By Thomas A. Parmalee
After spending a long stint out of the workplace, Jennifer Colonna Gesek knew it was time to step out of her comfort zone.
Fortunately, she knew just who to do it with — her husband of more than 30 years Andy. In 2019, they started Holy Land Wood & Stone, which sells Christian crosses, keepsakes and decor items handcrafted from authentic olive wood and Jerusalem stone sourced from the holy land.
We recently caught up with Gesek (pictured with her husband, at top) to learn more about her, her company and how it serves funeral homes and cemeteries.
Tell me a little bit about yourself.
My husband Andy and I have been married for 30 years, and we have four children. I began my career in retail but took a 25-year hiatus to raise our family. As I return to work, I am eager to pursue my passion for helping others, particularly during their times of deep sorrow.
When did you start Holy Land Wood and Stone?
Although some of our products have been around for years, my husband and I started the company in 2019, right before COVID-19. Along the way, we’ve been fortunate to acquire several high-quality product lines that align with our mission of meeting the spiritual and emotional needs of our customers.
What does the company provide, and how does it work with funeral professionals?
Our company provides a unique bereavement line featuring two-piece keepsakes made of stone imported from the Holy Land and manufactured in Pennsylvania. These keepsakes offer comfort, peace and connection by placing one piece in the casket or urn and keeping the other with the family. We offer the Comfort Cross, the Forever in My Heart, the Star of David, and the Angel of My Heart, which can also be used for children. Funeral directors can use these keepsakes to comfort families with this unique gift and increase their revenue through repeat business. They can also be used during preneed planning.
What did you do before you were the owner of Holy Land Wood And Stone?
I was a merchandise manager for JC Penney and an assistant buyer for Anne Klein. For 25 years, I was a stay-at-home mom to my four children, during which I held various volunteer positions.
What are your tips for others who may be in business with a spouse or family member?
My husband Andy and I run the business together. We enjoy working together, but it can be challenging at times. We find it helpful to have assigned roles and try not to cross into each other’s areas. Respecting each other, listening to ideas, and not always assuming you are right are all crucial. It’s also essential for us to take non-work-related time together and to have individual time.
How many funeral homes do you currently work with? Do they get discounted pricing and then mark the item up? If so, what is the typical markup?
We work with many cemeteries and funeral homes throughout the U.S., and the number grows every week. Our customers tell us that our keepsakes allow them to minister to their families, providing comfort during times of sorrow and keeping families connected with their loved ones. Often, they use our products as beautiful, heartfelt gestures from the funeral director after all financial matters are settled.
Our customers use our products in several different ways. Our volume-based pricing allows them to consider giving the keepsakes as gifts from the funeral director. The volume pricing for the Comfort Cross starts at $17, and the Heart, Angel, and Star of David start at $14 each. Some customers absorb this cost in their budget, while others increase their package price to keep their program cost neutral.
Other funeral homes offer the keepsakes for sale to families. Our volume pricing allows customers to purchase our products at more than 50% off the manufacturer’s suggested retail price, enabling a markup of greater than 100%.
These are just two ways our customers use our products, but they have found other creative uses as well. We would be happy to share other potential programs with those interested.
Does the bulk of your business come from cemeteries and funeral homes? How do people typically hear about your business?
Most of our orders come from cemeteries and funeral homes. People typically hear about our business through social media, word of mouth, and relationships with funeral directors at conventions. I also receive many referrals from people in the industry and spend time making outbound calls and talking to people directly.
What are some of those most popular items you sell?
Our number one seller in our bereavement keepsake line is the Comfort Cross. The cross is split into two mirrored pieces, each with deep significance. One side of each piece is smooth, and the other is rough.
The top piece, which the family keeps, has both a rough side and a smooth side. The rough side represents the life we are living here on earth, while the smooth side symbolizes the peace that we will one day have with our loved ones. The piece placed in the casket is smooth on both sides, representing the deceased resting peacefully with the Heavenly Father.
What do you find so meaningful about operating your business?
My husband and I are both practicing Christians. It’s incredibly humbling to hear how our customers use our products to minister to others.
We’ve found that regardless of individual religious beliefs, what unites us is the love for our families and the shared sorrow of losing a loved one. We believe and hope that the connection our products provide can offer some comfort during a family’s time of need, regardless of their religious beliefs or non-beliefs.
Are there any other products that you plan to offer on the horizon?
We are developing a line of products designed for situations involving cremation. These items will include rosaries with compartments to hold ashes, and we are also modifying our existing keepsakes to incorporate ash-holding features. As we manage our own manufacturing, we have the flexibility to swiftly test and adjust ideas. We welcome any suggestions or ideas from your readers to enhance our product offerings.
Do you have any final thoughts?
In the few short years we’ve been in the funeral industry, we have met some amazing people and learned so much from them. We feel truly blessed by how our company has evolved and by the many wonderful individuals we’ve had the opportunity to meet. It’s been inspiring to witness so many people ministering to others and to have our own chance to do the same.
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