Case of an unfortunate coincidence

“When shopping for funeral services, be wary,” read the headline on The New York Times story that ran May 8 on the Business section’s front page.

The news hook for the piece was a federal government lawsuit against Funeral & Cremation Group of North America; Legacy Cremation Services and the companies’ principal owner.

The complaint was filed in U.S. District Court in Fort Lauderdale, Fla., on April 22. The companies market services through the websites Legacy Cremation Services and Heritage Cremation Provider, the Times story said. Federal authorities charged that the operator of the two online cremation brokerages had misled clients and forced families to pay inflated prices, the Times reported.

One of those company names is coincidentally and unfortunately nearly identical to that of a local business, one that has nothing to do with the lawsuit. “Legacy Funeral and Cremation Care” on University Avenue in La Mesa is reeling from the mistaken belief the local company is connected to the case.

Jo-ann Chelstowski, the location leader of Legacy Funeral and Cremation Care, said the La Mesa business has experienced a massive drop in phone calls — 70 to 80 percent. She said families that already are clients have called asking about the perceived troubles. A family friend, under the erroneous belief the company was involved, approached her earlier this month asking if she knew about these problems before starting work there.

“It’s guilt by association,” she said. “Our reputation is impeccable, and we work hard every day to develop trust with our families. We’re concerned this has tarnished our reputation.” The situation is especially sensitive, because its clients are local and primarily come from referrals.

After being alerted by a media representative about the name confusion, the U-T published a note May 13 on A2 that said the local company is not connected to the federal lawsuit.

As the readers’ rep, I reiterate that Legacy Funeral and Cremation Care on University Avenue in La Mesa is not involved in the case.