Young entrepreneur pairs passions with ethically made apparel and eco-friendly products
By Stephanie Kalina-Metzger
It’s been said that when one door closes, another one opens and such is the case with Emily McCarty, who owns Wildfire, a sustainable goods and refillery boutique located at 1302 11th Avenue in Altoona. After her industry mentor relocated, McCarty struck out on her own, and the first seeds of Wildfire were planted when she began brainstorming to come up with an easy-to-remember name for her own, new endeavor.
“We came up with Wildfire because it’s something that has no boundaries and I didn’t want to be put in a box,” she said.
McCarty went on to obtain a business license and began planning the logistics of her brick-and-mortar shop. To expand her network and knowledge, she attended events and seminars organized by the Blair County Chamber of Commerce, Altoona LaunchBox, Happy Valley 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, first in Martinsburg.
“I went to school out there and there was a space that was big for the price and in an established location,” said McCarty.
Then, another opportunity knocked.
“I wasn’t really looking to move when I did, but the boutique that operated where I am now was closing and I knew that the new area had more foot traffic. Most of my customers lived in Altoona, so it was basically a no-brainer,” said McCarty, who is celebrating her fifth anniversary this month.
The lineup
McCarty is proud to be the first eco-friendly store in Blair County that sells ethically made apparel, accessories and eco-friendly products to help minimize waste.
“Our mission is to reduce single-use plastic waste,” said McCarty, adding that most people go to Walmart and purchase big bottles of shampoo and other items that end up in landfills. “We, on the other hand, sell things like lip balm in paper tubes, along with shampoo and conditioner bars that are solid. People can bring in their own clean containers and we’ll refill them with whatever is needed, like laundry detergent, body wash and dish soap. Something new in our store are sponges made out of plant fiber so that they’re compostable and super cool.” McCarty also sells a wide range of women’s apparel like sweaters, dresses, coats, jackets, jumpsuits and more.
McCarty said she sets herself apart from other stores by prioritizing ethical and fair labor practices and sourcing from suppliers who share her values. “We also thoroughly vet each maker to ensure a safe and fair working environment,” she said.
“People tend to support corporations over smaller businesses; I’m hoping to change that.”
More recently, McCarty has taken her business on the road to places like Bellwood, Williamsburg and State College, with a charm bar. “We have about 30 charms and people can create their own custom necklaces, and we put them together onsite. I started the charm bar because we sell earrings out so quickly and people seem to like my taste in jewelry,” she said.
Right now, McCarty has two employees and people learn about her business via word of mouth and social media platforms. “I’m on Facebook, Tik Tok, Instagram and Google,” she said, adding that people can watch her social media to learn about new items and events like a recent “handbag swap,” where the community came together and traded with one another for something new-to-them.
McCarty said that she loves what she does and the fact that she’s making a difference in the community. “People tend to support corporations over smaller businesses; I’m hoping to change that,” she said.
Stephanie Kalina-Metzger is a Camp-Hill based writer whose work can be seen in many publications across the United States.
