Michelle Petersson is the manager of Eternal Urns, an Adelaide business that supplies cremation urns, memorial jewellery and personalised keepsakes to families across Australia. We asked her how her team supports people at a difficult time, how a custom engraved urn comes together, and what families should know when they choose an urn for the first time.
Tell us about yourself and your role at Eternal Urns, and what the business does.
I'm Michelle Petersson, and I've been the Manager at Eternal Urns for five years. We're an Adelaide-based business supplying cremation urns, memorial jewellery and personalised keepsakes across Australia.
I oversee our day-to-day operations and work closely with our customer service team. What I've always loved about the business is that looking after our customers genuinely comes first.
How did Eternal Urns begin, and what drew you to this work?
Eternal Urns was built around giving Australian families more choice when purchasing memorial products, without having to rely solely on funeral homes.
I joined five years ago and was drawn to the customer-first approach. It's quite different from traditional retail. You're helping people through a difficult time, and even something as simple as getting an urn delivered quickly can make a real difference.
Many families come to you at one of the hardest times of their lives. How do you and your team approach those first conversations?
We try not to make assumptions about what someone needs. Some customers are very practical and just want to organise everything quickly. Others need more guidance, especially if they've never purchased an urn before.
We listen, answer their questions and work around their timeframe. The last thing someone organising a funeral needs is another stressful experience.
Your range runs from brass, timber and marble to salt, sandstone and biodegradable urns. How do you go about choosing the pieces you carry?
We're always adding new products, and a lot of that comes from understanding what customers are looking for. Some want something traditional, while others prefer a modern design or a biodegradable option.
We also put considerable effort into developing our custom urn range. I think it's important that families have plenty of choice, including affordable options, rather than feeling limited to a few conventional designs.
Walk us through how a custom engraved urn comes together, from a family's first idea to the finished piece.
Customers can choose one of our designs or send us practically any image they'd like engraved. Our designers prepare the artwork and send through a preview for approval before engraving begins. We can personalise everything from the colour and wording to photographs and intricate illustrations.
What I'm particularly proud of is our turnaround. Most custom engravings are completed within three to five business days, which is especially helpful when there's an upcoming funeral.
Are there personal designs or tributes you've made that have stayed with you?
We once engraved a Holden Torana for a family whose father loved classic cars. They wanted his particular model, not just a generic car. Another was a helicopter pilot whose family asked us to reproduce his actual helicopter, right down to its registration.
I love those requests because you get a little glimpse into who that person was. It's often the smallest details that mean the most.
Cremation jewellery is one of your largest ranges. What do people tell you it means to them to keep a loved one close?
For some people, having an urn at home isn't quite the same as having something they can carry with them. That's where cremation jewellery comes in.
We have over 200 designs, including necklaces, rings and bracelets, so people can choose something that suits their everyday style. We also see families purchasing several pieces so siblings or other relatives can each keep a small amount of ashes.
You also make urns for much-loved pets. What has that part of the business meant to you?
People are incredibly attached to their pets, and understandably so. A dog or cat might have been part of someone's family for fifteen years or more.
We have a dedicated range for pets, including cats, dogs and even rabbits, along with custom photo engravings. I think it's important that people have the same opportunity to create a personal memorial for their pets as they would for anyone else in their family.
What would you like families to know when they are choosing an urn for the first time?
Probably that you don't have to purchase an urn through your funeral home. You can choose your own, and there are far more options available than most people realise.
Size is important, so check the capacity against the ashes you'll receive. Also, you don't necessarily need one large urn. Some families prefer smaller keepsakes or jewellery so they can share the ashes between relatives.
How do scattering tubes help families plan a farewell, and what are some of the ceremonies people have shared with you?
Scattering tubes are a practical option for families who don't intend to keep the ashes permanently. They're biodegradable, easy to transport and designed to release ashes more easily than the containers supplied by crematoriums.
Families use them for farewells at beaches, gardens and other places that were meaningful to their loved one. We also have smaller sizes, which are useful when several family members want to take part.
Your team answers by phone and email. What does good care look like to you when someone gets in touch?
I think it's about doing the simple things well. Answering questions properly, being honest about delivery times and making sure customers aren't left wondering what's happening with their order.
We're based in Adelaide and ship across Australia, so getting orders out promptly is particularly important. I'm fortunate to work with a team that genuinely cares about helping people, and that makes my job very rewarding.
What's next for Eternal Urns, and what would you most like readers to know about you?
We're continuing to expand our range, particularly our personalised urns. We've invested a lot into making customisation easier, faster and more affordable, and we're always working on new designs.
After five years, what I appreciate most is still the people I work with. We have a team that takes real pride in helping customers, and I want us to keep that same approach as the business grows.