1. The 17th of Elul in Chabad History
The 17th day of Elul is marked by two significant events in Chabad history. First, it is the date of the wedding of Reb Baruch and Rebbetzin Rivkah, the parents of the Alter Rebbe, Rabbi Schneur Zalman, founder of Chabad. Second, on this date in the year 5748 (1988), the Rebbe laid the foundation stone for the expansion of Lubavitch World Headquarters at 770 Eastern Parkway. The corresponding English dates are September 6th, 1743 for the wedding (which was a Friday), and August 30th, 1988 (a Tuesday) for the groundbreaking at 770.
2. The Wedding of Reb Baruch and Rebbetzin Rivkah
The marriage of Reb Baruch and Rebbetzin Rivkah took place on a Friday, in the week of Parshas Ki Savo. Originally, there was an intention for the wedding to be held on Chai Elul—the 18th day of Elul, which later became a particularly auspicious day in Chassidic tradition. Reb Baruch was a devoted follower of the Baal Shem Tov and wished to have his wedding coincide with this date.
However, that year Chai Elul fell on Shabbos, when weddings cannot be held. As a result, there was a plan to hold the wedding on Motzaei Shabbos—Saturday night. Yet a few weeks before the event, Reb Baruch agreed with his father-in-law, Reb Avraham, to move the wedding up to Friday, the 17th of Elul—the closest possible date to Chai Elul. This became a precedent for many Lubavitcher weddings being held on Fridays in remembrance of this event.
3. The Merit and Character of Rebbetzin Rivkah
A story is told about Rebbetzin Rivkah's exceptional character and devotion to Torah. The Alter Rebbe's brother, known as the Maharil (Reb Yehudah Leib), was once asked what merited their mother to have four sons who were all giants in Torah scholarship. He attributed it to their mother's love for Torah and fear of Heaven.
He related that once their father traveled abroad for business and returned with an expensive coat as a gift for Rebbetzin Rivkah. The wife of their children's melamed—teacher—became envious and pressured her husband about not receiving similar gifts. This affected his teaching. Noticing the change, Rebbetzin Rivkah asked about it, and upon learning what had happened, immediately gave her own precious coat to the teacher's wife so that he could continue teaching her children with joy and enthusiasm. This act exemplified her selflessness and dedication to her children's Torah education.
4. The Foundation Laying at 770 Eastern Parkway
On the 17th day of Elul 5748 (1988), following the passing of his wife, Rebbetzin Chaya Mushka, the Rebbe responded not by withdrawing but by increasing in positive action—launching a major building campaign for Chabad institutions worldwide. This included expanding Lubavitch World Headquarters at 770 Eastern Parkway.
The ceremony took place at five in the afternoon with thousands present. A special platform was built outside 770—a rare occurrence, since most addresses were given inside—and the Rebbe spoke about breaking ground and laying the even hapinah—the foundation stone—both physically and spiritually: how one must break new ground in the service of Hashem before laying foundations for holiness.
The Rebbe emphasized that anyone who partners in such holy building projects would merit success both physically and spiritually. He encouraged swift completion so that these buildings would bring joy and serve as places where Hashem dwells among us.
5. Highlights from the Groundbreaking Ceremony
During the event, Mr. Chase from Connecticut—a philanthropist leading the campaign—spoke briefly in Yiddish at the Rebbe's prompting: "Ikh lib dir, Rebbe" ("I love you, Rebbe"). The Rebbe's brother-in-law, Rabbi Shmaryahu Gurary (chairman of Agudas Chassidei Chabad), also offered blessings.
The ceremony continued with the Rebbe descending from the platform to personally place the foundation stone into its spot and cover it with earth—a moment captured in photographs cherished by many chassidim.
As was his custom on special occasions (and regularly on Sundays), after such events the Rebbe distributed dollars for tzedakah—charity—giving each person an opportunity to give charity themselves.
6. The Rebbe's Unique Approach: Empowering Leaders
A unique aspect of the Lubavitcher Rebbe is that, unlike leaders who seek followers or donations, he would give people money for charity along with blessings—empowering them to become givers themselves.
Furthermore, rather than encouraging people merely to follow him, he urged everyone to become leaders within their own communities: "Don't just be a follower—become a leader." This approach inspired countless individuals worldwide to take initiative for Yiddishkeit wherever they were.
Rabbi Jonathan Sacks, of blessed memory, former Chief Rabbi of the United Hebrew Congregations of the Commonwealth, recounted how as a young student he approached the Rebbe seeking answers but was instead challenged: "What are you doing for Yiddishkeit?" The message was clear: don't just ask questions—become part of creating solutions and spreading Torah values.
7. Encounters with World Leaders: Lessons from Netanyahu
There are notable stories of how world leaders were influenced by encounters with the Rebbe. When Benjamin Netanyahu served as Israel's ambassador to the UN (before becoming Prime Minister), he met the Rebbe on Simchas Torah at 770 through an MIT classmate who was a chassid.
During their meeting at the bimah in the middle of the hakafos (witnessed firsthand by some present), Netanyahu received guidance from the Rebbe: "Remember that you are sometimes like a lone light in a dark room." The advice proved prophetic throughout Netanyahu's career in international forums like the UN.
Netanyahu later publicly recounted this encounter many times as a pivotal moment in his life—including at events such as those held at New York's 92nd Street Y.
8. Faith as the Source of Strength
A closing theme: while courage on a battlefield is one thing, standing firm under sustained pressure requires conviction rooted in Torah and emunah—faith. True strength comes not from might alone but from recognizing Hashem's promise that Eretz Yisrael belongs eternally to Am Yisrael.
Jewish survival has always been miraculous—a sheep among seventy wolves, sustained only by Divine protection. When decisions rest solely on natural calculation rather than on faith in Hashem's will and the promises of the Torah, resolve tends to falter. Our strength lies in the unwavering belief that we are here because it is Hashem's will—a conviction meant to guide our actions even when it defies worldly logic.
Notes
Reb Baruch – father of the Alter Rebbe. See 8 Tishrei – his yahrtzeit.
The Alter Rebbe – born two years later, on Chai Elul 5505. See 18 Elul – his birthday and 25 Elul – his bris.
Rebbetzin Chaya Mushka – the Rebbe's wife, who passed away earlier that year. See 22 Shevat 5748 – her yahrzeit.
770 Eastern Parkway – see 19 Elul – the Previous Rebbe's first entry into 770 and 12 Menachem Av – the day 770 was purchased.
Rabbi Shmaryahu Gurary (the Rashag) – see 11 Sivan – his wedding to Rebbetzin Chana.