Sustainable Shopping: An Interview With Wildfire, Altoona PA’s First Eco-Friendly Boutique and Refillery
- Molly Sneddon
- Jun 25
- 3 min read
"When I opened in 2019, there was nothing in Blair County, Center County, [or] Bedford County [like this], and it was a passion of mine, so for me it just kind of made sense," explained Emily McCarty, founder of Wildfire.
As Altoona's first (and only!) eco-friendly boutique and refillery, Wildfire has brought a new opportunity for sustainability to central Pennsylvania. With over five years in business, Emily McCarty has crafted Wildfire into a community staple, providing easily accessible refills, handmade goods, and eco-friendly products to her customers.
This week, we had the opportunity to speak with McCarty about her experiences in opening and running a successful, sustainability-first business, from her initial start to what she envisions for the future of Wildfire.
"I am the only person in the area offering something like this," noted McCarty when asked how her focus on sustainability has shaped Wildfire. "It makes me successful because, at this point, I still don’t have any competition really. I feel like if people want refills or to shop sustainably, they have to come to Wildfire or order online from another business.”
It hasn't been easy, though. Running a sustainable business poses unique challenges, especially when trying to avoid plastic. McCarty noted that, especially when ordering clothing for the shop, plastic packaging is prevalent, and can be difficult to avoid. McCarty explained that, while she requests that all her suppliers use plastic-free shipping products, that is not always the case.
Whenever plastic cannot be avoided, McCarty makes sure to recycle it. But she emphasized that only 9% of plastic worldwide is recycled, explaining that recycling alone is not a lasting solution. “People say, you can’t recycle your way out of the plastic pollution crisis, which is so true," McCarty states. "So, I just try to limit where I can”.
Wildfire's success has in part been due to community support and adoption. McCarty explains, "It has been really, really well received. I thought for sure that refills would mainly be like a young mom demographic, but I was just really surprised how well it was received by the older community. It’s been well-received by such a broad age range”. The support of Altoona residents of all ages has truly allowed Wildfire to thrive, which McCarty expressed deep gratitude for.
When asked about the future of Wildfire, McCarty said, "I’m just gonna keep doing what I’m doing. I enjoy coming to work, I love what I do, and I want to keep doing it for as long as I can". She mentioned that customers have asked for an expansion to areas such as State College, but McCarty doesn't see that coming anytime soon. Instead of rapid expansion, she prioritizes her happiness and satisfaction with her work. She explains, “I just take it day by day…I like what I do and I want to keep doing it as long as I can".
In addition to their normal business operations, Wildfire offers unique sustainability events, including the Gather and Grow slow living pop-up on Saturday, June 28th. The event features a "create your own bouquet" experience with Nature Inspired Designs, a small flower farm business based out of Williamsburg PA. Additionally, attendees can enjoy
free artisan sourdough samples from Seraphim Sourdough Co, a handcrafted bread business based out of Hollidaysburg, PA. To learn more about this event, visit the Wildfire events page.
Thank you to Emily McCarty for speaking with us!
If you have a business you would like featured on the blog, please contact us at smealsustainability@gmail.com.
Quotes were slightly edited for clarity.
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