A new West Midlands direct cremations business steeped in decades of funeral expertise has reported a busy first quarter of trading, with enquiries and bookings from day one.
We are Direct Cremations launched in January as a wholly online business, offering families across the West Midlands a simple, dignified and affordable alternative to traditional funerals.
Operated by a Midlands-based family business which is proud of its decades of funeral sector experience, We Are Direct Cremations sells both at-need and pre-need direct cremations. In the first few months of trading, the business has tripled the number of families it is supporting across the region by providing a simple yet dignified farewell.
General Manager at We Are Direct Cremations Andy Johnson said the business is going from strength to strength, despite huge competition from major national operators with big marketing budgets.
Andy said: “We have been really humbled by the response to our services since launching in January, especially in the context of a very competitive marketplace where big national operators have dominated to date. From the start, we were committed to offering direct cremations with a difference.
“We believe what sets us apart from the national providers is our established position in the funeral sector, given we are owned by a family business with decades of funeral expertise. We know that a direct cremation bought or arranged online is chosen for specific reasons, which can often be to do with cost, but we firmly believe that does not need to mean a lesser customer service experience.
“Choosing a direct cremation shouldn’t mean you feel less informed or more distant from your loved one, which is why we always tell the family the date of the cremation. You can speak to one of our friendly local staff on the phone at any time during the planning process and all cremations take place at our site at Hammerwich Crematorium and Cemetery, with which the business has strong ties.
“In the last five months, we’ve had a steady increase in bookings and enquiries from across the region and seen thousands of visitors to our website. We know more people than ever are searching for direct cremations online and that there is a real want for a local, trusted operator which guarantees the cremation will take place locally.”
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.
Andy added: “There is a real misconception around what exactly a direct cremation is and what it entails, so we feel a real sense of responsibility to fill this gap in the market and ensure that those enquiring from across the West Midlands are fully supported, calling on our experience of delivering all kinds of funerals for over 100 years.”
The West Midlands business said it’s not just affordability as a result of a cost-of-living crisis driving customers to its doors, but a shifting preference for simplicity.
“We expect by this time next year we will be delivering double the number of direct cremations we do in one week” added Andy. “While the nature of how people are deciding to put their loved ones to rest has changed considerably in the last decade, our service ensures every direct cremation we provide is done properly, with care and consideration.
“We know from the conversations we are having with people on a daily basis that it is not just cost driving a rise in interest but a genuine shift in mindset for simplicity, flexibility and a want to do things differently to the generations before.”
We Are Direct Cremations, which employs four experienced funeral care professionals, operates its crematorium in Hammerwich. 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 crematorium 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.
