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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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Iran Fast-Boat Swarms Add to Hormuz Threats for Shipping
A satellite image shows a fleet of small boats at sea, north of the Strait of Hormuz near the Kargan coast, Iran, April 22, 2026. Photo: European Union/Copernicus Sentinel-2/Handout via REUTERS
Iran‘s use of a swarm of small, fast boats to seize two container ships near the Strait of Hormuz could undermine suggestions US forces have disabled its naval threat and reveals the challenges facing reopening one of the world’s most important oil export routes.
US President Donald Trump on Monday acknowledged that while Iran’s conventional navy had been largely destroyed, its “fast-attack ships” had not been considered much of a threat.
He said any such vessels coming near a US blockade set up outside the strait would be “immediately ELIMINATED” using the “same system of kill” deployed in the Caribbean and Pacific where US air strikes have hit suspected drug boats and killed at least 110 people.
Those boats were not attacking large, unarmed commercial ships, however, nor nearly as heavily armed, with Iran‘s Revolutionary Guards packing heavy machineguns, rocket launchers and, in some cases, anti-ship missiles.
Speedboat attacks now form part of a “layered system of threats,” alongside “shore-based missiles, drones, mines, and electronic interference to create uncertainty and slow decision-making,” Greek maritime security company Diaplous told Reuters.
Iran was estimated to have hundreds, if not thousands, of these boats before the war, often hidden in coastal tunnels, naval bases, or among civilian vessels, according to maritime security specialists.
Some 100 or more may have been destroyed since the Iran war began on Feb. 28, said Corey Ranslem, chief executive of maritime security group Dryad Global.
CHANGE IN TACTICS
Before this week, Iran had relied on missile and drone strikes to hit shipping traffic around the strait, a route which normally handles 20% of the world’s daily oil and liquefied natural gas supply.
Those attacks had stopped with the April 8 ceasefire.
The seizure of the two container ships by Iran followed Washington imposing a blockade on Iran‘s trade by sea and the start of it intercepting Iran-linked oil tankers and other ships.
“The civilian shipping industry is not equipped to prevent Iranian armed forces from seizing vessels,” said Daniel Mueller, a senior analyst at British maritime security company Ambrey.
Typically, about a dozen boats are used in a seizure operation, he added.
Iran‘s fast boats now serve as the “backbone” of Iran’s naval strategy, able to deploy rapidly as part of its “asymmetrical war against the enemy,” a senior Iranian security official told Reuters.
“Because of their very high speeds, these boats can successfully carry out hit-and-run attacks without being detected,” the official said, speaking on condition of anonymity.
FAST BOAT LIMITATIONS
Including this week’s seizures, Iran has used small, fast boats at least seven times going back to 2019, Ambrey’s Mueller said.
High winds and swells in the waters off Iran during summer make it hard to conduct such operations, said one Iranian shipping source familiar with the waters.
“When it is very bumpy, they [armed forces onboard] cannot shoot,” the source said.
They are also ill-equipped to go head-to-head with a warship, and would likely suffer “very heavy casualties” in any direct assault on one, said Jeremy Binnie, a Middle East specialist at defense intelligence company Janes.
“Even if they tried to saturate the ship’s defenses by attacking from multiple directions, they would be extremely vulnerable to the air support that would be called in,” he said.
On paper, guided missile strikes would easily destroy these boats, but shoulder-fired missile launchers would pose a threat to low-flying US aircraft, Binnie said.
“It is going to be much harder to eliminate the small boat threat than it was to destroy Iran’s larger naval vessels, which were big targets that were relatively easy to find and track and, at most, only had a limited ability to defend themselves from air attack,” he said.
The reality for the shipping sector is further disruption as well as elevated insurance costs.
After the so-called “tanker war” of the 1980s, Iran increasingly used asymmetric tactics as the Iranian navy was effectively destroyed, much as it has been in the current conflict, said Duncan Potts, a director with consultancy Universal Defense and Security Solutions and a former British Royal Navy vice admiral.
“When the US Navy and the president say, ‘We’ve destroyed the navy, we’ve sunk a frigate off Sri Lanka’ – you’ve done that before, but you’ve forgotten that your opposition here went asymmetric. And they’ve perfected it.”
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UK’s Starmer Worried by Foreign-Backed Proxy Attacks on Jewish Sites in Britain
British Prime Minister Keir Starmer and US President Donald Trump (not pictured) hold a bilateral meeting at Trump Turnberry golf course in Turnberry, Scotland, Britain, July 28, 2025. Photo: REUTERS/Evelyn Hockstein
British Prime Minister Keir Starmer said on Thursday he was “increasingly concerned” about a growing use of proxies by foreign states to carry out attacks in Britain, pledging to bring forward new legislation following recent attacks.
London has seen a string of attacks – mostly arson – on Jewish-linked sites in recent weeks. Some of these are being investigated by counter-terrorism officers, although police say they are not currently being treated as terrorist incidents.
British authorities have increasingly pointed to hostile state activity as part of the backdrop to recent incidents, warning that foreign governments may seek to operate through criminal networks or proxies to maintain deniability.
“I’m increasingly concerned that a number of countries are using proxies for attacks in this country,” he said, speaking after meeting members of the Jewish community at Kenton United Synagogue, which was the target of an arson attack last Sunday.
The fire caused minor smoke damage to an internal room and there were no injuries. A 17-year-old British boy pleaded guilty on Tuesday to arson not endangering life in connection with the incident.
“We have to deal with malign state actors,” Starmer said, adding that it would require legislation by the government.
“I want this country to be a place where everybody feels safe and secure. This is not just a battle for the Jewish community,” Starmer said. “It is our battle. The Britain that I want is a Britain where people can practice their religion, their faith, in safety and security.”
British counter-terrorism police on Wednesday made two further arrests over an alleged plot to carry out an arson attack on a Jewish-linked site in London.
Detectives arrested two men aged 19 and 26 in Watford, northwest of London, on Tuesday, police said. Both remain in custody.
Police did not name a specific location but said the intended target was connected to the Jewish community.
Seven other people arrested earlier in the investigation have since been released on bail, London’s Metropolitan Police said.
British police have been investigating the string of attacks as part of a wider rise in antisemitic threats and criminal activity since the outbreak of the Israel-Hamas war in Gaza in October 2023.
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Son of Former Shah of Iran Appeals to Western Countries for Support
Reza Pahlavi, the exiled son of Iran’s last shah and an Iranian opposition figure, gestures as he speaks during a press conference at the House of the Bundespressekonferenz in Berlin, Germany, April 23, 2026. Photo: REUTERS/Liesa Johannssen
The son of the former Shah appealed to Western countries to join the war against Iran and criticized the decision of the German government not to meet him during his visit to Berlin on Thursday.
Reza Pahlavi, whose father was deposed in the revolution that brought Ayatollah Ruhollah Khomeini to power in 1979, accused Europe of standing by and allowing the Tehran government to continue the bloody repression of protests that killed thousands at the end of last year.
“The question is not whether change will come. Change is on the way,” he told a press conference in Berlin. “The real question is how many Iranians will lose their lives while the community of Western democracies continue to merely watch.”
Demonstrations by both supporters and opponents were held in central Berlin and a person was detained after Pahlavi, who made an appearance, was spattered with some form of red liquid.
POTENTIAL OPPOSITION LEADER
Pahlavi, who has spent most of his life in exile, emerged as a potential opposition leader after anti-government protests erupted in Tehran and other Iranian cities last year.
But Iran‘s opposition movements are deeply divided and many Western governments have been cautious about offering their endorsement because it remains unclear what support he enjoys, almost half a century after his father’s reign was overturned.
European countries, including Germany, have ruled out joining the United States and Israel, which opened the war on Feb. 28 with a wave of airstrikes that killed Iran‘s Supreme Leader Ayatollah Ali Khamenei.
Pahlavi’s visit to Germany came as efforts to end the conflict appear to have stalled, with Iran and the United States both maintaining blockades of the vital Strait of Hormuz, the conduit for around a fifth of the world’s oil.
He said it was a shame that Chancellor Friedrich Merz’s government had not offered a meeting during his visit to Germany.
“Exercise your prerogative. As democracies, you’re entitled to talk to whoever you want,” he said.