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For support following a bereavement, please call 0292 0002 818
The Begining
White Rose Funerals & Memorials began in 2015 with a single vision shared by three brothers, Ahmed, Amir, and AJ: to offer a more personal, compassionate, and dignified funeral service for families across Wales.
Our mission was born from a deeply personal tragedy—the loss of a loved one at a very young age. We experienced firsthand the overwhelming challenges of long delays, invasive procedures, and a lack of support, all at a time when natural burials and affordable options were simply not available.
We knew that families deserved better, and from that moment, we were driven to create a different kind of funeral home.
For support following a bereavement, please call 0292 0002 818
8 Years as a Top 3 Funeral Director in Cardiff
Our Vision
Our vision is to become the trusted funeral home for every community across Wales, setting the standard for the entire industry. This involves fighting funeral poverty, promoting fairness, and ensuring compassion is never compromised. We aim to achieve recognition not for prestige, but as proof that care and excellence can transform lives.
White Rose Funerals & Memorials began with a simple but powerful mission: to serve families with compassion, dignity, and fairness during their most difficult moments. We believe a funeral service must extend far beyond saying goodbye, providing lasting care, support, and understanding to those left behind.
Crucially, we envision expanding our influence by advocating for reform with the Welsh Government on safety and regulation. We are dedicated to making aftercare a core part of our service, from suicide prevention initiatives to guidance for marginalized families.
The cornerstone of our future is the growth of our Bereavement and Mental Well-being Conference, positioning Wales as a leader in compassion and innovation in this vital field. We see our future as a symbol of hope, fairness, and unwavering care for all.
Leading Change for All of Wales
Our dedication to compassionate care goes beyond our funeral home. We are the only funeral home in Cardiff with a presence on the Welsh Parliament’s Cross-Party Groups for Funerals and Bereavement, Disability, and Faith.
This unique position allows us to not only serve families but to actively advocate for better bereavement care for everyone in Wales.
From fighting for suicide intervention training for frontline workers to campaigning for inclusive support for diverse communities and better facilities, we are committed to making a difference.
At White Rose Funerals, no request is "too much." We are here for all families, of all faiths and none, with a deep understanding of cultural, religious, and individual needs.
We are here to ease the stress and bring dignity back to the process, ensuring every family receives the care and respect they deserve.
A Different Approach to Dignity and Care
At White Rose, we believe every family’s wishes should be heard and honoured. Whether you seek a traditional, faith-based, or non-traditional service, we are here to listen. We pride ourselves on offering flexible, compassionate options, including same-day or next-day burials.
Our commitment extends far beyond the service itself; we provide specialist support for those affected by trauma or suicide and ensure that aftercare is as important as the funeral.
As a family-centered business, we treat every family we serve as our own. Our diverse team of professionals—including chaplains, celebrants, and healthcare specialists—is united by a shared love for helping others.
We are trained in bereavement care, suicide intervention, and British Sign Language (currently in training), allowing us to offer truly inclusive support.
We are also proud to see the next generation continue our journey; Ahmed's daughters are training to be funeral arrangers, bringing new skills like Welsh fluency to ensure our services truly reflect the communities we serve.
The White Rose Difference
We acknowledged an alarming rate of funerals for those who have taken their own lives. In response we acted by training staff in suicide intervention and now have a suicide intervention team on hand 24/7 that we are proud to say has been responsible for saving several lives.
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Our Pledge
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To treat families as we would treat our own family – with tenderness, dignity and respect.
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To serve families of all faiths/no faith and cultures with sensitivity and compassion.
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To educate families and the community so that informed decisions can be made during times of vulnerability and emotional stress.
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To encourage families to consider the value of pre-planning and pre-paying funeral arrangements.
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To Support families to celebrate the life and mourn the loss of a loved one.
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To provide an environment that includes barrier free access and to provide caring, professional services to families experiencing a death.
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To develop a relationship of trust with the families we serve, our community, our staff, and our suppliers.
Need Compassionate Guidance?
Visit Our Splott Funeral Home
Supporting Our Community
Over the years we've encountered numerous families who are struggling to make ends meet; it was through hearing your stories that motivated us to open our very own food bank.
We're happy to go the extra mile to support the bereaved, we've recently launched this service to the families we serve; offering that little extra support at the most difficult of times.
