Since 1993, Jae Duk Suh has been serving fish to the unique and diverse preferences of the Lower East Side. In recent years, with his son Eric (a graduate from the French Culinary Institute), New Star Fish Market has become more influential in the market, now making it one of many multi-generational family business' in the historic Essex Market.

In May 2019, Essex Market moved to a new home that lies at the cornerstone of the Essex Crossing development project. Now, three times the size, vendors who made the move to the new building had big ideas for their new stalls.

To coincide with the move, Eric wished to re-brand his father's business.