Today we’d like to introduce you to Tammy Friedman.
Hi Tammy, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My path to Choice Cremation grew out of my background in social work and my experience working in the funeral profession. Both shaped the way I look at what families need when they’re going through a loss.
Over time, I began to see how overwhelming the process of making funeral arrangements could be. Families were often presented with so many choices, even when they already knew they wanted something simple. I also saw that families who chose direct cremation could sometimes feel as though they needed to justify that decision.
I wanted to create something different.
I started Choice Cremation with the idea that choosing direct cremation should be a valid, straightforward choice, not something a family should feel guilty about or pressured to explain. I wanted to simplify the process by taking away unnecessary decisions and making it easier for families to understand exactly what would happen next.
But simplifying the process didn’t mean taking away the support. That part was just as important to me. My goal has always been for families to feel supported throughout the entire process, from the first conversation through the practical details that follow. We handle the details, answer the questions, and help families know what comes next, rather than leaving them to figure it out on their own.
Today, Choice Cremation is an independently owned business focused exclusively on direct cremation. As the owner, I’ve been able to build the experience around what I believe families actually need: clear information, fewer decisions, no pressure, and a person they can reach when they need help.
In many ways, Choice Cremation is the intersection of my social work background and my experience in the funeral profession. I’ve taken what I learned from both and built a business around making one of life’s difficult experiences a little easier to navigate.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a completely smooth road. One of the biggest challenges has been building something different in a profession that has traditionally been structured in a very particular way.
When you choose to focus exclusively on direct cremation and intentionally simplify the experience, you naturally stand out. We don’t try to be everything to everyone, and that can be a different approach in an industry where families are often presented with many options and traditions.
There have been times when I’ve had to remind myself that being different is actually the point. I didn’t start Choice Cremation to recreate what was already being done. I started it because I believed families could have a simpler experience without feeling like they were getting less care or support.
Another challenge has simply been getting people to know that we’re here. We’re a small, independently owned business, and we don’t have the visibility of a large funeral home or a long-established name in the community. So part of building Choice Cremation has been putting ourselves out there, telling people who we are, and letting families know that there is another option.
I’ve learned that standing out requires being comfortable with being different. I’m proud of what we’ve created, and I’m willing to keep saying, “This is who we are, this is what we do, and we’re here when you need us.”
At the end of the day, that’s really what I want people to know about Choice Cremation. We’re here for families who want a simple direct cremation, and we’re here to support them through the process. They don’t have to navigate it alone, and they don’t have to choose more than they want simply because that’s how things have traditionally been done.
As you know, we’re big fans of Choice Cremation. For our readers who might not be as familiar what can you tell them about the brand?
Choice Cremation is an independently owned cremation provider serving families throughout Middle Tennessee. We specialize exclusively in direct cremation. That focus is intentional. We’re not trying to offer every possible funeral service. We’re focused on doing one thing well and making the experience as straightforward as possible for the families who choose us.
What sets us apart is both what we do and how we do it. When a family chooses direct cremation, they shouldn’t have to sort through services they don’t want, make decisions they never intended to make, or feel pressured to choose something different. We have one straightforward package and a simple process, so families can focus on what they need rather than navigating a long list of options.
We are also truly a small, hands-on business. It’s just me and my husband, Jeff. I’m the owner and Family Care Coordinator, and Jeff is a licensed funeral director. There isn’t a large staff or a call center between us and the families we serve. When a family calls Choice Cremation, they’re talking directly to one of us. We know the family, we know where they are in the process, and we’re available to answer their questions along the way.
That personal connection is one of the things I’m most proud of about our brand. My background in social work has strongly influenced how I approach the family experience. I’m always thinking about what might feel overwhelming, what needs to be explained more clearly, and what we can handle for a family so they don’t have to carry it themselves.
I’m also proud that we’ve been willing to stand out in a very traditional profession. Choice Cremation doesn’t look or operate like a traditional funeral home, and that’s intentional. We believe families should be able to choose direct cremation without feeling like they are choosing less care.
At the heart of our brand is a very simple idea: we want to make the process easier without making the experience feel impersonal. We keep the choices simple, handle the details, and stay involved throughout the process. It’s just the two of us, and that allows us to give families the kind of personal attention that can be difficult to find in a larger organization.
Is there a quality that you most attribute to your success?
I think the quality that has been most important to my success is empathy. My background in social work taught me to listen first, to understand where someone is coming from, and to look at an experience from their perspective. That has stayed with me throughout my work in the funeral profession and in building Choice Cremation.
When someone is making cremation arrangements, they may be overwhelmed, unsure of what they’re supposed to do, or simply trying to get through a difficult day. I try to remember that what may be routine to us is anything but routine to the family.
That perspective has shaped the way I run the business. I’m always asking myself, “If I were in their position, what would I need right now?” Sometimes that means explaining something in a different way. Sometimes it means taking care of a detail they don’t need to worry about. And sometimes it simply means being available and giving them the space to ask questions without feeling rushed.
I also think empathy has helped me stay true to why I started Choice Cremation. I wanted to create an experience where families could choose direct cremation without pressure or guilt, while still feeling genuinely supported. That means listening to what they want rather than trying to convince them they need something else.
For me, success isn’t just about building a successful business. It’s about knowing that the experience we created made a difficult time a little easier for the families who trusted us.
Pricing:
- One price. One package.
Contact Info:
- Website: https://www.choicecremationtn.com/
- Instagram: https://www.instagram.com/choicecremationtn/?hl=en
- Facebook: https://www.facebook.com/ChoiceCremationTN/
- LinkedIn: https://www.linkedin.com/company/choicecremationtn/
- Yelp: https://www.yelp.com/biz/choice-cremation-goodlettsville
