Published: 19 January 2021
Last updated: 5 March 2024
SOON AFTER ITS RELEASE, the new cookbook, Dinner Done: Practical Recipes For Your Busy Day, zipped to Amazon’s number one new release in the kosher cooking category and fast sold out in Israel.
It’s the paper and ink incarnation of the unique Orthodox Jewish lifestyle site Between Carpools, whose creators have unlocked the riddle of maintaining a strong social media presence while resisting an immodest “look at me” aesthetic.
The brains behind the operation — Leah Schapira, Victoria Dwek, Renee Muller, Esti Waldman, and Shaindy Menzer — don’t just chalk the website and book’s popularity among Orthodox women up to recipes such as Spice It Up Chicken.
Or the advice on how to lengthen too-short dresses with vibrant grosgrain ribbons. Or even the step-by-step instructions on how to jumpstart a car.
Clearly they’ve filled a niche; the site has about 90,000 viewers per month and their Instagram account has 37,100 followers — all while keeper their real super mom identities under wraps.
FULL STORY These US Orthodox women bloggers prefer not to be seen, but are very much heard (Times of Israel)
Photomontage: From left to right: Leah Schapira, Esti Waldman, Victoria Dwek, Shaindy Menzer and Renee Muller are the women of Between Carpools. (ESTIphotography for Between Carpools)
