Fashion for the modern funeral industry

Hot on the heels of fashion week Australia's Guardian Funerals has announced the roll out of their new uniform, a change which is designed to let the look of funeral directors and staff keep pace with the modern funeral industry. Almost 200 employees will don the new uniform as of this week.

Stereotypes are rife in the funeral industry. Gone is the unrecognised undertaker of yesteryear and in its place is today's modern funeral director. Just as the way in which we want to be remembered is changing, so too is the look our funeral directors have.

"It's not uncommon for people to think that all funeral directors are dour, old men with a tape measure, dressed in top hat and tails straight out of Oliver Twist," said Joanne McGrath, NSW Regional Manager Guardian Funerals, who was involved in the new uniform project. "People are often surprised to learn that a significant proportion of funeral directors are younger men and women, and we felt it was time for our uniforms to keep pace with our modern and professional industry."

The new uniforms have been thoughtfully designed, leaning heavily on a uniquely Australian feel – complete with Akubra hats and traditional overcoats for the colder months. What many might find surprising is the use of red in the winter uniform.

"Red is the heart of Australia," said Joanne. "We have integrated earthy tones which are symbolic of the spirit of our country, and have taken our previously sober look and brought it into the new millennium."

"There are inaccurate perceptions about the way funeral directors are portrayed. For example, in a recent survey over 90% of Australians saw us as professional, respectful, courteous and sympathetic"*. This doesn't match up with the nineteenth century stereotype, and it was time to do something about that.

"Naturally we are proud of the service we provide, and we are proud of the job that we do. We believe that these new uniforms bring our staff a more modern and correct image."

Joanne believes that the role of Guardian funeral directors – offering professional but personal services to gently guide families through the funeral arrangement process – is a crucial one.

"Our uniforms must resonate with the standards we uphold. These new uniforms accurately reflect our role and status in modern Australia."



Notes to Editors:

Joanne McGrath, Guardian's NSW Regional Manager, is available for interviews.

High resolution photographs of the new uniforms are available by request.

Guardian Funerals has 22 funeral homes in NSW, employing more than 200 staff. Guardian staff have many years of experience in all aspects of funeral services, and assist families to carry out the wishes of their loved one with confidence, faith and trust.

* Roy Morgan research, 2005

For further information please contact –
Rowena Taylor +61 2 9331 6611 or taylor@senioragencyaustralia.com.au