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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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California Judge Blocks Challenge to State K-12 Antisemitism Law
Illustrative: Anti-Israel protesters in Los Angeles, California, US, Oct. 2, 2025. Photo: Daniel Cole via Reuters Connect.
A US federal judge in California has struck down a challenge to the state’s new K-12 antisemitism law, a measure which established a new Office for Civil Rights and other protections for Jewish students.
The law, also known as Assembly Bill 715 (AB 715), is California’s response to an epidemic of antisemitism in K-12 schools, which, as The Algemeiner has previously reported, has produced a slew of complaints alleging civil rights violations. It calls for creating an Antisemitism Prevention Coordinator, setting parameters within which the Israeli-Palestinian conflict may be equitably discussed, and potentially barring antisemitic materials from reaching the classroom.
Since its signing by Gov. Gavin Newsom in October, the law has been challenged by individuals and groups who argue that it violates the First Amendment. One such party is middle school teacher Andrea Prichett, who sued the state government in November to halt the law’s implementation. She was joined by the “LA Educators for Justice in Palestine” group, which has advocated adding “ethnic studies” programs to K-12 school widely criticized for not only teaching a biased, anti-Israel history of the Israeli-Palestinian conflict but also allegedly promoting other concepts that foster racial division and grievance.
In the suit, Prichett argued that the K-12 antisemitism law was “hastily written” and “singled out for punishment” anti-Zionist viewpoints. She also criticized the law because it “empowers anyone to file a complaint claiming classroom content and instructional materials criticize Israel and Zionism,” preventing teachers “from freely discussing these critical issues.”
Writing in Wednesday’s decision, Judge Noël Wise, appointed by former US President Joe Biden in 2024, said the plaintiffs’ argument is specious.
“With the enactment of AB 715, this yet to be appointed Antisemitism Prevention Coordinator will eventually be involved in how local schools ‘handle’ antisemitism. While this may include the administration of antisemitic discrimination complaints, it does not follow that the complaints will be judged more harshly than current complaints,” she wrote. “Plaintiffs have not shown that the mere existence of AB 715, even with its forceful precatory language about antisemitism, means public school administrators will be more likely than they are now to find that antisemitism complaints are meritorious.”
Furthermore, Wise noted that even if what Prichett and LA Educators for Justice in Palestine is true, it fails legally for asserting public teachers’ right to unfettered free speech, which does not exist for government employees while they are at work. Teachers may comment on matters of public interest, she explained, citing past jurisprudence by the US Supreme Court, but it cannot interfere with government’s advancing its “legitimate interests.” When they speak in the classroom or on a public school campus, Wise stressed, they do so not as private citizens but as state officials speaking “with the voice of the government” — a fact which allows government to steer or proscribe what is said on its behalf.
She continued, “As public school education belongs to the government, the government may regulate Teacher Plaintiffs [sic] speech to accord with the government’s education goals. It is of no significance that the curricula and the attendant speech required to teach it may advance a single viewpoint to the exclusion of another.”
Jewish civil rights groups on Wednesday commended the decision for drawing on established legal precedent and affirming California’s right to fight discrimination.
“The court correctly acknowledged that public school teachers do not have free speech rights in the classroom, because when they deliver lessons to students they are speaking on behalf of the government,” said Carly Gammill, director of legal policy and litigation at StandWithUs Saidoff Law. “While teachers can speak freely in their private lives, they cannot use K-12 public education as a platform for bigotry against Jews or other groups. School districts and state officials have both a right and a responsibility to protect students from instruction that crosses the line into antisemitism.”
The American Jewish Committee also issued a statement, with its chief executive officer Ted Deutch saying, “Public schools need to be welcoming to all, including Jews, and must not be used as platforms for teachers to express individual political views. Bias and discrimination that can lead to outright antisemitism has no place in California — or any — classrooms.”
Antisemitic incidents in California schools include vandalism and assault. The list of outrages includes a student group chanting “Kill the Jews” during an anti-Israel protest and partisan activists smuggling far-left, anti-Zionist content into classrooms without clearing the content with parents and other stakeholders.
Elsewhere in California, K-12 antisemitism has caused severe psychological trauma to Jewish students as young as eight years old and fostered a hostile learning environment.
In Berkeley United School District (BUSD), teachers have allegedly used their classrooms to promote antisemitic stereotypes about Israel, weaponizing disciplines such as art and history to convince unsuspecting minors that Israel is a “settler-colonial” apartheid state committing a genocide of Palestinians. While this took place, high level BUSD officials were accused of ignoring complaints about discrimination and tacitly approving hateful conduct even as it spread throughout the student body.
At Berkeley High School (BUSD), for example, a history teacher forced students to explain why Israel is an apartheid state and screened an anti-Zionist documentary, according to a lawsuit filed last year by the Louis D. Brandeis Center for Human Rights Under Law and the Anti-Defamation League (ADL). The teacher allegedly squelched dissent, telling a Jewish student who raised concerns about the content of her lessons that only anti-Zionist narratives matter in her classroom and that any other which argues that Israel isn’t an apartheid state is “laughable.” Elsewhere in the school, an art teacher, whose name is redacted from the complaint for matters of privacy, displayed anti-Israel artworks in his classroom, one of which showed a fist punching through a Star of David.
California is not alone in dealing with the issue. Pennsylvania has a significant K-12 antisemitism problem as well, a fact acknowledged recently by a surrogate of the administration of Gov. Josh Shapiro following the US Congress announcing an investigation into antisemitism in the School District of Philadelphia (SDP) and a disturbing anti-Israel statement at a high school in the Wissahickon School District.
“Governor Shapiro takes a back seat to no one on these issues, and as he has repeatedly spoken out about antisemitism, and this kind of hateful rhetoric is unacceptable and has no place in Pennsylvania — especially not in our classrooms,” Rosie Lapowsky, a spokesperson for Shapiro, said in a statement first shared with Fox News Digital in Dec. “This is a matter the governor has made clear the district needs to take very seriously.”
Follow Dion J. Pierre @DionJPierre.
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Florida Sees Three Antisemitic Incidents in One Week as State Pushes Back
Florida Gov. Ron DeSantis participates in a Fox News Channel’s Democracy 2024: Fox News Town Hall ahead of the caucus vote in Des Moines, Iowa, US, Jan. 9, 2024. Photo: REUTERS/Scott Morgan
Communities in Florida’s Jupiter and West Palm Beach saw three acts of antisemitic intimidation last week, part of a trend of hate targeting local Jews this year as the state government moves to respond forcefully.
At the Jupiter Civic Center Beach, a vandal used bright orange spray-paint to write “Kill Jews” on two beach crossovers, according to a report from WPTV, West Palm Beach’s NBC affiliate, which confirmed two instances of the genocidal slogan vandalized in the town, both on government property. Each case of vandalism has been covered up, though not fully removed, according to video footage.
The Palm Beach County Sheriff’s Office also said that its Targeted Violence Unit was investigating a “suspicious call” at a Kosher restaurant in West Palm Beach.
“You don’t know who that individual is who’s going to take it upon themselves to act and move beyond words,” Josephine Gon, executive director of the Palm Beach Center to Combat Antisemitism and Hatred with the Jewish Federation of Palm Beach County, warned WPTV in an interview. “That’s what is so serious right now. It’s a very fertile environment for bad actors.”
Florida has seen multiple efforts in recent weeks and months to counter those who target Jewish citizens.
On Dec. 8, Florida’s Gov. Ron DeSantis signed an executive order designating the Council on American-Islamic Relations (CAIR) and the Muslim Brotherhood as “foreign terrorist organizations.”
“Florida agencies are hereby directed to undertake all lawful measures to prevent unlawful activities by these organizations, including denying privileges or resources to anyone providing material support,” DeSantis said of the designations on social media.
CAIR-National and CAIR-Florida responded in a joint statement.
“From the moment Ron DeSantis took office as Florida governor, he has prioritized serving the Israeli government over serving the people of Florida,” the statement read. “He hosted his very first official cabinet meeting in Israel. He diverted millions in Florida taxpayer dollars to the Israeli government’s bonds. He threatened to shut down every Florida college’s Students for Justice in Palestine chapter, only to back off when CAIR sued him in federal court.”
CAIR compared DeSantis to Texas Gov. Greg Abbott (whose state also designated the group as a terrorist organization this year), describing him as “an Israel First politician who wants to smear and silence Americans, especially American Muslims, critical of US support for Israel’s war crimes.”
On Dec. 15, CAIR announced the filing of a lawsuit against DeSantis in response to the terrorism designation.
The legal system in Florida has prosecuted several individuals accused of antisemitic acts this year.
In October, Florida state Attorney General James Uthmeier announced the arrest and prosecution of Nicholas Ray of Spring, Texas who allegedly had made death threats under a ”zionistarescum” X account against Jews he believed responsible for the murder of conservative activist Charlie Kirk the prior month.
In August, John Kevin Lapinski, Jr., 41, received a 25-year federal prison sentence from US District Judge Rodney Smith in Miami due to his terrorist plans to attack Jewish Americans and Black Americans in Florida. US Attorney Jason A. Reding Quiñones said at the time that “this defendant stockpiled weapons, tactical gear, and detailed attack plans to terrorize Jewish and Black Americans in our communities. His intent was not abstract — it was written on his maps, his targets, and his so-called hit list.”
Also in August, police charged a Florida State University (FSU) graduate student for an alleged assault of a Jewish peer captured on video.
In April, the Anti-Defamation League’s Center on Extremism announced it had found that Phoenix Ikner, 21, the alleged attacker behind a shooting at Florida State University (FSU) in Tallahassee which caused two deaths and six injuries, had expressed an interest in Nazism, using Third Reich terminology to name himself in online games.
“What we’re seeing — if in fact this individual has extremist views, and it seems at the very least he was exposed to extremism — is the continued crossover between extremism and the glorification of violence that eventually leads to violence,” said Carla Hill, a senior director of investigative research at the ADL’s Center on Extremism
A hearing for Ikner occurred on Nov. 13 in Tallahassee. His trial has been pushed back to March 30 due to a change of counsel.
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London Denies Star of David Removed From Israeli Flag During New Year’s Eve Special After Facing Backlash
Flags displayed on the London Eye during the British capital’s New Year’s Eve celebration on Dec. 31, 2025. Photo: Screenshot
A spokesperson for London Mayor Sadiq Khan denied speculation that the British capital deliberately removed the Star of David from the Israeli flag that was displayed during the city’s New Year’s Eve fireworks spectacle on Wednesday night.
Flags from around the world were projected onto the London Eye Ferris wheel to form the European Union flag, in an effort to celebrate the diversity of people in London and “send a message of unity for 2026,” according to the mayor’s office. It was displayed as part of the city’s celebration to welcome the new year, but some viewers noticed that Israel’s flag appeared simply as a white rectangle with two blue stripes. The iconic Star of David that is typically in the center of the flag was not clearly visible, which prompted some social media users to claim the symbol of Jewish identity was “removed” or “erased.”
However, City Hall quickly released a statement insisting that the animated flags were very small and moved too quickly to appear clearly to all viewers. The visibility issues affected other blue and white national flags as well that were included in the sequence, including those of Guatemala, Argentina, and Honduras.
“A range of flags were displayed on the London Eye to represent the wide variety of countries of origin of people who live in and contribute to the success of London,” said a City Hall spokesperson, as cited by The Standard. “These animated flags were small and moving so were not all entirely clear at every point as they gradually formed into the Union Flag.”
The group London Jewish Forum (LJF) shared a video on social media that showed the Star of David very faintly on the Israeli flag in the New Year’s Eve display. In a released statement, LJF agreed with City Hall that the issue with the Star of David was because “elements were not always clearly visible at every moment due to the scale and motion of the animation.”
“There is no evidence that this was antisemitic or that the Israeli flag was singled out,” the group added. “The footage and the organizers’ explanation are consistent on this point. We also understand why people are watching these details closely right now. When antisemitism is rising, symbolism carries weight and scrutiny is natural. In this case, though, what we are seeing does not suggest intent or targeting.”
Other images projected as part of London’s celebration for 2026 on Wednesday night honored England’’ women’s rugby team the Red Roses for winning the Rugby World Cup, the Lionesses soccer team being victorious in the Euros, and Europe’s triumph over the US in the Ryder Cup. It also featured visuals and songs from “Wicked: For Good,” as well as a message from the film’s Grammy, Emmy, and Tony-winning actress, London native Cynthia Erivo.
Roughly 100,000 people lined the banks of the River Thames on Wednesday night to watch what was considered the largest annual firework display in Europe, according to the mayor’s office. The event featured more than 12,000 fireworks and over 400 lights.