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According to its founder, Erica Hill, people have been known to wander into Sparrow, which opened in 2021, thinking it’s a spa. The home has a morgue and two “celebration rooms,” as they’re called, for memorials, as well as a shop, where candles and condolence cards with line drawings are sold.

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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.

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