Funeral provider urges sector to support LGBTQ+ beyond Pride month
A number of LGBTQ+ customers over the years have shown ‘discomfort or difficulty talking about their loved ones and their wishes’
Jennifer Ashe and Son has urged the funeral care industry to “openly and mindfully” welcome customers of all sexualities and identities beyond Pride month.
It comes as openly gay members of the Jennifer Ashe team, MD John Ashe and funeral director Jimmy Smith, have supported a number of LGBTQ+ customers over the years who have shown “discomfort or difficulty talking about their loved ones and their wishes”.
Smith said: “The planning stages of the funeral are difficult for most and it is a big part of my job to offer the needed comfort and support to make the process as easy as possible. There have been a shockingly large number of instances where those I’ve spoken to have initially struggled or hesitated to openly refer to their same-sex partner as ‘husband’ or ‘wife’ or to confidently discuss the pronouns of loved ones.
“We think this is because people assume funeral directors are ‘traditional’ and perhaps even judgmental – which is absolutely not the case at Jennifer Ashe and Son.”
He added: “During such a difficult time everyone deserves to feel comfortable. I frequently share my own experiences to show that we are a judgement-free environment and I’ve noticed that when some customers learn that I am also part of the LGBTQ+ community they relax and seem much more at ease.”
As a result, the Jennifer Ashe and Son team aim to provide a safe space for members of the LGBTQ+ community across their five West Midlands branches in Willenhall, Brownhills, Hednesford, Lichfield and Walsall.
John Ashe said: “We have worked hard over the last eight years to build our reputation as a welcoming team who are always ready to support those of all genders and sexualities. I am proud to say that we are one of the go-to funeral directors for many of those in the LGBTQ+ community across the West Midlands.
“While I do recognize that it helps to have team members, including myself, on hand who are part of the LGBTQ+ community, wider funeral directors need to demonstrate that they too are welcoming the community in, be it through written materials, online references or the language they use in conversation.”
He continued: “Our pride badges stay on year-round to remind people that we are here to provide the support needed and our doors are open to anyone who might need the support of professional, experienced and most importantly caring funeral directors.”
