Once upon a time...
There was little town in Maine, called Storybrooke. It is not an ordinary town, however, as the population is full of characters you thought you knew growing up. Not that the residents remember their past lives in the Enchanted Forest and affiliated lands. They were cursed, cursed by the Evil Queen of Snow White, into a land without magic, where they could not remember who they once were, unless you were the Evil Queen, or Regina, the mayor.
Time stood still. The residents did not realize the time that passed, staying in this time glitch for 28 years, until a stranger comes to town. Emma Swan. The mayor's son brought her to town, claiming her his biological mother, and calling her the savior.
That is where our tale begins.
AU Season 1: What happens from this point on is your choice. Whether you choose to follow the show or go a completely different direction is up to you. Characters from other lands are allowed, though at this point they must be cursed or have a really, really good reason cleared with staff for why they are not cursed. For example, Elsa could come to town though no magic, freed from somewhere in Gold's shop, but having no idea who she is.