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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)


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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My irrational, possibly problematic obsession with an $85 yarmulke

Growing up, we had a rule of thumb about yarmulkes: the closer yours was to your forehead, the more strictly religious you were. The frum bochurim placed theirs practically on their noses; the boys from Conservative families bobby-pinned their kippahs on the back of their heads, like climbers gripping a rockface. The cool kids, of course, stuffed theirs in their pockets.

The Jewish skullcap, in other words, was a signifier of much more than the religious precept it embodied. Over the years not only a yarmulke’s positioning but also its style, size and material have come to place its wearer somewhere on a continuum of Jewish identity. Trends in yarmulke wearing, then, may tell us a story about where Judaism is — forgive me — headed.

So what kind of Jew wears an $85 yarmulke, and what kind of Judaism demands it? These questions gnawed at me when I first learned about Rubenstein Paris, a new kippah couturier whose ads found me on Instagram. Available in a range of expensive-looking solid colors (copper, cream, sapphire) and fabrics (velvet, corduroy, even horsehair), these kippahs are here to replace your tattered souvenirs.

“Everybody’s just walking around with their kippot from — I don’t know, Mendel and Rachel’s wedding, 2019,” Jonathan Hirsch, Rubenstein’s German-Israeli founder, told me recently. “I was like, ‘It’s such a sacred item, you know? Why isn’t there any beautiful kippah, that you can really acknowledge for what it is?’”

Hirsch and me on Zoom. Photo by Louis Keene

He’s onto something. Even as an image-conscious, Shabbat-observant millennial, I had largely neglected the yarmulke; when I wanted to look sharp, I ditched it. I was not completely out on Jew-caps, to be sure — like every other frat boy who thought Mac Miller was Moses, I went through a vintage snapback phase in college. But when I’ve had to clip up, I’ve made do with whatever I had lying around — usually something suede, dark, and folded more times than an origami fortune teller.

Hirsch offered to send a freebie, but at $85, accepting it felt compromising. The loaner we agreed to instead came in a branded drawstring bag, which was accompanied by a sleek black storage box. Though I’d secretly hoped for the horsehair model, the kippah Hirsch sent was more utilitarian: a ribbed velvet, golden brown, with the rise and structural integrity of one of those dome-houses you see in Architectural Digest. Velvet piping twisted around its circumference; its cloth inner lining depicted a globe and a shofar.

I put it on.

Skullcap semiotics

Attention to detail. Photo by Louis Keene

The story of the kippah begins in the Talmud, when 3rd-century sage Rav Huna proclaimed that he never walked more than four cubits without his head covered to symbolize that the divine presence was always above him. After rabbinic law codified the practice in the 1500s, the kippah evolved into a marker of Jewish cultural mores.

For example, 20 years ago, most Modern Orthodox boys wore black suede kippahs, but today, as people debate whether Modern Orthodoxy is dead, suede is disappearing, replaced by black velvet, the standard among Haredi Jews, and the kippah sruga — the crocheted yarmulke associated with the Israeli Religious Zionist movement. Pluralism out, orthodoxy in.

But it’s also a fraught moment to be displaying any marker of Jewish identity. Wearing a kippah in public makes you subject to a certain type of attention these days: the glare of being Jewish at a time when the Jewish state is embroiled in enormously unpopular and destructive wars. Hirsch, who is 29 and lives in Berlin, knows this firsthand — these days he doesn’t feel safe wearing a kippah in public.

And yet I suspect that growing Jewish isolation also puts the lie to our assimilation fantasies; it makes us more likely to wear the things that attach us to each other. Indeed, there is a renaissance in Judaica today driven by new designers and younger consumers finding joy in their heritage. The name Rubenstein is a play on Hirsch’s middle name, Reuven. But he also just thought it sounded cool.

All about the Benyamins

First ironically, then with some resignation, I found that the Rubenstein was the only kippah I wanted to wear — my fancy kippah became my everyday kippah. Putting it on was a daily treat — I was humored by the upgrade. I began picturing how gloomy and shallow life would be without it. I debated the unthinkable — ponying up to keep the loaner.

I was still conflicted about the idea of the object, which felt like a metaphor for the sticker-shock that accompanies Jewish life, especially Orthodox life, in the U.S. today. There’s the skyrocketing cost of real estate in Jewish neighborhoods, the eyewatering day school tuition, even the price of kosher meat and grape juice. Was it an $85 kippah, or a yeshiva-league Sorting Hat?

I put the questions to Hirsch. There are very few ritual objects, he pointed out, from the kiddush cup to candlesticks to one’s tallit, that we pride ourselves on buying cheap. Why should kippot be the exception? “You’re giving your humility a bigger meaning,” he said, “by the fact that you’re wearing this on your head.”

It was true — I felt more humble than ever before, and expected others to acknowledge my commitment and my sophistication. I can see you are a man of taste, they would say, presumably lowering a monocle. (I would nod, then dip my double-dark chocolate Milano cookie into a steaming teacup.)

It was true my designer yarmulke was not the conversation starter I’d anticipated. Only one person complimented me on it unprompted — that singular infallible judge of quality, my mother. Everyone else, I’m certain, was stealing covetous glances. But they didn’t need to praise, ask about, or even notice my beloved yarmulke, which I’m sure I’ll return soon. The premium fabrics, the shofar in the lining and the devotion it all symbolized were between me and Hashem.

The post My irrational, possibly problematic obsession with an $85 yarmulke appeared first on The Forward.

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How Iran is outsourcing terror plots against Jews

The prosecution of an Iraqi national in connection with thwarted alleged terror plots in the U.S. and Europe has put the behind-the-scenes role of Iran in the spotlight — part of what security experts say is a growing and hard-to-trace threat.

Mohammad Baqer Saad Dawood Al-Saadi, a 32-year-old Iraqi national accused of ties to an Iran-backed militia, pleaded not guilty in Manhattan federal court this week to charges linking him to a series of attacks and alleged terror plots targeting American interests and Jewish communities in Europe and the United States.

Prosecutors allege Al-Saadi was connected to attacks, including the stabbing of two Jewish men in London’s heavily Jewish Golders Green neighborhood and an arson attack on a synagogue in North Macedonia. They also accuse him of attempting to recruit individuals online to firebomb synagogues in New York, Los Angeles and Scottsdale, Arizona.

He also reportedly planned to attack Ivanka Trump, who is both the president’s daughter and an Orthodox Jew — making her a “double target,” in the words of Oren Segal, vice president at the Center on Extremism at the Anti-Defamation League.

Iranian attacks on Jewish and Israeli institutions abroad are not new. Since the 1979 Islamic Revolution, Iran and its proxies have targeted diplomats, Jews, Israelis, political dissidents and others perceived as aligned with the West.

Matthew Levitt, director of the Counterterrorism and Intelligence Program at the Washington Institute for Near East Policy, maintains a detailed database of such attacks. He told the Forward that since the current war began, such plots have significantly increased.

The Al-Saadi case is a prime example of what Levitt calls Iran’s “gig economy” model of terrorism. Rather than dispatching trained operatives directly from Iran, Iranian-linked actors and proxy groups are recruiting individuals online who live in the country they wish to target. Some are not even aware they are attacking on behalf of Iran or its proxies.

In court filings, prosecutors allege that Al-Saadi, who prosecutors link to the terror organization Kata’ib Hezbollah and Iran’s Islamic Revolutionary Guard Corps, sent maps and photographs of a prominent Manhattan synagogue and other Jewish institutions to an undercover agent he was attempting to recruit to firebomb them. He allegedly offered the agent $10,000 in cryptocurrency in exchange for carrying out the plot, and discussed whether the recruit should “set the place on fire” or use an improvised explosive device.

Iranian-linked operatives, who are either part of Iran’s security apparatus or within its network of terror proxies, reach out to potential recruits on encrypted platforms like Telegram.

According to Levitt, the operatives are ordered by “very senior” elements of the Iranian regime to find recruits. “It stretches the limits of credulity to think that plots like this in the United States could be done without very senior top-down instruction,” Levitt said. “These are not rogue actors.”

Those they manage to recruit online are often financially motivated, agreeing to carry out attacks like vandalism, surveillance, or assaults in exchange for cryptocurrency payments. Others appear driven by ideology or online radicalization. Over the years, Iran’s recruits have included teenagers as young as 13.

“These are inexpensive plots,” said Levitt. “It requires just a few people to sit at a computer and try to recruit people and direct people.”

For Iran, this method is particularly strategic amid wartime. “Iran can’t go toe to toe with the U.S. or Israeli militaries, but it can engage in these asymmetric plots to show that they can still reach out and touch us to increase the cost of continuing to prosecute the war and to make people feel afraid,” said Levitt.

By relying on online recruits and loosely connected operatives, Levitt says Iranian-linked actors can obscure their involvement and maintain reasonable deniability. The calculation, he explained, is that authorities will be satisfied with arresting and prosecuting the individual carrying out the attack, rather than blaming Iran. This allows Iran to limit the risk of direct military escalation with the United States while continuing to conduct operations against it.

The Online Battlefield 

According to Segal, Iranian influence increasingly permeates online.

“The threat to Jewish communities right now is multidimensional — Iranian-linked plots, cyberattacks, online propaganda,” he said. “They’re all converging at once, making it one of the more complex threat environments for the Jewish community in a long time.”

For years, Iranian state media outlets such as Press TV have targeted Western audiences with antisemitic content, including Holocaust denial, claims that Zionists control world events and other extremist narratives. A 2023 report by the ADL and the Center for Countering Digital Hate found that Press TV receives roughly one million monthly visits, with more than half of its traffic coming from Western countries.

Segal said Iranian-linked propaganda networks also increasingly operate in online spaces that overlap with broader activist communities. One such example is Resistance News Network, a Telegram channel with over 150,000 subscribers frequented by members of pro-Palestinian activist groups like Students for Justice in Palestine. The channel is filled with official Hamas, Hezbollah, and Houthi propaganda that is then reshared by American activists on mainstream social media accounts.

“What that does is enable the exchange of ideas, of propaganda, and of narrative that we then see show up at actual events on the ground,” he said.

Segal argues that exposure to such propaganda can make recruitment efforts easier.

“Our concerns are not only from somebody who may have been placed here or somewhere in Europe,” said Segal, “but from individuals who are animated by the propaganda they ingest every single day.”

Levitt agreed, stating that rising antisemitic and anti-Israel sentiment since the outbreak of the Gaza war has created a larger pool of individuals who may view attacks on Jewish or Zionist targets as justified.

“A lot of people are going to be much more willing to do something … especially if it’s not actually killing someone, but fire bombing something and/or targeting property that has symbolic value,” he said.

But the threat is not limited to physical violence.

Since the war began, Segal said Iranian-linked cyberattacks have “gone into overdrive.”

He says Jewish organizations and media outlets have faced hacking attempts on their websites, while Jewish individuals have had their identities stolen, with personal information being exposed online in mass doxxing campaigns.

Many such attacks are conducted by Iranian hacking collectives. One of the most notorious among them is Iranian hacker group Handala Hackers, which has conducted several attacks against Jews, Israelis and Americans. The FBI reported that in March, the group claimed to have stolen 851 gigabytes of confidential data from Sanzer Hasidic Jewish community members, which the hackers described as “documents of financial cooperation, witchcraft ceremonies, and secret correspondences with Netanyahu …” They added, “We warn the leaders and members of the Sanzer Hasidic community: No place is safe for you. Betrayal of the oppressed leads to nothing but disgrace and shame. Expect more documents to be revealed.”

Despite the growing number of plots, experts say the relative lack of successful attacks inside the United States reflects the effectiveness of American counterterrorism efforts.

Still, Jewish communities across the United States are investing heavily in security upgrades. Asher Lopatin, director of community relations at the Jewish Federation of Greater Ann Arbor, said synagogues in Michigan have increased security following a March attack on Temple Israel in West Bloomfield by a Hezbollah-linked man. Communities are installing bollards, expanding surveillance systems, and hiring additional guards.

“People are definitely doubling up on security,” Lopatin said. “Everyone is traumatized.”

Levitt says that even after the war concludes, he does not expect the plots targeting American interests and Jews to cease.

“I do not think that when the war ends, these necessarily stop,” Levitt said. “The pace may change, but Iran has a distinct interest in exacting revenge for all the damage that was done to it.”

The post How Iran is outsourcing terror plots against Jews appeared first on The Forward.

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They helped elect Los Angeles’ first Black mayor; but to him, they were just Bob and Shirley

When Joshua Silverstein, a Black Jewish theater artist, was growing up in Los Angeles, he recalls one Ashkenazi couple, to whom he refers as Bob and Shirley, that had a particularly profound effect on him.

Bob and Shirley were the type of people who greeted everyone they saw on the street; Silverstein grew up going to their get-togethers that were welcome to everyone in the neighborhood. They loved music and literature, they were “way into Theodore Bikel,” and they had a plethora of Billie Holiday records.

Bob and Shirley were also instrumental in the fight to elect Los Angeles’ first Black mayor, Thomas Bradley.

“LA’s Bob and Shirley,” which Silverstein wrote and is performing as part of a new theater compilation of Jewish stories, begins in 1946 when the couple moved to the west coast from New Jersey. Bob was a carpenter — he had wanted to be a professor, but his Jewish background made it challenging to get hired at a university. Instead, he constructed buildings across Los Angeles, only to find out that the same apartments he worked on didn’t allow Jews or other minorities to live there.

The couple ended up near Central Avenue, an epicenter of African-American culture where they rubbed shoulders with legendary Black performers and intellectuals — Duke Ellington, Langston Hughes and W.E.B Dubois. The neighborhood was in danger, though; real estate agents were pressuring residents to leave so their properties could be refurbished and sold to white homeowners.

Together, Bob and Shirley co founded the Alta Loma Democratic Club, where Thomas Bradley began to show up to meetings. At the time, he was a lieutenant in the police department who, as a Black man, experienced bigotry of his own. Bradley had a vision to preserve the neighborhood, and inspired by Bradley’s vision and spirit, Bob and Shirley encouraged Bradley to run for city council.

“At first he said no,” Silverstein said. But Bob told Bradley, “If you do it, we will get you elected.”

If it hadn’t been for the Alta Loma Democratic Club, “Tom Bradley would not have then gone on to be mayor,” Silverstein said.  “LA being this place where we feel like it’s diverse took a lot of work, and this is because of what Tom Bradley did.” His 20-year term was the longest in Los Angeles’ history.

Silverstein’s piece is just one of the many stories told in L’Chaim America, a commemoration of the United States’ 250th anniversary produced by The Braid, a Los Angeles theater company with the mission of telling Jewish stories.

“Our show is really a celebration of the diversity that makes up what America is. It is this beautiful love letter to the hope for the future,” Silverstein told me.

The Braid is a story-telling theater, and L’Chaim America is a minimalist production. Armed only with binders and their words, performers share stories commissioned by writers or solicited from community members: Author Emily Bowen Cohen explores her dual Jewish and Native American identities, Solomon Dueñas, an El Salvadoran immigrant, reconnects with his Jewish roots. Silverstein is the only writer performing his own work.

Silverstein told me his mission was twofold: He hoped to share an untold piece of Los Angeles’ history and, having Black and Jewish identities himself, to shed light on the historic Black-Jewish alliance.

“What people don’t hear often is how there were Ashkenazi Jews who were radical in their support of Blackness and other marginalized voices,” he said.

Until he started researching his piece, Silverstein never fully understood the role Bob and Shirley played in Los Angeles’ history. For him, and for members of the audience who knew and loved people like Bob and Shirley, Silverstein’s piece was a way of appreciating what they managed to achieve.

“The coalition that came together to get him elected to mayor was a coalition of Jewish people,” Silverstein said. “This wasn’t about religion. It wasn’t about culture. It wasn’t about ethnicity. It was about human beings recognizing that this is a city they love and to come together to change it for the good.”

Silverstein believes his work is significant in how “it recognizes the ugly,” but does not shy away from it in order to reveal a more realistic, yet more inspiring, picture of America. This America requires looking “at the areas that have been challenging — at the areas that have been hard and terrible — and not closing our eyes to it, but promising to do better.”

“L’Chaim America” is being performed in theaters in and across Los Angeles through June 17. On June 7, the Skirball Cultural Center will host a special production of the performance as part of a community-wide celebration in partnership with other Jewish organizations, including the Jewish Federation of Los Angeles and the Jews of Color Initiative. Additional performances will be held in Irvine on June 28 and in New York City on July 12.

The post They helped elect Los Angeles’ first Black mayor; but to him, they were just Bob and Shirley appeared first on The Forward.

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