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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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Somerville councilors to discuss Israel divestment proposal
(JTA) — SOMERVILLE, Mass. — The issue of divestment from Israel returns to the Somerville City Council in Massachusetts on Tuesday night as lawmakers plan to discuss how to implement a nonbinding ballot question on the matter that passed last year.
The divestment push has divided the city of more than 84,000 residents, which has a long-standing Jewish population. It is located between Cambridge, home to Harvard University, and Medford, a city with which it shares the Tufts University campus.
After Question 3 passed with 55.7% of the residents’ vote in November 2025, the City Council that same month passed a resolution committing to work toward an ordinance within a year to enact the ballot’s goals.
The measure to that effect, introduced in June, would bar the city from investing in or procuring labor, services or goods from companies that support entities identified by the ordinance as violating international law, including Israel.
Unlike the divestment proposal awaiting a November ballot vote in Providence or the binding human rights divestment ordinance passed by Medford’s city council in 2025, the Somerville ordinance specifically mentions Israel and Palestine.
In response to the push for a binding ordinance, 74 registered voters in Somerville submitted a petition for a hearing, which was held in September, before final action is taken, citing concerns about its impact on the city. The issue has now moved to the city’s Legislative Matters Committee, which is meeting Tuesday night.
Among the groups opposing divestment is Shalom Somerville, which submitted the September petition stating that “the sense of belonging and safety experienced by Jewish, Israeli and other residents of diverse backgrounds” is at risk as a result of the ordinance.
Sam Gechter, co-founder and president of Shalom Somerville, said that the ordinance singles out Jews who support Israel, which makes it antisemitic. Deputy City Solicitor David Shapiro also advised in November 2024 that such an ordinance would be “likely invalid,” according to a letter from the Anti-Defamation League and the Louis D. Brandeis Center for Human Rights Under Law.
“I think it’s incredibly irresponsible,” Gechter said, suggesting that the ordinance would slow down governmental action. “But the biggest thing for me is that it makes Jews feel unwelcome in Somerville.”
A local organization, Somerville for Palestine (S4P), has been a driving force behind both the ballot question and the ordinance, which the group developed in collaboration with sponsoring city councilors Ben Ewen-Campen, Ben Wheeler, Wilfred N. Mbah and Jon Link. “It’s what people voted for,” said Mo Katz-Christy, a member of S4P’s leadership and Jewish Caucus. “We want to follow the will of the people.”
The ADL issued a statement condemning the ordinance in June. It also joined the Brandeis Center in issuing a letter calling the proposal an unconstitutional intrusion into foreign affairs.
Other Jewish organizations disagree. Jewish Voice for Peace Boston has worked closely with S4P to back the measures. “I don’t think that those objections have validity,” said Eli Gerzon, a longtime member of JVP. “As a Jewish organization, we are especially concerned that ‘never again’ really means what it says: never again, that we never let a Holocaust, a genocide happen.”
This article originally appeared on JTA.org.
The post Somerville councilors to discuss Israel divestment proposal appeared first on The Forward.
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A major Jewish museum hopes to join the Smithsonian – at a difficult moment for the storied institution
(JTA) — Philadelphia’s Weitzman National Museum of American Jewish History is moving closer to becoming part of the Smithsonian Institution at a moment of significant upheaval for the storied museum network.
A new congressional commission will study whether to make the museum part of the Smithsonian. Its members were sworn in Tuesday, when they also held their first meeting.
In an exclusive interview with the Jewish Telegraphic Agency, the commission’s new chair Philip Darivoff, a former longtime chair of the Weitzman, and vice chair Dara Horn, a New York Times bestselling author, said that the Weitzman joining the Smithsonian would send a powerful message that Jews are a crucial component of the history of the country.
“It’s a different statement that our country makes when it says that the study of Jewish American history and culture is important to this nation,” Darivoff said. Both he and Horn also hope that a boost in the Weitzman’s profile could combat what they called an “epidemic of ignorance” among Americans when it comes to knowledge of Jewish history and culture.
“This really would be an elevation of the Jewish community,” Horn, author of “People Love Dead Jews” and “The Final Solution to the Jewish Question,” told JTA. “The place that Jews show up in a school curriculum is typically more about the Holocaust” — an area that the author has written critically about in the past as too limiting a view of Jewish life.
Horn believes in the Weitzman project, she said, because she hopes to emphasize the ways that Jews have contributed to American founding ideals such as religious pluralism.
“I’m really interested in the connections between the Jewish story and a lot of our foundational ideas in this country,” she said. Jewish ideas such as the Exodus from Egypt in the Passover story “were inspiring to Americans,” she added.
The wheels for the Weitzman joining the Smithsonian began turning in 2024, when Congress passed legislation in 2024, then signed by President Biden, to establish the commission. The group spent the next two years putting the commission together, and has two years from its first meeting to research and publish a report on the feasibility of such a move — though Darivoff said he hopes to finish the work well before the deadline.
Adding a new member to the Smithsonian has been known to take years, if not decades. The two most recent additions, the National Museum of the American Latino and the American Women’s History Museum, were both long in the works.
Founded in 1976, the Weitzman is already an existing, fully functioning institution — and also already a Smithsonian affiliate, meaning it can share resources with other museums in the system. Unlike a museum being built from scratch, the Weitzman already has a building and collection, which proponents hope could speed the process.”
Dan Tadmor, the Weitzman’s CEO, told JTA that joining the Smithsonian would improve their educational mission.
“We have a national footprint for our educational programming, but of course we’d like to widen it,” he said. “Who would say no to a curriculum that’s been developed by a Smithsonian museum?”
The Weitzman’s bid for increased prominence within the Smithsonian comes as the Trump administration has sought to exert greater control over the latter — home to such storied institutions as the National Museum of American History, the National Portrait Gallery and the National Zoo.
This summer the White House issued a report alleging “radical ideology” in the museums’ content, and Interior Secretary Doug Burgum recently announced plans for signs accusing Smithsonian leaders of ideological bias. Observers say such signs are indicative of larger administration priorities opposing the teaching of historical subjects such as slavery. Smithsonian Secretary Lonnie Bunch III is stepping down at the end of the year.
A representative from the Smithsonian declined to comment to JTA on the Weitzman’s bid, or on its current political conditions.
The commission’s chair and vice chair of the new Weitzman said that the current political upheaval shouldn’t affect their work. The Smithsonian, Horn said, “has lasted through many political winds.”
“I think we see this as a long-term project that’s about the place of Jewish Americans in this country’s history,” Darivoff said. “The Smithsonian is a really important institution for this country, and it is the great museum complex of our nation. God willing, it will be flourishing for centuries to come. It’d be an honor to be included in the Smithsonian.”
This article originally appeared on JTA.org.
The post A major Jewish museum hopes to join the Smithsonian – at a difficult moment for the storied institution appeared first on The Forward.
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Two deaths in Manchester synagogue attack last year will be probed through public inquiry, Britain says
(JTA) — The deaths of two Jewish men in an attack on a synagogue in Manchester last year will be examined through a public inquiry, the British home secretary announced on Monday, a necessary step to include sensitive information in the investigation.
Melvin Cravitz and Adrian Daulby were killed during the attack on Yom Kippur on Oct. 2, 2025, when Jihad Al-Shamie rammed a car into a group of worshippers outside the Heaton Park Hebrew Congregation in Manchester and stabbed two people. Cravitz died from stab wounds and another man, Andrew Franks, was seriously injured but survived. Daulby was shot by police while blocking the synagogue doors to stop Al-Shamie from entering. Two other people were seriously injured.
Al-Shamie, a Syrian-born British citizen, said he was acting for the Islamic State, also known as ISIS, before police shot him dead.
Home Secretary Shabana Mahmood announced the public inquiry in a statement about national security at the House of Commons, saying that “what happened that day must be fully understood.”
“This will ensure that all evidence can be heard, including any sensitive national security material that could not otherwise be fully heard in the coroner’s court,” said Mahmood.
Judge Alexia Durran, the chief coroner of England and Wales, was overseeing inquests into the deaths of Cravitz and Daulby. Durran last month recommended that Mahmood convert the inquests into a public inquiry, following statements from Home Office lawyers that some information from MI5 would be withheld from open court due to national security concerns. A full investigation that involves hearing sensitive material in private requires a public inquiry.
Earlier this year, Greater Manchester Police’s chief constable Stephen Watson said he was “deeply sorry” for a “missed opportunity” to uncover the plot against the Heaton Park synagogue. Watson made the apology after prosecutors revealed that Al-Shamie had two prior arrests for allegedly breaching a non-molestation order and alleged rape, and his mobile devices were not examined until after the synagogue attack.
Mahmood listed “a series of attacks on our Jewish community” in the year since the synagogue attack, including the stabbing of two Jewish men in the London neighborhood of Golders Green, a spate of arson attacks and a “foiled but potentially lethal plot” against Jews in Manchester on the eve of Yom Kippur last month. In the last case, two Iranian men have been charged with terrorism offenses.
“Faced with the threat posed to our Jewish community, we have increased funding to the police by an additional £250 million to boost police presence in key Jewish areas and to tackle antisemitism on our streets,” said Mahmood.
She added, “I know we cannot simply build higher walls around our Jewish community and expect them to live in fear. So we must root out the evil of antisemitism wherever it lurks in society, and this government is committed to that effort.”
Mahmood’s announcement comes days after the Home Office released data showing that hate crimes against Jewish people in England and Wales rose 10% in the year ending in March.
Mahmood said the United Kingdom was aware that “the Iranian state is targeting our Jewish community,” adding that the threat posed to Jews demonstrated “how the lines are increasingly blurring between extremism and state threats.”
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