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We're setting the standard for this style of service:

The Direct Cremation Code of Practice

Every bereaved family deserves the highest standards of care, and to know what they can expect from their Direct Cremation provider. As the leaders in this field Pure Cremation has drawn up the very first Direct Cremation Code of Practice, setting the standards for this style of service.

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About The Group

The Pure Cremation team has more than 30 years’ experience of serving the bereaved and the people that matter to them.

Bryan and Catherine Powell carried out their first Pure Cremation in 2012 following a request from a client and by 2015 demand had grown so much they decided to concentrate exclusively on this style of funeral.

Since then the Powells have built an outstanding team, all equally committed to their original vision of simple care delivered to the highest standards.

Together the Pure Cremation team is ready to serve thousands of families every year with their trademark kindness and attention to detail.

Our team works from the Pure Cremation Group head office and client care facility in Newbury, Berkshire. As all paperwork is managed by telephone, email and post you won’t need to visit us, but you are most welcome to inspect our facilities if you’d like to.

What we stand for…

  • Personal – we’re caring, friendly, helpful and patient making sure that our customers have all the information they need
  • Professional – we’re knowledgeable, honest and respectful, delivering the service our customers expect
  • Proud – we love what we do and demonstrate pride in all we do
  • Pioneering – we’re customer focused, innovative and easy to do business with

Our investment in your care

The Pure Cremation team have more than 30 years’ experience in funeral service which has enabled us to look carefully at every element involved in delivering an ultra-simple cremation at a sensible price without compromising on the care given.

However, we’re aware that direct cremation may attract novice providers who see this merely as a logistics operation. That’s why Pure Cremation is so keen to set the standard in the new area of service and why we’ve already invested hundreds of thousands of pounds in excellent staff, equipment and systems.

Our Ethical Approach

Here are just three of the ways we apply our values to your care:

  1. We look after the people who look after you
  2. We manage our carbon footprint
  3. We turn people away

Our trustees

The biggest funeral plan providers in the UK use Trusts to safeguard the funds needed to meet some or all of their clients' future funeral expenses. We do, too.

The Pure Cremation Funeral Planning Trust was established in January 2016 and just like the market-leading funeral plan trusts it complies with the terms laid down by the Financial Services & Markets Act 2000 (Regulated Activities) Order 2001 Chapter 14.

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