We are committed to sourcing from suppliers who uphold our shared values. Before making any purchase, we personally reach out to each maker to ensure that every product comes from an environment that promotes ethical practices, safety, and fair wages.

Our Impact

We are committed to reducing plastic waste by encouraging our suppliers to ship plastic-free. In cases where this is not possible, we responsibly recycle the plastic to prevent it from polluting our oceans and landfills. We prioritize ethical and fair labor practices by sourcing from suppliers who share our values, and we thoroughly vet each maker to ensure a safe and fair working environment.

Meet the Owner

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

At 19 years old, Emily McCarty obtained a business license and began planning the logistics of her brick-and-mortar shop, Wildfire. To expand her network and knowledge, she attended events and seminars organized by 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, no student or business loans, and nothing to lose, Emily opened the doors to Wildfire in October 2019. Her business survived a nationwide shutdown just five months after opening, and she continues to happily serve the community. Wildfire is dedicated to providing plastic-free, sustainable goods that help minimize your impact on our planet. She initially started by selling shampoo bars and bamboo toothbrushes to test the market and now offers over 50 different eco-friendly products – including Altoona's first and only refillery, where customers can bring their own containers and fill up on home goods like dish soap, laundry powder, body wash, and more. At 25 years old, Emily enjoys the challenges and freedoms of owning a storefront and attributes her success to her mentor, who has provided encouragement and wisdom in all her endeavors.