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Jan 15,2006 - Jan 22,2006 |
7 - 'I refuse to bank on other people's pain,' says funeral home owner Franco Bernardo Keeping a cool head in times of grief
Former marathoner marks 30 years in business with an expansion plan, one of few independents left
By Antonio Maglio
Originally Published: 2002-12-22
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Franco Bernardo
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This is the story of a man who, if he wanted to, could easily become very rich at the expense his clients. They would probably be more than willing to hand him their money. All he would have to do is ask them.
His name is Franco Bernardo and he owns and operates a funeral parlor. "That's right," he confirms. "If I were an unscrupulous man, I could easily take advantage of the disorientation that always accompanies the loss of a loved one. Who would prevent me from doing that? In those moments, relatives are concerned about other matters, and for the sake of their dearly departed, they're willing to shoulder any expense. But I have never inflated my estimates, even by a single cent. My sole objective has always been to earn my clients' trust. That's why I'm still here, after 30 years."
The Bernardo Funeral Home recently celebrated its 30th anniversary. To mark the occasion, Bernardo is expanding its Dufferin site (at 2960 Dufferin Ave. The other site is located at 855 Albion Rd. at Islington Ave.).
"Work will be completed this summer," says Bernardo. "Not only will we have a spacious parking lot, but inside there will be large halls and all sorts of comforts. As always, service will be impeccable and personalized: the best transportation, the best cars and, of course, prices will be reasonable. I have never speculated on other people's pain. Because you see, my life has always had a fixed motto: respect for everyone."
Bernardo tells his story in his own words. It's the story of a boy from Basilicata, (he was born in Pisticci, in the province of Matera, 66 years ago). He came to Canada seeking a better life. There would be nothing exceptional in all this, if it weren't for what Bernardo said at the beginning of this interview: his refusal to make money by exploiting the emotional vulnerability of his bereaved clients during their time of loss "Death is an integral part of life, and that's why it deserves the utmost respect," he mulls.
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