Funeral homes in South Africa are introducing innovative ways to help families deal with the loss of loved ones. Pyramid Group Funerals, also known as "The Glove Boys," has gained popularity on social media for their unique approach. Staff members stick their gloved hands out of the hearse window and rhythmically move them to music as they escort a coffin to a burial site. This, along with a military-style spade handover at the gravesite, has gone viral in Pretoria.
According to Gentle Maxopani, owner of Pyramid Group Funerals, the video showcasing their gold spade ritual trended because it showed the lighter side of how they help families cope with death. Maxopani stated that their practices aim to create an environment where families can "easily accept the departure of their loved ones." The company offers free services for stillborn babies and has one price package for clients, which includes the gold-painted spade routine.
Sheldon Solomon, who runs Fern Funerals in Cape Town with his brother, uses social media platforms like TikTok to help grieving families. His unusual posts have gained millions of followers and include showing himself being lowered into the ground and receiving hundreds of mourners. Solomon believes that a little bit of humor makes people feel comfortable during the grieving process.
Solomon's approach to funeral services is centered around educating and empowering the public about the funeral business. He aims to expose scams and provide realistic expectations, as there are many fly-by-night companies that claim to be legitimate but lack proper facilities. With 30 years of experience in the business, Solomon emphasizes the importance of customization and personalization in funeral services.
The Sonja Smith Elite Funeral Group in Gauteng offers personalized funeral services, including evening, themed, and "living" funerals. Founder and MD Sonja Smith stated that evening funerals provide an alternative to traditional weekday morning services and can make attendance easier for working relatives and friends. The company also offers customized funerals that reflect the person's personality, interests, and story.
Smith explained that "living" funerals, where a terminally ill person participates in a gathering, remain a niche trend in South Africa. However, it fits with the wider movement towards personalization, allowing friends and family to share tributes, music, and memories while the person is still present. Personalized funerals can include unique elements such as a favorite fragrance, flowers from the person's garden, or a display of meaningful possessions.
While some funeral homes are pushing the boundaries of traditional services, actor and politician Bruce Gounder's attempt to make a statement about local government through a video of himself being resurrected from a grave did not go as planned. Gounder's video had to be taken down due to negative reactions from the public, but he emphasized that his intention was to grab people's attention and convey an important message.
Key points
- Funeral homes in South Africa are adopting novel approaches to help families cope with death.
- Personalization and customization are becoming increasingly important in funeral services.
- Social media platforms are being used by funeral homes to educate and empower the public about the funeral business.
