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
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Absolutely fascinating. A spellbinding insight into this fortress of the Great American Funeral. From the plain people of England, all power to you. Yes, you are the future. What a picture of enraged paralysis you paint!
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Hi Charles ( as I wave across the Atlantic!)
How nice of you to be following us all the from England. My post is actually a lightweight version of what really took place during my visit to Aurora Casket. It sounds like death is in a much more progressive place in England. In general it seems we are behind the rest of the world with regards to how we observe end-of-life in this country. Fun to check out your blog http://www.goodfuneralguide.co.uk/blog/ and you join in as we open the conversation on death and dying.
BTW the SevenPonds site launches this Friday. More sections to follow as we grow.
Thanks Charles,
Suzette
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Hi Suzette,
Looking forward to your launch! Mazel Tov!
I read your post about “coffins underground” (very good pun!) And thanx for the photos. In a way, these Indiana folx due us a favor by being so blatant. We don’t need to guess their position and biases. They give us the illustrated version of what the average consumer is up against. And they give us a place to push against as we are pioneers returning to tradition.
Thanx for you ideas, creativity and hard work. And… I love the SevenPonds name and inspiration.
With kindest regards,
Sally
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Thanks Sally for your comment – as you can tell the name SevenPonds is very near and dear to me. Your honest take is wonderful and it feels real special for our followers to be letting us know what they think. The conversation is indeed opening up and as you mention – we are indeed going back to tradition. The tradition of owning our dying experience and bringing that experience in our homes, thus home funerals. We want to carry a bit of ashes or some hair around our necks again and be in real touch with the meaning of those we love. There is so much to talk about and I am excited that the blog is so well received. Thanks for joining in with us!
Suzette
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Wow, Suzette. That is utterly *bizarre* behavior by the Aurora guy. I can’t say I’m surprised; I’ve encountered much the same reaction when meeting various people in the funeral biz (not all of them, thankfully). Just wait ’til you meet your first Shaking With Rage and Red in the Face Just Because You’re You funeral director encounter. They are the authors of their own increasing irrelevance.
“Loved” the pic of the sign, too. Now I have to go bleach my brain.
Congrats on the site launch!
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Josh,
We can always count on you to have a real sense of humor!
Suzette
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Suzette,
I am not sure who who met with in your Aurora Casket experience, nor do I have an idea of what your motivation of talking to the company was.
You expressed an interest in “working” with the company. In what capacity?
I don’t speak for everyone (or anyone except myself for that matter), but I can assure you, that the core business philosophy of the company is “Helping serve a life lived”. Whatever way we can assist in that is the most important. Whether that is driving at 3 am in the morning to find a casket that the family wants, or working a visitation before a cremation.
If you ever want to speak to me about my company. Let me know.
John Dukes
Senior Sales Advisor
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