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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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New York City Mayor’s Office Releases Antisemitism Report as Jews Brace for Mamdani Administration
New York City mayor-elect Zohran Mamdani holds a press conference at the Unisphere in the Queens borough of New York City, US, Nov. 5, 2025. Photo: REUTERS/Kylie Cooper
New York City on Wednesday released its first mayoral report on antisemitism amid major looming changes to the city’s government, which will soon be in the hands of an avowed democratic socialist who has made anti-Israel activism a cornerstone of his political career and been accused of promoting antisemitic rhetoric.
Unveiled by the Mayor’s Office to Combat Antisemitism, which was established in May, the document arrived hours before Zohran Mamdani is inaugurated to become the next mayor of New York City on Thursday.
Mamdani, an anti-Zionist, is an avid supporter of boycotting all Israeli-tied entities. 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.
The new report, replete with statistics showing a connection between anti-Zionism and historic surges in antisemitic violence, reads as a rebuke of the nexus of ideas which forms the worldview of Mamdani and his subordinates.
It defends the city’s adoption of the International Holocaust Remembrance Alliance (IHRA) definition of antisemitism, which Mamdani has accused of “chilling free speech.” It denounces the boycott, divest, and sanctions (BDS) movement against Israel as discrimination based on “race, creed, color” and other immutable characteristics. Mamdani supports BDS, calling it “consistent with the core of my politics.” Additionally, the report argues that anti-Zionism is antisemitic, a statement with which Mamdani disagrees — in 2021 he said, “Anti-Zionism is not antisemitism.”
“The connection between Jewish identity and the Land of Israel is not political preference but religious and cultural foundation extending back millennia,” the report says. “The practical consequence of anti-Zionist rhetoric is the dehumanization of Zionists (the vast majority of Jewish people) and the dehumanization of all Jewish people. When Zionism itself is characterized as racist or illegitimate, Jewish people become targets for hostility and violence. This dynamic helps explain why attacks on Israel’s legitimacy correlate with increased antisemitic incidents in the diaspora, targeting all Jewish people regardless of their politics.”
It adds, “Understanding modern antisemitism requires recognizing that Jewish identity is intrinsically tied to Israel. Municipal responses that fail to account for this dimension misunderstand the contemporary manifestation of this ancient hatred.”
Despite such statements in the report, Mamdani’s transition and administrative appointees have histories of antisemitic rhetoric, support for terrorist groups, or affiliations with organizations hostile to Israel and the Jewish community, according to a new report by the Anti-Defamation League (ADL).
In a detailed document released last week, the ADL said it reviewed more than 400 individuals appointed on Nov. 24 to serve on 17 transition committees responsible for staffing the incoming administration and shaping its policy agenda. The ADL said at least 20 percent of these appointees have either a “documented history of making anti-Israel statements” or ties to radical anti-Zionist organizations that “openly promote terror and harass Jewish people.”
More broadly, Mamdani’s administration will be staffed with lawyers who have defended al Qaeda members, advocated mandatory housing for the deluge of undocumented migrants straining the city’s public services, and as previously reported by The Algemeiner, would have included a woman who once fulminated on social media against who she described as “money hungry Jews” if the comments had not been revealed by the ADL and led to her resignation.
Other members of Mamdani’s team hold ties to the Nation of Islam, whose leader has called Judaism a “gutter religion”; participated in the anti-Israel encampments which convulsed higher education campuses following the Hamas-led Oct. 7, 2023, massacre across southern Israel; and have been photographed promoting Hamas by brandishing its symbol, an inverted red triangle.
Mamdani will be sworn in as mayor amid a 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 New York City Police Department (NYPD). This week’s report from the Mayor’s Office to Combat Antisemitism noted that figure rose to a staggering 62 percent in the first quarter of this year, despite Jewish New Yorkers comprising just 11 percent of the city’s population.
As The Algemeiner has previously reported, antisemitic hate crimes have eroded the quality of life of New York City’s Orthodox Jewish community, which is the target in many, if not most, antisemitic incidents. In just eight days between the end of October and the beginning of November 2024, three Hasidim, including children, were brutally assaulted in the Crown Heights section of Brooklyn. In one instance, an Orthodox man was accosted by two assailants, one masked, who “chased and beat him” after he refused to surrender his cellphone in compliance with what appeared to have been an attempted robbery. In another incident, an African American male smacked a 13-year-old Jewish boy who was commuting to school on his bike in the heavily Jewish neighborhood. Less than a week earlier, an assailant slashed a visibly Jewish man in the face as he was walking in Brooklyn.
In 2025, New Yorkers have seen organized antisemitic harassment. Last month, hundreds of people amassed outside a prominent New York City synagogue and clamored for violence against Jews.
Mamdani issued a statement which “discouraged” the extreme rhetoric used by the protesters but did not unequivocally condemn the harassment of Jews outside their own house of worship. Mamdani’s office notably also criticized the synagogue, with his team describing the event inside as a “violation of international law.” The protesters were harassing those attending an event being held by Nefesh B’Nefesh, a Zionist organization that helps Jews immigrate to Israel, at Park East Synagogue in Manhattan.
In the new mayoral report, the outgoing mayor, Eric Adams, uttering what will be one of his final public statements as New York City’s chief executive, said it is the job of both the government and the people to oppose antisemitism.
“New York City is home to the largest Jewish community outside of Israel — a point of pride and a responsibility,” he wrote. “Antisemitism is not only a Jewish problem — it tests our city’s character. I invite you to read this report as both a record of what we have done and a blueprint for what we must continue to do: confront hate with moral clarity, back words with action, and ensure every New Yorker knows that in this city, hate has no home.”
Follow Dion J. Pierre @DionJPierre.
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London Cafe Owner Features Face of Alleged Hamas Operative on Outdoor Chairs
Demonstrators attend the “Lift The Ban” rally organised by Defend Our Juries, challenging the British government’s proscription of “Palestine Action” under anti-terrorism laws, in Parliament Square, in London, Britain, Sept. 6, 2025. Photo: REUTERS/Carlos Jasso
In London, a restaurant which has fashioned itself as a hotspot for anti-Israel advocacy has put forth a new provocation with the decision to feature images of Dr. Hussam Abu Safiya, a Palestinian pediatrician and neonatologist who was allegedly a key figure in facilitating Hamas’s terrorist operations, on the backs of chairs facing the sidewalks.
On Monday, Heidi Bachram — a Brighton, England-based, pro-Israel writer and social media personality with more than 51,000 followers — shared a video on X of Shakeshuka, a Palestinian eatery, showing off the face of Abu Safiya.
“Shakeshuka guy put the face of a Hamas Colonel on chairs outside his cafe in London,” Bachram posted. “This place is a five-minute walk from a popular Jewish restaurant. He’s despicable.”
The accompanying video shows owner Haleem Kherallah standing outside of his establishment, a self-described “Palestinian Kitchen,” with images of Abu Safiya attached to the backs of wooden chairs with woven seats.
Shakeshuka guy put the face of a Hamas Colonel on chairs outside his cafe in London. This place is a five minute walk from a popular Jewish restaurant. He’s despicable. pic.twitter.com/G5OplXSvYB
— Heidi Bachram
(@HeidiBachram) December 29, 2025
The restaurant declares itself “a home, a hub, a heartbeat.” At the top of its homepage, a large video features readings from Palestinian activists and poets.
“Over the years, Shakeshuka has become more than a space, it’s a community,” the website states. “A gathering point for authors, artists, activists, filmakers [sic], changemakers, and everyone who stands with Palestine, united in their voice, their creativity, and their commitment to justice. In these walls, conversations have sparked, connections have grown, and the fight for peace has been held with strength, dignity, and hope.”
The restaurant’s homepage describes ShakeShuka as “the brainchild of Haleem Kherallah from Palestine” and explains how he draws inspiration “from his mother’s cherished recipes and the bountiful fresh ingredients found in Palestine.” ShakeShuka calls itself “a unique dining experience in the heart of London” and “the first Palestinian restaurant in the city” which offers that with “every bite, diners are transported to the authentic tastes of Palestine.”
In June, ShakeShuka attracted attention for its anti-Israel advocacy when video emerged of customers celebrating during an Iranian missile attack against Tel Aviv.
Kherallah “operates as a Palestinian activist, making it shocking that such an establishment exists in central London,” Dr. Amira Halperin, a professor at the University of Nottingham who researches terrorism, said at the time, according to Israel Hayom.
Halperin described how “walking into the restaurant just one day after the terrorist attack against two Israeli diplomats in Washington felt like entering a Hamas command center.”
“Gaza photographs and anti-Israel messaging covered the walls,” Halperin observed. “Tables displayed Palestinian flag colors alongside ‘save Gaza’ slogans. One image promoted an ‘Apartheid Free Zone’ campaign connected to the BDS movement. The owner actively participates in Cage International alongside attorney Fahad Ansari, who represents Hamas in legal proceedings seeking to remove the organization from Britain’s terrorist list. Moussa Abu Marzouk, a senior Hamas official, directs the case and advises the legal team.”
Advocating on behalf of Abu Safiya has become a popular cause in the pro-Hamas support network around the world. On Monday, the Council on American-Islamic Relations (CAIR) released a statement calling on the Trump administration to “demand” the Abu Safiya, describing him as “the Gazan doctor who walked toward Israeli tanks in an iconic video, and who has been held for one year without charge or trial after being kidnapped by Israeli forces.”
Last December, Israel arrested Abu Safiya and several other people while conducting a raid on the Kamal Adwan hospital in northern Gaza, where the Israeli military was fighting Hamas terrorists. The Israel Defense Forces (IDF) said it arrested Abu Safiya because he was “suspected of being a Hamas terrorist operative.” The IDF also insisted that the hospital has been used as a “command and control center” for the Palestinian terrorist group.
The following month, a new report citing terrorists’ confessions revealed Israeli hostages were held in Kamal Adwan hospital, where the Israeli raid had uncovered a sprawling network of terrorists operating within the hospital’s walls, leading to the detention of over 240 Hamas terrorists, some of whom admitted that the facility was used as a base for Hamas operations.
Israeli forces also discovered that Abu Safiya was actively complicit in Hamas’s terrorist activities. As interrogations of detainees progressed, it became clear that the doctor was more than just a passive observer — he was a key figure in facilitating Hamas operations, according to Israel. Despite his alleged involvement in the group’s actions, however, an international campaign emerged since then to call for his release, a movement spurred by his media appearances throughout the war.
“We realized that the person at the heart of it all, the one organizing the terrorism and Hamas activities within the compound, was the hospital director himself,” Lt. (res.) D., a field investigator in military intelligence, told Israel’s Channel 12 news in January, referring to Abu Safiya. “The world must understand that there is close and clear cooperation between the medical team and the senior leadership of the terrorist organization: they cynically exploit our desire to avoid harming the helpless and use the medical platform to establish a base for terrorism.”
Terrorists inside the facility reportedly distributed grenades, mortars, and equipment for ambushing IDF troops.
On Saturday, the Qatari network Al Jazeera uploaded a video of Abu Safiya’s son pleading for his father’s release. The House of Thani monarchy in Qatar has long funded Hamas and offered safe harbor to Muslim Brotherhood leadership.
On Dec. 22, the Middle East Monitor published an op-ed by Adnan Hmidan, chair of the Palestinian Forum in Britain, declaring that Abu Safiya deserves the title of “Hostage of the Year 2025.”
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Somaliland already operates as a de facto state. So why is Israel’s recognition of it so controversial?
Last week, Israel became the first nation in the world to recognize Somaliland as a country, prompting global outcry and an emergency meeting of the United Nations.
The de facto state on the northern coast of the Horn of Africa has long operated independent of Somalia, but before Israel’s announcement, its sovereignty had not been officially recognized by any UN members.
After the collapse of Siad Barre’s regime in Somalia in 1991, Somaliland declared independence. The breakaway region has its own democratically elected government, military, currency, license plates and passports. It is often lauded for bringing relative stability to the region, with a record of peaceful transfers of power, though it is still only rated “partly free” by Freedom House amid crackdowns on journalists.
Somaliland also benefits from relative social cohesion, with the Isaaq clan comprising the majority of the population— a factor which has contributed to its stability in a clan-based society, according to Seth Kaplan, a lecturer at Johns Hopkins School of Advanced International Studies who has researched Somaliland.
Somalia, however, considers Somaliland to be part of its territory, and slammed Israel’s recognition as an “illegal act” that undermines the region’s stability.
Is the recognition illegal?
There is no international law that bars countries from unilaterally recognizing a state. But countries generally consider international norms, including deference to the preservation of existing borders so as to prevent cascading secessionist conflicts.
The African Union has been especially committed to this principle, adamant that post-colonial borders remain intact to avoid instability and ever-changing lines.
“Any attempt to undermine the unity, sovereignty, and territorial integrity of Somalia runs counter to the fundamental principles of the African Union and risks setting a dangerous precedent with far-reaching implications for peace and stability across the continent,” Nuur Mohamud Sheekh, spokesperson for the African Union, wrote in a statement.
In Somalia’s case, its border disputes trace to the late 19th century, when the north was governed by Britain as British Somaliland, the south by Italy as Italian Somaliland, and the area that is now Djibouti by France as French Somaliland. In 1960, the British and Italian territories gained independence and united to form the Somali Republic.
In Somalia, tens of thousands of people protested against the recognition, many waving Somali flags. Turkey’s president, Recep Tayyip Erdoğan, also called Israel’s move to recognize Somaliland illegal.
At the same time, there is no blanket ban on recognizing breakaway states that challenge existing borders: Kosovo declared independence from Serbia in 2008, and more than 100 UN member states, including the United States, recognize it. Serbia does not, nor do five European Union countries, which have cited concerns that recognition could embolden separatist movements within their own countries.
Meanwhile, U.S. ambassador to the UN Tammy Bruce accused the international body of applying double standards when it comes to unilateral recognition, noting that several countries have independently recognized Palestine as a state without triggering emergency UN meetings.
Somaliland’s bid for recognition is bolstered by the fact that it already functionally operates as a relatively stable, autonomous state, according to Kaplan. It meets many of the widely cited criteria for statehood, including a permanent population, a defined territory, and an independent government.
“In general, I support those norms of not recognizing breakaway states,” Kaplan said. “But if there’s one country or one state in the world that deserves it, this would be the one place.”
Israel’s goals
For others, resistance to Somaliland’s independence appears less driven by objections to Somaliland’s sovereignty than by opposition to Israel’s goals in the region.
While Israel’s exact motivations remain unclear, Kaplan said the move seems intended to secure a strategically important foothold in the Horn of Africa. As part of the recognition, Somaliland has agreed to join the Abraham Accords, a series of normalization agreements between Israel and Muslim-majority nations.
“From the Israeli perspective, this is going to be a base that it can leverage to get a better handle on Yemen, as well as anything that Iran or other rivals of Israel might be doing in the Red Sea,” Kaplan said.
There is also fear about ulterior Israeli motives, with Israel having reportedly contacted Somaliland about sending Palestinians forcibly displaced from Gaza to the region. Somaliland denied that such a discussion took place.
Even in Somaliland, some residents expressed disappointment that the long-awaited recognition came from Israel of all countries, though most coverage has depicted scenes of celebration.
“It would be less controversial if Ethiopia or the UAE had done it,” Kaplan said. “But for the people of Somaliland, you can understand why they might be happy with this decision by the Israeli government.”
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