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Amber Crowell loved the concept of simply inserting photos into divided page protectors, along with decorative scrapbook elements, for quick and easy scrapbooking. However, she wanted an even simpler solution for her busy life. Instead of cutting, cropping, embellishing and creating her own handmade elements from scratch she wanted a product that featured stylish, pre-designed elements in just the right sizes. This is how the Simple Stories concept was born in 2010.