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Location February 1942:

Sheldon Handbag Corp.
16 W. 32nd St.
New York

Display ad page 57 April 1942 "Luggage & Leather Goods"

Display ad page 64 Luggage & Leather Goods, August 1942

Handbag News in the April 1942 "Luggage & Leather Goods," page 56

Max Wetter Weds

"Max Wetter, executive of the Sheldon Handbag Company was married to Miss Ruth Shapiro on March 29 at the Gar Eden Temple, Bronx, New York. Max, well known as one of the young bachelors in the handbag industry, finally decided to take the step to the altar. The couple expect to make their home in New York City after an extended honeymoon. Friends of Mr. Wetter gave a bachelor dinner for him on March 26 at the Hotel Belvedere."

This great Sheldon calf leather bag is illustrated in the July 1947 Handbags Illustrated, page 31. It was style 1236, was designed to retail at $12.50 and came in "All shoe colors."

"Fall's music will stir in the hearts of all who enter your department if you show this calf basket. It has two inverted cuffs stemming from a winging top, and a carved panier handle. By Sheldon"

Sheldon Handbag's display ad is on page 55 of the same issue.

"Handbag Buyer" June 1949, page 29, gave "Autumn Hints" for 1949: "Horizontal lines ... slim or boxy ... small soft reptiles . . . outside pockets ... leather linings convertible shoulder straps for basic stock." This bag was designed to retail at $18.50 by Sheldon Handbag Co. That's equivalent to $139 in inflation adjusted 2006 dollars.

"Classic calf adjustable shoulder bag is a "must" in every basic stock. This, in shoe colors, is large, soft, roomy with secure lock and leather lining fitted with pockets and zipper."

On page 47 of the same issue, the trade news included this item.

Rappaport Handles Sheldon Bags

"Bill Rappaport is now representing Sheldon Hand Bag Corporation in the New England area, New York state, Philadelphia, Baltimore and Washington, D. C."

Display ad June 1949 "Handbag Buyer" page 55

The "What's New in Handbags" column of "Handbag Buyer" June 1949, included news about Sheldon's Fall 1949 line. These styles retailed for $7.95-13.50. (page 81)

Calf Stripping Meets Shoe Trend

"In line with what is emerging as a genuine trend toward the use of leather trim on suede, the narrow-" est of calf stripping is gracefully overlaid on a special group of suede bags coordinated with a leading shoe manufacturer's line.
The same firm is also producing a new series of bags in fine shoe calf that are distinctive."

The 1950s

Bags for Spring 1956 were presented on January 3, 1956 by agreement as a member of the National Authority for the Ladies Handbag Industry. 1956NationalAuthorityMembers

The 1960s

February 1961 Handbags & Accessories, page 54

news of the handbag industry. . .
Activities of the National Authority for the Ladies' Handbag Industry

Veteran of the Industry

Max Wetter

BASEBALL may have its Casey Stengel, but the handbag industry has its Max Wetter. Max is a lovable personality. He is colorful, literary and articulate, with a command of the English language that borders on being a walking lexicon. Underneath his rough and tumble exterior, there glows a heart of gold.

Max entered the handbag industry in 1925 with Herman Scheuer & Sons Co. by a chance conversation with the freight elevator operator of the building. He started by carrying the sample cases for the salesmen of the firm. His ready wit and pleasing personality endeared him to all the buyers he came across, and started him on a career in the handbag industry. After Scheuer went out of business, he was engaged by Rout-Rosenthal in 1932 as a salesman covering the metropolitan area.

In 1937, with Sol Berger and Fred Glago he founded Sheldon Handbag Co. Max handled sales and administration, and his partners ran the factory. In 1955, Max became the sole principal of the company and in 1959 the firm changed its name to Sheldon Originals, Inc. The company has always concentrated on leather handbags in the popular priced field.

Back in 1934, Max won $2500 in the Irish Sweepstakes. He blew the whole roll on "hi-fi" equipment and classical records. This started him on a kick that has possessed him ever since. Max has an uncanny ear and memory for things musical—classical of course. Over the years he has been collecting records and "hi-fi" equipment with such avidity and thoroughness that he has acquired a~ most complete classical record library. His library contains acquisitions of the old masters from many famous collections including the entire record collection from the estate of S. S. Van Dyne, the well-known mystery writer. Max has written articles for magazines in the music field and conducts forums on music appreciation.

Max has a sense of loyalty to friends that sometimes conflicts with his best business interests. His philosophy of life is one that puts true friendship above all material gain. Anyone he befriends, he tries to help.

Max was quite an athlete in his youth, and in addition to excelling in track and baseball, he was also an amateur boxer. His is a self-educated type with a store of knowledge on a wide range of subjects. Max is an omnivorous reader and loves books.

He was one of the founders of the National Fashion Accessories Salesman's Guild, Inc., and has been active in their councils ever since.


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Page last modified on July 02, 2007, at 06:49 PM