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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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US Lawmaker Introduces Bill to Deport Immigrants With Extremist Ideologies
US Rep. Chip Roy (R-TX) leaves the House Republican Conference caucus meeting in the US Capitol on April 15, 2026. Photo: Bill Clark/CQ Roll Call/Sipa USA via Reuters Connect
US Rep. Chip Roy (R-TX) has introduced sweeping legislation aimed at expanding the federal government’s authority to deport, denaturalize, deny US citizenship, and refuse entry to immigrants tied to extremist ideologies, including socialism, communism, and Islamic fundamentalism.
The legislation, titled the MAMDANI Act, short for Measures Against Marxism’s Dangerous Adherents and Noxious Islamists, is a direct political reference to New York City Mayor Zohran Mamdani and what conservatives describe as a growing alliance between far-left anti-Israel activism and Islamist extremism.
Mamdani, a far-left democratic socialist and avowed anti-Zionist, has made anti-Israel activism a cornerstone of his political career and been widely accused of promoting antisemitic rhetoric.
In a statement, Roy argued that the legislation would increase the government’s capability to filter out potential immigrants with anti-American, anti-Western ideologies.
“Not just for the last six years, but for the last 60 years, our immigration system has been cynically used to disadvantage American workers’ competitiveness in favor of mass-importing the third world,” Roy added. “This has not just led to higher crime and lower wages, but also the promulgation of hostile ideologies fundamentally opposed to American values.”
Roy said the bill is intended to confront what he called a “Red-Green Alliance” between far-left and Islamist extremists that has fueled antisemitism, anti-American radicalism, and support for terrorist organizations under the guise of progressive politics.
“By targeting the Red-Green Alliance, this legislation deploys new tools to fight back against the Marxist and Islamist advance that has devastated Europe and has now arrived on our doorstep, especially in my home state of Texas,” Roy continued.
Under the proposal, non-citizens affiliated with socialist parties, communist parties, the Chinese Communist Party, or organizations deemed to promote Islamic fundamentalism could be denied entry or deported. The bill would also expand grounds for denying naturalization and, in some cases, allow denaturalization for individuals found to have concealed ideological affiliations or to be actively advocating for violent anti-democratic movements.
Supporters of the bill argue that the measure is necessary amid rising antisemitic incidents across the United States following Hamas’s Oct. 7, 2023, attack on Israel, amid the ensuing war in Gaza. They point to pro-Hamas rhetoric on some college campuses and among far-left activist circles as evidence that immigration enforcement should include stronger scrutiny of extremist ideological affiliations.
In recent years, conservatives have drawn attention to the massive surge in antisemitic protests on American soil, pointing to an increase of foreign migration as the culprit. In the immediate aftermath of the Oct. 7 slaughters in Israel, protests erupted on US campuses and streets. Many of these demonstrations, many of which devolved into riots, were spearheaded by either foreign nationals or recent migrants from the Middle East or southeast Asia.
US Director of National Intelligence Avril Haines warned in 2024 that “actors tied to Iran’s government” have encouraged and provided financial support to many of these protests.
Critics, however, say Roy’s legislation raises serious constitutional concerns, particularly around First Amendment protections, religious liberty, and due process rights. Civil liberties advocates have warned that broad ideological tests for citizenship or deportation could be vulnerable to court challenges and used too broadly against political dissent.
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Orthodox Jews Harassed in Brooklyn as Antisemitic Hate Crimes Surge in New York City Under Mamdani
New York City Mayor Zohran Mamdani delivers a speech during his inauguration ceremony in New York City, US, Jan. 1, 2026. Photo: REUTERS/Kylie Cooper
Multiple videos which emerged this week captured in vivid detail the surge of antisemitic hate crimes that have proliferated under New York City Mayor Zohran Mamdani’s leadership.
On Monday, Williamsburg News shared a 36-second video depicting two young males riding bicycles on Williamsburg Street & Lee Avenue in Brooklyn. The first swerves his bike in front of an elderly Jewish man, leading the victim to turn and address his assailant. Then the second perpetrator comes from behind on his bike and knocks off the Jewish man’s black hat.
Shocking! 2 perps on cyclists assaulted and threw down a hat from a elderly Jewish person, on Williamsburg St & Lee Ave, @WSPUshomrim and @NYPD90Pct are on scene investigating for a possible hate crime. @nypdhatecrimes pic.twitter.com/Y3mXw6CZmH
— WILLIAMSBURG NEWS (@WMSBG) April 20, 2026
Officers from the New York City Police Department (NYPD)’s 90th precinct responded to the assault and opened a hate crime investigation.
Also on Monday, the Boro Park Shomrim, a Jewish organization that monitors antisemitism and also serves as a neighborhood watch group, released a 37-second clip of young males driving a white SUV into a crosswalk before stopping to address a Jewish man with payot wearing traditional Hasidic attire. He begins to walk away, provoking a teenager in the back seat to leap out, chase after him, and yell, “Come here! Come here!”
An individual sitting in the front seat’s passenger side applauds the act of intimidation before the young man rushes back into the SUV which speeds away, tires squealing.
These individuals are wanted by @NYPDHateCrimes for terrorizing and harassing local residents in Boro Park over Pesach. If you can help us identify them, please contact 911 and our 24-hour emergency hotline 718-871-6666. #YourCityYourCall. @NYPD66Pct pic.twitter.com/WFRBGDXej7
— 𝐁𝐨𝐫𝐨 𝐏𝐚𝐫𝐤 𝐒𝐡𝐨𝐦𝐫𝐢𝐦 (@BPShomrim) April 20, 2026
While evidence of these antisemitic incidents emerged from security footage, the perpetrators of a separate incident from last week chose to film their harassment targeting a Jewish pizzeria proprietor themselves.
Operatives of the so-called Palestine News Network (PNN) conducted one of their pseudo-interviews of Isaac Garson, owner of Slices Pizza in Hastings-on-Hudson, a community roughly 20 miles north of New York City.
The Anti-Defamation League (ADL) describes the group’s modus operandi of choreographed hostility, explaining that members “have a history of entering neighborhoods with significant Jewish populations, or approaching those attending Jewish or Israel-related events, where they shoot videos that walk the line between ‘interview’ and provocation.”
The 47-second video appears in a vertical format, indicating filming on a phone. In the lower right corner, the video bears a red and white PNN logo intended as a parody of the traditional CNN logo. Garson emerges from the restaurant, gestures his hands, and says, “I’m going to be calm. I want peace around the world.”
The man filming the encounter then goads, “What about Palestine? Can you say Palestine, specifically?”
The video cuts to footage of a man outside the restaurant who appears to be affiliated with PNN and carries a fractured placard that says, “End US AID to Israel.” However, the word “Israel” was originally at the bottom of the sign but snapped off, requiring the activist to carry along the broken piece to complete his political proclamation.
The next 20 seconds of the video focus on the men harassing a woman wearing a black baseball cap and black sunglasses walking by on the sidewalk. They demand to know “what’s your opinion?” The video cuts off her answer and jumps to them insulting her as “a textbook case of white mediocrity. Mediocre aesthetics, no stances, this is what we call ‘white mediocrity.’ You’re a shining example of mediocrity.”
The woman, taken aback by being insulted by eccentric activists carrying a dilapidated sign on the street, says, “Oh. Well, that’s also your opinion.”
The conclusion of the video returns to Garson, who asks the men: “What happened to Israel in 1948?”
The cameraman then yells, “Oh, it came out! It came out!”
Garson asks, “What happened?”
The cameraman then chants proudly, “The Nakba! The Nakba!”
The Arabic term “Nakba” translates as “catastrophe,” and anti-Zionists regularly deploy it to signify the founding of the modern State of Israel. In 2023, Palestinian Authority President Mahmoud Abbas issued a decree defining the “Nakba” as “the crime against humanity committed against the Palestinian people in 1948.”
Garson then asks in the video: “How many people were killed on Oct. 7?” referring to the Palestinian terrorist group’s 2023 invasion of and massacre across southern Israel.
The cameraman shoots back, “We support Oct. 7!”
Beginning to walk back into his restaurant, Garson says, “OK, great, you support a murder.”
NEW YORK TODAY: Pro-Hamas Criminals Harass Jewish Pizza Shop Owner in Hastings-on-Hudson
They targeted him specifically because he is Jewish
Then they bully a random white Christian lady and ruin her day.
⁰PNN’s loser Muslim gang ambushed Isaac Garson, the Jewish owner of… pic.twitter.com/o26YdjBkQg— Shirion Collective (@ShirionOrg) April 15, 2026
Hastings-on-Hudson Mayor Tom Drake released a statement on Wednesday condemning PNN’s harassment.
“I am sorry that this type of conduct has reached our amazing and tolerant village,” Drake said. “Today, the strength exhibited by our friend and business owner, who I have been in communication with, makes me proud to be your mayor and do everything to support our businesses and residents, even when faced with such a gross display of hate.”
Drake added, “As a community, we cannot let stickers placed on signs or other forms of hate become normal. While they may seem small in some cases, they are intended to cause fear and intimidation. These actions have targeted a specific population of our village, and I urge all Hastings residents to join me in condemning such actions of hate and come together and support one another.”
The ADL names the leaders of PNN as Ramsey Aburdene and David Wolf, explaining they chose to found the group following the Oct. 7, 2023, terrorist attacks in southern Israel. Aburdene says that he has urged people for years to “stop condemning Hamas.”
Wolf is Jewish and described by the ADL as “an extreme anti-Zionist” who “had his Star of David tattooed over with a Palestinian flag.”
PNN has amassed more than 100,000 followers on the X social media platform and has seen its videos shared by prominent anti-Zionist influencers such as British rapper Lowkey and “anti-imperialist journalist” Benjamin Rubenstein.
The incidents come amid continued criticism and scrutiny over the Mamdani administration’s approach to countering antisemitism.
Earlier this month, NYPD Commissioner Jessica Tisch revealed that “confirmed hate crimes increased nearly 12 percent this quarter citywide. We continue to see that the vast majority of our hate crimes are antisemitic in nature.”
Tisch added that “in fact, in the first quarter of 2026, more than half of all confirmed hate crimes, or 55 percent, were antisemitic, despite Jews only making up approximately 10 percent of the population of New York City.”
Mamdani assumed office on Jan. 1.
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‘Another Holocaust’: Netanyahu Tells Bereaved Families on Memorial Day of Iran Plot to Destroy Israel
Israeli Prime Minister Benjamin Netanyahu attends the opening event for the Memorial Day at the Yad LaBanim House in Jerusalem, April 20, 2026. Photo: Marc Israel Sellem/Pool via REUTERS
Israeli Prime Minister Benjamin Netanyahu invoked the Holocaust during a Memorial Day ceremony in Jerusalem on Tuesday, saying joint US-Israeli strikes on Iran had prevented the regime from carrying out its genocidal vision.
“The Ayatollah regime in Iran planned another Holocaust. It plotted to destroy us with nuclear bombs and thousands of ballistic missiles,” he said at the state ceremony for fallen soldiers at Mount Herzl military cemetery. “Had we not acted against the existential threat, had we not acted with determination and daring, the names of the death sites Natanz, Fordow, Isfahan might have joined the names of the death camps of the Holocaust: Auschwitz, Majdanek, Treblinka.”
“But that did not happen because together with our great friend, the United States, we crushed the Iranian regime’s machinery of destruction in time,” he said. “We removed an immediate existential threat.”
Netanyahu ended by saluting wounded soldiers and bereaved families. “May the memory of the fallen of Israel’s wars be blessed and kept in our hearts forever,” he said.
Israeli Prime Minister Benjamin Netanyahu wearing the Tefillin of IDF Golani Brigade Fighter First Sgt. Sean Carmeli, who fell in the 2014 war with Gaza. Photo: Ma’ayan Toaf (GPO)
The national Memorial Day, known as Yom Hazikaron, came as Iran poured cold water on the notion of extending the ceasefire, saying it would not send officials to Islamabad to continue negotiations with the US.
Meanwhile, a second ceasefire brokered by US President Donald Trump with Iran’s Lebanese proxy Hezbollah was also poised to be tested, as rocket sirens sounded toward evening in northern Israeli communities near the border with Lebanon.
At a separate Memorial Day ceremony for fallen Mossad personnel, intelligence agency chief David Barnea disclosed that one of the service’s operatives was killed during the war with Iran.
The officer, whose identity remains under gag order, had served in the agency for more than three decades, Barnea said, adding that he was “filled with pride” by his actions.
“There is no other day during the year that is as difficult for us, for me, as Memorial Day for Israel’s fallen,” Barnea said, tracing a line from the defenders of the pre-state Jewish community to the soldiers fighting since Hamas’s Oct. 7, 2023, attack on Israel. He said the obligation to defend the country had passed from generation to generation, with each cohort choosing to shoulder it anew.
Other commemorations took place outside the state ceremonies. On Memorial Day eve, OneFamily, a nonprofit that supports victims of terrorism and bereaved families, held a gathering centered on personal testimony.
The evening was led by two bereaved mothers, Liat Smadja and Laly Derai, whose sons were killed in the same explosion in Gaza in June 2024.
Smadja, who serves in the reserves as a casualty notifier, described the cruel inversion of learning that the task she performs for other families had come to her own door.
“I have the job of knocking on doors and delivering the worst possible news, one that changes a family’s life forever,” she said. “And then the message came for me as well.”
In Israel, “the knock on the door” has become a traumatic shorthand for one of the most feared moments in public life, the arrival of military representatives to tell a family that a loved one has been killed.
Derai said the families had forged a bond that cut across their different backgrounds.
“We come from different worlds and different backgrounds. Since [their death], we are one family, connected by something deep and unbreakable.”
Two days earlier, Derai had attended a weekend for bereaved families organized by OneFamily, spending the run-up to Memorial Day among others carrying the same loss.
Yigal Tamam, whose son Adir and daughter-in-law Shiraz were murdered on their way to the Nova music festival during the Oct. 7 attack, was also there.
As rocket fire erupted early in the morning that day, the couple pulled over and ran into a roadside bomb shelter, where they were killed by Hamas terrorists who threw grenades inside. The two were survived by their young daughters.
“I’m breathing but I’m not alive,” Tamam said over the weekend.
He said he breaks down when he thinks about his grandchildren, Goshen, 10, and Gili, 8, growing up without their parents.
OneFamily founder Chantal Belzberg is set to receive the Israel Prize for lifetime achievement, a rare national award granted by the state for outstanding contributions to Israeli society, presented on Independence Day, which follows Memorial Day.