About

Carpe Diem means 'seize the day' in Latin - that’s exactly what our brand is all about!

Founded by husband and wife team Kevin & Amber Crowell with a passion for creating beautiful, fun and functional planners and accessories to help you make the most of your every day!

Our story began in our basement in 2002 as a dream to create a business for individuals to share their passion for memory keeping by selling products through home parties.  In 2011 we expanded the business & developed an innovative system as Simple Stories that inspired memory keepers to share their stories in simple, yet meaningful ways.  Simple Stories quickly became and continues to be one of the leading worldwide brands in the paper crafting industry today.

In 2016, with Amber’s innovative ideas, creativity and beautiful designs, we once again expanded the business, offering new & exciting planner products with the launch of Carpe Diem. Together with our amazing team members who we consider family - some of them actually are family! - Simple Stories has experienced tremendous growth and continues to design and introduce products to the planner, stationery & paper crafting markets.  

Kevin and Amber live in Northern Utah with their 3 beautiful children.

xo, Kevin & Amber