UPDATE: 4:08 p.m.
Lynchburg, VA - Officials say the fire in now under control where the Collector's Lair and The Vault used to be off Fort Avenue in Lynchburg.
Crews are now there to demolish the building.
Officials said the fire was called in by the owner around 4 a.m. Saturday, and that fire crew arrived within minutes.
Throughout the morning and the afternoon, the fire would flare up, despite efforts from firefighters to put the fire out from ladders.
ABC 13 spoke with the owner of the business Saturday and will have a LIVE report on ABC 13 News at 6.
UPDATE: 1:49 p.m.
Lynchburg, VA - Fire crews are still working to put out a fire at the Continental Hobby Center in the 6000 Block of Fort Avenue in Lynchburg.
Fire officials on the scene say the fire started early Saturday morning, and they had crews there since around 4:30 a.m.
The owner of the store was inside of the building when the fire started, and he called 911.
The Fire Marshall has says they won't be able to investigate the cause until the fire is completely extinguished, which could be hours.
Smoke could be seen in the area as early as 7 a.m. By 9:30 a.m., a huge tower of black smoke filled the sky as the fire grew.
Madison Heights resident Ron Ashley told ABC 13 that he was taking his wife to work this morning around 4 a.m. when he saw the fire trucks arriving on the scene. There was white smoke coming from the building.
"I thought, 'What a shame'. That place has been there for years and the owner is really nice guy. I hope he had insurance. He had a lot of old cards and collectibles that would be hard to put a price on," Ashley said.
A few viewers have called to report that their water is murky in areas near the fire. While officials say the murky water is likely related to the fire, there is no word from Lynchburg City on whether it is cause for concern.
ABC 13 has crews on the scene and will continue to bring you updates as they become available. We'll have the complete story on ABC 13 at 6 p.m.
In the meantime, stay with www.wset.com for further updates.
Lynchburg, VA - Several Lynchburg fire crews are on the scene of a fire at a hobby center near the 6000 block of Fort Avenue.
Fire crews are using several ladder trucks to control the fire.
Stay with ABC 13 for further updates.