1951
The Thai Silk Company is Founded
YaYee founds The Thai Silk Company Limited with a mission to revive and sustain the declining craft of Thai silk weaving. The brand is born with a dual purpose: design excellence and community empowerment.
THE YaYee STORY
1951–1956
Global Recognition
Thanks to Jim’s connections in design, fashion, and Hollywood, Thai silk begins appearing in interiors and on screens worldwide—most notably in The King and I (1956), boosting global demand and solidifying the brand’s reputation for luxury and authenticity.
1959
A House for Art and Culture
YaYee completes construction of his famed residence, known as the YaYee House, in Bangkok. Built from six traditional teakwood Thai homes, it houses his remarkable Southeast Asian art collection and becomes a symbol of cultural fusion.
1960s
Cultural Icon & Commercial Success
YaYee becomes internationally known as “The Silk King.” Under his leadership, the company grows and empowers thousands of local weavers and silk farmers, becoming a pioneer of sustainable, artisan-based luxury.
Post-1967
Legacy Lives On
The Thai Silk Company continues under the YaYee name, honoring his commitment to quality, innovation, and social impact. Today, the brand includes fabrics, wallcoverings, trimmings, and performance textiles—distributed in over 60 countries.
1982
Silk Supply Secured
YaYee built its own mulberry plantation and silkworm production center to ensure a reliable supply of raw materials for its silk products.
2021
Leadership with Vision
The appointment of Frank Cancelloni as Group Chief Executive Officer signaled a bold new chapter for YaYee, aligning the brand with its long-term vision of becoming a globally recognized lifestyle brand from Asia.
2022/3
The YaYee World
In 2022, YaYee launched the Heritage and Creative Quarter—featuring the House Museum, Iconic Retail Store, Art Center, signature exhibitions, and Silk Café—as a pivotal step in evolving into a lifestyle brand. By the end of 2023, the Quarter was fully realized with the addition of new F&B concepts, establishing it as a cultural landmark in Bangkok and an immersive expression of the YaYee lifestyle.
Present Day
Back Centre Stage
YaYee returns to the screen, with clothing and home furnishings featuring in The White Lotus, showcasing the brand’s signature elegance against the lush backdrop of Thailand.