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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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From golems to Horton to banana menorahs: This year’s Hanukkah kids’ books light up the imagination
(JTA) — From Who-ville to Schmoozeville, and from island getaways to cozy homes, this year’s crop of Hanukkah books for kids of all ages take families on journeys to imaginative settings, some familiar from the pantheon of children’s literature and Jewish ideas. Families from across the diverse Jewish spectrum will enjoy the new titles that celebrate the popular eight-day holiday, also known as the Festival of Lights.
Three titles garnered the recommendation of the Association of Jewish Libraries — “Construction Site, Hanukkah Lights,” “Banana Menorah” and “Lost and Found Hanukkah.”
Hanukkah begins at sundown on Sunday, Dec. 14.
“Construction Site Hanukkah Lights”
Sherri Duskey Rinker and Shawna J.C. Tenney
Chronicle Books; ages 2-4
The youngest children — particularly those who are vehicle-obsessed — will enjoy lifting the flaps of this rhyming story, in which a dump truck, a crane and a cement mixer transform a construction site into a Hanukkah wonderland with a dazzling giant menorah and a huge pile of shiny gold Hanukkah gelt.
“Happy HanukKat”
Jessica Hickman; illustrated by Elissambura
Kar-Ben Publishing; ages 1-4
Jessica Hickman’s sweet, rhyming board book about a lively Jewish family of kittens will tickle the youngest kids, who will have fun celebrating each night of the holiday with the Hanukkah party-loving cat family. Elissambura’s playful illustrations feature kitties in Hanukkah party hats and sweaters.
“Golem Loves Latkes: A Tasty Hanukkah Tale”
Doreen Klein Robinson; illustrated by Anna Krajewska
Intergalactic Afikomen; ages 3-10
In Doreen Klein Robinson’s fun-filled story, an endearing little girl loves to visit her bubbie for Hanukkah in the happy village of Schmoozeville, where everyone likes to schmooze – chat, in Yiddish. But this year, the usually friendly townsfolk are bickering about the best topping for fried potato latkes — applesauce or sour cream. The young girl makes a clay dreidel that spins to life as a golem, the centuries-old Jewish mystical clay figure who protects Jews. When the latke-loving golem gobbles up all of Schmoozeville’s crispy latkes, the clever girl takes the golem’s message to the warring camps: Enjoy your latkes however you like and celebrate the true meaning of the holiday. Anna Krajewska’s lively, colorful illustrations add to the mayhem and score points for featuring a youthful, active bubbie.
“Dr. Seuss’s Horton Hears a Hanukkah Party!”
Leslie Kimmelman; illustrated by Tom Brannon, based on “Horton Hears a Who!” by Dr. Seuss
Random House; ages 3-7
Horton the Elephant looms large in Leslie Kimmelman’s rhyming riff on the classic “Horton Hears a Who!” by Dr. Seuss. The original features an elephant who champions the small against the mighty — a perfect character for the Hanukkah story. In this version, only Horton hears the faint sound of celebration that goes on night after night, so his jungle friends tease him. On the eighth night Horton sees the sparkling menorah belonging to a rabbi, who invites Horton and his pals to his family’s celebration. Tom Brannon’s illustrations translate the essence of Seuss’s floppy-eared Horton to a Jewish setting.
“Banana Menorah”
Lee Wind; illustrated by Karl West
Apples & Honey Press; ages 3-5
In Lee Wind’s light-hearted story, Skylar, a spirited young girl, and her two fathers are vacationing on an island far from home on the first night of Hanukkah. But both dads forgot to pack a menorah. The clever girl improvises with what’s on hand — the first night, it’s a banana menorah, the next, a granola bar. When they get home in time for the fourth candle and light their three menorahs, Skylar misses the new ones. For the rest of the holiday, her family celebrates with friends and all kinds of menorahs. Karl West’s animated illustrations add to the fun for a playful, creative holiday. Instructions for a banana menorah at the end — though there are also mass market versions available to buy.
“Lost and Found Hanukkah”
Joy Preble; illustrated by Lisa Anchin
Chronicle Books; ages 5-8
LGBT families and homemade menorahs are part of Joy Preble’s heartwarming story about Nate, who loves celebrating Hanukkah and lighting his family’s three menorahs, including one he made. When he and his two fathers move to a new apartment, Nate’s menorah gets lost. At Amy’s Judaica shop, Nate befriends the latke-loving, furry store kitty named Kugel, who runs out of the shop. When Nate’s dads fry up a batch of latkes for the holiday, the clever boy hatches a plan to find Kugel. By story’s end, everyone is reunited in time to celebrate Hanukkah and Nate carves a perfect new menorah. Lisa Anchin’s large cartoon-style illustrations reflect the story’s warmth and love.
“The Book of Candles: Eight Poems for Hanukkah”
Laurel Snyder; illustrated by Leanne Hatch
Clarion Books; ages 4-8
Children will enjoy following a young girl, her siblings, their parents and — again — a kitten as they light Hanukkah candles every night. Each night’s poem flows lyrically to the next. The award-winning Laurel Snyder adds a note for each candle that illuminates the themes of the holiday and turns the story into a teachable moment. Leanne Hatch’s cartoon-style illustrations capture the cozy, wintry setting and glow of the flickering flames
“A Dragon Called Spark: A Hanukkah Story”
Lily Murray; illustrated by Kirsti Beautyman
Kalaniot Books; ages 4-7
In Lily Murray’s imaginative tale, a young girl named Eva feels lonely when she and her family move somewhere new and she is far from friends at the start of Hanukkah. For comfort, Eva turns to Spark, her imaginary friend, a diminutive flying dragon. But Eva is worried that Spark is lonely and hopes for a Hanukkah miracle — a friend for herself and for Spark. When she meets Charlie, her neighbor, they become friends and she tells him about Spark, whom he can’t see. The power of friendship shines in this poignant story. Kirsty Beautyman’s illustrations capture the magic of the tale, which gets high marks for featuring a multiracial friendship.
“Eight Fairy Nights”
Imagined and illustrated by Bub
BookBaby; ages 4-8
Bub’s unique Hanukkah story introduces young kids to a fairytale version of the Hanukkah story and the Maccabees — who are lauded for their courage. Readers then meet eight fairies with eight virtues, one for each night. The book captures Bub’s enthusiasm for celebrating Hanukkah, and his weakness for riddles. Without referencing God’s hand in the Hanukkah miracle, “Eight Fairy Nights,” may be especially appealing to secular and humanist Jews.
The post From golems to Horton to banana menorahs: This year’s Hanukkah kids’ books light up the imagination appeared first on The Forward.
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America’s oldest Jewish congregation launches a kosher food pantry on the Upper West Side
(JTA) — On Thanksgiving morning, as volunteers gathered at Congregation Shearith Israel for the synagogue’s 11th annual “packathon,” they also marked a new milestone: Their synagogue was opening a kosher food pantry on the Upper West Side of Manhattan.
Shearith Israel, an Orthodox congregation that is also known as The Spanish and Portuguese Synagogue, was established in 1654, making it the oldest congregation in the United States.
The synagogue’s Thanksgiving-morning volunteer event draws a large crowd each year in part because of its location along the Macy’s parade route. But its Thanksgiving tradition stretches back centuries: In 1789, when George Washington announced the first national Thanksgiving, Shearith Israel’s leader at the time, Gershom Mendes Seixas, held the country’s first Jewish Thanksgiving service.
With a history older than the founding of the United States, Louis Solomon, the president, or parnas, of Shearith Israel, said the congregation was looking for a way to celebrate the country’s upcoming 250th birthday.
“It’s been a part of our culture for 3,000 years, but certainly a part of our culture in America for 372 years, to give back, to try to do what we can,” said Solomon. “So the congregation has gotten itself together and thought about, what is it that we could actually do?”
Over the summer, Shearith Israel reached out to Alexander Rapaport, the executive director of Masbia, a kosher soup kitchen and food pantry, to propose an idea: Masbia could open a location in their synagogue.
“They’re celebrating America turning 250 years, and they’re thinking of what they can do, something special,” said Rapaport. “And one of the things they think that could be is opening up a food pantry in their place.”
At the event on Thursday morning where the new Masbia Relief Annex was announced, volunteers from local faith groups, including the Jewish Center, the Latter-Day Saints and the West End Church, watched the parade and assembled 2,000 packages of food.
Solomon said Shearith Israel had pledged to contribute $50,000 to the new Masbia annex, and was asking local faith groups to collectively match their donation.
The new food distribution center is scheduled to open sometime before Hanukkah, and will allow Masbia to serve Manhattan through the use of Doordash, which provides the nonprofit with free delivery services.
Rapaport said that this month, due to the tightened federal rules around the Supplemental Nutrition Assistance Program, Doordash had provided Masbia with 11,000 free deliveries. So far, Rapaport said they were on track to hit that number.
“We’re hoping that DoorDash is our go-to thing, because that eliminates the breadline stigma, and it just brings people food. It also gives us flexibility,” said Rapaport.
Masbia currently has three locations, two in Brooklyn and one in Queens. Now, Rapaport said the new space will allow the food nonprofit to provide delivery service in Manhattan as well.
“We’re here to help people. It’s a new borough, it’s not a borough that we were in. We’re going to reach out to the community and see where the need is, and slowly take on hopefully,” said Rapaport. “The first week we’ll only serve a few dozen people, but then if it grows to hundreds, we’ll be very happy.”
The post America’s oldest Jewish congregation launches a kosher food pantry on the Upper West Side appeared first on The Forward.
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Hezbollah Leader Leaves Open Possibility of New War With Israel
Lebanon’s Hezbollah Chief Naim Qassem gives a televised speech from an unknown location, July 30, 2025, in this screen grab from video. Photo: Al Manar TV/REUTERS TV/via REUTERS
The head of Lebanese terrorist group Hezbollah said on Friday it retained the right to respond to Israel‘s killing days ago of its top military commander and left open the possibility of a new conflict with Israel.
Naim Qassem spoke in a televised address as fears grew in Lebanon that Israel could escalate its bombardment of the country to compel Iran-backed Hezbollah to relinquish its arsenal across the country, which the group has repeatedly rejected.
Israel‘s killing of Hezbollah’s top military commander Haytham Ali Tabtabai in a strike on Beirut’s southern suburbs on Nov. 23 sharpened those worries.
Qassem said the group would “set the timing” for any retaliation, and said threats of a broader air campaign had no impact on the group – but that renewed war was possible.
“Do you expect a war later? It’s possible sometime. Yes, this possibility is there, and the possibility of no war is also there,” Qassem said.
Qassem did not explicitly say what the group’s position would be in a new war but said Lebanon should prepare a plan to confront Israel that relies on “its army and its people.”
Qassem also said he hoped Pope Leo’s upcoming visit to Lebanon “will play a role in bringing about peace and ending the [Israeli] aggression.”
Lebanon is under growing pressure from both Israel and the United States to more swiftly disarm Hezbollah and other militant groups across the country.
Moments after Qassem’s speech ended, Israeli military spokesperson Avichay Adraee said the Lebanese army’s efforts to seize Hezbollah weapons in the country’s south were “inadequate.”
“Hezbollah continues to manipulate them and work covertly to maintain its arsenal,” Adraee said in a post on X.
But Hezbollah has said it is unwilling to let go of its arms as long as Israel continues its strikes on Lebanese territory and its occupation of five points in the country’s south.