Batesville makes investment in Eterneva, will “leverage” client relationships

April 20, 2026/Products/

Last week Batesville announced in this press release that they had “made an equity investment in Eterneva and formed a strategic partnership with the company to expand access to custom memorial diamonds.” Batesville also made this comment in the release, “Batesville will leverage its national network of customer relationships to bring Eterneva’s memorial diamond service directly to funeral homes. The program will initially launch in select markets, with plans to expand nationwide over time.”

Eterneva, as explained in the press release, “is known for its high-touch customer experience, guiding families through every milestone of the diamond creation process with photos, videos, and personal updates, making the journey a process of remembrance.”

Batesville’s CEO, Chris Trainor, made these remarks about the Batesville/Eterneva combination via the press release, “Personalization has long been at the core of how we help funeral professionals serve families, and our partnership with Eterneva builds on that strength. Our combined expertise and shared values of quality, service, and innovation, position us to give funeral professionals a powerful new way to support families, delivering an experience that is both deeply personal and lasting.”

Tom Anderson
Funeral Director Daily

Funeral Director Daily take: For many of us, what seems like an odd combination is not. Probably in a way that may be too understated, Batesville has moved from being a “supplier of caskets” to a “solutions company” for those in Death Care and their clientele. The company that, a long time ago, gave us interchangeable casket corners so that our clients had more personal choices in casket selection, has been continually evolving into offering those types of solutions — not only in caskets, but urns, keepsakes, funeral technology, and most lately, remembrance jewlery.

Offering Eterneva products just seems to be continuing that trend.

The one aspect of this situation that is a little different is, at least from my reading of the press release, that Batesville made “an investment” in Eterneva and, apparently, moves forward as a partner with the company. That is in contrast to the process where you would see a company make an outright purchase of a product and/or company and put it under their complete control.

There are many vendors with good products trying to make a market and room for their products in what I believe is a fast growing market — that market being “Memorialization”. Maybe this partnership between the vendor, a supply and solutions company such as Batesville, and the funeral home clients of Batesville who can profit via sales through their channels makes a lot of sense in getting the product exosed to the buying public.

Being so aligned gives all of these parties an interest in Eterneva moving more and more products in response to “Memorialization” choices by the consumer public.

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