1. Personal Story & Inspiration
What inspired you to start Yurn? Was there a personal experience that led you to this venture?
I saw a gap in how we honour and remember our loved ones. Traditional urns often felt impersonal—more like an obligation than a tribute. I wanted to create something that felt intentional, something that seamlessly fits into our lives while preserving the essence of the people we love.
How did your background in marketing influence your journey into the funeral industry?
Marketing taught me how to connect with people emotionally, and the ability to simplify complex ideas. Both helped me build Yurn into more than just a product—it’s a brand that fosters meaningful conversations about life, loss, and remembrance.
What was the turning point when you knew Yurn had to become a reality?
It was the realisation that we prepare for so many milestones in life—birthdays, weddings, even retirement—but we rarely plan for how we want to be remembered. I wanted to change that, to help people see remembrance as an act of love rather than loss.
2. The Concept of Yurn & Differentiation
Yurn offers a modern take on cremation urns. What makes your products unique in this space?
Yurns are designed to be both beautiful and discreet—pieces that honour a loved one without looking like a traditional urn. They are crafted for those who want a more personal, meaningful way to integrate memory into their home.
How do Yurn’s designs differ from traditional urns, and why was it important to break away from conventional aesthetics?
Most urns look like they belong on a funeral home shelf rather than in a family home. We reimagined them as modern heirlooms—minimalist, artistic, and timeless—so that remembrance feels like a natural part of everyday life.
Can you walk us through your design process? How do you balance functionality, symbolism, and aesthetics?
Every Yurn is designed with intention. We consider shape, material, and texture, ensuring that each piece feels comforting to touch and timeless in form. Functionality is key, but so is the emotional connection—every design choice is made to honour memory with dignity and beauty.
Yurn is more than just a product—it’s about legacy and remembrance. Can you expand on how you’ve integrated that philosophy into the brand?
Absolutely. Yurn isn’t just about holding ashes—it’s about holding stories. That’s why we created The Legacy Society, a community where people can share memories, preserve traditions, and ensure their loved one’s legacy continues.
3. The Legacy Society & Community Engagement
The Legacy Society is a fascinating aspect of Yurn. What was the idea behind creating an exclusive community for remembrance?
Grief is often isolating, but remembrance shouldn’t be. The Legacy Society offers a space where people can honour loved ones through storytelling, shared rituals, and meaningful connections—so no one has to navigate loss alone.
How do you see this membership enriching the way people honour their loved ones?
It transforms remembrance into a living, evolving experience. Instead of being a one-time event, legacy-building becomes something people actively participate in, whether through writing, creating rituals, or engaging with others who understand their journey.
Can you share any powerful stories or feedback from members who have found comfort in The Legacy Society?
One member told us that after losing their mother, they struggled to find ways to keep her memory alive. Through The Legacy Society, they shared a new ritual inspired by their mother’s favourite pastime of gardening, They decided to create a memory garden in her honour. Each of the family members planted something that reminded us of her – roses for her love of gardening, lavender for the calming presence she brought to their lives, and daisies because they were her favourite flower. This garden has now become a living family ritual.
In an increasingly digital world, how do you see online communities reshaping how we grieve and remember?
They provide connection where there was once silence. In the past, grief was often a private, solitary experience. Now, people can share memories, seek comfort, and find inspiration from others who have walked a similar path.
4. The Changing Landscape of Memorialisation
How have you seen attitudes towards death, grieving, and memorialisation change in recent years?
People are moving away from rigid traditions and seeking more personal, reflective ways to honour loved ones. There’s a growing recognition that grief isn’t something to ‘get over’—it’s something to integrate into life.
What trends are emerging in the funeral and remembrance industry, and how is Yurn at the forefront of this shift?
Sustainability, personalisation, and digital legacy-building are reshaping the industry. Yurn is leading this shift by offering modern, meaningful alternatives that align with how people actually want to remember their loved ones today.
Do you think people are seeking new, more personalised ways to remember their loved ones?
Without a doubt. People want their loved one’s memory to reflect who they were—not just a name on a plaque, but a story that continues to be told.
What do you think the future holds for memorialisation and legacy-building?
It will become more interactive and integrated into everyday life. Instead of something we only think about on anniversaries, remembrance will be woven into how we live, celebrate, and share our personal histories.
5. Business Growth & Challenges
What were some of the biggest challenges you faced in launching Yurn?
Breaking into an industry dominated by tradition. Many funeral homes weren’t ready for a modern approach, so we had to pivot and find customers directly—people who wanted something different but didn’t know it existed.
How has the funeral industry responded to your brand’s approach?
At first, there was resistance, but as demand grew, more funeral professionals saw the need for change. Now, they recognise that people want more than the conventional options they’ve always been offered.
You initially aimed to sell through funeral homes but pivoted to direct-to-consumer and alternative channels. What led to that decision?
Funeral homes are deeply traditional, and change is slow. But people were actively looking for modern memorials—so we focused on reaching them directly through our website, and growing through social media, and The Legacy Society.
How have you leveraged storytelling, branding, and marketing to connect with customers on such a deeply personal level?
By making it about them, not just the product. Yurn isn’t about selling an urn—it’s about helping people preserve love, honour memories, and find comfort in legacy.
6. Consumer Experience & Emotional Connection
What is the emotional journey like for someone choosing a Yurn for their loved one?
It’s deeply personal. Many people tell us they dreaded making this decision, but finding something that truly honours their loved one brought unexpected comfort and even a sense of peace.
What kind of response do you receive from families who purchase Yurns?
They often say, “This is exactly what I was looking for but didn’t know existed.” It’s incredibly rewarding to know we’re providing something that resonates so deeply.
How do you hope people feel when they see or use a Yurn product?
That they’ve chosen something that truly honours their loved one—something that brings warmth, meaning, and even a sense of beauty to their remembrance.
7. Future Vision & Innovation
What’s next for Yurn? Are there any new products, services, or expansions on the horizon?
We’re expanding our range of memorial products and developing new ways for people to interact with their loved one’s legacy—through digital storytelling, rituals, and sustainable memorialisation.
How do you see The Legacy Society evolving in the coming years?
It will grow into a movement, not just a membership. We want to reshape how people view remembrance—not as something sad, but as something deeply meaningful and beautiful.
As an entrepreneur, what has been the most rewarding part of this journey for you?
Hearing from people who say Yurn helped them find a meaningful way to honour someone they love. That’s why I started this—to make a difference in how we remember.
If you could give one piece of advice to someone navigating grief, what would it be?
Honour your grief in a way that feels right for you. There’s no timeline, no ‘right’ way—only what brings you comfort and keeps love alive.
“Our urns aren’t relics of grief,” Emily explains. “They’re symbols of enduring love. Just as love doesn’t fade, neither should the presence of those we carry in our hearts.”
Yurn is more than a brand—it’s a shift in how we approach loss, memory, and love. Emily has brought together a team of artisans, designers, and visionaries who believe in the power of storytelling through design. They are trailblazers in an industry that has remained largely unchanged for centuries, redefining the role of memorialisation in everyday life.
Through Yurn, families are reclaiming the way they honour their loved ones. They are choosing remembrance on their own terms—free from outdated expectations and traditions that no longer serve them. Because remembering someone should feel as natural as loving them.
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