Welcome to Wildfire 🌿

Wildfire is Downtown Altoona’s eco-friendly boutique, gift shop, and refill shop offering thoughtfully curated clothing, jewelry, sustainable home goods, and unique gifts for every occasion. Our mission is to offer ethically made products that support people and bring more sustainable choices into everyday life.

As Altoona’s first eco-friendly boutique and Blair County’s first refillery, customers can bring their own containers to refill everyday essentials like dish soap, hand soap, dishwasher pods, laundry products, and more, helping reduce single-use plastic waste one refill at a time.

Whether you’re looking for the perfect gift, switching to natural products for your home, or refreshing your wardrobe, Wildfire is a place to find thoughtfully chosen products that make a positive impact.

Hi, I’m Emily McCarty, owner of Wildfire in Downtown Altoona.

At 19 years old, I registered my business license and began building the vision for a boutique that would make sustainable, intentional shopping more accessible in our community. What started as an idea grew into Wildfire: a place where people can find unique gifts, everyday essentials, and products that reflect care for both people and the planet.

I opened Wildfire in October 2019 with about $5,000, no student loans, and no business loans; just determination, a passion for sustainability, and a willingness to learn. To grow my knowledge and build connections, I participated in events and educational opportunities through the Blair County Chamber of Commerce, Altoona LaunchBox, State College LaunchBox, and the Small Business Development Center.

Five months after opening, Wildfire faced the challenges of a nationwide shutdown. Through the incredible support of our community, we continued moving forward and have grown into the eco-friendly boutique we are today.

Wildfire began with a small collection of sustainable swaps, including shampoo bars and bamboo toothbrushes, and has grown into Altoona’s destination for eco-conscious shopping. We now offer sustainable clothing, jewelry, gifts, home goods, and Blair County’s first refill shop where customers can bring their own containers to refill household essentials like dish soap, laundry products, body wash, and more.

At 27 years old, I’m grateful to continue owning a storefront that brings people together around mindful shopping and positive change. I love the challenges and creativity that come with entrepreneurship, and I’m thankful for the mentors, customers, friends, and community members who have supported Wildfire along the way.

Thank you for being part of this journey and for choosing to shop small, shop intentionally, and make a difference!

(Photo by Sarah Garber - Owner, The Clay Cup & Westfall Coffee Co.)