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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)


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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Holocaust survivor event features a Rob Reiner video address — recorded just weeks before his death

(JTA) — At a virtual Holocaust survivor event on Thursday, beloved Jewish film director Rob Reiner gave a pre-recorded address where he urged those watching to be “resilient.”

For the survivors, families and advocates who tuned into the virtual event hosted by the Conference on Jewish Material Claims Against Germany, or Claims Conference, Reiner’s words carried added weight, having been recorded just weeks before he and his wife, Michele Singer Reiner, were killed in their home on Sunday.

Ahead of Reiner’s pre-recorded remarks, Greg Schneider, the executive vice president of the Claims Conference, said that Reiner had begun working on the organization’s annual International Holocaust Survivors Night a few years ago, including appearances in the virtual screening in 2023 and 2024. The organization has disbursed restitution money to survivors since 1951.

Schneider then read a quote from a 2017 Jewish Telegraphic Agency interview with Reiner.

“Yes, all this is reflected in my work. It’s my sensibility. I’m a Jew. I was raised a Jew. I value honesty and integrity and knowledge and education and all those values I was raised with,” said Schneider, quoting Reiner.

Concluding his introduction to Reiner’s address, Schneider said, “Rob and Michelle, we will carry on your values of acting with honesty, integrity, knowledge and education.”

As Reiner came on the screen, surrounded by posters from some of his most acclaimed films, including “The Princess Bride” and “A Few Good Men,” he began by describing his family’s “personal connection” to the Holocaust.

“Thank you again for asking me to join your evening, I can tell you that what you’re all about means a lot to me,” Reiner said in the video. “Personally, my wife, her mother, was in Auschwitz, and her whole family died there. Her mother was the only survivor, and my aunt was also in Auschwitz.”

On Wednesday, the USC Shoah Foundation shared a 1994 video of Singer Reiner embracing her mother, Holocaust survivor Nicole Silberkleit, who described her children as “very understanding, loving, and affectionate.”

https://www.instagram.com/p/DSYmPLmEshI/

In his address, Reiner then shifted his focus to urging “resilience,” which was the theme of the virtual event to honor Holocaust survivors.

“I know the theme of the evening is resilience, and if ever we needed to be resilient, it’s now,” he said. “We’re living in a time where what’s happening in our country is scary and reminiscent of what we’ve seen happen in the past, and we just hope that we can all survive this and that we can hold on to our democracy, but I want to just thank everybody for being there, and let’s be resilient.”

The Claims Conference’s event was part of an annual menorah lighting ceremony on the fifth night of Hanukkah to honor survivors. It concluded with around 100 survivors lighting candles at the Western Wall in Jerusalem.

This year, Claims Conference officials also used the event to draw attention to antisemitism, with the survivor event taking place just days after 15 were killed during an antisemitic attack on a Hanukkah event in Sydney, Australia.

“Even in these difficult days, when antisemitism is rising and Jewish communities around the world are under attack — this very week on the first night of Hanukkah in Sydney, Australia — we draw strength and inspiration from you, the survivors, from your personal and collective resilience,” Schneider told the group of survivors in Jerusalem.

One of the victims of the attack, Alex Kleytman, was a Holocaust survivor who had passed World War II living with his family in Siberia.

“Lessons from the past should have protected Holocaust survivor Alex Kleytman – a husband, a father and a grandfather,” the Claims Conference wrote in a post on Facebook Sunday. “Educating about how words of hate can turn into violence must not be a hollow promise.”

The couple’s 32-year-old son, Nick, briefly appeared in a Los Angeles court Wednesday after he was charged in connection to his parents’ killing. He has been charged with two counts of first-degree murder with a special circumstance of multiple murders.

The other Reiner children, Jake and Romy, shared a statement with People on Wednesday expressing their grief over the loss of their parents.

“Words cannot even begin to describe the unimaginable pain we are experiencing every moment of the day,” the statement said. “The horrific and devastating loss of our parents, Rob and Michele Reiner, is something that no one should ever experience. They weren’t just our parents; they were our best friends.”

The post Holocaust survivor event features a Rob Reiner video address — recorded just weeks before his death appeared first on The Forward.

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In Reykjavik, Hanukkah offers a chance for Iceland’s tiny, isolated Jewish community to come together

(JTA) — REYKJAVIK — December light is brief in Iceland. It was not yet 4 p.m., and by the time the giant menorah was lit in downtown Reykjavík, the day had already slipped into darkness. A steady drizzling rain blurred the streetlights and soaked the pavement where fewer than 100 people gathered, roughly half of the country’s Jewish population, which has always been small and largely unseen.

The celebrants were calm, almost subdued; security was not. Armed plainclothes police ringed the area. They moved through the crowd while surveillance drones hovered overhead. Air support was on standby, measures almost unheard of in a country that tops the world’s most peaceful list.

The gathering took place just hours after news broke of the most recent terrorist attack on Jews, this one a celebration of Hanukkah at Bondi Beach in Sydney, Australia.

Rabbi Avraham Feldman and his wife, Mushky, welcomed the crowd, their voices steady but restrained. Iceland’s minister of foreign affairs, Þorgerður Katrín Gunnarsdóttir, followed, and she lit the menorah herself. Curious passersby slowed, some watching silently before moving on. The event passed without incident.

“The attack in Sydney reminds us that darkness is not only something we read about in history books. It still exists in the world and appears suddenly and violently,” said Avraham Feldman, who is associated with the Chabad movement, which makes public menorah-lightings a centerpiece of its outreach around the world.

“Hanukkah does not ask us to deny this darkness,” he added. “Instead, Hanukkah teaches us that each and every one of us can create light and positivity. Even a small light pushes away great darkness. And when many lights stand together, we overpower the darkness.”

In a statement issued the same day, Gunnarsdóttir condemned the attack in Sydney, which took place at a Chabad event. “I strongly condemn the horrific attack on those celebrating Chanukah at Bondi Beach in Australia,” she said. “There is no place, anywhere, for antisemitism or terror. I extend my heartfelt condolences to the victims, their loved ones, and others affected.”

Her presence at the Hanukkah event carried significance well beyond the ceremony itself. Iceland’s government has been among Europe’s most vocal critics of Israel, and public discourse around the war in Gaza has been intense. Jewish teens have reported increasingly tense relationships with their peers, and the national broadcaster recently announced that it would boycott the Eurovision song contest over Israel’s participation.

For some Jews in Iceland, the political situation has shaken their sense of acceptance.

“It has become very different for me since Oct. 7,” said an American Jew living in Iceland who asked to remain anonymous. “Before, I was fairly widely open about being Jewish, but the landscape has changed.”

When he and his spouse moved into a new home last year, he ordered a mezuzah for the front door, but he hesitated to put it up. “For the first time, I found myself concerned about placing my Hanukkah menorah in the window,” he said, even as he added that most Icelanders would likely not recognize the symbol anyway, given the prevalence of seven-armed electric advent lights in windows each December.

For some present, having Gunnarsdóttir at the Hanukkah event offered a rare and meaningful signal that support for a vulnerable minority need not be conflated with geopolitics.

“It’s so special to have the foreign minister join us today, to stand with us, support the community, and offer her continued friendship,” said Mushky Feldman said. “We’re honored to have her speak tonight and light the first candle.”

Jewish life in Iceland has no long historical footprint. There are no historic synagogues, no Jewish neighborhoods, and no centuries-old institutions. Holidays are celebrated in rented spaces or private homes. Until 2018, there was not even a resident rabbi. The community is made up largely of immigrants — including an Israeli jewelry designer who was the country’s first lady for 13 years until 2016 — their children, and Icelanders who have claimed a Jewish identity later in life.

“How do you teach your children what it means to be Jewish without a ready-made community?” asked Reykjavík resident Adam Gordon, an American Jew. “The answer is that we must create that community ourselves.”

Practical challenges abound. “Supplies can be difficult to come by,” said the American Jew, who decided that he would light a menorah. “I finally placed a bulk order from abroad with enough Hanukkah candles to get me through the end of this decade.”

An obstacle is the traditional Icelandic approach to religion. Most Icelanders are nominally Christian but the country is known as one of the most secular in Europe. (Judaism became an official state religion in 2021, following Avraham Feldman’s advocacy.)

“Icelanders see Jewishness as a function of religion, which they largely see as a quaint if outdated view of the world incompatible with their collective level of political and moral evolution,” said Mike Klein, an American Jew living in Iceland.

“Discussions about my being Jewish often become uncomfortable, partly because of the current political predicament, but also because Icelanders find it strange that I would choose to make my life difficult by maintaining my Jewish identity when I’m otherwise relatively well accepted,” Klein added.

Others echo the same tension. A Jewish American living in Iceland, who declined to be named out of concerns about identifying publicly as Jewish, said antisemitism in Iceland is often rooted in misunderstanding rather than explicit hatred. “There is a lot of ignorance,” she said.

“Many Icelanders have no idea that there are only about 15 million Jews in the world, and that while we are few, we are not a monolith. We have different ways of connecting to our Jewish identity, that it is not only rooted in religion, but culture, a shared heritage.”

At the same time, some Icelanders have embraced the community in meaningful ways. Finnur Thorlacius Eiríksson first encountered Jewish life in 2017, when he met an Israeli couple visiting Iceland. When they later moved to the country and invited him to a Passover seder in 2018, he joined.

“The experience was a positive one, which prompted me to attend more events where I got to know the Jewish community in Iceland quite well,” he said.

Eiríksson now holds the distinction of the only non-Jew known to be registered as a member of the official Jewish community. He attends major holidays and events and is even considering converting to Judaism.

“Thankfully, nearly all my Jewish friends are open about being Jewish,” he said. “They know it never helped the Jewish people to hide their identity, so they wear their Jewish identity with pride.”

Andrea Cheatham Kasper, who is Jewish and lives in Iceland with her family, said her Shabbat table has become a cornerstone of connection.

“Our Shabbat table has been central in our home and also as our way to make friends and build community,” she said. “Relationships have grown there, some immediately and some after many meals together.”

Kasper said she does not hide being Jewish or Israeli but avoids online political battles. “My goal is to focus on face-to-face relationships and interactions that are human, not political,” she said. “What I have found is that the noise comes from the loud voices, and they aren’t always representative.”

At the lighting, the menorah flickered against the rain and the early darkness. Children stood close to their parents. Photos were taken to share with family far away, and fresh-baked sufganiyot (jelly-filled donuts) were passed out to the crowd.

“Events like the menorah lighting become these precious moments when we can gather and celebrate together,” said Gordon. “None of us came to Iceland to deepen our Jewish practice, but we don’t want to abandon it. Instead, we want to weave it together with our Icelandic identities.”

The post In Reykjavik, Hanukkah offers a chance for Iceland’s tiny, isolated Jewish community to come together appeared first on The Forward.

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Mamdani Transition Team Appointee Resigns After ‘Money Hungry Jews’ Social Media Posts Resurface

Candidate Zohran Mamdani speaks during a Democratic New York City mayoral primary debate, June 4, 2025, in New York, US. Photo: Yuki Iwamura/Pool via REUTERS

An appointee of New York City Mayor-elect Zohran Mamdani resigned just one day after her selection this week, following the exposure of decade-old social media posts that contained antisemitic language and stereotypes.

Catherine Almonte Da Costa, who had been named Mamdani’s director of appointments, stepped down Thursday after social media posts from around 2011–2012 resurfaced in which she used phrases echoing classic antisemitic tropes, including references to “money hungry Jews.”

The Anti-Defamation League condemned the comments, saying they “echo classic antisemitic tropes and otherwise demean Jewish people,” and questioned how such remarks were not uncovered during the vetting process for a senior role in the incoming administration. Shortly after the controversy broke, Da Costa’s X account was taken offline.

In a statement announcing her resignation, Da Costa expressed remorse for the posts, calling them  and inconsistent with who she is today. In a statement, Da Costa said  she “spoke with the Mayor-elect this afternoon, apologized, and expressed my deep regret for my past statements. These statements are not indicative of who I am.” Mamdani accepted her resignation, stating that he believed her apology to be sincere.

The episode has intensified scrutiny of Mamdani’s transition team and personnel choices as he prepares to take office. Mamdani, a progressive lawmaker, has previously faced criticism from Jewish and pro-Israel groups over his rhetoric and positions related to Israel, prompting heightened sensitivity to issues of antisemitism surrounding his administration.

Jewish communal leaders said the incident underscores broader concerns about tolerance for antisemitic language within progressive political circles and the need for more rigorous screening of public officials and senior staff. Several noted that public servants must be held to a high standard, particularly at a time of rising antisemitism in the United States.

Halle Soifer, the CEO of the Jewish Democratic Council of America, expressed approval of Da Costa’s resignation.

Glad to see that Catherine Almonte Da Costa has resigned. The views she expressed are unacceptable and intolerable,” she said. 

Sara Forman, executive director of the New York Solidarity Network, also praised Mamdani’s “cutting ties” with Da Costa, but cautioned 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.”

David Friedman, the former US Ambassador to Israel, expressed a more skeptical view of Da Costa’s decision to step down.

“Seems like every Mamdani appointee has something in common — an intense dislike for Jews,” he said.

The resignation marks an early setback for Mamdani’s mayoral transition and is likely to keep questions about antisemitism and accountability at the forefront as his administration begins to take shape. Mamdani has repeatedly stressed his commitment to protecting New York City’s Jewish community amid ongoing concern over rising antisemitism in the city and his own anti-Israel viewpoints.

Mamdani, a far-left democratic socialist and anti-Zionist, is an avid supporter of boycotting all Israeli-tied entities who has been widely accused of promoting antisemitic rhetoric. He has repeatedly accused Israel of “apartheid” and “genocide”; refused to recognize the country’s right to exist as a Jewish state; and refused to explicitly condemn the phrase “globalize the intifada,” which has been associated with calls for violence against Jews and Israelis worldwide. During his tenure in the NYC City Council, Mamdani spearheaded the “Not on our dime!: Ending New York Funding of Israeli Settler Violence Act,” legislation which would ban charities from using tax-deductible donations to aid organizations that work in the West Bank. In 2021, Mamdani issued public support for the Boycott, Divestment, Sanctions (BDS) movement—an initiative which seeks to economically and diplomatically isolate Israel in the first step to its eventual destruction.

Notably, on Oct. 8, 2023, 24 hours following the deadliest day for Jews since the Holocaust, Mamdani published a statement condemning “Netanyahu’s declaration of war” and suggesting that Israel would use the terror attacks to justify committing a second “Nakba.” Mamdani then said that Israel can only secure its long term safety by “ending the occupation and dismantling apartheid.”

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