“This one officially makes number four,” Traci Smith-Cone says of a new store in Westgate Mall in Amarillo.
Smith-Cone, who started the concept with Nathan Smith in 2010, says that mall is the only one in a 125-mile radius, and it’s in a great spot.
“Amarillo is often referred to as the crossroads of the United States,” she says.
Until now, the chain’s concept has been to specialize in custom caskets and urns, but memorial products are an increased focus of the business.
“Grief isn’t just a one-time event,” Smith-Cone says. “It is ongoing.”