A new specialist funeral service has launched in the West Midlands, offering families a simple, dignified and affordable alternative to traditional funerals steeped in generations of funeral expertise.
We Are Direct Cremations, owned and managed by the Lymn Rose family – which runs one of the UK’s longest established funeral directors – brings trusted and compassionate experience to a sector dominated increasingly by faceless, functional providers.
The business was acquired together with Hammerwich Crematorium by the Lymn Rose family last year and the last 12 months have been spent investing in its peaceful, eight-acre cemetery and crematorium in Burntwood, Staffordshire. We Are Direct Cremations is a wholly online business, with every cremation taking place at the refurbished Hammerwich location, a modern facility set within beautiful landscaped grounds.
Unlike with many other direct cremation providers, families are always told the date of the cremation and are welcome to visit the site for quiet reflection. This transparent and personal approach forms a core part of the brand’s unique offering.
Director at We Are Direct Cremations, Pete Clarson, said the focus is on dignity and care, delivered by those with deep knowledge of funerals, without unnecessary complications.
Pete said: “We know that the way in which people are making choices about their own and their family members’ funerals has changed more in the last decade than it has in centuries, with the rise of direct cremations. As experts in funerals, we see that this option is in fact exactly what some people want and what is right for them or their loved one, and so we wanted to ensure we offered it to our customers who requested it. Crucially, we will ensure every direct cremation we provide is done properly, with care and consideration.
“Many direct cremation providers are anonymous and, with respect, very new to our industry. With We Are Direct Cremations, each and every cremation we organise is arranged by those who know every law, every requirement and every exception and do their job with utmost compassion. We really are offering a caring alternative to the faceless online direct cremations that have become so commonplace.”
Pete added: “Families deserve the reassurance that their loved one is looked after properly, even when they choose a simple farewell. A direct cremation shouldn’t mean an impersonal or anonymous experience. It can still be handled with compassion, respect and professionalism.”
The service is designed for those who want an uncomplicated goodbye, time to plan a separate celebration of life, or simply prefer a cost-effective alternative. With qualified funeral professionals on call around the clock, the business aims to combine affordability with the standards expected from one of the UK’s longest-established family funeral directors.
A fixed price of £1,050 covers the completion of all necessary paperwork, collection from a hospital or mortuary, provision of a coffin, care until the day of the funeral, transportation to Hammerwich Crematorium, the cremation itself and either the scattering of ashes in the peaceful memorial garden or preparation for collection by the family.
Extra charges include collection of the deceased from a private residence or nursing home, removal of hazardous implants, and delivery of ashes.
“More people are choosing to say goodbye in their own way, and we want to give them that freedom to choose but to be reassured in the level of care they will receive,” Pete added. “No fuss, no pressure, just a dignified ending handled by people they can trust and the peace of mind that comes from knowing exactly when and where the cremation takes place.”
Operating 24 hours a day, 365 days a year, We Are Direct Cremations offers support and guidance whenever families need it. With fully qualified funeral professionals managing every stage of the process and cremations taking place solely at Hammerwich Crematorium, the service provides reassurance, transparency and a trusted alternative for those seeking a simple, dignified farewell.
