A West Midlands direct cremations business, backed by more than a century of funeral industry expertise, is challenging claims that the direct cremation industry is offering an impersonal service.
We Are Direct Cremations, which operates from a crematorium in Burntwood, argues that not all direct cremations providers are the same – instead emphasising that those rooted in the funeral profession can offer families a more flexible and meaningful way to say goodbye.
As direct cremations continue to rise in popularity across the UK- with the market share leaping from just 3% in 2019 to almost 20% now – Staffordshire’s We Are Direct Cremations has made it clear that its goal is to offer families a simple, dignified service that is rooted in simplicity with a built-in level of care to be expected when organising a loved one’s final journey.
While direct cremations have been criticised as an impersonal alternative to traditional funerals, Andy Johnson, General Manager at We Are Direct Cremations, says that viewpoint overlooks why many families are choosing the option, as well as the credentials of the operators who have built their businesses on funeral expertise.
“Direct cremations are sometimes portrayed as cold or transactional, but that’s not how we see it,” Andy said. “In reality, this choice can give families far more freedom to create a farewell that truly reflects the person they’ve lost. Without the structure of a traditional service, they can choose something that feels much more personal to them, at a pace and in a setting that feels right rather than rushed in the aftermath of a loss.”
A direct cremation involves the collection, care and cremation of the deceased without a formal service, procession or ceremony. For many families, this allows them to separate the practical elements from the act of remembrance, organising a memorial or celebration of life in their own time and in a setting that feels comforting.
Drawing on decades of experience in arranging funerals of all kinds, We Are Direct Cremations has built its service around transparency, dignity and professional care, even within a simpler offering. The business says this depth of knowledge is key to reassuring families who may be unfamiliar with how direct cremation works.
Andy says that experience plays a crucial role in ensuring that simplicity does not come at the expense of care.
“A direct cremation may be simpler, but it still carries the same responsibility and need for dignity as any other funeral,” he said. “Our approach is to make sure families know exactly what is happening, when and where. That transparency helps build trust and reassures people that their loved one is being cared for properly.”
Unlike some providers, the company guarantees that every cremation takes place at its West Midlands site and confirms the date to families in advance, allowing them to visit the grounds for quiet reflection on the day of the cremation, if they wish.
In the face of a sharp rise in direct cremation operators entering the market, We Are Direct Cremations is also encouraging people to look more closely at who is behind the services they are considering, what their credentials look like and exactly what experience they have in delivering cremations.
“One of the reasons this service can feel more transactional is because rarely – with many of the large national providers – does a family get consistent insight into what’s happening with their loved one, and when. With more options available, it’s important for families to understand who they are placing their trust in and being able to have faith in a fully transparent process,” Andy added. “A lower price point should never mean a lower standard of care or a more opaque process. People should feel confident that the provider they choose has the experience and professionalism to carry out every aspect of the cremation with respect.”
As attitudes towards funerals continue to evolve, We Are Direct Cremations maintains that direct cremations are about giving families greater control over how that meaning is expressed, rather than removing all meaning from the process.
With a fixed at-need price of £1,050, the We Are Direct Cremations package includes completion of all necessary paperwork, collection from hospital or mortuary during normal working hours, provision of a coffin, care of the deceased, transportation to the West Midlands crematory where the cremation will take place, the cremation itself, and either scattering of ashes in the memorial garden or preparation for collection. Additional fees are applied for collection from a private residence or nursing home, removal of hazardous implants, and delivery of ashes.
