been summoned by authorities or warned against helping injured demonstrators.
Prison authorities denied holding wounded protesters.
Families of five detainees said the lack of information about their whereabouts itself had become a form of punishment.
“We don’t know where they are, whether they are still alive, or when we’ll see them,” said an Iranian man whose daughter was rounded up. “They took my child as if they were arresting a terrorist.”