You're used to seeing some stories at just about every mall across the valley. But at one valley mall, a day of family shopping may include a stop at the coffin store.
Typically, the only place to find things like coffins and urns is at a funeral home, but the people behind this store feel that are tapping into a market that is behind the times.
They want people to rethink the burial process and they choose to start in mall.
It's hard to miss. The merchandise grabs your attention.
"Look at the marketplace right now. We didn't want to open another shoe store. A bag and jean store. This is different."
"Till We Meet Again" opened last month at Christown Spectrum Mall, selling customizable caskets and urns. Urns for those who love the traditional -- to those who love motorcycles.
"Where a funeral might be limited, I have over 1,000 caskets. I have over 2,500 urns."
The space is small, but owner Pat Kerivan has big plans.
"I think I would like to choose how I would like to go. Especially after burying my mom, my dad and my sister in a traditional funeral home. It wasn't any fun," says Kerivan.
Reaction has been mixed.
"I just thought it was strange. A casket store inside the mall?" says shopper Matthew Burr.
But the owner says a mall is the perfect spot.
"Exposure. It is important for people to see you. It is important for people to know what you are trying to do here," says Kerivan.
And what he's trying to do is change the burial experience.
"We turn that frown upside down. They are walking out of here going, that is different, that is cool."
The caskets can be emblazoned with pretty much whatever you want.
"It is a personal choice. Is ASU what you want to do? Is the Vatican what you want to do? Maybe you are military, and people don't have those choices at a traditional funeral home," says Kerivan.
For this casket, the family members requested a picture of their farm and family photos.
"The lady and the family wanted to have the wedding picture and pictures of all the kids in the family. They gave it to us, we made a little collage, we sent it to the family. They approved it, hand delivered to the funeral home in three days for $2,700 -- that is remarkable."
Because all they're selling are things like caskets and urns, they are able to keep prices pretty low compared to a funeral home.