EXHIBIT 10.1

                              EMPLOYMENT AGREEMENT

     AGREEMENT  made as of the 1st day of May, 1999 between  AMERICA'S  SHOPPING
MALL, INC., a Nevada corporation (the "Company"),  with offices at 382 Route 59,
Section 310, Monsey,  New York and IRWIN SCHNEIDMILL (the  "Executive"),  with a
residence at 20 Roble Road, Suffern, New York 10901.

                                   BACKGROUND

     The Executive and the Company desire that Executive shall be employed
directly by the Company as President and Chief  Executive  Officer and that this
Agreement  shall  supersede  and  replace  any and all  pre-existing  employment
agreements between the Executive and the Company.

     In consideration  of the mutual  covenants and agreements  herein contained
and for other good and valuable consideration, the receipt and sufficiency which
is hereby acknowledged, the parties hereby agree as follows:

     1. Employment, Acceptance and Term.

          1.1 Subject to the terms and conditions of this Agreement, the Company
     hereby agrees to employ the Executive,  and the Executive  hereby agrees to
     serve the Company, as President and Chief Executive Officer of the Company,
     and, each additional direct or indirect subsidiary of the Company formed or
     acquired  hereafter (the Company  together with any  additional  direct and
     indirect  subsidiaries  shall collectively be referred to as the"Company").
     The  Company  shall,  during  the term  hereof,  insure  the  election  and
     retention of the Executive as a member of the boards of directors, or other
     governing bodies of any direct or individual subsidiary,  is subject to the
     Executive's approval.

          1.2.1 The term of the  Executive's  employment  under  this  Agreement
     shall be five (5) years, and shall commence effective May 1, 1999 and shall
     end at the close of business on April 30, 2004.

     2. Duties and Authority. During the term of this Agreement:

          2.1.1 the Executive  shall use his best  efforts,  skill and abilities
     (a) to promote and protect the  interests of the  Company;  (b) to serve in
     the  positions  set forth in Section  1.1  hereof and as a director  of the
     Company and (c) to diligently  perform,  to the best of his abilities,  the
     duties set forth in this Section 2, including such duties  (consistent with
     his titles as set forth in Section  1.1 hereof and the  description  of his
     duties set forth in this Section 2) as may from time to time be assigned to
     him by the boards of directors, or other governing bodies, of the Company.




          2.1.2 (a) Subject to the exception noted in  sub-paragraph  (b) below,
     the  Executive  shall  devote  substantially  his  full  business  time and
     energies  during normal  business  hours to the business and affairs of the
     Company;  and shall not accept any other  employment  outside  the  Company
     (whether  or not for  compensation),  nor  shall he  permit  such  personal
     business  interests as he may have, as permitted by  sub-paragraph  (b), to
     interfere with the performance of his duties hereunder or conflict with the
     interests of the Company;  provided,  however, that, so long as it does not
     interfere with the proper  performance of his duties and obligations  under
     the terms of this Agreement,  nothing  contained  herein shall preclude the
     Executive  from engaging in charitable  and  community  affairs  (including
     serving as a member of a board of  directors or other  governing  body of a
     not-for-profit organization); managing his personal investments; subject to
     the approval of the board of directors of the Company,  serving as a member
     of the board of directors or other  governing  body of any other company or
     organization;  delivering lectures, fulfilling speaking engagements and any
     writing or publication relating to his areas of expertise; and serving as a
     consultant in his areas of expertise;

          (b)  Notwithstanding  anything  to the  contrary in  subparagraph  (a)
     above,  it is expressly  understood  and agreed that  Executive has outside
     business interests from which he shall continue to profit  separately,  and
     nothing in this  Agreement  shall be construed as precluding  the Executive
     from engaging in or profiting from such activity.

          2.1.3 Subject to the bylaws of the Company and the  respective  bylaws
     of  those  direct  and  indirect  subsidiaries  of the  Company  and to the
     direction and control of the board of directors (or other  governing  body)
     of the Company and the respective  boards of directors,  or other governing
     bodies,  of these direct and  indirect  subsidiaries  of the  Company,  the
     Executive shall have supervision and control over, and responsibility  for,
     among other things, the executive, business and financial operations of the
     Company  and  shall  have  the  customary  powers,   responsibilities   and
     authorities  of those  serving in the  capacities  set forth in Section 1.1
     hereof for  corporations  of the size,  type and nature of the Company.  No
     other  officer  of any of the  Company  will be  appointed  with  authority
     superior to that of the Executive; and

          2.1.4  the  Executive's  principal  place  of  business  will  be  the
     Company's   executive  offices  currently  located  in  Monsey,  New  York;
     provided,  however, that the Executive shall be available to travel at such
     times and to such places as may from time to time be necessary or desirable
     in  performance  of the  Executive's  duties  and  the  furtherance  of the
     business of the Company. The Company's executive offices shall not be moved
     without the Executive's  consent and the Executive shall not be required to
     move his present  residence in order to perform the  services  contemplated
     hereby.

     3. Compensation.

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          3.1.1 During the term of this Agreement,  the Company shall pay to the
     Executive in accordance with the Company's  compensation  payment policies:
     (a) (i) a base  salary at the annual  rate of Two  Hundred  Fifty  Thousand
     Dollars ($250,000) plus (b) any additional incentive compensation ("Bonus")
     which  shall be paid solely in the  discretion  of the  Company's  Board of
     Directors.

          3.2.1 The  compensation  provided  for in Section 3.1 hereof  shall be
     inclusive of any and all fees and other compensation to which the Executive
     may at any time be entitled  with  respect to this  Agreement  for services
     rendered  as an officer or  director  of the  Company or any of  respective
     subsidiaries or affiliated entities.

          3.2.2  All  references  herein  to  compensation  to be  paid  to  the
     Executive are to the gross amounts  thereof  which are due  hereunder.  The
     Company  shall  have the right to deduct  therefrom  all sums  which may be
     required to be deducted or withheld  under any  provision of U.S.  federal,
     state  or  local  law  (including,  but not  limited  to,  social  security
     payments, income tax withholding,  and any other deduction required by law)
     now in effect or which may become  effective at any time during the term of
     this Agreement.

     4.  Expenses.  In addition  to the  compensation  payable to the  Executive
pursuant  to Section 3 hereof,  the Company  shall,  upon  submission  of proper
vouchers in respect  thereof,  pay or reimburse the Executive in accordance with
the Company's policy for all business and entertainment  expenses  reasonable in
amount and  necessarily  incurred by him during the term of this  Agreement,  it
being understood that the Executive will need to incur  substantial  expenses of
this  type  in  the  proper  performance  of his  duties,  given  the  Company's
anticipated acquisitions and multiple business locations.

     5. Additional Benefits.  In addition to the compensation and expenses to be
paid or reimbursed to the Executive under Sections 3 and 4 hereof, and except as
otherwise expressly provided herein, during the term of the Agreement:

          5.1.1 the  Executive  shall be  entitled  to  participate  (subject to
     uniformly  applicable  requirements  for  participation),  in  any  health,
     disability,  profit  sharing or  insurance  plan now in force or  hereafter
     adopted by the Company for the benefit of its  Executives  generally at the
     Executive's level;

          5.1.2 the  Executive  shall be entitled to an annual  vacation of four
     (4) weeks each year in accordance  with the Company's  policies.  Vacations
     are to be taken  at such  time or  times  so as not to  interfere  with the
     operation of the business;

          5.1.3 the  Executive  shall be  entitled  to  participate,  subject to
     uniformly  applicable  requirements to  participation,  in any stock option
     plans or  arrangements  now in force for the  benefit  of senior  executive
     officers  generally  of the  Company.  In  addition,  if as a result of the
     termination  of the  Executive's  employment  hereunder,  the  Executive is
     unable  to  exercise  any of his  options,  the  Company  shall  cause  the
     Executive to be  reimbursed  for the amount paid by the  Executive for such
     options;

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          5.1.4 to assist the  Executive in carrying out his duties,  to promote
     the best interests of the Company,  and in recognition of the fact that the
     Executive  frequently is called upon to pick up business  associates in the
     Executive's  automobile,  and to entertain  such business  associates,  and
     given  the  Company's   anticipated   acquisitions  and  multiple  business
     locations,  the  Company  has deemed it to be in its best  interest to make
     available,  and the Company  shall make  available,  to the  Executive  the
     exclusive use of an automobile (the cost of the lease or purchase financing
     which shall not exceed One Thousand  Dollars ($1000) per month)  reasonably
     selected by the Executive  (which vehicle shall be replaced every three (3)
     years);  provided,  however,  that the  Executive may elect to replace such
     automobile prior to the end of any such three-year period, on the condition
     that  if the  cost of  acquiring,  leasing,  maintaining  or  insuring  any
     replacement automobile exceeds the cost of acquiring,  leasing, maintaining
     or insuring the automobile which was provided by the Company, the Executive
     shall pay such  incremental  cost of such  replacement  automobile from his
     personal funds until the end of the applicable three-year period);

     6.  Discharge.  The Company shall have the right to discharge the Executive
at any time with  "cause".  For the purposes of this  Agreement,  "cause"  shall
consist  only of: (a) breach  (whether  by willful  act or willful  omission  or
through gross and  continuing  neglect) by the Executive of any material term or
provision of this Agreement (it being  understood  that no act or failure to act
on the part of the  Executive  shall be  considered  'willful'  unless done,  or
omitted to be done, by him in bad faith and without the  reasonable  belief that
his  action  or  omission  was in the best  interest  of the  Company),  (b) the
Executive's willful and continued failure (other than any such failure resulting
from his incapacity due to physical or mental  illness) to act subject to and in
accordance  with any  proper  and  lawful  specific  direction  of the  Board of
Directors of the Company or the internal  rules and policies  established by the
Company (as published and delivered to the Executive  from time to time) after a
written demand for substantial  performance is delivered to the Executive by the
Board of Directors of the Company which  specifically  identifies  the manner in
which the Board believes that he has not substantially performed his duties, (c)
fraud or dishonesty on the part of the Executive or the  Executive's  commission
of any act of moral  turpitude  materially  adversely  the  Company,  or (d) the
Executive's violation (except at the written direction of the Board of Directors
of the Company) of any material  statute  governing the business of the Company,
or of any material  rules or  regulations  promulgated  by any  regulatory  body
governing the business of the Company.

     7. Termination of Employment.  Notwithstanding  the provisions of Section 1
hereof to the contrary,  the Executive's  employment  under this Agreement shall
terminate  as  follows  upon  the  happening  of any of  the  following  events,
whereupon  the  Company  shall  have no  further  obligations  to the  Executive
hereunder,  other  than to pay the  Executive:  (a) his  Base  Salary  up to and
including his last day of employment; and (b) if applicable, amounts pursuant to
the applicable provision of this Section 7:

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          7.1.1  automatically  and without  notice,  if the Executive shall die
     during the term hereof;

          7.1.2 (a) upon not less than sixty (60) days prior  written  notice to
     the Executive,  if the Executive shall become  "disabled" as defined in any
     group  disability  policy  maintained by the Company for the benefit of its
     Executives,  provided that in the event of such termination,  the Executive
     shall be entitled to receive all  compensation  and benefits payable to him
     pursuant  to  Sections  3, 4 and 5 hereof  until the date set forth in such
     notice  and (b) during the period  that the  Executive  shall be  receiving
     compensation  as  provided in clause (a) above,  he shall for all  purposes
     continue to be considered an employee of the Company;

          7.1.3  automatically and without notice, if the Executive  voluntarily
     terminates his employment with the Company other than for "Good Reason" (as
     defined in Section 7.4 below) without the written  consent of the Company's
     Board  of  Directors,  in  which  event,  notwithstanding  anything  to the
     contrary herein, the Executive shall forfeit his unpaid Bonus;

          7.1.4 upon termination of the Executive's  employment with the Company
     by mutual  agreement  between  the  Company's  Board of  Directors  and the
     Executive; and

          7.1.5 upon  written  notice to the  Executive  of action  taken by the
     Board of  Directors  of the Company to discharge  the  Executive  for cause
     pursuant to Section 6 of this  Agreement,  in which  case,  notwithstanding
     anything  to the  contrary  herein,  the  Executive  shall be paid his Base
     Salary  and  reimbursable  expenses  up to and  including  his  last day of
     employment.

          7.1.6 upon written  notice from the Executive to the effect that he is
     terminating his employment for "Good Reason", in which event, the Executive
     shall be paid his Base Salary and reimbursable expenses up to and including
     his last day of employment, in monthly installments, for the balance of the
     term of this  Agreement  or, if longer,  for one year.  For the purposes of
     this Agreement, "Good Reason" shall mean:

               (a) without the express  written  consent of the  Executive,  the
          assignment  to  him  of  any  duties  grossly  inconsistent  with  his
          positions, duties,  responsibilities and status with the Company, or a
          change in his reporting  responsibilities,  titles, or offices, or any
          removal  of him from or any  failure  to  re-elect  him to any of such
          positions,  except  because of the  termination  of his employment for
          Cause, Disability or Retirement or as a result of his death; or

               (b) the breach by the Company of Section 2.1.3. or 2.1.4 hereof.

          7.2 The right to receive the  benefits as set forth in this  Section 7
     and in Section 17.2 below shall be the Executive's sole remedy with respect
     to a breach or termination of this Agreement by the Company.

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     8.  Non-Competition.  The  Executive  agrees  that  during  his  employment
hereunder, the Executive shall not, in any manner, directly or indirectly, as an
officer,  director,  stockholder,  partner,  associate,  executive,  consultant,
owner, agent, creditor,  coventurer, or otherwise, be or become interested in or
be  associated  (whether or not for  compensation)  with any other  corporation,
firm,  business or person that is not a  subsidiary  or affiliate of the Company
engaged  in a  business  competitive  with  that  of the  Company  or any of the
subsidiaries  or  affiliates  of the Company  (to the extent that the  Executive
shall  have been  involved  therein or have  become  familiar  therewith  in his
capacity as  President  and Chief  Executive  of the  Company) as  conducted  or
planned to be conducted by them,  respectively,  prior to the termination of the
Executive's  employment  hereunder.  Nothing herein contained shall be deemed to
limit or  prohibit  the  Executive  from  trading in stocks,  securities,  stock
options, commodities, commodities futures instruments or similar instruments for
his own account only on any exchange or over-the-counter market.

     9. Confidential Information.

          9.1 The Executive agrees that he shall not at any time (whether during
     the period of his  employment  hereunder  or at any time  thereafter)  use,
     outside the scope of his  employment  hereunder  or disclose to any person,
     corporation,  firm,  partnership  or  other  entity  whatsoever,  or to any
     officer,  director,  stockholder,  partner,  associate,  employee, agent or
     representative  of any  thereof,  any  confidential  information  or  trade
     secrets of or relating to any of the Company.  Notwithstanding  anything to
     the contrary  contained  in this  Section 9.1: (a) the Company  agrees that
     information relating to the Company, its subsidiaries or affiliates,  which
     is generally  available to the public other than due to  disclosure  by the
     Executive,  shall not be considered  confidential  information  pursuant to
     this Section 9.1 and (b) after prior  written  notice to the  Company,  the
     Executive  shall be permitted to disclose  confidential  information to the
     extent he is  compelled  to do so by a court of  relevant  jurisdiction  or
     governmental body under applicable statute or regulation.

          9.2 Upon leaving the employ of the Company,  the  Executive  shall not
     take with him,  without  the  written  consent of the then chief  executive
     officer of the Company, any confidential information of the Company.

     10. Notices. All notices hereunder and other communications required or

                                       6


permitted to be given to either  party hereto shall be in writing and  delivered
by hand or sent by registered mail, postage prepaid,  or by telegram,  addressed
to such party at its address referred to above, or at such address as such party
may from time to time  designate  by written  notice to the other party  hereto,
given in accordance  with the  provisions of this Section 10. Any such notice or
other  communication shall be deemed to have been given on the date delivered by
hand or on the fifth (5th) day after the mailing thereof.

     11. Assignment. This is a personal services agreement and the Executive may
not assign  this  Agreement  to any third  party.  The  Company  may assign this
Agreement  and the benefits  hereunder  without the consent of the Executive and
without being  relieved from any  liability  hereunder,  to any of its direct or
indirect  "affiliates" or "associates" (as such terms are defined in Rule 405 of
the Rules and Regulations  promulgated  under the Securities Act of 1933) and to
any entity with which or into which the Company may be merged or combined.

     12.  Governing Law. This  Agreement  shall be governed by, and construed in
accordance  with, the laws of the State of New York without giving effect to its
principles of conflicts of laws.

     13.  Captions.  All captions and headings herein contained are inserted for
convenience of reference only and shall not affect the meaning or interpretation
of this Agreement.

     14. Indemnification of the Executive.

          14.1.1  The  Company  shall,  at all  times  during  the  term of this
     Agreement  and  thereafter,   to  the  fullest  extent   permitted  by  the
     Corporation  Law of the State of  Nevada  (as  amended  from time to time),
     defend,  indemnify and hold the Executive harmless from and against any and
     all judgments, fines, amounts paid in settlement,  reasonable and necessary
     out of-pocket expenses (including reasonable attorneys' fees), liabilities,
     damages,  costs and claims  actually  incurred by or  asserted  against him
     arising out of, resulting from or relating to:

          14.1.2  any  threatened,   pending  or  completed   action,   suit  or
     proceeding,  whether civil, criminal,  administrative or investigative,  to
     which  the  Executive  is a party  or is  threatened  to be made a party by
     reason of his being or having been a director,  officer,  employee or agent
     of the Company or by reason of his serving or having  served at the request
     of the  Company  as a  director,  officer,  employee  or agent of any other
     corporation, partnership, joint venture, trust or other enterprise; or

          14.1.3 any threatened, pending or completed action, suit or proceeding
     instituted  by or in the right of the  Company to procure a judgment in its
     favor and to which the  Executive is a party or is  threatened to be made a
     party by reason of his being or having been a director,  officer,  employee
     or agent of the  Company,  or by reason of his serving or having  served at
     the request of the Company as a director, officer, employee or agent of any
     other corporation, partnership, joint venture, trust or other enterprise.

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          14.2 The  Executive  agrees to  immediately  notify the Company of any
     claim or  proceeding  which might  result in any  liability  of the Company
     under this  Section 14 and agrees to fully  cooperate  with the  Company in
     resolving  such claim or  proceeding.  The Company  shall have the right to
     retain  counsel  for the  Executive  in  connection  with any such claim or
     proceeding.

          14.3 All expenses  incurred by the Executive which, are  indemnifiable
     by the  Company  under  this  Section  14 shall be paid by the  Company  or
     reimbursed to the Executive as and when statements therefor are rendered.

          14.4 The Company  shall use its best efforts to obtain and maintain in
     full force and effect  during the term of this  Agreement,  directors'  and
     officers'   liability   insurance  policies  providing  full  and  adequate
     protection to the Executive for his capacities,  provided that the Board of
     Directors  of the  Company  shall  have  no  obligation  to  purchase  such
     insurance if, it its opinion,  coverage as available  only on  unreasonable
     terms  [such as would have a  materially  adverse  effect on the  financial
     condition of the Company.].

     15. Right to Sell Shares.

          15.2 The Executive shall do whatever is reasonably  necessary in order
     to enable the Company to maintain  key man life  insurance on his life with
     all benefits  payable to the Company.  Upon  termination of this Agreement,
     the Executive shall have the right to require the Company to terminate such
     insurance  or to  assume  the  obligation  to pay  the  premiums  for  such
     insurance and to require the Company to name  designees of the Executive as
     beneficiaries thereof

     17. Legal Costs.

          17.1 Upon  presentation  of a proper  invoice  therefor,  the  Company
     agrees to reimburse the Executive for all of the attorney's fees and costs,
     up  to  One  Thousand  Dollars  ($1,000),  incurred  by  the  Executive  in
     connection with the negotiation and preparation of this Agreement.

          17.2 In the event that there is legal  action  between the Company and
     the Executive for an alleged breach of any provision of this Agreement, and
     in the event the  Executive's  action is finally  adjudicated or arbitrated
     primarily in his favor,  all reasonably  necessary  legal fees and expenses
     incurred by the Executive  pursuant to such legal action will be reimbursed
     to the  Executive by the Company  within ten (10) days after the  Executive
     has presented an invoice  therefor to the Company.  The  provisions of this
     Section 16.2 shall survive any termination of this Agreement.

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     IN WITNESS WHEREOF,  the parties here executed this Agreement as of the day
and year first above written.


                                          AMERICA'S SHOPPING MALL


                                          By: /s/ Robert Trause
                                             ----------------------------
                                              Robert Trause, Director


/s/ Irwin Schneidmill
- ---------------------------
Irwin Schneidmill


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