There are few things sweeter than enjoying the fruits of your labor as they ripen and flourish under the sun. For Jonathan Burlingham, CEO of Starfire Direct, his almost twelve-year labor of love has yielded a successful multi million dollar company. But--for this passionate and optimistic 36-year-old Southern California native--success is not simply measured by how much money his company has made. Instead, Jonathan measures his success by the life he lives, the places he goes, the adventures he experiences, and the effect he has been able to have in his personal and professional relationships.
Happy and positive by nature, Jonathan's start in life was far from glamorous. Margaret, his mother, raised Jonathan by herself as a single parent. Though their little family of two was not rich by any means, Margaret was able give him what he needed most.
Left: Jonathan's cheerful nature takes center stage. Center: Jonathan enjoys time with his mother Margaret (left) and Aunt Michelle (right). Right: Jonathan's love of far-away places began at an early age.
"Money was always lacking, but she always found a way to make sure I had enough, and she always taught me to appreciate the things I had," Jonathan proudly recalls, "She instilled in me a curiosity of how things worked as well. I carried a lot of that throughout my life. It has made me who I am today. [She taught me] not to take what we've built for granted."
Of all the qualities that Margaret instilled in young Jonathan, one of the most valuable lessons he learned in his early life was the importance of working hard and never giving up. This is a concept he has kept close to his heart--from the joyful little boy helping Mom with night time cleaning jobs and 4am paper routes--to the sharply dressed, respected CEO of an Inc. 5000 company he is today.
A true startup in every sense, Starfire Direct began as a side passion project, created in the small den-turned-office space of Jonathan's 750 sq. ft. condo--homemade website and all. "It's an emotional roller coaster when you start a business with nothing", Jonathan remembers, "It was so much work, but it was also fun." Supporting Jonathan every step of the way throughout this process was his amazing wife, Eva. "My wife has been a tremendous factor for me--the support from my family and friends--that was what helped motivate me. They've given me a lot of things that you just can't get from money or from a business: unconditional love, support, insights, meaning, and purpose." The pair worked their respective jobs during the day, while their nights were spent on the couch in their cozy loft, dreaming of this baby business' future--and the financial freedom it might bring them.
Left and Right: Jonathan and his wife, Eva, on some of their adventures. Center Word Collage: Some of the ways in which employees at Starfire Direct describe Jonathan.
Fast forward to the beginning of 2019. Starfire Direct is now one of the leading ecommerce retail companies of the patio and hearth industry. Although he has been able to take Starfire Direct from an idea to a Fortune 5000 business, he still remains true to himself and the values his mother instilled in him.
Jonathan's positive attitude and zest for life is infectious. With the heart of an adventurer, the common thread that ties many of Jonathan's passions and hobbies together is the many marvels of the natural world. He loves to camp, travel to new places, have good conversations around a blazing fire with family and friends, and experience all that life--and the Earth--has to offer. From snowboarding the highest mountaintops, to scuba diving the depths of the sea, Jonathan's exploratory spirit has taken him to some pretty remarkable places.
France is one of Jonathan's favorite travel destination.
"Nature is astounding to me," he admits. "The world is full of so many amazing places. My Mom took me to France when I was 18. We went for six weeks and backpacked all throughout Europe. I came back with a totally different perspective. It opened my eyes to the world and what's out there--the people and cultures."
As Jonathan recounts his favorite trips from around the world, a hint of nostalgia edges into his voice and a light shines through his eyes. He describes enjoying Haggis and Scotch in Scotland, scuba diving shipwrecks--frozen in time--in the British Virgin Islands, getting lost in the beautiful French countryside and stumbling upon the sleepy little town of Champagne, sipping Tequila on the beaches of Mexico, and snowboarding the frozen mountain slopes of Mammoth. "I am just a lover of life. I love variety," Jonathan continues, "Trying what is unique to a region is always great. Anthony Bourdain [famed American chef and TV personality] was a genius. He knew how to travel. He didn't try to wedge his beliefs into a new culture, he accepted the culture for what it was and appreciated it for what it was. That is something I try to do when I travel." This fun-loving adventurer's optimistic and positive disposition allows for the balance in life that so many find elusive. Just as Jonathan recognizes the importance of working hard, he knows that there is so much more to life than work.
"At my funeral, I don’t want people to think of me as a successful business man. There is so much more to me than that," Jonathan explains.
One need only talk to his employees to get a clear image of the kind of person Jonathan is. He cares deeply about the company he has built--and the employees and customers that have helped him get there.
Jonathan talks shop with HGTV's Antonio Ballatore after filming an episode of Animal Cribs.
"The entire Starfire Direct staff is committed to making sure that we give the best experience--the best products, the best knowledge--to our customers. I am just doing my best leading my team in the best way I know how. I appreciate the opportunity that the customers--and the staff--give me every single day. To be the president of a company that I love. I hope to be doing this for a long time."
Jonathan Burlingham is excited to continue this journey with the company he started in a small condo in Southern California--creatively and dynamically living a life balanced by his faith, optimism, hard-work, adventures, and the love of his family and friends.
Main Image: Jonathan and Eva explore the Yosemite Valley.
