It all started as a hobby for Nurhan Durukan, a Turkish woman who now runs a successful business selling clay.

Durukan started her journey when she attended a course for cold ceramic clay modeling in Turkey's capital Ankara.

She quickly developed a passion for the craft but realized she was going through a lot of clay, which sells at a substantial price.

So, she set her mind to creating a clay that would meet her needs and free her from relying on imports.

With the help of her husband and their family, she even addressed issues that the competition hadn't in her clay "recipe."

Durukan says she sometimes would wake up in the middle of the night and note down ideas from another variation of the clay.

Durukan describes her clay as a mix of what the market has to offer in regards to polymer and porcelain clay.

"The clays available either need to be put into the oven or tend to be very fragile. Ours doesn't need to get baked and is quite flexible."

Durukan first focused on the production of the primary colors but soon expanded the range to a total of 28 different shades.

The biggest foreign customer at the moment is Russia, followed by the Netherlands, Spain, Ukraine and Azerbaijan.

From jewelry to flower arrangements, there are no limits to what you can make out of this air-dry clay.

But Durukan said she won't stop there and that she plans to formulate different kinds of clay for different purposes with her team.

A flower arrangement made entirely out of porcelain clay.