Whitecourt residents finally have a local option for funeral services

Until recently, Whitecourt and area residents had to travel outside of the community for funeral services. One such funeral home that had received Whitecourt clients over the years is Drayton Valley-based Affinity Funeral Service. “In the past nearly seven years, we had served quite a few families from the Whitecourt area, and I didn’t know why,” explained Joelle Valliere. As a Licensed Funeral Director and Embalmer with Affinity, Valliere said that she soon discovered that the reason residents were in her community looking for funeral services was that there was nothing available in Whitecourt.

“We decided to open in here because we don’t feel that when a person is in a time of sorrow and grief, whether the loss was expected or unexpected, that they should be expected to travel. That time is a blur. They should be able to have the resources at their fingertips as most other towns do.” Along with her business partner Dwayne Henley, a Licensed Funeral Director and a Life Celebrant, the pair has opened an office in Whitecourt.

Henley said that the community is similar to Drayton Valley, especially in the demographic, making it a nice transition. He added that they already have a good networking relationship with the local ministerial from having facilitated funerals in the past. “We would like to build on that relationship,” he explained.

The two will be sharing time in Whitecourt and Drayton Valley but will be employing local staff so that there is always someone available to greet clients. “We will be making sure that we have local people at the facility that can share our passion,” said Valliere. “It’s exciting for us to be able to have local employment,” added Henley. “I think that’s a good thing for the town too, and as the location grows, we will continue using local people because we feel that is important.”

When asked what residents can expect when they walk through the doors, Valliere said their space would be modern and inviting. “It will feel as though they are walking into someone’s living room. It will be inviting and comfortable.” Along with the foyer, administration area and arrangements office, there will also be a small chapel for viewings. “People won’t have to drive to have that last moment with their loved ones.”

They will be offering a variety of services to residents. “Both Joelle and I have such a passion for meeting people and helping them through this transition in life. Both of us have faced significant losses in our own lives, so we understand the process from a personal and a professional aspect.” Both stressed how important it is to them to be so much more than a funeral home. They will be offering different educational opportunities for those planning funerals and services to those dealing with grief. “From grief counselling to just having a cup of coffee with someone to talk through something, we look forward to building those relationships with Whitecourt residents,” said Henley.

“You only have one time to get this done right,” said Valliere. “No matter what their choices are and no matter what their financial status is, we are here to help and not to judge. It is a business, yes, but it is never about the bottom line. It’s about ensuring that the families we serve can have healing.” Henley echoed her sentiments. “We’re not looking at the bottom line of numbers, but rather we are looking at the bottom line of the experience for people.”

By the time this story hits the paper Affinity Funeral Service will be open to the public. “Stop in for a chat. We’ve got great listening ears,” said Valliere. One of the unique opportunities they are excited to bring to Whitecourt is the Night of Remembrance they already hold in Drayton Valley. “It is a very bonding experience,” said Henley. The evening features a video montage of pictures of lost loved ones that family members provide in advance. “It’s a beautiful evening. We take the time to remember their loved ones. It’s beautiful because people can come together in a safe place and cry because they are not alone,” explained Valliere.

Henley said that they strive to be as flexible as possible and never pushy. “People that come in who are not aware of all the options out there for them, we will let them know what is available to them. We are good at never being pushy. They might want something minimal but still, need that time together. We desire to facilitate them having a meaningful funeral service.”

Valliere said that they would offer monument services to those looking to have a stone or monument placed at the cemetery and have many options for families, including cremation jewellery. “We are here to assist people through their journey.” With many years of experience as a pastor, Henley offers the ability to bring faith to the faithful but added that families could be as spiritual or non-spiritual as they choose. “We are about meeting families where they are at.” 

Affinity Funeral Service is located at Unit #1 4105 41st Avenue. “We have a lot to offer people who maybe don’t know that these services are available to them. They do not have to go and do that research. We provide that information to them. We are very personable, friendly, and absolutely caring. That is what people can be guaranteed to receive when they walk through our doors,” said Henley. Residents can visit their website, www.affinityfuneralservice.ca and follow them on Facebook.