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NY Times

She likened her business to Sweetgreen or SoulCycle. “They repackage something, rebrand it and make it look cool,” she said. “What we’re doing is in the same realm.”

Good Housekeeping

“I came to this business because I’ve experienced a lot of losses,” said Hill. “I would go to funerals and always leave feeling like the person who had died wasn’t really represented.” That led to the creation of Sparrow, which offers a full range of services that help families create unique experiences to say goodbye to their loved ones as well as grief support groups and artful urns.

Gothamist

With Sparrow — which took over the space of the Stobierski-Lucas Gardenview Funeral Home — Hill is aiming big. She says she’s trying to elevate the funeral experience and make it a little better for the living, play a part in changing the conversation around death, and scale her concept across the country.

PROCESSING (Episode 96) - "Apple Slices & Cheese"

Erica is the owner of Sparrow Funeral Home in Greenpoint, Brooklyn. She joins us to discuss her vision and goals with Sparrow, as well as her own personal and profound experiences with grief.

Contagious - Small But Perfectly Formed

HGTV - Design Trend-Spotting in NYC

A woman-owned disruptor in the industry, Erica Hill's Sparrow is a contemporary funeral home with a wellness shop featuring candles, cards, throws and other items Hill calls "comforting goods"

The Glam Reaper - Should Planning Your Own Funeral Be Scary or Fun

They say that you can't always get what we want in life but what’s worse is, we can’t get what we want after life, as well.

Jennifer, the Glam Reaper had an enlightening conversation with Erica Hill, about how she created Sparrow, a contemporary funeral home in Brooklyn.

Nomis - Sparrow Expands Team With Hire of Veteran Funeral Director Russell Gonzales

Brooklyn, NY -– Sparrow is pleased to announce the expansion of its Brooklyn-based team with the hire of Russell Gonzales as Senior Director, as the company positions itself for continued growth. Russell comes to Sparrow after nearly a decade of working for Riverside Memorial Chapel and Frank E. Campbell in New York City.

New York Times - What to Do in New York City

You don't go to a funeral home expecting to see stand-up comedy, even if plenty of eulogies often include lighthearted anecdotes. But on the last Saturday of each month, the comedian Ben Wasserman invites you to a funeral home in Greenpoint to laugh about grief and mourning with ''Live After Death."

CURBED - Disrupting the Funeral Are millennials killing the death industry?

“We’ve had people come in thinking we were a spa; to me that’s a win,” said Erica Hill, the co-owner of Sparrow. Sparrow does, indeed, look very spalike ... It’s not until you look a little closer at the titles of the books or move into the main establishment, where the rooms are filled with rows of empty chairs, that the space’s true nature becomes apparent: Sparrow is a funeral home, and those nice pieces of pottery are cremation urns.

Greenpointers - Sparrow Funeral Home Opens In Greenpoint

Sparrow is Erica Hill's first foray into the world of funeral homes. She calls it her flagship and hopes to open others across the country. She’s especially glad she started in Greenpoint, excited that the community has been very welcoming.

Morning Brew - How a Brooklyn funeral home is trying to put a modern spin on death

Sparrow is one of many companies in recent years to breathe new life into the death care industry.

NBC News - Last exit in Brooklyn: Funeral home looks to modernize the death care industry

Sparrow bills itself as a contemporary funeral home "where folks can gather to celebrate the life of somebody with a terminal illness,” said Lily Sage Weinrieb, its funeral director.