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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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Jewish Advocacy Groups Sue California Over K-12 Antisemitism
Students from Encinal High School and St. Joseph Notre Dame High School in Alameda, California, participating in anti-Israel demonstration on Jan 26. 2024: Photo: Michael Ho Wai Lee / SOPA Images via Reuters Connect
A coalition of leading Jewish advocacy organizations is suing the state of California for allegedly failing to address “systemic” antisemitic discrimination in K-12 public schools.
Led by the Louis D. Brandeis Center for Human Rights Under Law and StandWithUs, the legal action stems from consecutive years of antisemitic abused perpetrated against Jewish students, parents, and teachers by anti-Zionists at every level of the school system. Court documents shared with The Algemeiner earlier this week revealed new, harrowing accusations of Jews being called “k—kes,” Jewish students being threatened with gang assaults, and K-12 students chanting “F—k the Jews” during anti-Israel demonstrations promoted by faculty.
In one highly disturbing incident described in the legal complaint, fifth graders from the Oakland Unified School District were filmed by the teacher saying “Another major thing that I’ve learned is that the Jews, the people who took over, basically just stole the Palestinians’ land” and “one thing that’s really surprising to me, and that appeals to me is that the US is helping the Jews.” In another incident, the Oakland Education Association confected a curriculum in which the intifada — two prolonged periods of terrorism in which Palestinians murdered Israeli civilians — was taught to third graders as a nursery rhyme.
“The California education system is teaching the state’s children that Jewish Americans and Israelis are racists, white supremacists, oppressors, and baby-killers who should be shunned,” Brandeis Center chairman and former US assistant secretary of education for civil rights Kenneth Marcus said in a statement on Thursday. “The result is not surprising: Jewish children and children perceived as Jewish are bullied and excluded by their peers and harassed by their teachers, who silence, mock, and even segregate them if they speak out. School officials have done little or nothing at all to help these children.”
Litigation related to antisemitic incidents in California K-12 schools surged following Hamas’s Oct. 7, 2023, massacre across southern Israel, which triggered a barrage of antisemitic hate crimes throughout the US and the world. The list of outrages includes a student group chanting “Kill the Jews” during an anti-Israel protest and partisan activists smuggling far-left, anti-Zionist content into classrooms without clearing the content with parents and other stakeholders.
Elsewhere in California, K-12 antisemitism has caused severe psychological trauma to Jewish students as young as eight years old and fostered a hostile learning environment, according to complaints
In the Berkeley United School District (BUSD), teachers have allegedly used their classrooms to promote antisemitic stereotypes about Israel, weaponizing disciplines such as art and history to convince unsuspecting minors that Israel is a “settler-colonial” apartheid state committing a genocide of Palestinians. While this took place, high level BUSD officials were accused of ignoring complaints about discrimination and tacitly approving hateful conduct even as it spread throughout the student body.
At Berkeley High School, for example, a history teacher forced students to explain why Israel is an apartheid state and screened an anti-Zionist documentary, according to a lawsuit filed last year by the Brandeis Center and the Anti-Defamation League (ADL). The teacher allegedly squelched dissent, telling a Jewish student who raised concerns about the content of her lessons that only anti-Zionist narratives matter in her classroom and that any other which argues that Israel isn’t an apartheid state is “laughable.” Elsewhere in the school, an art teacher, whose name is redacted from the complaint for matters of privacy, displayed anti-Israel artworks in his classroom, one of which showed a fist punching through a Star of David.
In September 2023, the Brandeis Center, along with the ADL and the American Jewish Committee (AJC), sued the Santa Clara Unified School District (SCUSD) in California for concealing from the public its adoption of ethnic studies curricula containing antisemitic and anti-Zionist themes. Then last February, the school district paused implementation of the program to settle the lawsuit. One month later, the Brandeis Center, StandWithUs, and the ADL filed a civil rights complaint accusing the Etiwanda School District in San Bernardino County, California, of doing nothing after a 12-year-old Jewish girl was assaulted, having been beaten with stick, on school grounds and teased with jokes about Adolf Hitler.
“Jews consistently are being targeted with hostility because of who they are, including in California and particularly in K-12 public schools. This lawsuit seeks to remedy that,” StandWithUs chief executive officer Roz Rothstein said in Thursday’s press release. “It is imperative that California K-12 schools not be co-opted by those seeking to indoctrinate students into antisemitic hate. However, Jewish students and parents indicate that this is precisely what is happening in California. Shockingly, those tasked with enforcing non-discrimination laws in our schools have failed to intervene effectively to put a stop to this growing problem.”
She added, “This lawsuit was necessitated by that systemic failure and seeks to ensure, going forward, that California’s Jewish students are protected and have access to an education free from discrimination.”
Follow Dion J. Pierre @DionJPierre.
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Jewish Olympic Gold Medalist Jack Hughes Honored by New Jersey Devils as NHL Season Resumes
Jan 23, 2026; Vancouver, British Columbia, CAN; New Jersey Devils forward Jack Hughes (86) handles the puck against the Vancouver Canucks in the first period at Rogers Arena. Mandatory Photo: Bob Frid-Imagn Images via Reuters
Jewish Olympic hockey player Jack Hughes was honored by his team the New Jersey Devils on Wednesday night before their loss to the Buffalo Sabres in Newark.
Ahead of the game, the Devils showed on the Jumbotron a video of Hughes, 24, scoring the overtime goal that secured the United States its 2-1 victory and gold medal over Canada on Sunday in the 2026 Milan Cortina Olympics. Hughes lost a few teeth during the game when he took a high stick to the mouth from Canada’s Sam Bennett during the third period. The win marked the first time a US men’s hockey team had won gold at the Olympics since a 1980 victory against the former Soviet Union.
“I’m so proud and so happy that the men’s and women’s USA hockey teams brought gold medals back to America,” Hughes told the crowd in a pre-game speech on Wednesday given from the ice, while he held back tears. “And I’m so proud to represent the New Jersey Devils organization and to represent the great state of New Jersey. From the bottom of my heart, all of my [Team] USA teammates, we want to thank you for all the love and support. We feel it. Thank you.”
The Devils center — whose mother is Jewish while his father is Catholic — arrived in New Jersey late Tuesday night after US President Donald Trump recognized him and his Olympic teammates in the State of the Union address. Hughes played Wednesday night as Buffalo won for the seventh time in 10 games, 2-1, on goals from US Olympian Tage Thompson and Peyton Krebs. The NHL restarted its season on Wednesday after taking a break due to the Olympic Games in Milan.
On Thursday, before the New Jersey Devils took on the Pittsburgh Penguins at PPG Paints Arena, Hughes received a standing ovation as the Penguins honored athletes who represented their countries at the 2026 Winter Olympics.
Earlier in the week, the popular Hobby’s Delicatessen & Restaurant located blocks away from Newark’s Prudential Center, which is home to the New Jersey Devils, named a sandwich after Hughes. The owners said “Jack’s Golden Goal Sandwich,” which features roast beef and “golden sauteed onions” on a soft roll, is “so tender, you don’t need teeth.”
Trump announced during Tuesday night’s State of the Union that Connor Hellebuyck, the goaltender for the US men’s Olympic hockey team that won gold, will be awarded the Presidential Medal of Freedom. Hellebuyck made 41 saves in the Olympic game against Canada on Sunday and also assisted on the overtime goal by Hughes that led to the team’s gold medal win.
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Zachary Levi Hosts New Fox Nation Docu-Drama Series About King David
A scene from “David: King of Israel.” Photo: YouTube screenshot
Actor Zachary Levi hosts a Fox Nation original series that premiered on Thursday about the life and legacy of the Bible’s King David.
The four-part docu-drama “David: King of Israel” begins with the episode “The Shepherd,” which tells the story of David as a young shepherd in Bethlehem who kills a lion and a bear to protect his flock.
Episode two, “King of Israel,” premieres on March 5 and explores the aftermath of David’s fight with the giant Goliath, which is described in the Book of Samuel. The third episode will premiere on March 12, and the finale airs March 19. The series features reenactments about King David’s life and expert commentary intertwined with Levi’s narration.
Born in 907 BCE, David was chosen by God and anointed by the Prophet Samuel to one day be Israel’s new king. He reigned as the king of Israel for 40 years and is one of the most important figures in Jewish history. Christians also regard him as the ancestor of Jesus.
“Highlighting faith, redemption, and extraordinary purpose, we’re honored to bring this story to Fox Nation with Zachary at the helm,” said Fox Nation President Lauren Petterson about the four-part series.
“Aside from the account of Christ, the story of David is the most powerful in all of scripture,” added Levi. “In fact, one might argue that it’s even more powerful in some ways, given that David was fully human, and therefore flawed, like us, making his journey more relatable to our own. It’s a story I’ve wanted to be a part of telling ever since I was a child, so it was such a blessing being a part of this production.”
Levi, the “Shazam!” star, who is not Jewish, told “Fox & Friends” on Thursday he grew up in a Christian home and “reading my Bible and David was the story that always stood out to me as the most epic, the most amazing.”
“It can be difficult to relate to Jesus. David is us. David is a person who is called a man after God’s own heart,” he added. The actor, who has a SAG Award for his role in “The Marvelous Mrs. Maisel,” also said the four-part series is “like Lord of the Rings in the Bible.”
“You got giants and witches and all kinds of, you know, it’s cool and there’s massive battles, nation upon nation and good versus evil and all the spiritual elements of everything,” said Levi. “It’s a really fascinating story, even if you’re not within the Judeo-Christian lineage.”