Our Story

YaY Novelty is a lifestyle accessories brand focusing on the soft goods that includes wallets, reusable totes, passport holders, luggage tags - even pet products - and more to come.

YaY, in YaY Novelty, stands for "Why and Why", as in Why the company exists, and Why the products exist. The former provides resources for poor and needy families through out Cambodia. The latter connects fun with function and self-expression.


About Founder

Sunchea Phou was born during the Cambodian Civil War and tragically lost her father and brothers. 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 company, YaY Novelty.