Maxx New York Handbags Company History

The story behind MAXX, NEW YORK, a leader in the fashion handbag business, is an “American Dream” come true. Two people from different worlds meeting, falling in love, having a common dream and working hard to make it happen created MAXX, NEW YORK.

It all began when Cherie Christmas and Yacob Assayag met. Together, they realized the great demand for contemporary fashion handbags in the market. As a husband and wife team, they made their dream come true by starting the MAXX, NEW YORK label, in 1988. Within the first year, MAXX, NEW YORK, opened a New York showroom and developed a strong specialty store business. The founders then built relationships with better department stores, while maintaining close ties with specialty stores. Today, 14 successful years later, MAXX NEW YORK is available not only in specialty and department stores, but online, too.

Before they met and founded their company, Cherie and Yacob had been pursuing their dreams on their own. Cherie, a native New Yorker, always interested in fashion and business, pursued a career in sales after receiving a bachelors degree in business. Yacob came to the United States in 1976 from Israel, and started working in retail in New York City. Using his keen sense of design and fashion, he made a belt, which he peddled around the city via bicycle. Soon after he sold this first creation to a store, Yacob opened Y.A.L. -- a belt company where he was the sole designer, manufacturer, and salesperson. He then rented factory space, hired Cherie for help with sales, production and design … and the rest is history.

MAXX, NEW YORK, is recognized for our unique, contemporary design, as well as our interpretation of colors and trends. The collection suits the needs of today’s customers, ages 16-80.