From Auto Sales to Urn Sales: How Michael Madore Built a Leading Online Memorial Brand

Timing is everything – and when the dotcom bust of 2003 hit, it could not have come at a worse time for Michael Madore, who suddenly found himself laid off from his job selling data and technology solutions to the automotive industry.

With a baby on the way and a new mortgage, he knew he had to provide for his family, but he was reluctant to stake his future on a job that could so easily be taken away.

“I knew just enough to be dangerous about e-commerce, and my father-in-law owned a Maine-based funeral supply company called Turner Sales Associates (now Turner Memorial),” he said. “So, I asked him, half-seriously, ‘If I build an urn website, will you ship what I sell?’”

His father-in-law was in a tough spot.

“He sort of had to say, ‘yes,’” Madore said, observing that the alternative would have been to have a son-in-law trying to take care of his soon-to-be grandchild without any source of income.

“That was the unlikely beginning of Mainely Urns,” Madore said.

More than 20 years later, the online retail business looks a lot different than when Madore launched the company.

We recently caught up with Madore to learn more about what he’s learned along the way and how he’s building alliances and partnerships with funeral homes he once considered adversaries.

How did you go from being a sales executive in the auto industry to building an online urn company?

I was selling data and technology solutions in the automotive industry, working with Mercedes, Subaru, and BMW, when the first dotcom bust hit in 2003. I was laid off, a baby on the way and a new mortgage. I knew just enough to be dangerous about “ecommerce,” and my father-in-law owned a Maine-based funeral supply company called Turner Sales Associates (now Turner Memorial). So, I asked him, half-seriously, “If I build an urn website, will you ship what I sell?” He sort of had to say yes, he had a grandchild on the way and a son-in-law without a job. That was the unlikely beginning of Mainely Urns.

What do you wish you knew starting out that you know now?

I wish I had understood how quickly the Internet would evolve, and how much of my time would shift to mastering SEO, logistics, digital marketing, and now AI. I thought it was about putting tons and tons of products online and waiting for orders. I was very wrong.

I wish I’d appreciated sooner the importance of partnerships. Early on, I saw funeral directors as adversaries because they’d hang up on me. Now, the relationships I have with directors, suppliers and technology partners are the most valuable parts of the business.

How has your perception of funeral directors changed over the years?

At the beginning, I thought funeral directors hated me. They wouldn’t return calls, and sometimes they were outright rude. But I’ve realized that many just didn’t understand e-commerce or saw me as a competitor. Over time, by showing them we could partner instead of compete, those relationships transformed. Now, I consider directors not just colleagues but allies.

What role does technology play in your business today?

Technology drives everything we do now—SEO, online personalization tools, logistics, and AI. The speed of change has been incredible. What worked 10 years ago is obsolete today, so we’re constantly adapting.

What are your goals moving forward?

Our focus is on deepening partnerships with funeral homes, expanding personalization options, and keeping ahead of technology shifts. We want to make it easier for families to find something truly meaningful while also supporting funeral homes with tools they can trust.