Funeral home adds two locations, tweaks their brand
I found an interesting, unique, and well-thought out expansion by a funeral home aimed at bringing their geographical reach closer to more families. At the same time that this funeral home expanded from three locations to five locations they subtly tweaked their brand name by matching it with “. . .the younger generation of family members joining the business”.
In this article from the Philadelphia Jewish Exponent you can read about the former Goldsteins’ Rosenberg’s Raphael-Sacks, Inc. Funeral Home expanding by two locations and re-branding with a much shorter and concise moniker —- “Goldsteins’ Rosenberg’s Funeral Directors”. The article explains that a new advertising tag-line will state, “New name, same compassionate family”.
Here is what I think is truly unique about this expansion. . . . Goldsteins’ Rosenberg’s Funeral Directors will not own any more physical property or real estate. The company will be partnering with the Ciavarelli Family Funeral Home and Crematory and operating, in a shared environment, out of their facilities in Ambler and Conshohocken for these two new locations. In essence, the locations will serve as hubs for both funeral homes.
Here’s what Director and Owner Eileen Norman Perice of Goldsteins’ Rosenberg’s said of the arrangement, “We carefully researched the new locations to meet the community’s needs and move forward as a team offering planning for future generations.”
On the Ciavarelli Family Funeral Home and Crematory website is this prominent notice of the collaboration:
“As you may have seen, we have an additional sign that has been hung under ours at our locations. We are pleased to announce that we have a shared facility agreement with the Goldsteins Rosenberg’s Funeral Directors and welcome them to the area. This means that we have permitted the Goldsteins’ to use our beautiful facilities for their client families in the local area. The Goldsteins’ are a long established and well-known prominent Jewish family-owned funeral home that have locations in Philadelphia and Southampton, and now have a presence in Montgomery County. The Ciavarelli family continues to serve our community and own and operate our own business as we have since 1948, while the Goldstein family continues to operate their own business. We have had a friendly working relationship together for many years. This agreement welcomes families of other cultures and diversities to use our comfortable, safe, and spacious facilities for funerals, memorial services, and celebrations of life.”
Goldsteins’Rosenberg’s has been in business for more than 140 years and seen five different generations of funeral directors. The article makes note of the brand name change and its accuracy in that no active members of the Raphael or Sacks families are currently in the business. Perice said of the brand name change, ““Most people in the community know of the Goldstein and Rosenberg names, so the change was actually quite natural.”
The article also points out that “Goldsteins’ Rosenberg’s has seen a lot of changes in the industry in its long history. In recent years, the company has seen much of its business shift to catering to the burials of interfaith couples and requests for cremation.”
Here is the website for Goldsteins’ Rosenberg’s Funeral Directors
Here is the website for Ciavarelli Family Funeral Homes and Crematory

Tom Anderson
Funeral Director Daily
Funeral Director Daily take: This is one of the most unique expansions and re-brandings in our business that I have seen. . . and it all makes perfect and logical sense. The re-branding will give a shorter name and the ability to use facilities in other locations will give greater geographic reach at a lower cost than building or acquiring. On the other side of the coin, the Ciavarelli family will receive some type of renumeration for the use of their funeral facilities and the facilities will be used a higher percentage of hours in a month simply because another funeral home will also operate there. It should be a win for all.
One other item I noticed when looking at the company websites is the incredible consumer content that allows consumers to get to know the people from the Goldsteins’ Rosenberg’s Funeral Directors team. It’s one of the best I’ve seen in letting your community know who you are. You can access that content here.
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