Welcome to the World of YaY Novelty!

YaY stands for “WHY” and “WHY”

The first “WHY” stands for why the products were created. The second “WHY” stands for why the company was created.

YaY Novelty is an American manufacturer of minimalist wallets/credit card holders, passport holders, luggage ID tags, reusable bags and RFID blocking cards. The company was founded in 2014 with a mission to create everyday lifestyle-enhancing products by manufacturing high-quality goods that evoke the expression of the consumer’s personality. YaY Novelty has a passion for design and is equally committed to functionality and affordability.  In part, the company was established to generate income to support children via the Year Zero Foundation.

Village children celebrating first day of school with founder of Year Zero Foundation, Sunchea Phou.


About Founder

Sunchea Phou was born during the Cambodian Civil War and tragically lost her father and two brothers at the age of one. She was very lucky to survive the Cambodian holocaust. At age 7, she fled the country to a refugee camp where she lived for almost five years. She then started a new life in Montreal, Canada where she gained her education and started her career in the apparel industry. Her career continued in the United States where she worked for national brands such as REI, Eddie Bauer and Nike. While at Nike, she had the opportunity to work on the new NFL uniforms and of course the Seattle Seahawks uniforms. Shortly after completing the NFL project, she made the decision to go solo and pursue her dream of setting up her own accessories company, YaY Novelty.

Founder Sunchea Phou posing with the local villagers in Rattanakiri province, Cambodia.