OGR recently caught up with Brenden Jacobsen and Ninness Funeral Home in Porirua New Zealand for the latest issue of The Independent magazine. Read more in the article below and OGR members can check out the full digital magazine in the OGR member portal.
Tell us a little about how your funeral home got started and how it has evolved over the years.
J. Ninness & Co. Ltd was established in 1961 by Jack Ninness and originally operated under the name Elsdon Funeral Home.
Located in Porirua, a growing city just 20 minutes north of Wellington, the capital of New Zealand, where the business quickly earned a strong reputation for compassionate and professional funeral services.
In 1972, the funeral home moved into its current premises and adopted the name Ninness Funeral Home, under which it continues to serve the Porirua and greater Wellington communities today. Jack Ninness retired from the company in 1988, at which point ownership was transferred to John Duncan, who managed the business for several years.
In 2007, I acquired the company at the age of 22, a bold and exciting step that marked the beginning of a new era for the business.
Over the past 18 years, Ninness Funeral Home has evolved into a modern, innovative, and highly successful operation, while remaining grounded in the values of empathy, respect and excellence in service. Today, we are proud to have a dedicated team of qualified and experienced professionals who bring both expertise and genuine care to every family we support.
Since purchasing the business, my role has grown and shifted significantly. From embracing technology and modern service offerings to adapting to the diverse cultural and spiritual needs of our community, I've seen firsthand how the industry has matured. Through it all, my commitment to providing dignified, personalized, and meaningful services has remained at the heart of everything we do at Ninness Funeral Home.
Why was it important for you to keep your funeral home independently owned and operated?
Being a locally owned and full independent funeral home is not just a point of difference, it's a core value and a vital part of how we serve our community. In an era where nearly all funeral providers in the wider Wellington region are owned and operated by large national or multinational corporations, Ninness Funeral Home remains proudly independent and community focused.
This independence gives us the freedom and flexibility to make decisions based on the genuine needs of our client families, not corporate policies or shareholder expectations. We're able to tailor our services in ways that are personal, meaningful, and relevant to the cultural and spiritual diversity of the people we serve. From unique service formats and venue options to bespoke memorial ideas, we are able, and willing to think creatively and compassionately outside the square.
Being part of the local community means we're not just providing a service; we're forming lasting relationships built on trust, understanding, and mutual respect. We live here, we raise our families here, and we care deeply about the people and traditions in this place. That sense of connection and accountability can't be replicated by corporate-run chains. Our independence also allows us to reinvest in our community through sponsorships, partnerships, and local initiatives, supporting the well-being of the people who support us. Ultimately, it's this commitment to integrity, innovation, and heartfelt service that allows us to ad real, tangible value to every family we work with, at a time when they need it most.
What do you find most meaningful or rewarding about working in funeral service?
What I find most meaningful and truly humbling about working in funeral service is the opportunity to help people during one of the most vulnerable, emotional, and often overwhelming times of their lives. When families come to us, they're not just seeking service, they're seeking guidance, comfort, and someone they can trust to carry their loved one's story with dignity and care. To be that person, to be in that place, is a privilege I never take for granted.
There's something incredibly rewarding about helping families create a farewell that reflects not just the loss they feel, but the life that was lived. Every person has a unique story, and I see it as our responsibility and honor to help tell that story in a way that's meaningful, personal, and healing. Whether it's arranging a small, intimate gathering or a large, community-focused tribute, every detail matters. Knowing that I've made a difficult time just a little easier for someone, that I've brought clarity in chaos, calm in grief, or even just a moment of peace is what keeps me grounded and committed to this work.
Ultimately, it's the human connection that makes this work so rewarding. You see the best of people, their resilience, their stories, their memories. And being able to walk alongside, even briefly, is something I value deeply.
What do you believe distinguishes your funeral home from others in New Zealand?
We also place a strong emphasis on community. We're not just a business, we're part of the fabric of Porirua and the wider region. Our team lives here, raises their families here, and understands the values and traditions that shape our diverse community. The local connection builds trust and allows us to serve with empathy and cultural sensitivity.
Perhaps most importantly, we don't see our role as simply providing a service, we see it as walking alongside people in one of life's most difficult moments. That human connection, built on compassion, respect, and professionalism, is at the heart of everything we do.
At Ninness Funeral Home, we blend decades of experience with a modern, forward-thinking approach to funeral care. We continually look for new ways to meet the changing needs of families, from eco-conscious options to digital memorials while always keeping empathy at the core of our work.
How do you and your team stay connected and involved with your local community?
Being part of the Porirua community means everything to me; it's where I work, where I live, and where my family have lived for well over a century! Staying genuinely connected to the people and places around me is a core part of who I am, and it's central to how we operate at Ninness Funeral Home.
As a locally owned and independent business, we make real effort to support and uplift our community in meaningful ways. We're involved in sponsoring local schools, sports teams, and community events not just as a business, but as people who care. I believe in putting that support back into the same community that has supported us for so many years.
You'll often find my staff and I attending local events, remembrance services, and cultural gatherings, not because its part of the job, but because I genuinely value being there. It's important to me that people know we're approachable and here when they need us, not just during times of loss, but as a steady presence year-round.
Our team at Ninness is made up of people with strong roots in the area, and we're all passionate about giving back where we can. Whether it's through community initiatives, outreach, or just being there to listen, we take pride in being more than just a funeral home, we aim to be part of the heartbeat of Porirua.
What trends or changes are you noticing in funeral service within New Zealand?
New Zealand's funeral landscape is evolving from traditional burials toward more affordable, sustainable, personalized, and digital options. These changes reflect shifts in cultural values, financial realities, and technological possibilities. At Ninness Funeral Home, we've embraced all these trends, offering green coffins, livestreamed services, themed farewells, and ongoing grief support while ensuring each service stays deeply personal and culturally respectful. It's also notable that we're seeing less requests for embalming and visitation.
Are there any challenges or differences in funeral service in New Zealand that you think may be unique compared to other parts of the world?
Funeral service in New Zealand is shaped by our bicultural foundation, multicultural society, rural geography, and relatively unregulated industry framework. These elements create both challenges and opportunities, pushing us to be more culturally responsive, geographically adaptable, and service-driven in our approach. It's not a one-size-fits-all environment, and that's exactly why local, independent providers like Ninness Funeral Home play such a vital role.
What drew you to become a member of OGR, and what do you value most about the membership?
What initially drew me to become a member of the Order of the Golden Rule (OGR) was the strong alignment with my own values, integrity, compassion, service, and professionalism. OGR isn't just a name; it represents a global network of independently owned funeral homes that are committed to treating families the way we'd want our own to be treated. That principle resonated deeply with me.
As the owner of an independent funeral home in New Zealand, I know how important it is to stay connected, supported, and continually learning, especially in an industry that's evolving so rapidly. OGR provides that sense of community and collaboration. It gives me access to a global group of like-minded professionals who share not only challenges and solutions, but also innovations, best practices, and a genuine passion for serving families with dignity.
What I value most about OGR is the trust and mutual respect among its members. We're not competing, we're helping each other grow. Whether it's through educational resources, peer networking, or the leadership OGR shows in areas like ethics, sustainability, and family care, the organization consistently adds value to what I do every day.
It's a reminder that while I may be operating in a small corner of the world, I'm part of something much bigger, a worldwide community of funeral professionals committed to excellence.
What's something people might be surprised to learn about you or your funeral home?
Our funeral home was the first in New Zealand to use the title 'Funeral Home'!
I have swum with Great White Sharks off the coast of New Zealand!