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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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Two Argentine Jewish Tourists Assaulted in Milan as Antisemitic Incidents Surge Across Italy
A protester uses a pole to break a window at Milano Centrale railway station, during a demonstration that is part of a nationwide “Let’s Block Everything” protest in solidarity with Gaza, with activists also calling for a halt to arms shipments to Israel, in Milan, Italy, Sept. 22, 2025. Photo: REUTERS/Claudia Greco
Two young Argentine Jewish tourists were violently assaulted in Milan by a group of North African migrants after being targeted for wearing kippahs, in one of the latest antisemitic attacks amid a relentlessly hostile climate toward Jewish communities across Europe.
According to Italian media reports, the two 19-year-old Argentine tourists were attacked late Sunday night outside a 24-hour supermarket in Milan, a city in the northern part of the country, at Piazzale Siena after leaving the store when a group of about 10 people approached them.
After spotting the kippahs worn by the two young men, the attackers began shouting antisemitic insults, including “f**king Jews,” before violently assaulting them, leaving one of the victims with a broken nose.
Authorities and emergency responders were quickly dispatched to the scene following the attack, with police and paramedics providing assistance before transporting the two victims to a local hospital.
Local law enforcement has now opened a criminal investigation into the assault, reviewing surveillance camera footage and analyzing cell phone data from areas surrounding Piazzale Siena.
The European Jewish Congress (EJC) strongly condemned the incident, describing it as a sign of rising antisemitic hostility and calling for renewed efforts to safeguard Jewish communities across Europe.
“This disturbing incident highlights the very real dangers Jews continue to face in public spaces across Europe simply for expressing their identity. Antisemitic violence must be confronted with the utmost seriousness,” EJC said in a statement.
“Authorities must ensure that those responsible are swiftly identified and brought to justice. No one in Europe should fear being attacked for being visibly Jewish,” it continued.
Two young Jewish tourists from Argentina were violently assaulted outside a supermarket in Milan after being identified as Jewish by their kippahs.
The attackers first hurled antisemitic insults before punching the victims, leaving one with a broken nose.
This disturbing… pic.twitter.com/Ch0IzlgWt4
— European Jewish Congress (@eurojewcong) March 4, 2026
Amid heightened tensions tied to the recent US-Israeli joint military campaign against Iran, Walker Meghnagi — president of the Jewish community of Milan — called on authorities to strengthen protection for Jewish schools and synagogues.
“We must remain vigilant. We have asked the prefect to increase surveillance around our schools and places of worship, as well as to safeguard our freedoms, but we cannot isolate ourselves,” he said.
“We are Italians and deserve to be respected as such. We are a free people, and we will not hide — we must stand firm in defense of our freedom,” Meghnagi continued.
Like most countries across Europe and the broader Western world, Italy has seen a rise in antisemitic incidents over the last two years, in the wake of the Hamas-led invasion of and massacre across southern Israel on Oct. 7, 2023.
According to newly published figures, antisemitism in Italy surged to record levels in 2025, reflecting a broader climate in which Jews and Israelis across Europe have faced harassment, vandalism, and targeted violence.
In Italy, the Milan-based CDEC Foundation (Center of Contemporary Jewish Documentation) confirmed that antisemitic incidents in the country almost reached four digits for the first time last year.
Of 1,492 reports submitted through official monitoring channels, the CDEC formally classified a record high 963 cases as antisemitic, according to the EJC and Union of Italian Jewish Communities (UCEI), the main representative body of Jews in Italy.
By comparison, there were 877 recorded incidents in 2024, preceded by 453 such outrages in 2023 and just 241 in 2022.
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New York Judge Overturns Disciplinary Sanctions for Columbia University Students Who Occupied Hamilton Hall
Protesters gather at the gates of Columbia University, in support of student protesters who barricaded themselves in Hamilton Hall, in New York City, US, April 30, 2024. Photo: REUTERS/David Dee Delgado
A New York state judge has overturn disciplinary sanctions imposed on a group of anti-Israel protesters who illegally occupied Columbia University’s Hamilton Hall and interned janitorial staff while destroying property to protest the Israel-Hamas war, raising concerns that colleges may be deprived of the power to punish severe misconduct perpetrated by students who claim to be advancing progressive causes.
Twenty-two current and former students, all of whom contested their punishments anonymously, may soon walk away without being held accountable following Judge Gerald Lebovits’s ruling last Friday that Columbia’s actions were “arbitrary and capricious.” Lebovits went further, citing the students’ concealment of their identities with masks and keffiyeh scarves as evidence that the university lacked evidence to determine that they were actually in Hamilton Hall despite that they had been arrested on the scene by the New York City Police Department (NYPD).
“In the disciplinary proceedings against the 22 Columbia students, the sole evidence that they were present in Hamilton Hall during its occupation was a report reflecting that petitioners had been arrested,” he wrote. “No evidence was offered in the disciplinary proceedings of actions taken inside Hamilton Hall by any particular student, as opposed to the conduct of the group of occupiers as a whole.”
Lebovits, after arguing that the group should not be disciplined even as he described their infractions, then argued that illegally occupying Hamilton Hall is “decades-long tradition.”
He continued, “Others might see the occupiers’ actions as manifestations of an ugly hatred against Jews, using rhetoric about Gaza mainly as a pretext. But the task for this court is not to decide between these perspectives, or to opine on the moral or political issues implicated by the actions of the parties to this proceeding.”
In a statement shared with The Algemeiner on Wednesday, Columbia University noted that Lebovits’s vacating the disciplinary sanctions does not take effect for 30 days, during which time university lawyers may pursue other legal avenues.
“The order does not take effect for at least 30 days, and no student who was disciplined for the occupation of Hamilton Hall can return to campus at this time,” a university spokesperson said. “Columbia is considering all of its options, including seeking a stay of the order and appealing the decision.”
As previously reported by The Algemeiner, in April 2024, anti-Israel agitators occupied Hamilton Hall, forcing then-university president Minouche Shafik to call on the NYPD for help, a decision she hesitated to make. During a search of the scene, the NYPD found a number of disturbing items, including “gas masks, ear plugs, helmets, goggles, tape, hammers, knives, ropes, and a book on TERRORISM [sic].” Police also found signs which said “death to America” and “death to Israel.”
During the same period, a group that calls itself “Columbia University Apartheid Divest” (CUAD) commandeered a section of campus and, after declaring it a “liberated zone,” lit flares and chanted pro-Hamas and anti-American slogans, according to numerous reports. When the NYPD arrived to disperse the unauthorized gathering, hundreds of students reportedly amassed around them to prevent the restoration of order.
“Yes, we’re all Hamas, pig!” one protester was filmed screaming during the fracas, which saw some verbal skirmishes between pro-Zionist and anti-Zionist partisans. “Long live Hamas!” said others who filmed themselves dancing and praising the al-Qassam Brigades, the armed wing of the Palestinian terrorist organization.
Beyond the occupation of school property, Columbia has produced some of the most indelible examples of antisemitism, pro-jihadist sentiment, and extreme anti-Zionism in American higher education since the start of the Gaza war in October 2023. Such incidents include a student who proclaimed that Zionist Jews deserve to be murdered and are lucky he is not doing so himself and administrative officials who, outraged at the notion that Jews organized to resist anti-Zionism, participated in a group chat in which each member took turns sharing antisemitic tropes that described Jews as privileged and grafting.
In July, interim then-university president Claire Shipman said the institution would hire new coordinators to oversee antisemitism complaints alleging civil rights violations; facilitate “deeper education on antisemitism” by creating new training programs for students, faculty, and staff; and adopt the International Holocaust Remembrance Alliance (IHRA) definition of antisemitism — a tool that advocates say is necessary for identifying what constitutes antisemitic conduct and speech.
Shipman also announced new partnerships with the Anti-Defamation League (ADL) and other Jewish groups while delivering a major blow to the anti-Zionist movement on campus by vowing never to “recognize or meet with” the infamous organization CUAD, which had serially disrupted academic life with a number of other unauthorized, surprise demonstrations attended by non-students.
However, Columbia University has retained a professor, Joseph Massad, who celebrated Hamas’s Oct. 7, 2023, massacre across southern Israel — where the Palestinian terrorist group sexually assaulted women and men, kidnapped the elderly, and murdered children in their beds — allowing him to teach a course on the history of the Israeli-Palestinian conflict.
Speaking to The Algemeiner in January, Middle East expert and executive director of Scholars for Peace in the Middle East Asaf Romirowsky said that Massad’s remaining on Columbia’s payroll is indicative of the university’s hesitance to enact meaningful and lasting reforms.
“Joseph Massad is a notorious tenured antisemite who has spent his career at Columbia bashing Israel and Zionism, a poster child for BDS and a scholar propagandist activist. Furthermore, he has shown his true colors time and time again defending Hamas and calling the 10/7 barbaric attack on Israel ‘awesome,’” Romirowsky said.
Noting that Columbia’s own antisemitism task force said in a December report that the institution employs few faculty who hold moderate views on the Israeli-Palestinian conflict, he added, “By allowing Massad to continue teaching and spreading his venom, Columbia is only codifying the dearth of knowledge as it relates to the Middle East. It should take the finding of the report and act upon it by getting rid of the tenured radicals they allowed to hijack the institution.”
Follow Dion J. Pierre @DionJPierre.
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California Governor Gavin Newsom Likens Israel to ‘Apartheid State’
California Governor Gavin Newsom speaks at a press conference, accompanied by members of the Texas Democratic legislators, at the governor’s mansion in Sacramento, California, US, Aug. 8, 2025. Photo: REUTERS/Carlos Barria
California Gov. Gavin Newsom on Tuesday ignited controversy after suggesting it is “appropriate” to describe Israel as an “apartheid state” and questioning the future of US military assistance to the Jewish state during an event to promote his new memoir.
Speaking during a book event in Los Angeles with “Pod Save America” host Tommy Vietor, Newsom said that recent policies pursued by Israel’s current government have made the term increasingly common in international discourse. While framing his comments as reluctant, the Democratic governor said it “breaks my heart,” but argued that the trajectory of Israeli leadership leaves the United States with “no choice” but to reconsider aspects of its longstanding support such as providing military aid.
“I mean, Friedman and others are talking about it appropriately – sort of an apartheid state,” Newsom said in reference to New York Times journalist Thomas Friedman.
“It breaks my heart because the current leadership in Israel is walking us down that path where I don’t think you have a choice but to have that consideration,” Newsom said.
The remarks place Newsom among the most high-profile American elected officials to publicly entertain the apartheid label — a characterization Israel has consistently rejected as false and inflammatory. Israeli officials across the political spectrum have long argued that such comparisons distort the complex security, legal, and historical realities of the Israeli-Palestinian conflict, while ignoring the equal rights afforded to Israel’s Arab citizens and the ongoing security threats facing the country.
Newsom reportedly directed much of his criticism at Prime Minister Benjamin Netanyahu’s governing coalition, describing its policies in the West Bank and toward Palestinians as contributing to growing international unease. His comments come amid continued tensions in the region, including the future prospect of Israeli military operations against Hamas in Gaza and ongoing military conflict with Iran and its regional proxies.
Newsom also directed criticism toward the current war in Iran, accusing Jerusalem of pushing the White House to pursue military conflict with Tehran. The California governor suggested that Israel should not be trusted to lead a successful campaign against Iran, given Jerusalem’s failure to topple Hamas in Gaza. He also suggested that Netanyahu bamboozled US President Donald Trump into pursuing a war against Iran.
“They couldn’t even – I mean, we’re talking about regime change?” he said, “For two years, they haven’t even been able to solve the Hamas question in Israel. So, this is, I mean, you know, I wanna be careful here, but, you know, in so many ways, that influence in the context of the conversation of where Trump ultimately landed on this is pretty damn self-evident.”
Trump was asked at the White House if Israel dragged the US into conflict with Iran and rejected the notion.
“I might have forced their [Israel’s] hand,” Trump told reporters in the Oval Office as he met with German Chancellor Friedrich Merz. “We were having negotiations with these lunatics, and it was my opinion that they were going to attack first. If we didn’t do it, they were going to attack first. I felt strongly about that.”
In Jerusalem, officials have frequently pushed back against the apartheid accusation, noting that Israel is a multiethnic democracy with an independent judiciary, free press, and Arab representation in the Knesset and on the Supreme Court. Critics of the apartheid claim also point to the repeated rejections by Palestinian leadership of past peace proposals that would have established a sovereign Palestinian state alongside Israel.
Newsom’s statements arrive at a sensitive moment in US-Israel relations. As the 2028 Democratic primary begins to set in motion, progressive voices within the Democratic Party have increasingly called for conditioning or reducing military aid to Israel. Newsom, widely viewed as a potential contender for the 2028 Democratic presidential nomination, now appears to be navigating that internal party divide.
In a recent podcast appearance with conservative commentator Ben Shapiro, Newsom rejected the argument that Israel has committed a so-called “genocide” in Gaza and expressed support for the country’s right to defend itself from Hamas terrorism.
Netanyahu has said in several interviews over the past few months that he intends to “taper off” Israeli dependence on US military aid in the next decade.