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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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Philadelphia Jewish leaders encouraged by counter-response to ‘boycott bike ride’
(JTA) — When the Jewish Federation of Greater Philadelphia first got wind of a planned “boycott bike ride” of six Jewish- and Israeli-owned restaurants scheduled for Sunday, Nov. 8, its CEO wondered if the result would be “a small pebble” or “a big boulder.”
The protest ultimately drew some 300 bikers. But thanks to communal organizing among dozens of Jewish, pro-Israel and interfaith groups, it was met with an estimated 200 counter-protesters — plus hundreds more who turned up, waiting in hours-long lines, to patronize the affected businesses.
“I honestly had a hard time hearing what the boycotters were saying,” Michael Balaban, the federation head, told the Jewish Telegraphic Agency the day after the protests. They were drowned out, he said, by counter-demonstrators singing Israeli songs.
The restaurants hardly felt any effects from a boycott, Balaban said — all of them sold out of their inventory. At one shop, the mac-and-cheese kiosk Mac Mart, a visitor offered to buy the open box of baking soda its proprietor kept to eliminate pantry odors.
“What was supposed to be a boycott of Jewish businesses turned into a food festival of Jewish businesses,” Balaban said. “I had several people say, ‘I feel safe walking as a Jew today’.”
A left-wing group called Philly Bike On Your Left had organized the event. Its flyer proclaimed, “No business for Zionists!” with the names of six local Jewish-owned restaurants listed with red “No” signs drawn through them. The planned date fell just before the 88th anniversary of Kristallnacht, the “Night of Broken Glass” targeting Jewish businesses and homes in Nazi-occupied Europe, which protest organizers have said was unintentional.
Some of the targeted business owners, including acclaimed Israeli restaurateur Michael Solomonov, had donated to causes including United Hatzalah, the Israeli first responder organization. Others had simply posted online that they were Zionists. Allan Domb, the owner of Schlesinger’s Deli, told the local CBS affiliate that he believed his business was on the list because he had donated to the local federation after the Oct. 7, 2023, Hamas attacks in Israel.
In its rhetoric and conflation of Jewish- and Israeli-owned businesses with the state of Israel, the bike boycott seemed like a perfect storm of the biggest Jewish concerns with pro-Palestinian protests. Yet the sheer audacity of the boycott, which Balaban compared to “the proverbial person poking you in the back over and over again,” spurred a broad show of force from Jews and their allies to fight back.
“A real line was crossed here,” he said. “You want to boycott something going on in Israel, we’re not that far from DC or New York. Go to an embassy, go to a consulate. But to think that someone selling tahini milkshakes or macaroni and cheese has a red phone to the prime minister, that’s just silliness.”
Local authorities speaking to the Philadelphia Inquirer said that three people were arrested and two police officers suffered minor injuries.
Local elected officials also spoke out strongly against the ride, including Philadelphia District Attorney Larry Krasner, a favorite of the progressive movement.
“There is widespread perception that this action is antisemitic,” Krasner, whose father was Jewish, said in a video he filmed from his car prior to the event. “That perception is real.” He cited the timing, the targets and the rhetoric around the event as his reasons for making the determination.
Krasner and Lori Shapiro, Pennsylvania’s first lady and wife of Jewish Democratic Gov. Josh Shapiro, joined state lawmakers who attended a “solidarity lunch” with some of the targeted businesses days prior to the boycott. The Philadelphia Jewish Community Relations Council had organized the event.
On social media following the protests, Gov. Shapiro called the boycott “blatant antisemitic targeting of Jewish-owned restaurants on the anniversary of Kristallnacht,” and said local support of the businesses “prove once again that hate has no place in our Commonwealth.” Pennsylvania Sens. John Fetterman, a pro-Israel Democrat, and Dave McCormick, a Republican, had also condemned the ride.
Among the groups that did support the ride were Faculty for Justice in Palestine chapters at Temple University and the University of Pennsylvania; the local Students for Justice in Palestine chapter; a pro-Palestinian group of Temple law students; and Writers Against the War on Gaza, a literary activist group that previously helped upend leadership at the free-speech organization PEN America over Israel-related statements and actions.
The local Democratic Socialists of America chapter, which had initially promoted the event, said in a statement on Sunday that it “did not and does not endorse the bike ride on Sunday, 11/8.” But the Philly DSA’s lengthy statement went on to accuse the event’s critics of “political repression of anti-Zionism” orchestrated by “organized Zionist lobbying groups.”
Ahmed Moor, a Palestinian writer who on Monday announced his intent to challenge Fetterman for the Democratic nomination in 2028, wrote on X on Saturday that he had spoken to Jewish women on both sides of the protest. Without taking a side, Moor concluded, “Sometimes being a leader means turning the temperature down.”
Though some of the bikers who spoke to media identified themselves as Jewish, local Jewish pro-Palestinian groups were absent from the bike ride’s list of co-sponsors. Neither the Philadelphia chapters of Jewish Voice for Peace nor IfNotNow commented on the ride on their official social media pages, and representatives from both groups did not return JTA requests for comment.
The Nexus Project, an antisemitism watchdog that has criticized what it says is Jewish communal overreach in describing some criticism of Israel as antisemitic, also criticized the ride and its organizers.
“When ‘Zionist’ can cover almost any Jew who has ever expressed even a modicum of sympathy or support for Israel, Jewish business owners are facing a test no one else does: disavow Israel or lose your livelihood,” a statement from the group reads, adding that the organizing groups’ rhetoric “has also crossed the line.”
The Prayers for Peace Alliance, an interfaith pro-Palestinian group in Philadelphia that includes Jews, criticized the boycott in its own statement on Saturday.
“To be effective, boycotts must be targeted toward companies with the greatest complicity in injustice,” the group said. The planned ride, they added, “does not align with the priorities of the anti-genocide and anti-occupation movement.” They added, “The decision to target only Jewish-owned businesses threatens to undermine trust within this broad, intersectional movement, which includes many American Jews.”
Early on, Balaban said, the federation briefly wondered if they should avoid giving the protests much oxygen. They changed their minds after last week’s midterm elections, which Democrats dominated and which, in his mind, elevated candidates who “use ‘Zionist’ as a code word.” He did not specify any.
“Seeing individuals who use anti-Israel and anti-Jewish as part of their platform come into the fold, it was time for us to let loose and push back,” he said.
Philly Bike On Your Left is also planning a follow-up bike protest for this coming Sunday, named “Great Ride of Return,” a nod to the Palestinian right of return. The group had promoted the follow-up ride on social media before the first one took place.
Balaban knows more is coming; he says they’ll be ready. “We know that they’ll be out again, and we’ll be out again.”
This article originally appeared on JTA.org.
The post Philadelphia Jewish leaders encouraged by counter-response to ‘boycott bike ride’ appeared first on The Forward.
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Palestinian-American to challenge John Fetterman for Senate seat in 2028
(JTA) — Ahmed Moor, a Palestinian-American writer who has worked with anti-Zionists, is the first Democrat to challenge Pennsylvania Sen. John Fetterman in the 2028 primary.
Fetterman, who has faced sharp criticism from within the Democratic Party for his staunch support for Israel’s military campaign in Gaza, has yet to announce whether he plans to run in 2028. A defeat or retirement would remove one of the Democratic caucus’s most pro-Israel voices.
Moor, 42, enters the playing field with radically different positions on Israel, and on foreign policy in general, from those Fetterman has promoted. Claiming that the United States “funds wars based on corruption and lies and has turned its back on its own people,” Moor pledged on his campaign website to ensure “this never happens again.”
Moor, born in Gaza, moved as a child to Philadelphia, where he earned his undergraduate degree from the University of Pennsylvania. He completed a master’s degree in public policy from Harvard. He switched from finance to journalism, reporting in Beirut and Egypt for The Guardian and other outlets, and co-editing the book “After Zionism: One State for Israel and Palestine.” He also spent many years in Jordan, where he launched a peer-to-peer lending organization, before moving back to Philadelphia in 2021.
“A few years ago my birthplace was turned to rubble in a genocide funded by our tax dollars,” Moor stated, saying that this has occurred “with the support of politicians on both sides of the aisle who can’t find money for transit or removing asbestos from our schools.”
Moor, who has served on the Philadelphia Democratic City Committee, has never held public office. He says he is determined to address corruption, affordability, foreign policy and constitutional authority, according to The Philadelphia Inquirer, which first reported his candidacy.
Moor told the Inquirer that he was “not really running against Fetterman” but instead “running for the rule of law.” He acknowledged that he would face an “uphill battle” against Fetterman, who took office in January 2023.
Fetterman has irked some fellow Democrats by siding with Republicans on numerous issues, especially on Israel. He has also drawn praise from the pro-Israel community and Israel’s leadership. With Democrats securing a Senate majority of at least 54 seats, including two independents who caucus with the party, Democratic leadership will be less dependent on Fetterman’s vote when the new Congress convenes in January.
This article originally appeared on JTA.org.
The post Palestinian-American to challenge John Fetterman for Senate seat in 2028 appeared first on The Forward.
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Northwestern launches civil rights investigation into club that banned pro-Israel group from its food festival
Northwestern University’s Office of Civil Rights is investigating a club that said it canceled its annual “Cultural Food Fest” after students objected to its initial inclusion of a pro-Israel student group.
Spoon University Northwestern, a student-run food magazine, wrote in an email to students that it was calling off its Nov. 6 food festival because of concerns about the participation of Wildcats for Israel, a club housed within Hillel that describes itself as focused on Israeli culture and society.
“There’s been a lot of disappointment expressed in and around Hillel today,” Michael Simon, executive director of Northwestern Hillel, told the Forward on Friday. “What should be an opportunity for connecting across differences and having really positive engagement got turned into a sort of political catfight.”
Students involved with Wildcats for Israel were initially “really excited” to participate in the fest, Simon said.
But amid student backlash, Spoon reversed course and disinvited Wildcats for Israel, Simon said. In a statement posted to Instagram, Spoon cited “the ongoing genocide in Gaza” to explain the group’s removal.
Yet even that exclusion was not enough for some student organizations. Northwestern’s Asian Pacific American Coalition; Alianza, the Latinx student alliance; and the Middle Eastern North African Student Association, issued a joint statement saying that they were withdrawing from the fest because of the original inclusion of Wildcats for Israel.
“A ‘culture’ born from the active land theft and genocide of Palestinians should not be recognized,” the student groups wrote on Instagram.
Spoon then cancelled the event altogether.
Now, Spoon’s status as an officially registered student organization has been frozen while the investigation into allegations of discrimination is being conducted, a Northwestern spokesperson wrote in an email to the Forward.
The investigation comes as Northwestern faces additional obligations to address and report allegations of antisemitism as part of its $75 million settlement with the Trump administration in November 2025. As part of the agreement, the university pledged that its Office of Civil Rights would publish annual reports with data about complaints of antisemitism, including investigative and disciplinary actions taken.
Spoon did not respond to the Forward’s request for comment.
In its email to students, Spoon said Wildcats for Israel was removed because of its status as “a political action group, not a cultural organization.”
Simon pushed back on that characterization of the club. “They’re not engaged in political advocacy or political work, certainly not in their current iteration,” Simon said. “They’re really focused on doing cultural and educational programming, connecting with Israel and with the Israeli people.”
The idea that Wildcats for Israel is considered political, while other student organizations opposing Israel are not, “appears to be a real double standard,” Simon said.
Still, Simon said the cancellation did not prevent Wildcats for Israel from having its own cultural food event — inviting students to the Hillel building on Friday to talk about what had happened over slushies in two flavors popular in Israel, limonana and iced cafe.
“They’re really turning to a place of being in community and supporting one another,” Simon said.
The post Northwestern launches civil rights investigation into club that banned pro-Israel group from its food festival appeared first on The Forward.
