We’re excited to introduce you to the always interesting and insightful Alan Lewinger. We hope you’ll enjoy our conversation with Alan below.

Alan, thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Our company was mostly virtual before virtual was “cool”. We prioritize hiring exceptional talent over being tied to a physical location. This approach has allowed us to build a stellar team that is not only passionate about their roles but also deeply committed to delivering an outstanding customer experience.

As a result, our customers often enjoy long-term relationships with us, characterized by a focus on future growth and collaborative opportunities. This same principle applies to our vendor relationships. We carefully select our partners and craft terms that foster long-term, mutually beneficial partnerships. At the heart of our approach is a commitment to meeting the needs of our customers, ensuring that every relationship—whether with clients or vendors—thrives on respect and shared goals.

Alan, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

For those who may be new to us, I’m the founder of Lumina Products and Aquafire. Before launching these ventures, I established Directions, Inc., where we designed and manufactured modern furnishings for notable retailers such as Crate & Barrel, Room & Board, and Restoration Hardware. We also provided custom furniture and millwork for the hospitality industry.

In 2005, Directions made a groundbreaking move by developing ethanol-burning fireplaces in the US. We were the pioneers in creating clean-burning ethanol fuel safe for indoor use. Our commitment to safety led us to innovate a flame mitigation device for our fuel bottles, preventing flame jetting or explosions. This advancement solidified our position as a leading supplier in the industry, a title we have proudly held for 14 years.

Our dedication to safety and environmental responsibility inspired us to seek a cleaner alternative to traditional fossil fuel fireplaces. Partnering with European experts, we developed the AQUAFIRE Water Vapor Fireplace—a revolutionary fire feature that uses advanced technology to create the most realistic flame effects in various colors. AQUAFIRE is recognized as the gold standard in its category, offering a safe, efficient, and visually stunning alternative to open flames. It’s perfect for public spaces, restaurants, hotels, cruise ships, medical facilities, and homes, where it can be enjoyed year-round without the risks associated with traditional flames.

What sets us apart is our relentless focus on safety, innovation, and environmental stewardship. We are most proud of our contributions to creating safer, more sustainable fire solutions and our continued leadership in this evolving industry.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One crucial lesson we had to unlearn was the idea that consumers would automatically understand how to use our fire products safely. Initially, we relied on users to “know better,” but our experience with fire products taught us otherwise.

We learned that building safety into our products from the ground up, rather than solely depending on consumer education, is essential. This shift in approach has been transformative for us. By focusing on safety at the design and manufacturing stages—whether it’s through our pioneering ethanol-burning fireplaces or the innovative AQUAFIRE water vapor fireplaces—we’ve not only enhanced user experience but also ensured long-term satisfaction and safety.

Prioritizing safety has become a core principle of our work. It has allowed us to develop solutions that provide safe enjoyment of fire features, meeting both our standards and our customers’ needs effectively.

Can you share a story from your journey that illustrates your resilience?

Our company was founded in 2006, right as the country was heading into the financial crisis of 2008/09. Despite the challenging economic climate, we made a strategic decision to grow deliberately and avoid accumulating debt—a move that we saw negatively impact many of our peers and competitors.

Sticking to this principle was not always easy, but it proved to be a cornerstone of our resilience. By maintaining a strong financial foundation and operating without debt, we’ve been able to build a robust and stable company. This financial discipline has empowered us to negotiate the best pricing and delivery terms with our suppliers, translating into benefits and savings that we pass on to our customers.

This commitment to financial prudence has been instrumental in our continued success and growth, demonstrating our ability to navigate tough times and emerge stronger.

Contact Info:

• Website: https://www.aquafire.com/
• Instagram: https://www.instagram.com/aquafire/
• Linkedin: https://www.linkedin.com/in/alewinger

Image Credits

Aquafire