Shmuel Marcus is a bit like the lucky son of an ambitious frontier storekeeper, who relies on family to staff a second storefront.
Since January, Marcus, 27, has operated Orange County's newest Chabad from a living room alcove of the second-floor Cypress apartment he shares with his 25-year-old wife, Bluma, and two young children.
Scion of an unusual family, Marcus has joined the equally unusual society of shluchim (emissaries). They are foot soldiers for a powerful ideology of outreach by the Chabad-Lubavitch branch of Orthodox Judaism. Trailblazers like Marcus must solicit their own financial support and, with their wives, make a lifetime commitment to remain in often-remote areas, ranging from Armenia to Zaire. In not-so-remote California, 20 new sites are planned this year alone in places such as Calabasas and Monterey. The Golden State already has the largest concentration of Chabad centers outside of Israel.