Welcome to Wildfire 🌿

Our mission is to offer ethically made clothing, jewelry, and sustainable home products, perfect for thoughtful gifts or everyday essentials.

Wildfire is Altoona’s first eco-friendly boutique, where every product is chosen with care for people and the planet. As Blair County’s first refillery, customers can bring their own containers to refill dish soap, hand soap, and dishwasher pods, cutting down on plastic waste.

We focus on plastic-free packaging, and prioritizing American made goods. At Wildfire, shopping is intentional and sustainable, whether you’re picking out a gift, refreshing your home, or updating your closet.

Hi, I’m Emily McCarty, owner of Wildfire in Downtown Altoona. At 19 years old, I registered for my business license and began brainstorming the logistics of my brick-and-mortar shop, Wildfire.

To further my network and education, I attended events and seminars with the Blair County Chamber of Commerce, Altoona Launchbox, State College Launchbox, and Small Business Development Center. With a start-up cost of about $5,000, zero student or business loans, and nothing to lose, I opened the doors to Wildfire in October 2019.

My business survived a nationwide shutdown just five months into the opening, and I'm still happily serving my community in my sixth year of entrepreneurship. Wildfire is committed to providing plastic-free, sustainable goods that help reduce your impact on our planet. I started off selling shampoo bars and bamboo toothbrushes to test the market and now, we offer over 50 different eco-friendly products– including, Altoona's first and only refillery, where you can bring your own container and fill up on home goods like dish soap, laundry powder, body wash, and more.

I love the challenges and freedoms of owning a storefront at 26 years old and credit my success to my incredible mentor, who offers encouragement and wisdom in everything I do.

Thanks for being part of it!

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