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To WIY and downward. Segula/Sigula: treasure, rare object, in Talmudic sometimes a large investment. It is the investment sense that we use segulah today, a spiritual investment. Many times this concept is corrupted, but the challah baking is one of the purest. Consider the doing of a mitzva in concert, and the targeting the zchus to elsewhere, a form of tzedakah. Challah taking is most often accompanied by heartfelt tefilos, as in candle lighting. Do not dismiss the efficacy of tefilah, certainly the tefilos of a group, and most certainly the tefilos of women whilst engaged in the mitzva delegated to them. And do not make the mistake of thinking we know what is weighed and how in the chesbonos of the Dayan Emes. The neshoma should have many aliyos, and efforts of the challa bakers should be mostze chen. We do hold that a sincere tefillah is never ‘wasted’.