Overall, I would say it was a good experience and much needed in terms of choice in the market place as opposed to the traditional route. Traditional undertakers must be wondering why they didn't think of it first. The idea and method is commendable. However, from my recent experience, I see some areas for improvement. Something as personal & emotional as a loved one's passing, in my experience and opinion, could receive some attention being given to, for example: How Pure Cremation's staff speak on the telephone & write emails. I feel, that more civility/empathy and fewer challenges in their communications are needed. Delivering my Mother's ashes in a VAN with PURE CREMATION signwritten all over it is not my idea of 'respectable'. I have never seen a hearse with advertising on it. The driver did apologize, but hey, it's too late then. Maybe add on an extra £5 and use a better quality bag with which to deliver the deceased ashes. Pure Cremation... you only get one shot at this - you need to get it right first time, every time. Still, I have recommended Pure Cremation to others. My personal feeling? Pure Cremation has expanded rapidly in a short number of years, quite rightly, due to public demand and perhaps a little of the original professionalism, decorum and detail have gone.