Some of them are CEOs of big corporations. Some are stay-at-home moms. But here, job titles are the last things people remember about one another. They know one woman just got married from her thick album of wedding pictures. They know another woman's baby girl just took her first step. They share their most intimate memories.

"You may come to the store not knowing anyone but at the end of the night, you know everyone at your table," says Sunnyvale resident Linda Sellgren.

Sellgren has completed two scrapbooks—one for her daughter's graduation and the other for her year as grand secretary of Native Daughters of the Golden West, a San Francisco­based fraternal organization.

The owners of Scrapbook Dreams, Jennifer Day of Saratoga and Debbie Winnovich of Los Altos, say a scrapbooking trend is sweeping the United States.

"We have seen an explosion of media coverage about scrapbooking this year," Winnovish says. "It's on CNN and in People and Newsweek. It's wonderful to see recognition of a hobby that not only is fun but also preserves your family and personal history. ... We are today's quilting bees."

Scrapbooking has become one of the fastest-growing industries in the United States. According to a survey by Creating Keepsakes, America's leading scrapbook magazine, 21 percent of U.S. households have scrapbooked in 2001, resulting in annual industry sales of $1.4 billion.

"Since introducing the magazine in 1996, we have witnessed amazing growth in our publication and in the industry overall," says Lisa Bearnson, founding editor of Creating Keepsakes. "Our readership has grown to 500,000, and our online community is thriving, with nearly 150,000 subscribers to our online newsletter, NewsFlash."

Winnovich and Day's shop has also grown rapidly. Winnovich says that when Scrapbook Dreams opened in April of 2000, it quickly attracted 400 customers. Now the store has 4,000 people in its database. Customers normally have to go to the shop two hours before it opens to sign up for classes.

"It's the largest small business," Day says.

There are several reasons for the popularity of scrapbooking.

Winnovich, who started scrapbooking 12 years ago when she attended University of Utah, believes the craze for scrapbooking originated in Utah.

"Scrapbooking was very popular in Utah because members of the Mormon Church did a lot of genealogy research," she says. "From there, it spread to the rest of the country."

Tracy White, editor in chief of Creating Keepsakes, says the creation of acid-free paper has also helped scrapbooking gain popularity.

According to John Dunphy, marketing director of University Products, an archival company, acid-free papers were created in the early 1960s by W.J. Barrow. In proper storage conditions, acid-free papers can last 300 to 500 years.

But White says the charm of scrapbooking lies in its universal appeal.

"About 55 million photos are taken every day," she says. "Everybody has photos. Everybody has memories. Scrapbooking allows people to express themselves creatively while helping get their photos organized."

Many scrapbookers say scrapbooking has changed their life.

"It started as a hobby, but it soon became an obsession," says Winnovich, who collects business cards and saves every ticket. She takes pictures everywhere she goes. She always carries two cameras—one with black and white film, which she keeps in her car, and the other with color film, which she carries in her purse. At her friend's wedding, she and other friends took nine rolls of film and 800 digital photos.

"Costco knows me by name," Winnovich says. "We do get a little crazy because we are looking for photo opportunities all the time."

Day says she once asked her husband, Mark, to pose after he cut his thumb while cooking.

Day started scrapbooking six years ago after going to a Creative Memories party. Creative Memories is a scrapbooking company whose 65,000 "consultants" throw functions akin to Tupperware parties, at which other members offer their expertise and sell equipment.

"Scrapbooking is important to preserve family memories," she says. "My mom died when I was 16. She left six boxes of old photos, but I had no way to find out who those people in the photos were. I don't want my daughter to end up like me."

Recording family memories is a major reason why people begin scrapbooking when they start a family.

Cupertino resident Cheri Chapman began scrapbooking 10 years ago after attending a Creative Memories party. She has scrapbooked with Sue De La Fuente and Amenda Brotzel for five years, since meeting them at a mother support class at El Camino Hospital. Since Scrapbook Dreams opened, they go to the shop once a week to cut and paste.

Chapman has made three scrapbooks as well as 2-foot-tall pages that document everything from her daughter eating potato chips to her family history. Even her 7-year-old daughter, Jenny, is scrapbooking. Jenny is now working on a page commemorating her birthday.

"This is a night away from my husband and kids," Chapman says. "We can sit down, chitchat and have a cup of coffee for a break. My husband also sees this as his special time."

Although scrapbooking involves knowledge of colors and designs, one doesn't have to be an artist to scrapbook, Winnovich says.

"You can always 'scraplift,' " Winnovich explains. "Beginners can copy other people's layout and make exactly the same page. As you do more and more, you say, 'This is cute but I will do it differently.' That's how you learn."

Winnovich says about 99 percent of her customers are women, but more men are joining the club. Her fiancé, Marcus Saleh, also scrapbooks and often gives advice to customers.

"The wonderful thing about scrapbooking is that if you give 100 people the same supplies, you will get 100 different pages," Winnovich says. "It's a creative way to keep a photo journal of your life."

For more information about Scrapbook Dreams, call 408.774.0959 or visit www.scrapbookdreams.com.