A West Midlands direct cremations business steeped in decades of funeral sector experience is urging those opting for a simple farewell to delve a little deeper into the credentials and experience of the provider they choose – emphasising that cheaper should never mean cheated when it comes to end of life arrangements.
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 its mission to educate people about exactly what a direct cremation is and how to choose a trusted provider.
Pete Clarson, Director at We Are Direct Cremations, said he and his team were often surprised by the confusing explanations and questions potential customers have about what a direct cremation is. He believes this indicates a greater need than ever for clear, transparent and trustworthy operators in the sector.
Pete said: “Our business is steeped in more than 100 years of funeral expertise. In this space, we work with care and respect to provide families with exactly the service they want – and more and more we find that is a direct cremation.
“Direct cremation is the most basic and simple of cremations. There is no service, no ceremony, no flowers, no hymns. The deceased is taken into our care, the cremation takes in the West Midlands, and we always tell the family when the cremation is taking place so they can spend time in our peaceful cemetery if they so wish. That’s it. There’s no other element to this offering and because of its simplicity, and its affordability, it is growing in popularity.”
We Are Direct Cremations has built its service offering from over a century of experience and knowledge in delivering funerals of all kinds, for decades. Pete explains that unlike other operators, the business boasts the capability to deliver its services grounded in the over 100 years of experience from funeral professionals who understand the responsibilities behind every cremation.
“So we’re asking the question few others can confidently answer: how many direct cremation services are genuinely supported by more than a century of funeral knowledge?” said Pete. “And with a decision as important as where your loved one is cremated, or who cares for them during the process, we firmly believe that cheaper should never mean cheated.”
With a surge in direct cremations making for a competitive online marketplace for end-of-life care, many people planning their or their loved one’s direct cremation may have no idea who is operating the business or what their credentials are. Given the increasing scrutiny of regulations in the funeral sector, transparency, credentials and legitimacy have never been more important to those running online-only businesses.
Cremation Technician Moira Tunnicliffe: “Often times, direct cremation providers offer little in the way of dates or locations as to when and where a loved one is being cremated. Some may operate or use crematoriums much further afield than many people may suspect.”
We Are Direct Cremations operates a fully transparent business, even with its online-only model. Every cremation takes place in the West Midlands, a recently refurbished, state-of-the-art facility set within eight acres of picturesque grounds. This ensures that people who use their service are guaranteed a cremation at a local site.
The business also offers what very few other direct cremators can: a guaranteed date of when and where the cremation will take place, so families can visit the peaceful site.
“Direct cremation has changed the funeral landscape dramatically in recent years,” Pete added. “For many people, it is exactly the right choice. But a direct cremation, although more streamlined and simpler, still involves legal requirements, professional care and a duty of dignity. Not every provider in the sector has the long-standing expertise that we do – and that matters.”
With a fixed price of at-need price £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, 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.
