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 Just Bead It. Each of these brands follows the 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.