Why Traditional Coffins are Going Under

"Stopping to smell the roses" at Seven Ponds

As we begin spreading the word about SevenPonds, it’s only natural we take a trip to Michigan (given that our business is named after the Seven Ponds lakes located there). We hit the Detroit area circuit just a week ago — and not only was SevenPonds received with overwhelming interest, but I managed to spend a day at the Seven Ponds lakes in perfect weather. At Michigan’s equivalent of Walden Pond, I swam and laid lakeside, basking in the natural serenity of summer in the Midwest.

Refreshed by the peaceful water of SevenPonds, I paid visits to various family members, leading me down to Cincinnati, Ohio. While I was in the neighborhood, I decided to drop by Aurora Casket Company in Aurora, Indiana — the largest privately-owned casket company in the U.S. My intent was to discuss the SevenPonds model and how we might create a strategic alliance, responding to the rise in natural burial.

…My experience was shocking.

For many months, I had been calling Aurora Casket Company to chat with them about information on their website and our interest in working with them. After several calls, I was unable to speak with anyone (except the time I reached someone in marketing who briefly dismissed me). I even wrote a letter to the president and followed up with a final phone call; and still, nothing. So I figured I had nothing to lose by making a stop at their headquarters in Aurora, Indiana.

Approaching the front lawn of Aurora Casket Company

The glass walls of the Aurora Casket Co. waiting room housed a sofa and coffee table. On the table lay a huge album with large images of coffins and caskets, elaborately decorated and lined with plush, billowing fabric. I was surprised by my own reaction: the images of old-school coffins and caskets were startling and, quite frankly, more than a little creepy. Given the climbing cremation rate and advent of sanctioned natural burial, I was expecting to see some simple solutions addressing the rapidly evolving disposition market… but the Aurora Casket Co. catalogue didn’t include a single natural option.

Eventually, the Vice President walked in, his paranoia immediately palpable. Every friendly word out of my mouth was rebuffed — he actually refused to hand me a business card! Clearly, the threat he felt I represented negated any possible alliance. He wasn’t even interested in viewing my laptop-accessible SevenPonds slideshow. Who wouldn’t want to take a peak at the future?

What disconcerted me most was his fear. Creativity, not fear, is what’s required to address an evolving market such as caskets and coffins. Stagnancy is the result of old-school thinking. As I drove out of town, I couldn’t help but notice this sign downtown — confirmation that little old-school Aurora needs a major attitude adjustment.

Sign located downtown historic Aurora, Indiana