'I became a funeral director in Stafford to help families through their time of grief after leaving my VIP chauffeur business and abandoning plans to become a police officer'
Organising a funeral can feel overwhelming, especially during a time of grief.
First generation funeral director Stuart Love is committed to guiding families through each step of the process with care and compassion, helping them to honour their loved one’s wishes.
Stuart opened Love’s Independent Funeral Directors, based within the historic Primrose Cottage in Stafford, three years ago.
He had originally set his sights on a career within West Midlands Police following in the footsteps of his father and grandfather.
“I spent seven and a half years as a Police Community Support Officer (PCSO). I was the first 16-year-old PCSO when I joined – they’ve since raised the minimum age to 18. After two years, I passed the recruitment process to become a police constable,” explains Stuart.
Unfortunately, a government freeze on recruitment put a stop to his plans so he carried on as a PCSO. After waiting for recruitment to open, he decided to change direction and set up his own company within the chauffeuring industry, providing a VIP service.
“It was an interesting thing to do at such a young age because I got to meet people from all walks of life and I got to see places I wouldn’t have seen,” explains Stuart.
Although he enjoyed his time as a chauffeur, he still felt something was missing from his career. After speaking to a funeral director, he realised that it could be the perfect fit because it would allow him to apply his skills and experience from both roles and help people at the same time.
He began working at an independent funeral directors, working his way up from valeting cars to co-managing the day-to-day running of the business.
Getting his border collie, Neo, led him to meeting his now business partners who offered him the chance to set up his own firm.
After securing Primrose Cottage in Mill Street, which dates back to 1610, the team carried out an extensive renovation project before opening the doors in February 2022. The historic building is well-known for its thatched roof and colourful summer hanging baskets.
Working alongside Stuart is his dad, Terry, a retired West Midlands police officer with 30 years service, and his mum, Susan, a registered nurse. Susan also volunteers as a Dementia Friends Ambassador for the Alzheimer’s Society and holds dementia awareness sessions for local businesses and community organisations.
The team of funeral bearers all come from a police, fire service or military background. “We have been really welcomed in Stafford,” says Stuart, who brings Neo to work with him.
“We get a lot of people popping in just to say hello or bring treats for Neo. Our door is always open for anyone who wants a chat or to find out more about what we do. We are very open and transparent about what we do.”
Stuart prides himself on offering traditional values and a modern and neutral space where grieving families can feel welcome and comfortable. “We never rush anyone, we give them the space and the time they need,” he says.
Within the funeral home, there is Woodlands Rest, a private and peaceful space where loved ones can spend special moments before their final goodbye. Family and friends can also gather for a small intimate funeral service if they so wish.
Stuart says there are many other options from more traditional funeral services at churches and crematoriums to alternative venues such as The Post House in Stafford. Direct cremation, which takes place without a formal funeral service, has also become more common since the pandemic.
“This is an unattended service that is done in the same loving, caring and respectful manner,” says Stuart, who has won a number of awards. Families are supported and guided through every step of the planning process.
“I love being able to give people a personal and bespoke service,” says Stuart. He also supports people who want to pre-arrange and pre-pay for their own funeral, which he says offers many benefits.
Love’s is one of the many funeral directors across the UK who work closely with Golden Charter, one of the UK's largest providers of pre-paid funeral plans. “A funeral plan gives people peace of mind and confidence knowing everything is organised,” says Stuart.
Being a funeral director is a very rewarding job for Stuart who says he feels privileged to be trusted by families at one of the most difficult times in their lives.
“We only get one opportunity to do it right so I want to make sure that one opportunity is perfect,” he says.
