Jackson Family Funeral Directors only started this year, but for founder Matthew Jackson, it is the culmination of years of hard work.

Although most funeral firms are family businesses with long histories, Matthew, 31, is the first generation of his family to take up the trade.

He said: "Most funeral directors have been in the business for generations, but it is something I always wanted to do."

Matthew worked as a chef and in retail before signing up for the Co-Operative diploma in funeral services, he said: "I signed up to the Co-Op NVQ and worked in their funeral set up for just over five years before working for an independent funeral directors in Pershore before getting my certificate in 2014.

"I can't really explain where it came from - as I got a bit older I went to more funerals and really admired the dignity with which they carry out the ceremonies."

Matthew set up his first branch in Upton upon Severn earlier this year, before setting up in Pershore at the start of November.

Funerals are sensitive issues, and according to Matthew, being sensitive and compassionate is the most important thing.

He said: "We always try to be sensitive with customers and make sure that they deal with the same person at all times.

"It's that personal touch which really helps when people are grieving and dealing with bereavement and I believe we do that very well indeed.

"People don't like talking about death and funerals, but it is something we all have to deal with, so we try and make it as easy as possible.

"There is no such thing as a 'typical' funeral - a lot of our funerals are non-attended and even though no one is there we still make the effort to make the funeral special.

"We've done a lot of funerals with people's families via email and so we still need to build trust with them that we are going to do it properly.

"Trust is the most important part of the job."