Hidden Gems: Meet Cora Hageman of Wonderfill Refillery

Today we’d like to introduce you to Cora Hageman.

Hi Cora, we’d love for you to start by introducing yourself.
I grew up in small-town, in a place called Moss, Tennessee in Clay County. My childhood was full of country living and surrounded by “back to the earth” folks who had moved to this area during the 1970s, including my grandparents, one of whom somehow made her way here all the way from France. Between the people I was around and the farm I was raised on, I grew up valuing the land around us and knowing where our food and goods came from.

When I moved to Cookeville in 2016, it was still small enough that most large-scale farmers markets, sustainable shopping options, and small businesses that aligned with my values were only found in places like Nashville. I stayed here to attend Tennessee Tech, first studying Wildlife and Fisheries Conservation before pivoting to business. I spent the next five years working across Alabama and Tennessee, all while dreaming of opening a business of my own.

Every time I traveled out West, I was struck by how many resources they had for people who valued sustainability, and how much that was missing here in Tennessee. After a trip to Yellowstone with my family last year, it finally clicked. I wanted to create a place right here in Cookeville that offered those kinds of resources, so people who love our state wouldn’t have to leave it to find them.

While on a two-week vacation from my 9–5, I wrote the first draft of what would become Wonderfill Refillery’s business plan. From there, everything snowballed, and now our doors are open, helping bring more sustainable, affordable, and community-centered options to Cookeville and beyond.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road, but I think that’s part of any small business journey. Opening a brick-and-mortar store in a smaller city means you have to work twice as hard to educate people on what you do, especially with something like a refill store that’s still new to most folks in Tennessee.

One of the biggest challenges so far is lack of foot traffic. We’re on West Spring Street, which hasn’t received the sidewalk updates to allow for safe pedestrian travel to our neighboring high volume downtown strip on Broad St. Starting this week the city has finally begun the much needed construction to improve this, and that’s been tough for visibility. We expect to take a harsh dip in sales this month due to the construction, but we hope that when it is all done our street will have safe and accessible sidewalks! I’ve also had to balance the financial side, making sustainable products affordable enough for our community, while still keeping the doors open. And like most new business owners, I’ve worn every hat: marketing, events, inventory, and even mopping the floors at the end of the night.

But those challenges have pushed me to be creative. We’ve leaned heavily into community events, partnerships with other local businesses, and educational outreach to show people how easy and affordable sustainable living can be. Every obstacle has forced me to grow, and I think that’s what’s making Wonderfill Refillery stronger every single month.

Thanks – so what else should our readers know about Wonderfill Refillery?
Wonderfill Refillery is a zero-waste refill store right in the heart of the Spring Street Arts District in Cookeville. We help people live more sustainably without having to leave town or pay boutique prices. Our shelves are stocked with everyday essentials like household cleaners, bath and body products, sustainable home goods, and locally made items, all with a focus on reducing waste. Customers can bring their own containers to refill, or use ours, so they only pay for what they need and keep single-use packaging out of landfills.

What sets us apart is that we’re not just a store, we’re a community hub. We host monthly events like swap meets, composting classes, and collaborations with other small businesses. We also make a point to keep sustainability accessible, both in price and in the way we educate.

Brand-wise, I’m proud that Wonderfill Refillery feels approachable and fun. You don’t have to be “perfectly” zero-waste to shop with us, you just have to be willing to take one small step toward reducing waste. Our goal is to meet people where they are and make it easy to keep those steps going.

If there’s one thing I want readers to know, it’s that you can support the planet, support your neighbors, and save money, all in one place. That’s the heart of what we do.

Can you talk to us about how you think about risk?
Opening Wonderfill Refillery was the biggest risk I’ve ever taken. I left a stable career to open a business model that’s still brand new for most of Tennessee. There was no guarantee people here would understand the concept of a refill store, let alone make it part of their routine. On top of that, I signed a lease, invested my savings, and committed to building this from the ground up in a town where big-box stores and online shopping dominate.

But I’ve always believed that if you see a gap in your community and you know you can fill it, you take the leap. To me, risk isn’t about being reckless, it’s about betting on your ability to work hard, adapt, and keep going even when it gets uncomfortable.

The way I see it, the bigger risk would have been doing nothing and wondering “what if” for the rest of my life.

Contact Info:

• Website: https://www.wonderfillrefillery.com
• Instagram: https://www.instagram.com/wonderfillrefillery/
• Facebook: https://www.facebook.com/profile.php?id=61566613347433&sk=about