Multicoloured and opulent chairs and décor, convoys of luxurious vehicles acting as escorts and now refreshing alcoholic beverages to sip on during the service.
When reading this, one thinks these items describe a wedding or celebratory event and not the sombreness often associated with a funeral service.
And while the latter has, in some cases, evolved into a more lavish and grandiose event, as many have come to view it as a celebration of a person's life, the inclusion of alcoholic beverages at the graveside has left many divided.
Noko Funeral Services made headlines earlier this week when images from a service they conducted appeared on social media.
In it, smartly dressed employees are seen standing next to tables brimming with the usual water and fruit juice, as well as unlikely features: French wine cocktail Ice Tropez and popular sparkling wine Chateau Del Rei.
In another image, the same beverages can be seen in a large black plastic tub filled with ice.
These images sparked a huge reaction online, with some criticising it for taking away the dignity of a funeral, while others viewed it as an extension of the celebration of someone's passing.
Two cultural experts, University of KwaZulu-Natal lecturer Gugu Mkhize and UJ professor in African Languages Gugu Mazibuko weighed in on the emerging trend.
Mkhize said that while funerals had mostly evolved from having defined cultural practices, it was hard to condemn people who moved away from this and opted for more grandiose displays that had fewer cultural ties.
“What's happening now really is not cultural, but I cannot say it's wrong because people have their own reasons for doing this,” she said.
“Some cultural things have value to them, but with this [trend], it's hard to [weigh in]. That's why I say I cannot blame people who are doing it because they have their own reasons, but I think we must remove the culture from it. Though culture evolves, the lavish funerals we have these days put those who can't afford them under pressure.
Elaborating on the value aspect, Mkhize said: “What value are we adding to our lives by doing all this? Traditionally, we respect the one who has departed, and we also respect ourselves.
“So the whole issue of the value of respect, that today is not clearly defined — what is it that we respect and why are we respecting it,” she asked.
Meanwhile, Mazibuko noted that while alcohol was not an unusual feature at funerals, as those assisting in preparations often had some before and after the service, it was usually done discreetly and in a way that was respectful to the grieving family.
“This sets a bad precedent [especially] now that there are a lot of funeral parlours and huge competition among them. Some will see it and think [this is what] people prefer.
“But this shouldn't be done at all because we respect the graveside; that's where our loved ones are resting. So how can you serve alcohol in that space?” she asked.
Mazibuko added that while some families might argue that these services were more of a celebration than a sad occasion, this thinking was “out of order” given that “we don't live in isolation” but rather in communities that include impressionable young people.
She also cited that South Africa was a country with many social ills, with alcohol at the root of many of the problems.
“People with money can do anything and even these funeral parlours [exploit that] and sell caskets of around R250,000 because people have money. But don't include alcohol in that,” she said, as she called for engagement and attention from the various stakeholders.
TimesLIVE Premium asked Noko for comment and the parlour confirmed that the beverages were included in the service at the request of the family.
The company, located in North West, Gauteng and Mpumalanga, offers three different tier packages.
Services included in these range from the standard coffin, hearse and family car services to the release of doves at the graveyard and live-streaming of the event at an additional cost.
“We essentially give what the family requests. Anything additional ... is going to [incur] an additional charge, of course. It's the same way [as] when you're a service provider, and somebody asks for something extra, of course, it's going to cost extra,” the company said.
“There are certain things we don't stand for, obviously, but for the most part, we try to ensure that we provide what the client requires us to.”
Noko said that this was not the first time a client put in a request of this nature, so there was nothing unusual about it. Images they've shared on social media seem to confirm this.
In some pictures posted, bottles of wine as well as whisky-filled decanters can be seen placed around brightly coloured and lavishly decorated tents.
It's not clear if it was part of an actual funeral service or used for advertorial purposes.
Noko seemed unfazed by the negative comments generated by one of its recent services, saying that “everyone has the right to their own opinion” and that they were just “trying to be a little bit different”.
“We're trying to offer affordable funeral policies but also do it in a way that still looks nice. So that the burial societies are not always daunting or eerie to think about.
“We're trying to make the burial of their loved ones as nice as possible [without] tainting the memory of their loved one, but also in the most affordable way too,” the company said.
The company seemed confident that the furore would “blow over soon” as there had been mostly positive reactions to their work. Additionally, with the evolving nature of how funerals are conducted, there's always bound to be a “little resistance” from some people.
“Social media will always be social media; you'll always get bad reviews and good ones. The bad ones shouldn't worry one too much because, at the end of the day, we all want different things and have different experiences in life, and all want to see and get different things, and that's completely OK.”
Another funeral parlour specialising in similar services, Tswelopele, said that while families had the option of tailoring the services to suit their needs, the inclusion of alcohol was a step too far for them.
“So let's say for example, a bereaved family comes to us and they selected a specific funeral package but don't like the coffin included in the package, they can top it up at an additional cost.
“Alcohol is the only thing we've never entertained,” an employee of the company, who did not want to be named, said.
The only exception would be if the family and funeral parlour reached an agreement to include these beverages at the family's own cost, in the décor set up at home.
Tswelopele, based in Mpumalanga, Limpopo and Gauteng, also offers three different packages but can provide a custom service if the bereaved family wishes. The company cited a recent example where a family that had no policy with Tswelopele opted for a range of services amounting to about R70,000.
These included luxurious Mercedes-Benz vehicles to escort the family to and from the service, a glass-covered mobile carriage, and black-and-gold-rimmed chairs, among other things.
“We can tailor the funeral service according to the family's wishes, as long as they are willing to pay. With funerals these days, many people want to celebrate the person's life rather have a sombre send-off,” the employee said.
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