#5 GOOD GRIEF NEWS
‘COMFORTING GOODS’ – AN INTERVIEW WITH ERICA HILL FROM SPARROW NY
While most people head to the beach for their holidays, I found myself visiting a funeral home. But don’t worry, that’s not all I did! 😊
In mid-August, I had the privilege of meeting Erica Hill, the founder of Sparrow, a contemporary funeral home in New York. What sets Sparrow apart is not just its approach to funerals but also its beautifully curated design shop and the events they host. I was fascinated by Erica's fresh perspective on the industry and her commitment to reimagining how we engage with life’s final chapter. I’m excited to share our conversation with you — enjoy the interview!
Erica Hill, the founder of Sparrow.
Q: Your funeral home, Sparrow’s, has this beautiful and unique shop. What inspired you to set it up?
A: Two main reasons. First, as well as video production, I come from a retail background. I’ve always worked in shops, and eventually, I owned my own. I love the idea of a good shop filled with beautiful things. When I entered the funeral industry, I noticed a lack of unique, artist-driven products. I wanted to offer something different, something you wouldn’t find elsewhere.
Secondly, I wanted to create an easier way for people to engage with the topic of death. Whether someone is curious about death or grieving, it’s much less intimidating to walk into a shop than into a funeral home. The shop has proven to be an effective door opener. We get people from the neighborhood who drop in just to look around, and they might end up buying something—like the person who just bought a wedding gift or others picking up birthday presents or candles for their home.
Q: Do people often inquire about Sparrow’s other services while they’re in the shop?
A: Absolutely. Many people are curious about what we do and why our funeral home looks different from others. The shop creates an easy entry point for conversations that might otherwise feel overwhelming or scary. From time to time, I work in the shop myself and have had some truly meaningful conversations. People feel comfortable enough to open up about their experiences with loss, and it’s comforting for them to share in such a welcoming space.
Q: What are the most popular items in your shop?
A: Candles and cards are by far our best-sellers. We also sell a lot of smaller vessels, which people use as urns for their pets or to store other precious items. We call these 'comforting goods'—things that offer solace to someone who is grieving, or even to oneself. Death is a heavy topic, and people appreciate having something small and meaningful to help ease that weight.
Q: It’s interesting that you emphasize the role of a physical store in an era dominated by online shopping. What are your thoughts on this?
A: While we do have an online shop, and people order from all over the country, the physical space was really about creating a welcoming environment and playing an active role in our neighborhood.
Q: You also host events in your space. How does that fit into your vision?
A: Most ceremonies are on weekends, so we use the space in other ways during the week. We’ve hosted a comedy show, and we regularly have a group that offers Bardo Baths—an immersive experience with guided meditations, visuals, and soundscapes. We also host an ongoing Death Doula meet-up and I would love to plan Death over Dinner parties. We host the Silent Book Club of Death from Brooklyn, where people gather to read about mortality and grief. Plus, a dance group uses our space for rehearsals and we partner periodically with other organizations that make sense for the space.
It’s important to us that people see the funeral home as a space for life, too—not just death. Many have preconceived notions about what a funeral home should be like, and we want to challenge that. When people come here for something other than a funeral, they realize there’s nothing strange or off-putting about the space.
Q: What’s your vision for the future?
A: We’d like to open more locations both in Manhattan and across the country. Many families tell us they were nervous before coming in, but they end up having a beautiful experience. They often wonder why more funeral homes aren’t as open, inviting, and personal as ours. People are ready for change. It doesn’t have to be drastic—just making the environment a bit warmer, a bit more comforting, can make a huge difference. We want to add light and hope to what is often a dark time for people.
Q: Does your vision include a digital component?
A: Definitely! I envision a digital space where people can plan their funerals as they would a wedding. It would be like the shop—a simple, inviting entry point. Think of it as a 'Funeral Pinterest' where you can plan everything from flowers and music to guest lists and attire.
While similar services exist, they’re often too impersonal and complicated, asking about life insurance and other details right away. We need to start simple. The more we talk about these things, the less intimidating they become. It’s surprising how unprepared most people are, regardless of age. We need to make these conversations part of everyday life.
Q: Thanks you so much for the interview, Erica!
Continue Reading…
“They’re Putting Some Fun in Funerals - Modern, even hip, mortuaries around the world are hoping to answer one question: How do we commemorate death in 2024?”
I think I had the right instinct with this interview, because just one day after talking to Erica, the NY Times published a big article about contemporary funeral homes and new approaches. You can read it here. Of course, there are many more great examples outside the US and UK to add to this list!
Event Spotlight: Trauerwoche 2024
I’m excited to share some news from Trauer Taskforce, a group I joined last year that's dedicated to transforming how we approach grief in Germany. Our mission is to educate, break down taboos, and promote a more mindful, personalized mourning culture.
At the end of last year, we launched the first ‘Trauerwoche’ (Grief Awareness Week), which took place across Germany, Austria, and Switzerland. We’re now gearing up for ‘Trauerwoche 2024,’ and the theme this year is “Eat.Cry.Repeat.”
We’re inviting everyone to get involved—whether you’re interested in attending or hosting your own grief event. The idea is to bring people together through food, a powerful connector. During this week, participants will gather for breakfasts, dinners, memory-cooking sessions, and tastings of favorite drinks, all while sharing stories and emotions in a supportive environment.
If you’re interested in hosting an event, we’d love to have you join us. Let’s create meaningful connections and support each other through the journey of grief.
Thanks for reading!
🗨️ What do you think of Erica’s thoughts and the idea of the ‘comforting goods’ shop? And, in general, would you like to read more interviews? Let me know by replying to this mail.
💡 Are you interested in learning more about my research or exploring opportunities for collaboration? Send me an email and let's start the conversation!
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Thank you for reading GOOD GRIEF NEWS, a monthly newsletter on trends and fresh perspectives around death, grief and remembrance. You can see more of my work at goodgrief.me or stefanieschillmoeller.com and feel free to follow me on Instagram.
29.08.2024