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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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Carrie Prejean Boller ousted from White House Religious Liberty Commission following antisemitism row
(JTA) — Catholic right-wing activist Carrie Prejean Boller has been removed from the White House Religious Liberty Commission over what the chair called her “political agenda” during a public hearing on antisemitism this week.
The announcement of Prejean Boller’s removal by Texas Lt. Gov. Dan Patrick, an evangelical Christian, on Wednesday came after Prejean Boller spurned calls to resign from her post amid mounting backlash over her remarks on Monday.
“Carrie Prejean Boller has been removed from President Trump’s Religious Liberty Commission,” Patrick wrote in a post on X. “No member of the Commission has the right to hijack a hearing for their own personal and political agenda on any issue. This is clearly, without question, what happened Monday in our hearing on antisemitism in America. This was my decision.”
During Monday’s hearing, Prejean Boller, who was named to the commission in June, argued that anti-Zionism is not antisemitic and said her Catholic faith prohibits her from supporting Israel.
“I’m a Catholic, and Catholics do not embrace Zionism, just so you know, so are all Catholics antisemites?” said Prejean Boller, who wore a pin depicting the American and Palestinian flags.
She also defended conservative influencers Candace Owens and Tucker Carlson against antisemitism allegations, later receiving praise from Owens on social media for her defense.
Following Patrick’s announcement of Prejean Boller’s removal, Owens decried the decision in a post on X, which featured a host of antisemitic conspiracy theories.
“Carrie didn’t hijack anything. You hosted a performative Zionist hearing meant to neuter the Christian faith. Carrie spoke truth, as a Catholic, and Christians, the Truth cannot be defeated. Zionists are naturally hostile to Catholics because we refuse to bend the knee to revisionist history and support the mass slaughter and rape of innocent children for occult Baal worshipers. Your decision will only further the Christian enlightenment which is taking place in this country. And for that, we thank you. ✝️,” wrote Owens in the post, which was reposted by Prejean Boller. “@CarriePrejean1 said no to selling her soul.”
Prejean Boller’s removal drew praise from Shabbos Kestenbaum, an antisemitism activist who was invited to speak on Monday’s panel and had previously called for Prejean Boller’s removal.
“We spoke about Christian Americans and Jewish Americans being under assault. She was interested in discussing the Middle East and non advancing American religious liberties. THANK YOU,” tweeted Kestenbaum.
The post Carrie Prejean Boller ousted from White House Religious Liberty Commission following antisemitism row appeared first on The Forward.
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Art theft, angels and neo-Nazis force a reckoning with the past in ‘The Tavern at the End of History’
Tavern At The End of History
Morris Collins
Dzanc Books, 326pp, $27.95
In Morris Collins’ novel about two directionless adults on the hunt for a famous work of art presumed to have been stolen during the Holocaust, one character theorizes that “the only way towards a moral life” is to let go of the past. But Tavern At the End of History a follow up to Collins’ debut novel — the post-colonial thriller Horse Latitudes — is all about remembering, even that which is painful, and reckoning with it.
When readers are first introduced to Jacob, his inappropriate remarks to a student have cost him his professorship and his marriage, and he’s become an alcoholic. At a park in Brooklyn, he meets Baer, an impoverished Orthodox man living in a ramshackle apartment with only a fat orange cat to keep him company. As it turns out, they are both connected to the disgraced Kabbalah scholar Alex Baruch.
After meeting Baruch at a conference in Berlin, Jacob became a devoted follower. Even after Baruch was exposed for lying about being a German Holocaust survivor, Jacob remained loyal and has agreed to meet with Baruch at his sanitarium in Maine the same weekend Baruch plans to auction off a sketch by the deceased Jewish artist Alexander Lurio.
Baer reveals that the sketch had belonged to his family before the war, but, he says, it was confiscated by the Nazis. Jacob agrees go to Maine and look for the sketch with Baer’s cousin Rachel, an art historian still reeling from her husband’s suicide after she helped him leave the Orthodox community. But art isn’t the only interesting thing on Baruch’s private island. There are neo-Nazis, an erotic statue garden, otherworldly entities, and an eccentric group of Jews, although it’s unclear if they are fellow visitors of the sanitarium or patients.
Jacob, Rachel, and the other Jews at the sanitarium are incessantly haunted by the past — for Baruch, this becomes literal, when a friend he presumed had died in the Holocaust appears at his doorstep. The oddball group spends their five days in Maine, primarily telling stories about their trauma, all linked to the Holocaust either through their own experiences or those of their parents. It may be doubtful that there is any sense to be derived from tragedy, but they try their very best.
For Baruch, this means trying to justify lying about his past and doing unspeakable things to make his life easier. Jacob funnels his confusion into philosophical debates about how — or even if — the Holocaust and Israel should be understood in relation to one another. Rachel seems to believe misfortune can be rectified as she hunts for the stolen Lurio sketch.
The book often veers into unsettling territory, sometimes painting overwhelmingly disturbing scenes from the Holocaust, but Collins’ illustrative writing keeps the story engaging, even in its bleakest moments. His world-building is so convincing it’s almost incomprehensible that the Lurio works are fictionalized. Even the enigmatic Alex Baruch and the fake writings Collins “quotes” from feel real.
Because the book takes place in 2017, some of its musings on Israel and antisemitism feel less jarring than they could be. The characters watch the Charlottesville Unite the Right rally on the television, scenes that could now easily be substituted with more alarming images of government officials cozying up to neo-Nazis. The discussions about the Holocaust and Zionism feel less edgy than they may have almost a decade ago, as so much new scholarship questioning the role of memory and trauma in the creation of Israel has come out.
The book ends with some ambiguity about what exactly transpires on the island and how our characters will be able to move on. Still, Collins crafts a compelling art mystery, buttressed by a tale of a group of lost souls trying to find meaning in a world that sometimes feels hopeless.
The post Art theft, angels and neo-Nazis force a reckoning with the past in ‘The Tavern at the End of History’ appeared first on The Forward.
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Netanyahu returns to Washington — this time to shape a deal with Iran, not fight one
When President Donald Trump and Israeli Prime Minister Benjamin Netanyahu meet at the White House today – their 6th meeting in the U.S. in the last year – their discussion will focus on a shared commitment to confronting the Iranian nuclear threat, but the stakes are different for each of them.
For Trump, a nuclear agreement could cement his legacy as a peacemaker, perhaps even earn him a long-coveted Nobel Peace Prize. For Netanyahu, a deal could bolster his political standing back home in a difficult election year.
In 2015, when President Obama was on the verge of signing a nuclear deal with Iran, Netanyahu cast himself as the indispensable interpreter of the Iranian threat to Washington, as he has again. But back then, Netanyahu came to publicly oppose what he called “a very bad” Iran deal, pushing back against the U.S. president. Now, he is visiting the White House with the hope of shaping U.S. policy on Iran, not challenging the president.
Trump has described the first round of discussions with Iran as “very good,” even as U.S. aircraft carriers and other military assets build up in the region. He has insisted that Tehran is “wanting to make a deal very badly.” Israel, for its part, has made clear that any agreement must go beyond limits on uranium enrichment and also address Iran’s ballistic missile program and its network of regional proxies – Hamas, Hezbollah, the Houthis – that have been attacking Israel.
Netanyahu has said he plans to present the president with Israel’s approach to the nuclear talks led by Trump’s close advisers, son-in-law Jared Kushner and Mideast envoy Steve Witkoff.
Netanyahu is betting that intimacy equals influence. That being the leader who shows up in person — again and again — ensures Israel is not outflanked as decisions are made. Last June, that strategy appeared to pay off. Netanyahu launched a charm offensive aimed at drawing Trump into a more active role in dismantling Iran’s nuclear program. If talks fail, Trump could act again. “Either we will make a deal, or we will have to do something very tough like last time,” Trump told Axios.
But the frequency of these meetings also reflects some vulnerability. It showcases a prime minister who cannot afford distance and disagreement with the White House.
The domestic clock is ticking
The longest-serving Israeli leader is facing a real risk that Israel’s legislature, the Knesset, will dissolve in the coming weeks if his coalition fails to resolve the explosive issue of military conscription for Haredi yeshiva students. The Haredi parties have threatened to vote against the budget ahead of the March 31 deadline — a move that would trigger elections as early as June.
If Netanyahu emerges from the White House visit with rhetorical alignment or symbolic support, he could buy himself time and political oxygen.
These gestures matter for Israel, where the education minister, Yoav Kisch, has formally invited Trump to attend the Israel Prize ceremony on Independence Day in Jerusalem to receive the prestigious award for a “Unique Contribution to the Jewish People.” Israeli officials have also invited him to participate in the annual torch-lighting ceremony, one of the most emotionally charged moments on the Israeli civic calendar.
If Trump accepts the invitation and travels to Israel again, it would be a political gift of the highest order. For Netanyahu’s supporters, that imagery could energize turnout and blunt opposition momentum. For undecided voters, it reinforces a familiar argument: Whatever Netanyahu’s flaws at home, replacing him would risk destabilizing Israel’s most important relationship abroad and its closest ally in any confrontation with Iran.
But Trump’s current position on Iran may still cross Netanyahu’s red lines. And Trump has shown before that he is willing to act unilaterally, even without backing from allies.
Still, he is very popular in Israel, and that benefits Netanyahu. A new survey by the Jewish People Policy Institute showed that 73% of Israelis rate Trump as a better-than-average U.S. president for Israel’s interests and 54% of Jews in Israel view Trump as one of the best presidents in U.S. history.
The post Netanyahu returns to Washington — this time to shape a deal with Iran, not fight one appeared first on The Forward.