Nottingham-based PR agency, Eden Public Relations, is expanding its offering for its long-standing client A.W. Lymn The Family Funeral Service as the award-winning funeral directors diversifies its services.

Eden has been enlisted by the 117-year-old family business to provide strategic PR advice, media relations and raise brand awareness for M.A. Mills Funeral Service, which A.W. Lymn acquired in late 2023. A.W. Lymn re-branded three of its funeral homes to M.A. Mills in January 2025 to better support the needs of the communities it serves.

Emily Winsor-Russell, Director and Head of New Business at Eden PR, said: “We’re honoured to be supporting A.W. Lymn as it embarks on a new chapter for its business. We understand the importance of taking a holistic approach with our clients, ensuring we are best supporting their needs, and aligning our overarching PR strategy and messaging with their long-term commercial goals.

“Through our proactive and flexible way of working at Eden, we quickly created key messages and crafted a space within the broader brand strategy for M.A. Mills, giving the new acquisition the necessary support to gain awareness, while continuing to develop our ideas, advocacy tactics and brand recognition toolkit for A.W. Lymn. We’re excited to see how the M.A. Mills offering grows over the next year and to be a part of this new journey.”

The M.A. Mills offering – which now spans the original branch in Radcliffe-on-Trent and A.W. Lymn’s former funeral homes in Aspley, Allenton and Cotmanhay – is a streamlined version of the A.W. Lymn service and is rooted in the same core values of personalised care and attention to detail, professionalism and high standards of customer service.

Daniela Loffreda, PR & Digital Account Executive at Eden visited the Radcliffe M.A. Mills branch with Emily recently to get a feel for the differences and similarities between the two brands.

Daniela added: “The value of face-to-face time with clients to better understand their businesses’ values, visions and goals can never be underestimated. Visiting the Radcliffe funeral home was a crucial step for the Eden team to best grasp how we can support M.A. Mills moving forward, as well as begin the process of fostering a strong working relationship with its team that best promotes a collaborative and creative approach to our PR strategy.”

Eden PR has worked with A.W. Lymn since 2020, ensuring its narrative and stand-out reputation is on the news agenda consistently and unobtrusively. Over the last five years, Eden has positioned the family funeral service as a key thought leader and voice of authority in the funeral industry at both a regional, national and sector level. It has secured standout online, print and broadcast coverage in publications such as the BBC, ITV, The Times, The Telegraph, The Daily Mail, OK! Magazine, Nottinghamshire Live and The Funeral Service Journal.

It has also supported A.W. Lymn with its PR and messaging as it constructs its own cemetery and first barrows site in the East Midlands, as well as its acquisition of Hammerwich Crematorium & Cemetery, formerly Chase & District Memorial Park, in the West Midlands.

Emma Collins, Marketing and PR Manager at A.W. Lymn, said: “We have worked with the Eden team through an exciting period of growth for our business. Having seen the thorough and ever-professional approach the team takes with their media relations and PR for A.W. Lymn, we have entrusted them to take on a further level of support with M.A. Mills. We’re delighted to see our professional relationship with Eden grow as our business expands into new ventures.”