Ruby Rock-it was originally started back in 2008 when Fynmark (the parent company) transitioned from a stationery focus to a craft focus. The first brand in the stable was Bella! which is Italian for beautiful. The intent was to create beautiful papercraft product at an affordable price. Ruby Rock-it fashion scrapbooking followed, thereafter Fundamentals cardmaking and in 2014 the Essence Memory Documenting System. Just Bead It beading is the latest newcomer and its development follows the same principles that the company holds true in everything they do. Make pretty things, live a beautiful life, show off the things you love and create lasting memories.