I’m shocked that this concept is still around. Yet. Inc magazine decided to do a feature story last month on Eterneva, a company that inserts ashes from a loved one into keepsake diamonds.

I couldn’t believe my eyes. Our PR agency, HWH PR, represented the predecessor to Eterneva, over 15 years ago. When the owner of the first company, who came up with this concept, first debriefed me on his idea, I thought it was the craziest scheme I ever heard. We continued to do business for a while, but I got tired of convincing the press to write stories about this new type of jewelry.

Now years later. Inc says cremations are outnumbering burials. I guess timing is everything, and this concept now makes sense.

Carrying the ashes of a loved one around with you can be very comforting, What I once thought was very spooky, turns out to be very sweet after all.

My timing was off.