Maxx, New York, a leader in the fashion handbag business, is an "American Dream" come true. It began when two people from different worlds met, fell in love and worked hard to make their common dream happen.

In 1988, when Cherie Christmas and Yacob Assayag met, the pair realized the great demand for contemporary fashion handbags in the market and as a husband and wife team, began the Maxx, New York label.

Soon after, the ambitious couple pooled their talents and founded Maxx, New York. Cherie, with her strong business sense, heads all aspects of sales and marketing while Yacob, a master of craftsmanship, oversees all areas of production and distribution.

Within their first year, Maxx, New York opened a showroom in New York City and developed a strong specialty store business. As the profile of Maxx, New York grew, the company began building relationships with better department stores while maintaining close ties with specialty stores. Celebrating their 17th year, Maxx, New York is growing its profile again by branching out from traditional retail outlets to television and online venues.