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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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The post Chabad women come together once a year in person. The rest of the time, there’s Instagram. appeared first on Jewish Telegraphic Agency.
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US urges Americans to ‘DEPART NOW’ from Israel and a dozen other Middle Eastern countries
(JTA) — The U.S. State Department urged American citizens on Monday afternoon to urgently depart from over a dozen Middle Eastern countries amid the escalating conflict in Iran.
The list includes Israel, which halted all commercial air travel when U.S. and Israeli forces jointly attacked Iran on Saturday.
“The @SecRubio @StateDept urges Americans to DEPART NOW from the countries below using available commercial transportation, due to serious safety risks,” wrote Mora Namdar, the State Department’s assistant secretary for consular affairs, in a post on X.
In addition to Israel, the countries listed in the advisory were Bahrain, Egypt, Iran, Iraq, the West Bank and Gaza, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, Syria, United Arab Emirates and Yemen. Several of the countries have been targets of Iranian fire as the regime there has sought to widen the conflict in the Middle East.
While Namdar’s advisory urged Americans to “depart via commercial means,” there is currently no commercial air travel in or out of Israel. Israeli airlines El Al, Air Haifa and Israir announced plans to launch rescue flights to bring stranded Israelis abroad back home once authorities reopen Ben Gurion Airport, but it is not clear when that could happen. Some Israelis are making their way to Taba, Egypt, for passage into and out of Israel, but flights there are limited. Taba is about a 20-minute drive from Eilat, in southern Israel.
President Donald Trump warned on Monday that the largest U.S. strikes on Iran are yet to come.
The post US urges Americans to ‘DEPART NOW’ from Israel and a dozen other Middle Eastern countries appeared first on The Forward.
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Purim gets creative in Israel, with festivities driven underground
TEL AVIV, Israel — On the corner of a sun-bleached side street in Tel Aviv’s Shuk Levinsky, costumed mannequins stand guard over a half-dark shop, their painted eyes fixed on a street gone strangely still. Cardboard boxes of sequined capes and feathered wings spill onto the sidewalk, untouched. The neighboring businesses are shuttered, heavy padlocks fastened across their metal doors.
On any weekday, the quiet would feel unusual in this bustling pocket of south Tel Aviv. But this is Purim week — normally the market’s most frenetic stretch of the year. In ordinary times, the sidewalks would be clogged with parents and teenagers clamoring for last-minute costume details, with vendors shouting prices over the din.
That was precisely the scene just 48 hours earlier, on the Friday before the Purim madness was set to begin. Despite weeks of speculation about a looming confrontation with Iran, most Israelis pressed ahead with their plans. Hamentaschen were baked, school carnivals assembled, parties confirmed. A meme circulated in school group chats: “Can someone let us know if we are supposed to be buying costumes or canned goods?”
Early Saturday morning, an answer came via the piercing trill of the emergency alert system. The United States and Israel had begun what officials described as “preemptive strikes” against Iran. Within hours, thousands of reservists were called up. Citizens scrambled for shelter plans. WhatsApp groups filled with instructions and anxieties. And as Iran launched retaliatory rockets, Israelis absorbed a different blow: Purim was officially canceled.
Hence, the shuk’s current ghost town atmosphere. Inside the darkened shop, Rotem Avidan sat at the register, scrolling on his phone.
“There’s no real reason to be open,” he said. “Mostly I was just bored at home. I’ll probably close up in a couple of hours.”
Avidan has been selling costumes in the shuk for more than 15 years and relies heavily on Purim sales. The day before the holiday is typically his busiest of the year. Instead, he estimates he’ll make about 80% of his usual income.
“It’s not terrible,” he said with a shrug. “But it’s just one more irregular year. We had corona. We had two years of war. This was supposed to be the year things finally went back to normal.”
The past two Purims were indeed subdued, shadowed by the war in Gaza and the fight to bring hostages home. Even celebrations that went ahead felt muted. With the last living hostages returned in October, many had hoped this would finally be an uncomplicated holiday.
To fully grasp why the cancellation hit so hard, one must understand Purim in Israel. This is not a single-event celebration. It is a multi-day spectacle that spills from nursery school classrooms into city streets. Municipal adloyadas — elaborate parades with floats and marching bands — draw families by the thousands. Teenagers roam in coordinated group costumes. It is not uncommon to find yourself seated on a bus beside an elderly woman in full clown makeup, or handed paperwork at the bank by a teller wearing butterfly wings.
None of which would be happening this year.
Children feel the loss most acutely. For many, Purim is the highlight of the school calendar: themed dress-up days, costume parades, parent-run carnivals, and the exchange of mishloach manot before a three-day vacation. On Sunday morning, children across the country woke to the bad news.
Teachers scrambled to salvage what they could. Virtual parades were arranged over Zoom. Students were asked to send photos in costume. Mishloach manot became neighborhood drop-offs.
In some cases, the children made their own Purim joy. In one Tel Aviv apartment building, the kids organized a costume party, complete with printed invitations for guests. Playgrounds around the country — at least those equipped with shelters — were filled with rambunctious children dressed as superheroes and princesses, their bleary-eyed parents dragging slightly behind them.
If children are Purim’s most visible protagonists, they are hardly its only devotees. For young adults, the holiday is the high point of Israel’s nightlife calendar — a sanctioned blur of themed raves and packed bars. This year, the bomb shelter became a stand-in for the nightclub.
Within hours of the first rocket fire, twentysomethings in Tel Aviv’s Florentin neighborhood had organized an impromptu party in a public shelter, complete with makeshift costumes and an amateur DJ. When video of the event went viral, social media flooded with young people asking about the nearest mesibat miklat — a “shelter party.”
Not everyone approved.
“Wow. How disconnected can you be?” one commenter wrote. “People have been killed and you can’t give up your Purim party for one year?”
By nightfall, hundreds had gathered — some in small, shared building shelters for private parties, others in larger municipal bunkers — determined to carve out a pocket of joy, even as Iranian missiles soared overhead.
Shahar Rubin, 24, hadn’t planned on going to a party when he and his friends noticed a stream of people heading into the Dizengoff Center parking garage. “We figured, why not?” he said.
Four stories underground, in one of the city’s largest public shelters, a DJ blasted music as costumed revelers danced beneath the fluorescent lights and exposed concrete.
“This is exactly why we come to Tel Aviv,” said Rubin, who is originally from the north. “There’s nothing like the Purim atmosphere here.”
After more than 400 days of wartime reserve duty in the Israel Defense Forces, the celebration felt like a rare exhale — and perhaps a brief one, before he is called up again. “It was a last hurrah of sorts,” he added, as he and his friends headed off in search of their next mesibat miklat.
Beyond the costumes and parties, Purim is anchored in four religious obligations: a festive meal, the exchange of food gifts, donations to the poor and — most famously — the public reading of Megillat Esther.
“According to Jewish law, men and women are required to hear the reading of the entire Megillah from a kosher scroll,” said Rabbi Nadav Berger, head of Hadar’s Beit Midrash in Jerusalem. “Because the obligation is about publicizing the miracle of Purim, there is a strong preference to do it in public, in a group of at least ten people.”
That preference became complicated as soon as Home Front Command restricted public gatherings.
By the time Shabbat ended, observant Jews were organizing small readings in private homes and shelters. Hadar put out a call for community members who owned kosher megillot.
“Owning a personal megillah isn’t as rare as owning a Torah scroll,” Berger explained. “Many people inherit one or receive one for a bar mitzvah or wedding. Hearing the Megillah in person is still our first recommendation, so we wanted to help facilitate that safely.”
For those unable to attend, Hadar is also offering Zoom options, drawing on halachic guidance developed during the pandemic. “The rulings get into the technical question of how to understand electronically transmitted sound,” Berger said. “But it goes without saying: no one is required to risk their life to hear the Megillah — or to fulfill any other Torah commandment. Safety overrides everything.”
He added: “Typically, one would perform a mitzvah all in one sequence, from beginning to end. But if a siren goes off while you are reading the megillah, it is perfectly acceptable to pause the reading, even for a few hours, until it is safe to return.”
For Berger, the tension between caution and celebration may be truer to Purim than one might expect for a holiday typically associated with pure, unadulterated joy. When he sent out Hadar’s revised Purim plans, he opened with Mordechai’s words to Esther: “Who knows. Perhaps it was for just such a moment that you attained royalty?”
“Meaning, you have to be responsible right now,” Berger explained. “You have to think about your situation and respond accordingly. That’s what we’re trying to do in light of all that’s happening.”
He went on, “If you read the Megillah, most of it is actually anxiety-provoking. It is a very tense story. The joy comes only at the end.”
“The hope,” he said, “is that this, too, is only the middle — and that Israel will once again return to celebrating Purim happily, joyously, as we do every year.”
The post Purim gets creative in Israel, with festivities driven underground appeared first on The Forward.
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Fears of Iranian Sleeper Cell Retaliation Grow in the West as Middle East War Escalates
Iran’s Supreme Leader Ayatollah Ali Khamenei listens to the national anthem as Air Force officers salute during their meeting in Tehran, Iran, Feb. 7, 2025. Photo: Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS
Fears of Iranian-backed terrorism are intensifying across Western countries, with officials warning Iran could mobilize terrorist sleeper cells and proxy networks in revenge for the unprecedented US-Israeli strikes on Saturday that killed Supreme Leader Ayatollah Ali Khamenei — prompting governments to raise threat levels and bolster security for Jewish and Israeli communities abroad.
Sleeper cells are covert operatives or terrorists embedded in rival countries who remain dormant until they receive orders to act and carry out attacks.
As the war in the Middle East continues to spread and escalate, officials in Germany have warned of potential Iranian retaliation targeting Jewish and Israeli institutions nationwide, prompting several federal states to step up protections and issue alerts as threat concerns mount.
“Retaliatory measures — including the possible activation of Iranian sleeper cells in Europe — cannot be ruled out,” Marc Henrichmann, who chairs the parliamentary oversight committee of the intelligence services in Germany, told the local newspaper Süddeutsche Zeitung.
“The Iranian regime has repeatedly shown that it extends its use of terror beyond its own borders,” Henrichmann said. “Federal and state security authorities remain on the highest alert level and will adjust protective measures whenever necessary.”
Roman Poseck, the interior minister of the German state of Hesse, added to German outlet Die Welt that it should “be assumed that there will be an increase in the abstract threat situation, especially for Jewish, Israeli, and American institutions.”
Meanwhile, Felix Klein, the German government’s commissioner for combating antisemitism, warned to the Funke media group that, following the outbreak of conflict with Iran, “we must assume an increased threat to Jewish life in Germany.”
In France, Interior Minister Laurent Nuñez also issued a heightened alert, warning of potential threats and urging regional authorities to reinforce security around Jewish places of worship.
“In light of the current international situation in the Middle East, I reiterate my instructions to remain vigilant and ask you to immediately implement enhanced security measures for Jewish places of worship and religious gatherings,” Nuñez told French newspaper Le Figaro.
The United States and Israel carried out a series of strikes on military and leadership targets across Iran — including senior officials and Islamic Revolutionary Guard Corps commanders — after negotiations over Tehran’s nuclear and missile programs failed to yield results.
Shortly after reports emerged that the US–Israeli joint operation may have killed Khamenei, US President Donald Trump released a message urging Iranians to consider a future beyond the current regime and expressing guarded hope that the moment could lead to meaningful change.
The escalation came weeks after the Iranian regime killed tens of thousands of civilians in a sweeping crackdown on last month’s anti-government protests. The outbreak of fighting also followed last June’s 12-day war between Iran and Israel, which concluded after the US joined and bombed Iranian nuclear sites.
Beyond Europe, fears of Iranian retaliation are rising in the US, as counterterrorism agencies warn that additional resources are being rushed into efforts to detect and disrupt potential revenge attacks on American soil.
Although no specific credible threats have been publicly disclosed, FBI Director Kash Patel said Saturday that US counterterrorism and intelligence agencies were operating under heightened alert, with personnel “working 24/7 … to address and disrupt any potential threats” on US soil.
“While the military handles force protection overseas, the FBI remains at the forefront of deterring attacks here at home – and will continue to have our team work around the clock to protect Americans,” Patel wrote in a post on X.
Amid growing fears of possible retaliation, Secretary of Homeland Security Kristi Noem also said authorities are “in direct coordination with our federal intelligence and law enforcement partners as we continue to closely monitor and thwart any potential threats to the homeland.”
Concerns over the activation of Iran’s sleeper cells have surged even further after a deadly mass shooting in Austin, Texas involving a suspect with alleged support for the Islamist regime and a separate gun attack on the gym of an Iranian dissident in Richmond Hill, Ontario. Both incidents stoked fears of politically motivated violence linked to the broader regional crisis in the Middle East.
On Sunday, a gunman opened fire at a bar in Austin’s West Sixth Street district, killing two people and injuring 14 others before being shot and killed by police.
Authorities later reported finding a flag of the Islamic Republic and photographs of Iranian leaders inside the suspect’s apartment, deepening concerns about potential links between the attack and broader political or ideological influences.
According to the FBI and the Joint Terrorism Task Force, there were indicators that could suggest a possible terrorism link.
In Canada, hours after the announced death of Khamenei, a boxing gym run by Iranian-Canadian dissident activist Salar Gholami was struck by gunfire overnight.
Tehran’s ability to coordinate or inspire attacks on American soil has long been a concern for US law enforcement and intelligence officials — a fear that only deepened after Trump ordered the assassination of Iranian General Qasem Soleimani in 2020.
Amid the 12-day war in June, NBC News reported that Iran had privately warned the United States that it could activate sleeper cells on American soil in response to military action. While no specific plots were publicly disclosed, US authorities increased domestic security measures and intelligence monitoring in anticipation of possible attacks. Vice President JD Vance said the Trump administration was examining the possibility of an Iran-backed homeland attack “very closely.”