'This option is exactly what some people want,' family funeral firm says as it unveils new direct cremations service

A.W. Lymn funeral directors acquired the eight-acre cemetery and crematorium site in Burntwood, Staffordshire, and reopened it in October 2025.

They spent 12 month investing in the site - carrying out numerous improvements including a full chapel refurbishment with a new state-of-the-art audio and visual system installed. Other additions included a new one-way system, a retarmacked larger car park and a canopy area for funerals with a large number of attendees – to futureproof the cemetery and crematorium should there be another pandemic.

The funeral firm, run by the Lymn Rose family, has also acquired online business We Are Direct Cremations - to offer unattended cremations at its refurbished Hammerwich location.

Headed up by managing director Matthew Lymn Rose, the firm has taken on the service to offer families a simple, dignified and affordable alternative to traditional funerals and to provide a trusted and compassionate experience in a sector dominated increasingly by faceless, functional providers.

Pete Clarson, director at We Are Direct Cremations, said the focus is on dignity and care, without unnecessary complications, delivered by those with deep knowledge of funerals.

The company says, unlike with some direct cremation providers, loved ones are always told the date of the cremation and are welcome to visit the site for quiet reflection - and this transparent and personal approach forms a core part of its unique offering.

Mr Clarson said: “We know 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.”

Mr Clarson 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, which is available for a fixed price of £1,050, is designed for those who want an uncomplicated goodbye, time to plan a separate celebration of life, or simply prefer a cost-effective alternative.

The business, which has qualified funeral professionals on call around the clock, aims to combine affordability with the standards expected from one of the UK’s longest-established family funeral directors.

“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,” Mr Clarson 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.”