Maymay’s Craft Cottage is a showcase of American entrepreneurism at work and an example of how the business model is ever adapting.

Amy “Maymay” Helms opened her current location across from Jack’s on U.S. Highway 31 North in Clanton in January, but had been developing a customer following for years before.

It all started in 2011 when Helms began a website and a You Tube channel called “Maymay Made It,” in which she taught viewers how to make various craft projects.

Just as any other upstart business idea, the early stages were a lot of work for little reward at times.

According to Helms, the tutorial videos were initially held in a closet of an apartment that the family was living in as their house was being rebuilt after a fire.

However, she was determined to see it become a success, no matter how long that may have taken.

In 2013, Helms added stamps to her product line with the introduction of a stamp club, which continued to grow at a rapid pace to the point where the business model required a physical location instead of their home.

There are currently four stamp clubs that members can join including an international stamp club and the “heART” scripture stamp club.

“We ship stamps every month to places like Malaysia, Norway, Sweden and have even shipped to Iran,” Helms said.

Since her first tutorial video in 2011, Helms has surpassed 63,000 subscriptions and counting with each day that passes.

“Our goal is to have 100,000 by Christmas,” Helms said.

The advantage of a physical address is that she can now offer classes to teach craft techniques to those who prefer a more hands-on approach.

“I just love to teach,” Helms said. “I would rather pass on the tips that I’ve learned and allow someone else to make it. That’s the main reason why I started doing videos in the first place.”

Stamps, scrapbooking materials and other crafts supplies are sold on location at Maymay’s Craft Cottage, as well as a selection online at www.maymaymadeit.com.

“All the online products are available for purchase in the store,” Helms said. “It is convenient for people to have the opportunity to buy the same products that they were just using in the class.”

Classes are held at least once a month, but vary depending on the schedule for the week and cover a range of topics from card parties to crops.

Birthday parties and other event classes can also be scheduled.

A typical class size consists of eight to 10 people. In the past, people have attended from out of state to see Maymay the internet sensation.

Stamps remain the most popular item sold by Maymay’s, with a close second being “Art Glitter Glue” which has remained one of the top sellers since it first hit the shelves.

New media platforms are always being introduced, which has caused Maymay’s to be continually adapting to the shifting landscape.

Maymay’s can be found on You Tube, Instagram, Periscope, Twitter and Facebook.

“We are on every social media outlet known to man,” Helms said.

Helms films, edits, uploads and designs, while her husband Vinnie handles the accounting and shipping duties.

“What started as a hobby has slowly turned into a full-time job for both of us,” Helms said.