|Personal service, the hallmark of his business, sets Watkins apart in a highly competitive industry. “I never want to seem too busy for customers,” he says. He sets the example of personal attention that he demands of everyone who works in his organization. Despite a hectic schedule, Watkins makes it a point to attend most services they conduct, whether he knows the deceased or not, acknowledging the family, and presenting a plaque in memory of their loved one. He phones every family personally to offer his condolences.
With the philosophy that a funeral service is more a celebration of life than a mourning of loss, he has developed a widely recognized signature style that is uniquely Willie Watkins. “We plan a service,” he explains, “that the family can remember with fondness.” He became the first in the area to release doves as a symbolic gesture of releasing the spirit to the heavens. In addition to his signature flower cars, Watkins offers black cars with silver tops, and horse drawn carriages for the processional. His funeral directors wear top hats and tails. It’s all designed to give the family a memorable experience.